The Blog of Scott Chapman
Copywriter & Sales Conversion Expert

Write your copy and THEN check your competitors to get more sales

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When writing new sales copy, it’s always important to see what your competitors are saying. By looking at their selling points and how you could counter them, you can adapt your copy so it comes out on top when prospects are browsing through multiple companies and making a decision on which one to choose.

Many people prefer to check their competitors’ websites or marketing materials before they even put finger to keyboard. However, the big issue with this is that it can overly influence your own style and approach to writing – even on a sub-conscious level. In trying to differentiate your copy, you can inadvertently make it more similar and thus less effective in helping you stand out.

The best approach is to start writing without any outside influence

Simply let your own unique ideas flow out without being bent or warped by what someone else has written. Each word is fresh from your mind and could be drastically different to what any other company has produced, but that’s a good thing. It helps you to be unique, helps you put your own stamp on your business presentation and helps you to stand out ahead of the rest.

Once you’ve done that, THEN look at your competitors

You want your sales copy to be unique, but you also don’t want to miss out on any powerful selling points which may not have even crossed your mind. Once you’ve produced some sales copy you like, you can THEN take a look at what your competitors have written.

Your stuff might be better, or they might have included some fantastic benefits or features which would be worth including in your own copy (without directly stealing their work, of course). They may have even mentioned some key features which your business can personally do better, so you can then work that into your copy to counter-act it.

With this approach, you have unique and uninfluenced copy combined with key pieces of inspiration and counter arguments put forth by your competitors. It’s a win-win situation and should help you increase your sales conversion rate, so give it a try today!


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