How do you deal with competition within your ads and sales letters?
Should you avoid the issue? Or should you address it head on?
Well, firstly you should know that whatever you are selling within your copy is only one option, a choice; he has other alternatives.
Sure, your prospect may not know of them. But as a result of your copy, you could motivate him to seek other alternatives.
And that’s why you should seek to methodically invalidate every other option other than your own that he may consider.
But how do you do it without advertising them at the same time? After all, if you give attention to them, you’re essentially offering advertising his business for free.
As you can see, this is quite a touchy subject. Here is one approach you could use for a real estate agent:
Seven “Deadly” Mistakes People Make When Choosing A Real Estate Agent
Mistake # 1: Choosing a real estate agent without enough experience
Mistake # 2: Trusting the agent to give you an accurate appraisal
Mistake # 3: Underestimating the lust of the agent to sell your property for whatever he can get
Mistake # 4: Wasting your hard earned money paying more commission than you legally must
Mistake # 5: Giving in to confusion. Spending thousands on advertising without really identifying which strategy will work for you best
Yada. Yada. Yada.
You get the picture, right?
The whole aim is to put question marks in the mind of your customer about your competition. And highlight your strengths - and their weaknesses.
Here’s a sub-headline you could use for copy about financial services:
A Critically Important Warning About “Financial Planners” To Avoid. Why Most Financial Planners Don’t Have Your Best Interest At Heart
(Insert your industry for financial planners. And use this for yourself)
Or what about this line if you’re using a self development program:
Frankly, there are a ton of lousy self development seminars out there. Get-rich quick events held by people who are almost dead broke. Events by hyped up gurus who leave you punching the air, only to come down like a ton of bricks a few days later once they have your money.
Nothing like that here at (your company)
Are you getting the picture?
You don’t need to name your competition personally. You simply need to place doubts in your prospects mind about the alternatives.
Use these templates in your business. And gain a definite edge over your competition.