Why I Don’t Copy Competitors — and You Shouldn’t, Either
I don’t like doing “me too” or “copy cat” marketing for a very important reason: copying someone else is no measure of success. When you look at a competitor’s marketing materials or website, the temptation is to assume they’re doing better than you’re doing. But you don’t know that for sure, and you could be copying a dud of a marketing campaign.
Most people assume, rightly or wrongly, that their competitors are doing better than they are. You may have good reason to imagine that; perhaps there’s an industry survey that posits your company in third place behind others, or you’re privy to their sales figures because they are publicly traded and you can obtain copies of their annual report and investor relations materials. There may be solid evidence to back up your gut feelings that they’re doing something right and you’re doing something wrong.
When that happens, the tendency is to try to chase their coattails, to try to be everything they are to your customers so as to appeal to the same audience. I’d like you to stop for a second, though, before you try to copy their marketing. Consider this: do you know if that particular marketing effort is successful?
- Do you know if their website performs adequately? Unless you have access to their statistics, you have no idea if their redesign helps people find information or hinders it.
- What is their response rate on an ad campaign? The proof is in the dollars and statistics, and unless you know how well a campaign performed, copying their campaign in any way is a bad idea.
Why Look at Competitor Ads in the First Place?
If you can’t copy competitor ads, then why bother looking at them in the first place? Your customers see them, so you should, too. You need to know what you’re up against as you’re vying for your customers’ money. Customers are the ones choosing with their pocketbooks who they will do business with, so it’s important to at least see what else is out there.
Then try to top it.
Be Yourself. You Can’t Be Anyone Else
When I work with clients on an advertising or promotional project, I start with who THEY are first, not who their competitors are. I first try to understand their clients — who do they sell to? Why do people choose their products or services? Then we talk about what they’re selling. The very last thing I deal is the competition, and I may take a cursory look at their competitors just to understand their strategy in the marketplace.
This approach helps me position your business from a position of strengths aligned with customer needs rather than a “me too!” strategy that so many businesses today want to follow. I don’t want you a bad copy of someone else’s business — I want your materials to be the absolute best version of yourself they can be.
So this is why I don’t do “me too” marketing and why I won’t blindly copy what Company XYZ is doing. They may be doing something right, or they may be doing something wrong. It’s good to know what they’re up to, but it’s not useful to blindly follow the leader. If you’re always following the leader, you’re never putting time and energy into things that may earn you the lead spot!
