Juan Israel Ortiz

Copywriting, Copy Critiques, and Marketing Consulting

unique selling proposition

How to Analyze Your Competition

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Do you know you should or how to analyze your competition?

There is no such thing as “having no competition” in business. No one lives on an island of their own. And whether it is directly or indirectly, someone out there fighting to get your clients’ attention. As well as their dollars.

That is why it is so important for you not only to identify your competitors but to understand them. That way you can prepare to counter whatever they are offering to your targets and not look or sound desperate.

For the sake of this post, I will only focus on the direct competition when giving examples. If you have an interest in me discussing how to deal with indirect competition, then leave me a comment below. I’ll sure work on a post about it in the future.

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What is Your Unique Selling Proposition

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Now that you have found out what your business is about, decided on your target market, and created persona, it’s time to refine your sales pitch. And for that, you need to understand what is your unique selling proposition.

In other words, you need to have a full grasp of exactly what sets you apart from your competition.

But wait – you’re probably thinking “well, my product/service isn’t that different from anyone else. I think we’re all the same.” Then, allow me to correct that mindset.

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What Your Business is About

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Understanding what your company is about will allow you to create a powerful business mission. Because you will have a clear vision of what you, your family, and your customers should expect out of the business.

Great minds have a purpose. Others have wishes.

Washington Irving, 19th-century American author and historian

First, I would like to congratulate you on deciding on becoming an entrepreneur. I know from first-hand experience that this is a scary decision to make. But believe me when I tell you – it’s worth it.

Now, whether you are fresh out of working for someone else, or you’ve been doing this for a while, you have to understand one thing:

Your main goal as a company owner is to get customers.

Therefore, marketing yourself and your business, as well as closing sales, are the two most important tasks you can do for your business.

Earlier this year I made it clear that marketing covers a lot of territories. Marketing is everything the buying subject knows about your business from the moment they hear about your company, to the time they decide to end the relationship.

There are some aspects of marketing you cannot control. Among them, there are:

  • if your pricing is to the liking of the customer
  • how much demand for your offer
  • the way current events affect your brand

And there are many others. But there are other marketing factors you have complete control over to appeal to your audience. The most important being the type of brand message you send out.

And one of the most resonant messages your company should send out is your business mission.

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6 Steps to Writing Persuasive Copy

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One of the most dreaded tasks for entrepreneurs is to write persuasive copy to promote their offers. Especially when they know little-to-nothing about marketing and advertising.

Copywriting can be intimidating and confusing in the beginning. But it doesn’t have to be. Learning about copywriting is perhaps one of the best things you can do for your business.

But you have to understand right off the bat – being a successful copywriter requires a lot of discipline when writing, and a set of principles that you need to apply.

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