If you run a copy-paste business, this is where you’ll want to begin. A copy-paste business is one that may not be particularly innovative, but there’s nothing wrong with that. There is ample room for more of the same, especially in underserved markets. Examples include dental clinics, marketing agencies, accounting firms, and restaurants.
Step 1: Mystery shop
Emulate what your competitors are doing. They have already developed an effective process for finding and closing leads. Despite the education system’s negative view of copying or plagiarizing, there’s nothing unethical about learning from others. It only becomes problematic if you’re infringing on trademarks or copyrights, but that’s not what I’m suggesting here.
Recall the software startup that helped hospitals manage their student interns shared under Shorter Sales Cycle(s). Find a successful funnel that resonates with you. If possible, go through their process and purchase their product. Pay close attention to how they convert you, the persuasive language they use in their copy, their CTAs, and their onboarding process.
If you’re not impressed with what your direct competitors in the industry are doing, consider expanding your options by looking at indirect competitors. Indirect competitors are offerings that also vie for your prospects’ attention, interest, and budget within the same lifestyle or activity category.
For instance, if you run a restaurant:
| Direct competitors = | other restaurants |
| Indirect competitors = | food preparation, meal kit, or food delivery companies like Methodology, Nutrition for Longevity, or Sunbasket |
If you run a movie theater:
| Direct competitors = | other theaters |
| Indirect competitors = | bowling alleys, arcades, or even escape rooms |
Step 2: Mimic it
What elements do you like? What would you like to change? This may include descriptive text, imagery, layout, and CTAs. Don’t copy and paste, take the time to customize these elements to resonate with your specific audience and offerings.
You can explore Facebook Ad Library to view their ads if they are currently advertising on that platform.
Step 3: Be seen in the same places
Use a competitor analysis tool like similarweb, Semrush, Moz, or Serpstat to analyze their sources of website traffic. Keep in mind that traffic volume data provided by these platforms is often estimated and may not be entirely accurate.
If they are achieving success with advertising on specific websites, social channels, or through referring partners, you should be able to as well, even if your budget is more limited. By reaching your audience in the same places with similar and proven-to-convert ads or landing pages, you can attract potential customers who might otherwise go to them.
If you happen to run a dental or healthcare practice, you may also be interested in this article I wrote for a client in Australia: Conversion and business metrics for Dental or Healthcare Clinics to prioritize