Dear Copy Bitch: I have a copywriter working on my website copy, and she recently asked me who my competitors are. Here’s the thing: I know it’s a standard question, but we really don’t have competitors. No one does the work as well as we do. We really are different. How do I explain this to the copywriter? Her copy should be focusing on what makes us so great, right?
—Awesome Company, Boston
Answer: Sure, from your perspective your nearest competitor is so far behind you that there’s no way anyone would possibly opt for said competitor over you, right? That’s a fine and dandy attitude to have if you’re, say, eight and still thinking the world revolves around you. But how ’bout putting on your big boy or big girl pants and looking at it from your prospects’ perspectives?
Your prospects don’t know you’re the be-all end-all in your industry, and they certainly won’t “get” it just because you tell them so on your website. Your copywriter is smart for asking about your competitors. Why? Because it’s important to look at how your competitors are positioning themselves, their services, and their products so that you can figure out what they’re doing right (because they will be doing something right, I guarantee it), what they’re doing wrong (ditto), and how you’re really going to demonstrate your company’s unique qualities (i.e., your unique selling proposition).
Remember, your website (and any other marketing vehicles) should be about your customers and prospects first. Acknowledge their needs, worries, fears, and pain and then demonstrate how your company fulfills those needs, relieves their fears and worries, and eliminates their pain.
There’s an adage in creative writing: show, don’t tell. The same is true here. Telling me you’re the greatest and that any “so-called” competitor is a lying heap of horse manure won’t be as effective as showing me how well you take care of your current customers and what makes you different from the competition.
Pretending the competition doesn’t exist or isn’t good enough or is too far behind you to catch up is dumb-ass marketing. Don’t do it.