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COPY HACKERS – The Startup Guide to Differentiation – 1

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  COPY HACKERS – The Startup Guide to Differentiation  –    1 © 2013 Joanna Wiebe www.CopyHackers.com  COPY HACKERS – The Startup Guide to Differentiation  –    2 © 2013 Joanna Wiebe www.CopyHackers.com ABOUT COPY HACKERS  Copy Hackers launched with a bang on Hacker News in October of 2011. Since then, we’ve had a pretty wild ride – and we owe it all to the tens of thousands of “copy hackers” around the world who recommend us daily via emails, tweets and good ol’ fashioned word of mouth. We believe that the best copywriters are the people who built the product. That’s why we put everything we’ve got into creating actionable blogs, videos, ebooks and courses for you. So you can translate all that’s awesome about your software, apps, info products, goods and services into high-converting web copy. Learn more at www.CopyHackers.com, home to Joanna Wiebe and Lance Jones.  COPY HACKERS – The Startup Guide to Differentiation  –    3 © 2013 Joanna Wiebe www.CopyHackers.com In This Ebook Why You Need to Be Different or Better in at Least One Fantastic & Believable Way ................................ 5 1. Different Market, Audience or Niche ..................................................................................................... 17 2. Different Customer Focus ...................................................................................................................... 26 3. Different Design ..................................................................................................................................... 33 4. Different Features or Components ........................................................................................................ 39 5. Different Innovation ............................................................................................................................... 46 6. Different People ..................................................................................................................................... 55 7. Different Production or Creation ........................................................................................................... 61 8. Different Price ........................................................................................................................................ 67 9. Different Worldview .............................................................................................................................. 73 Messaging Your Differentiators .................................................................................................................. 81  COPY HACKERS – The Startup Guide to Differentiation  –    4 © 2013 Joanna Wiebe www.CopyHackers.com  COPY HACKERS – The Startup Guide to Differentiation  –    5 © 2013 Joanna Wiebe www.CopyHackers.com Why You Need to Be Different or Better in at Least One Fantastic & Believable Way   “There is no such thing as a commodity. All goods and services are differentiable.” Theodore Levitt, Harvard Business Review IN 2012, BLUE BUFFALO COMPANY launched an advertising campaign for their pet food. In this campaign, they invited people to visit their website to conduct a True Blue Test in which you could compare the ingredients of your current dog food to the ingredients in Blue. When you take the test, no matter which brands you compare, you find that Blue is the only brand where meat is the primary ingredient. Of course, you can only compare the brands Blue lets  you compare – all of which happen to be brands from grocery stores and big box stores. Blue doesn’t let you compare their ingredients to those of the better brands you’d find at your vet clinic. The first paid copywriting assignment I ever got was for Champion Pet Foods, makers of vet-recommended Orijen and Acana. I freelanced for them for nearly a decade. In that time, I learned just about everything you can learn about kibble and the way it’s marketed. Two of my biggest takeaways: 1.   Fine pet food companies rely on veterinarian recommendations rather than mass advertising
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