Australian School of Copywriting

From: Bernadette Schwerdt
The Copywriting Coach
Today’s topic: Who’s Your Most Threatening Competitor? If You Don’t Know, You Should.

Hi there,

In my last email, I mentioned the example of the Events Manager who discovered that she doesn’t just ‘manage events’ but is instead, a ‘Connector’ who helps clients connect in fun, engaging and profitable ways.

When she’s out networking, she now has a much higher chance of getting work because people can see clearly the benefit in what she offers.

Being a ‘Connector’ versus an ‘Events Manager’ are two different occupations so she has effectively redefined the industry she is in, and along with that, her competitors.

You see, when you know what business you’re in, it opens up lots of opportunities but it also shows you how many competitors you really have.

On that note, do you ever take the time to find out what your competitors are doing?

Do you even know who your competitors are?

It never ceases to amaze me that people set up a business and haven’t got the foggiest idea who their competition is.

I find this quite disturbing because if you don’t know who your competitors are, the odds are high that your customers do – I mean, they’re not silly. They’ve done their research and have worked out where you sit amongst your competitors in terms of price, quality and service – so if you don’t know this information, how can you possibly create a unique selling proposition, a pricing policy or a customer service policy that’s better than the others?

You don’t operate in a vacuum – you need to know what others are doing.

Here’s a challenge for you. Go online right now and Google your business and find out who else comes up – ring them up and do some shadow shopping to find out how good they are at what they do.

You’ll either be pleasantly surprised to find you’re a cut above the rest or horribly disappointed to discover that you’re overpriced, under resourced and way out of your league.

Which one are you?

Take a moment to find out now and I’ll see you next time to show you why collaboration is better than competition.

From: Bernadette Schwerdt
The Copywriting Coach
Today’s topic: How To Create Strategic Alliances With Your Competitors.
Hi there,

When you know what business you’re in, not only is it easier to market what you have but you get to discover who your competitors are.

Remember my client, the Event Manager? She perceived her competition to be other Event Managers – a logical assumption but unfortunately, an incorrect assumption.

You see, when we discovered what she offered – networking events, team building sessions, trade exhibitions – turns out she’s got more competition than just other Event Managers.

Her competitors are corporate trainers, exhibition companies, networking specialists – and that’s just the beginning.

You’re probably thinking right now: “If that’s what she discovered, I don’t even want to know who my competitors are – it’s too frightening to contemplate!”

But knowledge is power so instead of seeing those other suppliers as competitive, she can see them as ‘collaborators’ which means she can then work with them to help her create amazing events for her own clients.

This fact alone opened up a whole new world of opportunities for her and enabled her to develop a wide range of strategic alliances with these companies that generated leads for her business instantly!

This revelation literally changed her business overnight.

Who are your competitors and what strategic alliances could you create that would open up new opportunities for your business?

Take a moment to make a few notes and I’ll see you at the next email.

PS: And remember, this is all research material for you so you can learn how to write your own copy. It’s a lot of work isn’t it? But it will pay off in the end. And if you’re going to go to all the effort and expense of creating marketing materials for your business, you want to do it properly, don’t you?  Welcome to the world of marketing!