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Every day in US schools, children are taught that copying the work of others is “wrong.” It is a “punishable” crime.
US law also protects against unauthorized copying of trade secrets, copyrighted works, audio and video productions, and a host of other types of products. These are also “punishable” crimes.
However, if you want to become a successful business with a competitive advantage that leads your competition, there are times when it makes sense to “copy” the leadership of others who have found the secret formula for success. Here are 3 ways to follow others to success:
1. Keep a “slide” file of ads, sales letters, brochures, and other marketing materials to use as a guide when producing your own. Focus on companies with similar target markets that are not your competitors,
The most successful copywriters follow the lead of others in this way. The idea is not to “steal” word for word the work of others, but to use it as a guide to generate your own materials.
In the age of social media, it’s also good to notice what’s creating the “buzz” in conversations. Look for trends in TV shows, YouTube videos, and especially viral marketing that gets consumer response. Remember, though, that these successful campaigns can fizzle out quickly and it can be hard to duplicate a “been there, done that” viral hit.
2. Find a proven business formula to follow.
Why reinvent the wheel when there is a proven model to follow? Many successful businesses started by following the example of another business and improving on the formula. Look for ways to improve the business model, such as better customer service, more relevant marketing, or increased customer value.
If you’re going to become a successful business with a competitive advantage that leads your competition, it makes sense to study the best practices of successful companies and adapt them to your business as you grow. Using proven models reduces risk and allows a company to accelerate its growth.
3. Copy your industry standards while creating your own unique brand.
Industries have their own styles, like their own language patterns and terminology. Use them to be seen as an “insider” who knows what’s going on.
But develop your own unique and distinctive brand characteristics to be remembered. You don’t want to go unnoticed because you can’t differentiate yourself from the rest. This is a good time to copy from other industries. Look up branding strategies and tactics that you think would be a good fit for your industry. Since you’re not competing with the companies you’re copying because you’re in a different industry, you can also get valuable advice from them.