When it comes to marketing, doing what everyone else is doing is a recipe for disaster. So screw what everyone else is doing if you want to stand out from all the monotonous clutter out there.
Yes, granted, sometimes copycat marketing works. But doing so will only get you a share of an existing pie but will not make you your own pie. If you’re saying what your competitors are already saying, then you are just another business saying the same old shit in the eyes of the consumer. There’s no strong reason for consumers to buy from you, and only you.
It’s quite common where something printed, that was on air or seen online is made as a basis for drafting your own communications. I mean it is okay to emulate, but never imitate. A few examples:
1. If you’re selling energy drinks: instead of saying “gives you energy” say “makes others lazy”
2. If you’re selling cars: instead of saying “travel in comfort” say “it’s like you never left home”
3. If you’re selling pizzas: instead of saying “the best-tasting pizza” say “tastes like a real pizza”
4. If you’re selling beers: instead of saying “refreshing, satisfying brew” say “never satisfying, if you stop at one”
5. If you’re selling handmade cookies: instead of saying “handmade every step of the way” say “machine-hating cookies”
Let’s face it. If you’re selling something, chances are someone else is selling pretty much the same thing too. Anything opposite of what your competitor is saying, something that evokes a little curiosity or perhaps adds on to what is already being said is good to go.
All the better if your product has that one Unique Selling Proposition (USP) that none of your competitors can’t live up to. But that’s a product issue, which goes to reiterate the fact that even the best marketing can’t sell a lousy product.
And don’t be afraid to change up when it’s not working; at least you won’t be called a failed copycat.