One BIG reason to use the same words as your competitor on your website

This tip has been brought to you by a live copy review session I conducted last Friday ....and a wonderful, passionate and perseverant client, whose copy I still had to shred to pieces. #sorrynotsorry Me: This sentence sounds a bit off to me. Are you sure your prospects use this phrase to describe their needs? Client: No, but I just didn't want to repeat the phrase my competitors use. Me: Why? Client: To stand out. Me: But the words you use mean the same thing as what your competitors promise, don't they? Client: Yes. Me: So, let me get this straight. Your prospects: - will read your copy - won't be able to instantly connect with it because the phrasing doesn't match the words they use to describe their needs - will have to pause to connect the dots - just to realize that you promise the same things as your competitor And yet, you prospects will choose you over your competitor becaaause...? Client: 🤔🤷 [A-B test] Dear business owners, Forget what words your competitors use on their websites. Get your value proposition straight first. Answer the question: Why should my prospects give their money to me and not my competitor? Then, find the best words to explain that to your prospects. Especially if your competitors are strong, you will see some vocabulary overlap. After all, both your solutions solve similar problems and satisfy similar needs. It's ok for your websites to have the same call-to-action buttons: - View all services / Contact us / Get a free trial / Schedule a demo. ...the same names for your services or features of your software: - Website copywriting / Logo design / Video interview / Remote online tests. ...and - gasp! - even the same benefits here and there: - Sell more / Get peace of mind / Purchase risk-free with a 30-day money-back guaranty / Reduce time to hire. That's inevitable. And even necessary. For your prospects to see your website as prototypical for your niche. And/or to be able to compare you with your competitors faster. But it's your value proposition that will set you apart and convince your prospects to give you their money. Not "different words for the same things." Thank you for coming to my TED talk 😄🎤 Not sure what your value proposition is or how to define it?🤔 Check out my online course "Business Soul Searching". To get access to its first 6 lessons for free, [click here](=.MJVZqjQDWVIbbDeQyI-pLQuKwXQKytTtKK9bkdaDezA). This would be all from me for the week. Warm greetings from Germany, Gill [Website review](=.rDY2szl6xN4SC54ocnEw6KsExdRM_9DR9gZhV8yi9bs) | [Copywriting](=.iRoyekrmno2rElGOaG6eQqOF9OmJ2lfYEHO1dLuv_YY) | [📙 My book](=.3AfieuGkl_pxl5KFjXPVmiEeY1xJzv8t9WpX01hE5Pw) | [🖥️ My course](=._dmVsZB3JtIOvVlONM46VMY3Xl50ilaTWuF4O3QgUhE) P.S. This email may contain typos, and I'm fine with them because cloning humans is, unfortunately, still impossible. Spending more time proofreading my emails would mean I'll have to share fewer tips with you. And sharing more and better tips is more important to me than sharing tips that are grammatically perfect. I hope that's fine with you, too. [Gill Andrews] [gillandrews.com](=.yNYQf5HWeMwOhX9j05i93y7NvpJzOxKBXdyhpHDYyPg) [Share to Facebook](=.QKjfncw8SYKAFt7drICSBbLPCuRUzUo1X7R6nKAeJAA) [Share to Facebook](=.ZceYgXeZk9lafxbxAchcplYGV-yQnmyu2KasL6rpLPU) [Share to Twitter](=.c1Ub9Twzb6G2KQDFmW-RbYP60tFB4OKRjbZjZYs_wpQ) [Share to Twitter](=.PXD54NzFT2wgjMqFSev09NmUntTSYdUkG6dHKrEfVdM) [Forward email](=.TaYO7PspzgKXF1KCE3IdKmUPyShPK4roCFL7yZmbDpo) [Forward email](=.5XRXupjeFMRw4RgCRuthbIUnqOoDekc8g8KYRiYg7f8) Gill Andrews You received this email because you signed up to my updates. Changed your mind? No problem. Unsubscribe using the link below. [Unsubscribe](=.1xQzopZyVO9WO5csxiSRbGTu8fTC6bHCZyJM8kQDR4M)