“If all you do is copy your competitors, then they have nothing to worry about.”
~ Debra Hilton
Just Make Me Sound Like Everyone Else in My Industry
I remember one prospect asking me if I could just rewrite his Competitor X’s website and change the wording enough so that neither the competitor nor Google would complain. He thought that would be cheaper than if I wrote it from scratch. After a brief conversation, about what that approach was really going to cost him, we parted ways.
I’ve only once had someone bring me a competitor’s book and ask me to rewrite it so they didn’t break copyright because he believed that his competitor had already said it all… we ended up working together on a unique book that set his business apart from others in the industry and attracted his ideal clients. Once we started to discuss it he realised that he truly did have something original to offer.
Book Templates and Licensing
If you really can’t be bothered investing in a unique book (either writing ir yourself, getting coached through the process, or hiring a ghostwriter), and yet you still want one, there are some people who license books for a specific industry. The content is identical with the exception of one or two chapters that talk specifically about your background and provide contact details. In various places through the book your name is merged in for added authenticity. It does provide you with a start for promoting your services, and it’s particularly useful for regulated industries.
Another easy option is the ‘templated business book’. You can easily find a ghostwriter or service who will do this for you. Effectively, they overlay your story and IP onto a template. It’s quick to finish, relatively cheap, and again, it does give you a book… of sorts.
You Deserve Better
Several of my clients think modestly, “I don’t have anything different to say.” …until they actually start talking to me. It’s true that the knowledge they share is not necessarily different, but their perspective, emphasis, personality, and the intricacies of their solution are subtly different even in industries such as real estate and mortgage broking. And these are the differences that set one company apart from its competitors in the eyes of their most qualified prospects and clients!
Sometimes this process takes quite a bit of digging. Sometimes it’s not until after the first draft is completed that the uniqueness really starts to flower.
What I really love about it, is the way that working on the book transforms the business’s other communications and messaging and ultimately, their results and satisfaction by helping the owner to clarify what they really do and why they do it.
There is ALWAYS a Difference!
Many things that seem superficially similar, are actually significantly different when you investigate them. This principle applies to everything from dogs and cats, to carpets and furniture, household appliances… and of course, governments, people, and businesses.
When I was young, my uncle’s dog was a young purebred boxer named Rusty who had a very engaging personality. He was a large dog, but when I held his lead he walked quietly beside me and he was happy to wrestle and play with me in the garden. Sadly, Rusty was hit by a car and his replacement, Dusty, was quite another story. Dusty terrified just about everyone. He was hugely possessive and liked to bail unsuspecting visitors up against the wall or ‘nibble’ at them. When we went to visit, if Dusty was in the room, I just might end up sitting on the dining table to get away from him.
From their photos, you can’t really tell which dog is which, but when you were with them you certainly could. Your business is like that, too. If you think that you’re just like your competitors, then you just haven’t dug far enough.
Want to Learn More About Writing a Unique Business Book?
The process of writing your book, won’t just help you with your book. It will also help you identify and exploit the unique characteristics that set your business apart from your competition so that you can use those things in your messaging.
For more information, download my report: “How to Choose the Right Writing Process for Your Book & 10 Questions to Ask Your Prospective Co-Author or Ghostwriter”
