If I told you that you could see any band in concert, who would you choose? (Feel free to pick a band that’s no longer together or around).
How much would you pay for a front row seat?
Next question. How much would you pay for a front row seat at a tribute band for the same act?
Imagine I tell you that you won’t be able to tell the difference, that the tribute will look and sound, and seem exactly like your musical idol(s). I’m guessing there would still be a monetary gulf between the two prices.
Because while there may be many great tribute acts out there, there’s only one Dolly, Bruce, or Mr. Diamond. And we’ll pay more for the one that is unique.
Unfortunately, customers can also slash the price they’re willing to pay IF you are seen as the same as all the other artists, coaches, hotels, software companies etc out there. But you’re not the same, and you don’t deserve to be treated as someone who is interchangeable with someone else. As Sheryl Crow sang – you’re an original baby.
A lot of people think that communicating differentiation means coming up with a completely new and different way of working. Yes – if you offer something unique, you absolutely want to lean into that in your marketing. But many people can get an advantage over the competition with just a little extra copy that shows prospects:
Hey – I’m not just ANY [insert your job or business title here] I’m THE [again with your job or business title].
So – I’m not just ANY copywriter and consultant, I’m AMY the copywriter and consultant. Okay I realise that there’s not much of a visual impact there considering my first name looks so similar to ‘any’. But don’t underestimate this positioning of being the “THE” in your industry. Look how good of a branding exercise it was for Attila, Winnie, and Hagar…
The point is that most people undersell themselves by leading with what they do, instead of leading with their unique story and journey which has equipped them to do that thing as well as they do.
The solution to this is something I call Process over Product Copywriting. I cover it in more detail in the latest podcast where the marvellous Martin Whitmore has created a unique and wonderful podcast illustration to show the difference between what you get when you hire ANY artist, versus THE ‘Michelangelo.’
There are two quick wins in Process Copywriting to help you differentiate from the competition: your background and the way you work. What’s more, even if the way you work is relatively standard, packaging it into a process, rules, or framework can still increase your perceived value.
If you missed previous episodes, you can also catch up on episode 38 which looks at the Stop, Start, Without copywriting framework which helps you boil down your key benefits into a quick pitch. And Episode 37 shows you why it’s important to take a step back and ask yourself – is your marketing failing because you’re asking too much?
Till next time, keep believing.