One thing that separates the two however, is that you need to tell your audience why your business is a solution to their problems.
Just like copywriting, don’t talk about your advantages; talk about what your business can do for them.
Don’t say things like “Our marketing team is made up of experts from company A” or “We have the best analytics technology in Australia” – they don’t mean a damn thing to your audience.
Say things like “Our services will grow your revenue by 50% in 3 months”, “We will bring in 20 more clients for you in 90 days”. That’s what your leads want to hear – a solution to their problems.
You see businesses doing this a lot; it works.
Remember, the goal of the MOFU stage is to convince leads that you are the best solution to their problems.
One of the ways to do that is by comparing your offers to previous solutions. Don’t get us wrong – comparing is NOT attacking.
Don’t attack your competitors by saying that their business model sucks, they are taking all your money, etc. Attacking is a sign of weakness and you don’t want to have that reputation within your business.
Instead, focus on your advantages and leverage that to get more clients.
For instance, you know that competitor A is doing great in the business consulting niche but they don’t work with small businesses; well, now you have your selling point.
However, don’t compete on price. Offering lower prices is not a sustainable business model nor is it an “advantage”. You want to compete on value in service businesses, not prices.
There are plenty of things that can be done in the MOFU stage but these 3 are the most effective and practical ones.