As part of the B2B Writers International Book Club, we recently read Fascinate: How to Make Your Brand Impossible to Resist by Sally Hogshead.
In her book, Hogshead says you face three enemies when you’re trying to communicate with your audience.
- Distraction
- Competition
- Commoditization
This is the third in a series of three articles (see article one here and article two here) showing you how to overcome these threats so your message gets through to the people who need to see it.
7 Ways You Can Avoid Becoming a Commodity
“People assume you’re just like everyone else in your category, without any distinguishing qualities.” — Sally Hogshead
Commoditization is when offerings become interchangeable with those of competitors.
Take table salt, as an example. For most grocery shoppers, one salt brand is much like the next — unless it has unique features like being iodine-free or Himalayan-sourced.
Commoditization happens with services, too.
As a copywriter, if your marketing messages don’t stand apart, clients might perceive you as interchangeable with any other writer. They may believe anyone could do the same job for them.
Why should a client pick you over someone else, especially if the other person charges less?
To make sure you don’t get lost in the crowd, here are seven tips to make your services stand out.
1. Have a Unique Value Proposition
A Unique Value Proposition (UVP) is the first step to fighting off commoditization. In industries where products or services appear similar, a UVP helps you stand out by emphasizing what’s unique about working with you.
Remember, customers don’t just buy services; they invest in benefits and values they deem essential.
When you solidify and promote your UVP, your clients see you as a specialized solution, not a generic option. You become a top contender in your field, rather than just another copywriter.
2. Use Storytelling
Stories are a powerful tool for overcoming commoditization.
Stories resonate with people on an emotional level, creating connections that data and facts cannot. You’re not selling a service when you weave stories into your brand or service. You’re offering an experience, a journey, or a vision clients can relate to.
And while two products might serve the same functional purpose, clients are more likely to choose the one with which they feel a personal connection.
Stories build that personal connection. When clients connect to your story, they see your offer as something special, something they can’t find elsewhere. That’s how storytelling gives you an edge.
3. Personalize and Customize
In today’s world, one-size-fits-all just doesn’t cut it anymore. People want to feel acknowledged and valued. Enter personalization and customization.
When you tailor your services to individual needs or preferences, it immediately sets you apart. It says, “I see you, and I care about what you want.” Personal touches and custom strategies elevate your business above the rest.
Think about it. Imagine you need to choose between two products… One feels like it’s made just for you, while the other was created for anyone who happened by. Which would you pick?
And here’s the best part — when customers feel seen and understood, their loyalty skyrockets. That’s how you stay ahead of the game rather than fading into the crowd.
4. Embrace Evolution
What’s innovative today becomes standard tomorrow. That’s why keeping an ear to the ground and eyes wide open is crucial. You’ll need to embrace evolution if you want to avoid becoming just another name in the crowd.
Evolution means you regularly reassess, refine, and adapt your products or services in response to changing client needs, emerging trends, and technological advancements.
When your business evolves, you stay a step ahead, offering fresh solutions that meet new market demands. Customers often want brands that provide better, more innovative, and more efficient solutions.
So, while other copywriters might be playing catch-up, you’re ahead of the curve, always thinking, “How can this new change make things even better for my clients?”
5. Listen to Feedback
While you’re the copywriting expert, sometimes your clients do know best.
Feedback tells you about current needs in the market. If you listen to client feedback, you can pivot, adapt, and refine your offer to suit the real-world needs of your clientele. You’ll improve the quality and relevance of your services and show clients their voice matters.
Feedback isn’t just a tool for improvement. It tells customers they’re in a two-way conversation, which fosters loyalty and trust between you and your client. After all, people gravitate towards businesses where they feel heard and understood.
6. Diversify Your Offers
Putting all your eggs in one basket is a risky venture. When you diversify your services, you expand your reach, tap into new customer bases, and ensure you don’t rely on a single offer.
Diversification acts as a buffer against market shifts. Imagine your only offer is writing Google Ads. And let’s say Google does away with ads. Well, you’re in trouble.
If one of your offers faces challenges due to changes in customer behavior, technological advancements, or competitive pressures, you want options. Diversity helps you maintain stability in your business.
Plus, the more varied your offerings — emails, sales pages, blog posts — the more valuable you are to a potential client. A primary specialty is great, but clients are thrilled when you can fill multiple needs. Make it easy for clients to choose you.
7. Consider Retainers
You know that feeling when you’ve got a go-to coffee shop, and they start recognizing you? They greet you by name and know your order. You know the best place to sit, and you feel comfortable there.
It’s the same with copywriting. Clients don’t want to shop around for a new writer every time they need an email or a new sales page. They want their “usual,” someone they can count on. By rolling out retainer perks, you’re saying, “Hey, let’s make this our regular thing.”
Being a client’s “go-to” isn’t just about familiarity — it’s about being indispensable. It keeps you from being just another name on a long list. Instead, you’re the name. The one they trust, rely on, and value. That’s how you stay special in a crowded marketplace.
Just one cautionary note: While offering discounts to retainer clients can be a fantastic way to attract and keep clients, be cautious that your prices don’t undervalue your skills and time.
Steer Clear of the Ordinary
In a world where it’s easy to become just another name in the crowd, these strategies are your blueprint for standing out.
As you navigate your journey, remember that true differentiation lies in the details, the relationships built, and the consistent value delivered. Embrace each opportunity to distinguish yourself and watch as your brand grows.
