Who are you competing against? Chances are, you might think of your direct competitors, and that’s who you might refer to in your copy. However, you’re leaving money on the table by not addressing the other types of competitors that influence whether your prospects buy from you.
There are 4 types of competitors and your copy needs to position you as a superior choice against each of the 4.
- Lack of interest in the copy—before you can address any of the other competitors, your reader’s wavering interest is the very first one to address!
- Direct competitors—this is the obvious one; it’s the competitors who sell a similar product or service to what you sell.
- Indirect competitors—this is the competitors who sell an alternate way to solve the problem. (A car dealership is a direct competitor to another car dealership; a bus ticket is an indirect competitor.)
- Inaction—the last type of competitor is that of no choice at all! Your reader may choose not to act, and simply to live with the problem as it is.
If you want to sell anything in your copy, you must sell against each of these 4 types of competitors.
(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)