Chapter Four: Exploit Your Competition's Weaknesses

Question 1

Competitor analysis: Learn to expect a ___________________ from your competition and craft your marketing campaign and corresponding copy in ways that consider this reaction.

Answer 1

response

Question 2

Two schools of thought

Answer 2

First school: Never mention competitors by name.*
Second school: Mentioning competitors does not negatively impact effectiveness.
*preferred

Question 3

Quantify your differentiators

Answer 3

List of differentiators:
*Selection
*Price
*Store hours
*Customer service hours
*Delivery hours
*Delivery rates
*Parking availability
*Location

Question 4

Let Expert Opinions Work for You

Answer 4

Expert opinions/customer testimonials from anonymous sources often meaningless; can differentiate through published reports

Question 5

Soft differentiator

Answer 5

“Great cheese comes from happy cows, and happy cows come from California.”

Question 6

Competitive Differentiator

Answer 6

“Kids Taste Juice is made with 20% less sugar than similar juices. Your kids don’t need that extra sugar. You can feel good about giving them the healthier juice when you pour a glass of Kids Taste Juice.”

Question 7

Competitive Differentiator

Answer 7

“Unlike other exterminators who only stand behind their work for three months, we’ll guarantee you won’t see another bug for the next six months.”

Question 8

Competitive Differentiator

Answer 8

“You’ll spend up to $100 for delivery and installation at other appliance stores, but when you shop at Everything Appliances, you can keep that money in your pocket because all deliveries are free.”

Question 9

Competitive Differentiator

Answer 9

“Make your next pit stop at Jose’s Gas Station–guaranteed to be as clean as your own home (even the bathrooms).”

Question 10

Competitive Differentiator + Emotional Appeal

Answer 10

Johnson’s “No more tears.”