How to make your copy stand out from competitors
Swap the logo and nobody would notice. When every brand in a category says the same thing, saying it slightly better won’t help. You have to say something else.
You’ll recognise it
- Your homepage could belong to any of the top five search results
- You’ve used “trusted”, “leading” or “passionate”
- The competitors’ sites read like yours
Why it happens
Every category develops a chorus: the same claims, in the same order. Standing out starts with hearing the chorus, then refusing to sing along.
Three tactics, in order
Each one comes from the ProCopywriters tactics library. Do them in order: each step gives the next one something to work with.
Know your competitors
Tactic · about 10 min · Read the tactic ↗Open three competitors’ websites. Write down the claims they all make. That’s the category chorus. Cross those out of your copy.
The chorusTrusted · experienced · friendly team · competitive prices · tailored service
Write the unwritten
Tactic · about 5 min · Read the tactic ↗What does everyone in this category know but never print? Write five versions of it.
Nobody saysMost people only call a plumber after they’ve tried a YouTube video.
Your lineWatched the video? We’ll take it from here.
Zig when others zag
Tactic · about 5 min · Read the tactic ↗Take one chorus claim and write its opposite. Then work out how it could be true.
Everyone saysFast, hassle-free service
The zagWe’re not fast. We’re who you call after the fast ones.
Try it on your own copy
Three steps, one tactic each. Write as much as you like. Everything stays in this browser until you choose to save it.
Keep it here while you work. You’ll see it next to every step.
Step 1. Know your competitors
Tactic ↗Open three competitors’ websites. Write down the claims they all make. That’s the category chorus. Cross those out of your copy.
See an example
Trusted · experienced · friendly team · competitive prices · tailored service
Step 2. Write the unwritten
Tactic ↗What does everyone in this category know but never print? Write five versions of it.
See an example
Most people only call a plumber after they’ve tried a YouTube video.
Watched the video? We’ll take it from here.
Step 3. Zig when others zag
Tactic ↗Take one chorus claim and write its opposite. Then work out how it could be true.
See an example
Fast, hassle-free service
We’re not fast. We’re who you call after the fast ones.
Pick your best
Read everything back once. Choose the line that does the job best, then tidy it.
Something else wrong?
Every fix works the same way: the problem, why it happens, three tactics and space to try them.
Good to know
Isn’t different risky?
Being forgettable is riskier, it’s just slower to show up.
What if the client wants the chorus?
Show them the three competitor sites side by side. It usually ends the conversation.
Do I need an account?
No. Your work stays in this browser. Sign in with ProCopywriters to keep it as a board in Ideas, or to work through a whole brief.
Where do the tactics come from?
A library of 87 named techniques collected by ProCopywriters, the UK’s professional body for copywriters. You can browse them all for free.
Fixes get you unstuck. Ideas is where the work happens.
Keep every attempt on a board, work through a whole brief step by step, and pull in any of the tactics when you need them. Included with ProCopywriters Pro.