This simple exercise will help determine if you’re falling into the trap of your company “looking like everyone else in your industry”. If you are consistently losing business to competitors or having to revert to price to win business, you need to do this exercise.
We are using a traditional print ad as an example, but the cross out write in test is applicable with any advertising medium.
We’re going to take two different ads from two different companies and cross both of the logos out, so it is not clear which company is which.
1. Read through the content on the first ad (Your metaphorical ad)
2. Read through the content on the second ad (Your competitors metaphorical ad)
What is your conclusion?
Is the content that is currently in your ad also applicable to your largest competitor or does it stand on its own and stand out?
If the content is interchangeable this is precisely why you are having to compete on price. Your customers cannot differentiate you from everyone else in your industry.