Ethically Steal Your Competitors' Clients with Your Copy

steal clients with your copyIt’s frustrating to watch another biz in your same field do so much better than you, isn’t it? I mean, you work hard. You give great service. You provide super solutions for your clients, but for some reason Joe Blow’s stealing your thunder. It’s enough to piss you off.

But don’t get mad. Find the answer. Take a look at Joe’s site. What’s he have that you don’t?

Your quality of work is just as high, if not higher. Your standard of service is the Hilton of your industry. So what’s up?

Has he been at this gig longer? Is his design more professional? Are his words selling him better? Let’s assume your designs are both ACE. They both rock and have eye-catching layouts.

But your site has “I” all over the place (instead of “you”). And it barely addresses any problem your readers are having. So why should they buy from you?

Ah! This is the question, Grasshoppa.

You’re in business because you have the solutions that clients need, but your website isn’t telling them that. It’s telling them you want to make a buck. No wonder they’re not hanging around long.

Words Matter in Your Copy

When you let people know you have the answers to their problems in the language they use and understand, you’ll start to see more of what you want (traffic, subscribers, clients) from your site.

If you came across Angel on Twitter, checked her bio, and read, “Coffee lover, beach walker, and designer”, what would you think? “Oh, yeah! I need to talk to Angel!” And you’d follow her link, right? OMG I hope not.

There’s nothing compelling in what she wrote. Suppose design is a problem for you. She still didn’t give any reason to contact her. But, if her bio said, “Shift your website results with dangerous designs”, you might be more inclined to follow her link to see what she’s about.

In the second profile, she teased and excited you with words like “shift” and “dangerous”.

Her words mattered to you. And your words matter to your prospects.

The Right Words Matter More

Write goodness on your social media profiles and your website that sparks a desire in people to want to know more about how your solutions make will a difference in their lives. {Click to Tweet}

Your prospects have a mindset that you have to tap into to make the most of your words.

What do they think they are suffering from? What do they want to change?

You can find most of the information you need by listening. So listen carefully on social media, listen carefully to the words used in testimonials, emails, and on your competitors’ sites.

I’m not telling you to rip copy from them. I’m telling you to listen and translate what you read into your prospects’ language.

For example, a testimonial on your competitor’s site says:

“Jade offered a great solution to our problem. We no longer have to suffer with screaming and fighting among the kids! We love what she’s done for us!”

How can you translate that?

“Imagine a home of peace and tranquility. Imagine children playing together instead of fighting. What would your life be like if you could get Bobby and Melissa to finally cooperate?”

Dude. If I landed on that website, I’d be digging for proof, then paying for her solution. She just addressed my biggest need, specifically. She used the words I needed to read, not a generic offering of past accomplishments.

Your Assignment

If you want to better address your readers needs, then dig through your own testimonials and copy and paste the key words into a document. Visit your competitions’ sites and jot theirs down, too. Talk to your clients, why do they use you? Ask on social media. Listen on social media to conversations other people are having in your niche.

Spend a day collecting information into Evernote (or whatevah). Then, try and compile these words into copy that your prospects need to read. Use these words in your social media, on your landing pages, anywhere you want to convince people you have their solutions.

Once you start using the right words, customers will start spreading the word about you...and who knows how many you’ll take from your competition.

When are you going to block out time for listening and translating?

Tania

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Image: george_c via sxc.hu