How to "Steal" from Your Competitors to Create An Instantly Compelling Offer (Step #2)
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Sales Copy Blueprint for Super Busy Experts and Entrepreneurs
A complete 5-step system for writing sizzling hot sales copy, without investing 1,000s of hours to become a "world class" copywriter or spending 1,000s of dollars to hire one:
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[Note: This is part #2 of a 5-part series on how to quickly enjoy greater sales and profits in your business with a 5-step copywriting system for writing crazy effective copy… without investing 1,000s of hours to become a ‘world class’ copywriter. If you’re just joining us, start the series here!]
Welcome back to our series on writing sales copy for busy experts and entrepreneurs!
In the first article in this series, I gave you the 30,000-foot-view of the personal process I use to write copy for myself and my clients. I also shared step #1 in the process, which is creating a super-compelling offer.
This week, you’ll research your competition and use the data you find to dial in your offer even more, and make it irresistible to your prospects and customers.
For this exercise, refer to the “COMPETITION” tab on The Ultimate Copy Blueprint.
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February 21, 2019
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In order to be competitive in the market, your offer has to be competitive.
The single most important thing you can do during your research is to check out your competition and inventory everything you can find out about them.
- What products out there are similar to yours?
- What does the offer consist of?
- How do the features and benefits compare?
- The bonuses? The price? The guarantee?
Be thorough, and carefully examine their marketing and advertising.
As an example, compare the fictitious offer we created last week to this actual offer from a competitor in this market (this is a real product, but the name has been changed)…
Product / Service:
- The Expert’s Blueprint System
Main Components:
- 328-page master manual.
- 10-step audio training session set (12 CDs)
- Quick-start guide
- 2′ x 3′ wall poster (diagram of the complete 10-step strategy)
- Demonstration videos for each of the 10 steps (including all technical stuff)
- Resource Directory (a list of the resources, vendors, web sites and tools they use for each step – delivered online)
- Done-For-You-Services and Outsource Directory (a list of other people or companies you can outsource certain things to – delivered online)
- Member’s only discussion forum
Premiums / Bonuses:
- “Bonus DVD #1: The Experts Blueprint System Live Video Orientation” (90-minutes)
- “Bonus CD #2: The 99% Solution: How to Be Ahead of 99% of Every Other Internet Entrepreneur”
- “Bonus CD #3: The Mr. Potato Head 4-Part Email Success Formula – Advanced Email Marketing”
- “Bonus CD #4: Experts Predictable Profits Program: How To Have A Highly Lucrative Monthly Paid Continuity Program”
- “Bonus CD #5: The 4 Reasons People Fail And 3 Simple Exercises To Permanently Eliminate Them”
- “Set up of your web site for you on your own domain with a customized and search engine optimized blog, with all the right plug-ins and settings (a $497 value)”
- “One free ticket to the $1,995 Everyday Entrepreneur 3-Day Intensive”
Pricing / Guarantee:
- One payment of $297
- Full 365-day, money-back guarantee
Order / Delivery:
- Online order form. The entire course is shipped hard copy
- Only supplementary material is delivered online, the rest via FedEx
Now, if you were to launch our fictitious product into this market, how do you think the offer would fare?
Do you think you might want to improve it just a bit?
Probably.
Do you think comparing your offer to other offers in your market will help you to create a better product and give your buyers a better experience?
Definitely!
So that’s your task for this week.
Go out and research your closest competitors (if you haven’t already) and use that information to finalize your own offer.
I’ll see you back here next time for step #3 as we take a look at the WHYs and HOWs of understanding the key motivations of your prospects and customers.
Talk then!
Paul