How to Avoid being a Copycat

I think the reason there seem to be so many copycats out there, is that it does takes real effort to come up with an offering that is different to what’s available already.  It’s so much easier to just cut and paste and hope no-one notices.  But we do notice!  And these people don't do themselves any favours by engaging in such slap dash, lazy behaviour.  After all, if they can’t be bothered to work at presenting their business, how do we know if they can be bothered to provide good service to their customers?

Original ideas are hard to come by in the small business field, but it is still possible to put a different twist on your offering and stand out from the crowd – if you give it a bit of thought.

Packaging – what can you do to make your products or services stand out? Think about how you could add value, supply on different terms, over a different time period, or perhaps bundle several of your products together.

Target Market – if your competitors are targeting, say, accountants, why don’t you tailor your product for holistic therapists or chiropractors.  Even though it may seem scary to just target one group, it will actually make your marketing efforts a lot easier.  (And it doesn’t mean you can’t sell to accountants if they ask!)

Niching – One of those magic words that very few of us really understand!  This is what I think it means.  I’m a business coach and I work with owners of small businesses who have been going for a while and want to do more than just get by.  But they’re stuck in some way – that’s where I come in!  There are coaches who concentrate on personal relationships, on career issues, or on parenting.  I don’t do those.  I have my niche, other coaches have theirs.  What is your niche?

USP – Another magic term, this time it stands for Unique Selling Proposition.  This is really about what makes you different from all the other suppliers and providers of what you do?  Are you faster, more local, easier to contact, more reliable, cheaper, better quality?  And you’d better make sure you can prove it!  Provide testimonials and case studies to back up any claims you make.

Take some pride in putting your offering together, find ways to be different and to stand out from the crowd.  Put your personal stamp on how you present your product or service, then no-one will be able to accuse you of being a copycat!

Have you found a way to be different in your business?  Please share by commenting below.

Comments

[LouiseBJ]

Hi Ann, thanks for sharing your unfortunate experience - and such a lovely quote on your blog. I too have had several ideas copied and felt betrayed by those who did it, as I had mistakenly thought they were friends and honourable business people.

You've probably also found it can be fun to stay ahead of the crowd and - as you said - keep innovating!

[LouiseBJ]

Thanks for commenting Nicky!

You're so right about there always being someone who will undercut you on price. I think the people who cite being cheaper don't 'get' what a USP is really about :)

[Ann Hawkins]

They say imitation is a form of flattery but when someone copies your whole business model including pricing (as happened to me a while ago) its a bit much to take! However, time has proved your point that a 'copy and paste' job is just sloppy and hasn't got the substance of a well thought out and researched original. My response to the copycat is the quote Mother Theresa had pinned to her wall (not that I'm in any way implying that I'm like her!) http://annhawkins.com/2009/09/is-imitation-a-form-of-flattery/
The bottom line is 'Don't immitate.Innovate!'