When you’re thinking of starting a new business, website or other project, it’s tempting to think “There are a million people out there doing exactly the same as I’d be doing.”
It’s tempting to scrap the idea at that point, because those people probably have more experience than you. They probably have more knowledge than you. They’re certainly more established than you are.
How could you compete?
In this article, I’m going to give you one way in which you can do better than a lot of those million competitors. The awesome thing is that this one thing doesn’t require any particular skill, it requires no money and it’s so simple that you don’t need super-intelligence or knowledge either.
The Number One Rule In Copywriting Is…
… keep it simple.
Copywriters aren’t simple in the way that Lenny from Of Mice and Men is, but copywriting is about creating compelling copy out of the simplest words you can manage.
The majority of copywriting work is involved in some way with taking technical/niche knowledge and turning it into something that people outside the niche can read.
If you’re writing a website about programming, you need to get rid of the jargon so that people can understand it.
If you’re writing a sales letter for fat loss pills, then for the love of god don’t go on about amino acids, ECA stacks and micronutrient content unless you’re deliberately trying to confuse your poor old customer.
If you’re writing technical documents for a B2B manufacturer, then you’re still selling to the guy who orders the parts instead of the guy that makes the parts.
Legal and medical writers…don’t get me started on those.
If you’re a copywriter, your job is to take dense, technical knowledge and turn it into something nice to read.
So, how do we get back around to that one thing that’ll separate you from a ton of other competitors?
What They All Do Wrong
I was researching some simple stuff about men’s style the other day.
I was originally working for a client. Then I realised that my wardrobe looked a bit dated.
Hey presto! I was a potential customer of a certain product.
Now, when I have that magic switch go off in my head, I think, “If I’m a customer, then what caused me to be this way, and how many more people out there are like me?”
After all, if there’s a need, then there’s a potential way for you to solve that problem too.
Anyway, I’m looking at certain items.
The problem is universal: I don’t really know what I want or need.
Most customers with a problem are in this state.
Let’s take belts as an example. It’s not what I was looking for, but it’s pretty close.
Imagine you want a belt. A good, solid belt.
You want to know a few key things:
- What sort of belt actually works?
- How does the sizing work so I can buy it online?
- Are there any terrible brands or great brands?
- Are there brands that I shouldn’t wear for any other reason?
- How do I match the colours of a belt with the other stuff in my outfit?
These are pretty basic and universal. If you’re the sort of guy who doesn’t care about belts or fashion, bear with me and switch the analogy to shoes or something you do need or care about.
Now, imagine googling “belt colours.”
If belts are anything like what I was looking for, there are two problems with what you’ll find.
Problem One: The Answer Is Elusive
If I’m creating even the most basic of niche sites, I’ll probably write a how-to article that’s titled “The Bare Basics You Need To Know About X.”
It’s amazing how many subjects don’t have this. I couldn’t find a basic guide for a guy who just wants to buy an item anywhere. Instead, I spent an hour searching for stuff and then giving up, frustrated.
Problem Two: Jargon, “I’m So Smart” and “You Have To Be An Insider to Get This”
When I did find some information, it was often wrapped up in a pretentious mess. This is pretty common on my various research jaunts.
You want to buy a belt… you don’t want to read some esoteric nonsense about the fact that the four-colour skin tone classification is out-dated and really there should be twelve.
You’d like to buy a belt… you don’t want to see an article about belts throughout history, or how some stupid celebrity is wearing a belt made of bacon.
You’d really like to buy a belt… but all you can find is articles about how belts are so last-century.
You certainly don’t want to read an article that’s 4,000 words discussing all the possible permutations of what “belt” could mean before being told that you’re just a prole who’ll never understand the fine art of discussing belts at all.
Yet these things await you if you decide to search out a hell of a lot of different niche terms.
This is good news for people who like solving problems.
Two Problems, One Solution
The opportunity in all of this is that there are a huge amount of niches which are full of experts who don’t know or care about writing stuff that people want to read.
I’ve said repeatedly that copywriting and writing in general are tangible skills with a real effect. There’s a niche that I’m going to enter at some point soon, and I know that I’m going to provide a better service than what’s available.
I’m not confident because I know more about the subject than the competitors out there. I’m not confident because I have some ground-breaking patent that’ll beat everyone out of the water.
I’m confident simply because the major competitor has a horrid webpage and their sales copy is really bad. (This is funny seeing as they’re providing a writing service.)
The point is that you can be in this position. If you have a service or product that isn’t terrible (remember, copywriting won’t save a terrible product) then having the ability to write compellingly is a tangible USP that will set you aside from your competitors.
Writing compelling copy starts with writing like a human being.
P.S. If you want a great book about how to write simple information and make a lot of money doing it, check out How to Write and Sell Simple information for Fun And Profit.