Have you ever noticed how many businesses talk like clones of their competitors? They use the same buzzwords, promise the same results, and sound like they all wrote their website copy using the same generic template.
Truthfully, if you’re not focused on differentiating from competitors, you’re blending in. And if you’re blending in, you’re going to have a hard time becoming your ideal client’s first choice.
I get it—the odds are you’re not the only one offering what you offer. However, I absolutely 100% guarantee there’s something unique about your business.
It could be:
- Your personality
- Your pricing
- Your timelines
- A proprietary process you take your clients through
- Something you strongly stand against (or advocate for) in your industry that most of your competitors don’t agree with (or aren’t talking about)
- Or something else entirely
Whatever your *thing* is, you should talk about it… often.
Because differentiating from competitors is the secret to not just attracting your ideal clients, but making sure they remember you when they’re ready to buy. And while it might sound like an uphill battle (“How am I supposed to stand out when everyone else offers what I do?!”), the solution is simpler than you think.
It doesn’t matter if there are hundreds—or even thousands—of others offering the same services as you if they’re all saying the same things while your website copy doubles down on what you do differently.
Let’s look at a real-life example: Luxe Yoga, a Houston yoga studio that’s built an entire business on a foundation of differentiation.
I had the pleasure of writing Luxe Yoga’s website copy as the go-to copywriter for their chosen marketing agency, BSPK, and today, I’m breaking down exactly how we communicated what they do differently and how you can use the same takeaways to differentiate yourself in your own website copy.
The Challenge
The yoga scene is saturated with studios saying the same things: “Find your zen,” “Relax and unwind,” and my personal favorite, “Namastay awhile.”
Sound familiar? 🙃
But Luxe Yoga is different. Their studio is about offering a luxurious fitness experience that prioritizes space, cleanliness, and top-notch amenities. Think five-star spa meets yoga studio.
Now I just had to communicate that difference without falling into the same old yoga studio tropes.
How We Differentiated Luxe Yoga’s Copy (and How You Can Differentiate Yours)
01. Call Out Industry Pain Points (and Solve Them)
There’s a solid chance there are common frustrations with some of the norms in your industry. If you know what those frustrations are (and you agree they’re frustrating), you now have a clear way to relate to your ideal clients and stand out from everyone else.
For Luxe Yoga, the frustrating norm was overcrowded studios with little personal space. Their solution was a spacious, modern studio designed for comfort and relaxation. So that became a running theme throughout their website copy.
Here I wrote:
“Tired of cramped and damp yoga studios? I had a feeling.”
This immediately makes the reader think, ‘She gets me. I want to know what this is all about,’ and keep reading:
“Hi, I’m Jenn Bianco—Founder and CEO of Luxe Yoga, a Houston yoga studio. Like you, I was tired of leaving yoga class feeling a bit… gross. So I opened my own studio, where beautifully designed spaces, the highest cleaning standards, and spa-like amenities leave you feeling refreshed—even though you’re drenched in sweat, thanks to your new favorite instructor.”
To do this in your own copy, ask yourself, what’s the #1 frustration your audience has with your industry? How does your business solve that? Call it out directly in your copy.
02. Paint a Picture That’s Unforgettable (or Even Funny)
Across every page of the website, I included copy that’s meant to paint a picture for the reader. I wasn’t just going to tell you they’re different. I wanted to show you too with copy that helps you visualize the experience.
The best way to do this is to replace vague copy with copy that allows readers to tap into personal experiences they may have had. That makes it much more tangible and memorable.
Instead of saying, “There’s plenty of personal space,” I wrote:
“Leave your worries about random feet entering your personal space at the door.”
This alleviates their concern that it might be just like other studios, where they don’t have room to stretch out, making them think ‘FINALLY! That always happens to me and I hate it! I need to try this place instead.’
Then, I took it a step further by adding humor, saying:
“We’ve built a new kind of yoga studio—where even Shaq couldn’t kick you in the face.”
This works because:
- Almost everyone knows who Shaq is;
- Each class participant gets 7’1″ of personal space (Shaq’s exact height), but this is a way more fun and memorable way of saying that; and
- If you’ve been to a yoga class, you know almost every studio packs you in like sardines, leaving no room to fully stretch out your legs or arms for fear of kicking or slapping someone nearby. This shows the reader that’s not an issue here.
There are SO many overused catchphrases and buzzwords in each industry, and while it can be tempting to use those, you’ll just end up sounding like your competitors, leaving your audience feeling less than confident that you’re the right choice for them.
Think of more specific situations you can describe to get the same point across and help your readers resonate more deeply with your copy.
Painting a vivid picture will help them visualize themselves experiencing whatever transformation you’re promising, making them excited to reach out.
03. Reinforce Your Values (Over and Over Again)
When you read Luxe Yoga’s website, it’s clear they stand for something different than most other yoga studios. Yes, they want you to get in a good workout. But they also want you to enjoy the entire experience.
Their values are clear, present, and reinforced EVERYWHERE on their site (including an actual values section on their About page).
For your own website, think about what you believe in that your competitors often overlook. Sustainability? Transparency? Cleanliness? A specific bonus or feature of your deliverable?
Don’t just add a values section and call it good. Make it clear what you value in the way you speak to your readers, describe your services, offer additional resources… everywhere.
By combining these three differentiation hacks, Luxe Yoga’s website became a clear reflection of what makes them different.
Read the full website for more inspiration on differentiating from competitors.
Now It’s Your Turn: How to Differentiate From Your Competitors
Here’s a quick checklist of what we covered so you can easily get started:
- Identify Pain Points: What frustrates your ideal client about your industry? How do you solve that?
- Paint an Unforgettable Picture: Use everyday situations, descriptive language, and/or humor in your copy to set the scene for an experience they’re dying to have.
- Reinforce Your Values: Don’t just say what you believe, weave it into every part of your copy so your readers *feel* your values as they read through your website.
Loved This? Here’s How I Can Help:
Want to see more like this? Browse my website copywriting portfolio.
Need help differentiating from the competition? Inquire about my website copywriting service.
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