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How can you use competitive analysis to generate fresh copy ideas for small businesses?

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Competitive analysis is a powerful tool for copywriters who want to create fresh and effective copy for small businesses. By studying what your competitors are doing, you can learn from their strengths and weaknesses, identify gaps and opportunities, and craft your own unique value proposition. In this article, you will discover how to use competitive analysis to generate fresh copy ideas for small businesses in six simple steps.

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1 Step 1: Define your goals and audience

Before you start analyzing your competitors, you need to have a clear idea of what you want to achieve with your copy and who you want to reach. Think about your business objectives, your ideal customer profile, and your unique selling proposition. This will help you narrow down your focus and choose the most relevant competitors to compare.

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Shivali Kiyada

I help Brands & Founders with Personal Branding & LinkedIn Growth Strategies | Creative Copywriter | Ghostwriter
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Rather than a broad, general competitive review, have an in-depth discovery call with the client to define their core objectives, ideal customer profile, and unique value propositions. This establishes their distinctive positioning in the market. Keep the focus narrow - a few key contenders who align closely with the target audience and offerings.

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2 Step 2: Identify your main competitors

Next, you need to find out who your main competitors are and how they position themselves in the market. You can use tools like Google, social media, and online directories to search for keywords related to your niche, location, and target audience. Make a list of at least three to five competitors who offer similar products or services, have a similar target market, or have a strong online presence.

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Kim Kelley

Content Clarity, Creation, & Conversion Copywriting for B2B Tech Companies
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Don't forget to talk to your salespeople. They're talking to prospects every day and hearing straight from the horse's mouth who your top competitors are. If there's not already a field in your CRM for it, do your best to influence the team to add one and start formally tracking this.

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3 Step 3: Analyze their copy

Now that you have your list of competitors, you need to analyze their copy and see how they communicate with their audience. You can use tools like Moz, SEMrush, or BuzzSumo to check their website, blog, social media, and email copy. Pay attention to aspects like their tone of voice, their headlines, their calls to action, their benefits and features, their testimonials, and their unique value proposition.

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Shivali Kiyada

I help Brands & Founders with Personal Branding & LinkedIn Growth Strategies | Creative Copywriter | Ghostwriter
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Headlines and calls to action offer prime inspiration, as they distill messaging into persuasive phrases that compel response. I note which communicates value most compellingly at a glance. Also examine how competitors structure content across channels. How do they adapt an article into snippets for social media or a pithy email? This cross-channel polishing helps hone messages into their most essential and engaging forms.

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4 Step 4: Evaluate their strengths and weaknesses

After analyzing their copy, you need to evaluate their strengths and weaknesses and see how they compare to yours. You can use a SWOT analysis (strengths, weaknesses, opportunities, threats) to organize your findings and identify areas where you can improve, differentiate, or innovate. For example, you might find that your competitor has a catchy headline, but a weak call to action, or that they have a strong testimonial, but a vague value proposition.

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5 Step 5: Generate fresh copy ideas

Based on your evaluation, you can now generate fresh copy ideas that highlight your advantages, address your audience's pain points, and showcase your personality. You can use techniques like brainstorming, mind mapping, or freewriting to come up with different angles, hooks, and messages. You can also use tools like CoSchedule Headline Analyzer, Hemingway Editor, or Grammarly to refine and polish your copy.

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6 Step 6: Test and optimize your copy

Finally, you need to test and optimize your copy to make sure it resonates with your audience and achieves your goals. You can use tools like Google Analytics, Mailchimp, or Facebook Insights to measure and track the performance of your copy. You can also use tools like Hotjar, SurveyMonkey, or UserTesting to get feedback from your audience and make adjustments accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use competitive analysis to generate fresh copy ideas for small businesses?

1

2

3

4

5

6

7

1 Step 1: Define your goals and audience

2 Step 2: Identify your main competitors

3 Step 3: Analyze their copy

4 Step 4: Evaluate their strengths and weaknesses

5 Step 5: Generate fresh copy ideas

6 Step 6: Test and optimize your copy

7 Here’s what else to consider

Copywriting

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How can you use competitive analysis to generate fresh copy ideas for small businesses?

1

2

3

4

5

6

7

1 Step 1: Define your goals and audience

2 Step 2: Identify your main competitors

3 Step 3: Analyze their copy

4 Step 4: Evaluate their strengths and weaknesses

5 Step 5: Generate fresh copy ideas

6 Step 6: Test and optimize your copy

7 Here’s what else to consider

Copywriting

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