Why does a less-experienced competitor copy ideas from an established business like yours? My guess is a competitor copies you because it’s easier than creating.
You might have a local competitor who tends to copy from your ideas because you’re a more experienced and creative business.
I think they do it because they don’t actually have a strategy of their own.
And in a small market like northern Michigan, that copycat behavior becomes pretty visible.
However, the pattern of copying does not mean your competitor is leading.
It means that you are.
Why a Less-Experienced Competitor Copies You
I’m a pretty experienced web designer and business owner.
For 25 years, I’ve already spent a lot of time figuring out what resonates with Northern Michigan, such as:
- Hot topics for small business
- Best language for marketing
- Graphics that engage locals the most
- Educational content that’s helpful
- Get the Buzz branding
It’s obvious new competitors look at my content and think, “I like what she’s doing, so I’m going to do something similar.”
Unfortunately, it happens a lot in small, local markets where it’s more noticeable.
It’s frustrating when your competitor copies quickly and publicly which then creates a perception problem.
People may never know who came up with the original idea.
Plus, when you’re the experienced business, you have inadvertently become your competitor’s market research department. They take advantage of all the work you’ve done figuring out what your market responds to.
Inspiration Becomes Imitation
An inexperienced marketer looks through their competitor’s website and social media to answer:
- What should I post?
- What should my website say?
- What services should I promote?
When the competitor sprinkles your brand language into their marketing, the imitation becomes quite obvious.
Never abandon your style because a competitor imitates what you’re creating.
Do not surrender your own brand equity every time a competitor copies you.
Instead, become more consistent!
- Use your recognizable brand colors in everything.
- Keep your typography style consistent.
- Put your name on graphics when you feel it’s appropriate.
- Create a unique recurring branded series.
- Use your own photographs instead of generic stock photos.
- Put your face on stuff (because we hire people we know)
- Create recognizable graphic templates and stick with them.
Now, repetition works for you, not against you.
People who keep seeing your branded graphics are more likely to spot a copycat. They’ll know where they’ve seen that buzz before.
Your Experience Can Never Be Copied
As business owners, sharing our experience is where we have the strongest opportunity to shine.
My competitor can copy something general like:
- 5 Things Your Homepage Needs
An article they can’t copy is:
- What 25 Years of Designing Business Websites Has Taught Me About Homepages
My competitor can copy a post about SEO, but they can’t authentically write:
- SEO Mistakes I Keep Finding on Northern Michigan Small Business Websites
Do you see the subtle shift in making your marketing yours?
Change the focus of your content to be based on your experience instead of just being informational.
Share your stories and lessons you’ve learned because these are yours and can never be copied.
When a competitor copies me, it reads to me as Inspired by Abuzz Creative (not as “Abuzz Creative copied” them).
Another Advantage? History!
Sometimes, it’s good to include your longevity naturally throughout your marketing.
- After 25+ years of designing websites, I wish every small-business owner knew this…
Or:
- I’ve been helping Northern Michigan businesses with their websites since long before mobile-friendly design was even a thing…
If you’ve been in business a long time, tell people. The history of your business matters.
Never Assume People Won’t Notice
In a small market like northern Michigan, locals are paying attention to their community.
They absolutely know who originated certain vibes and slogans.
I get feedback on my Get the Buzz or What’s the Buzz all the time so I know people are watching.
It would be obvious (and super weird) if a competitor started using my “buzz” branding.
Remember, your business is recognizable. We’ve seen your work for years, plus we know your voice and your style.
So, yes, people will notice when your competitor is copying you.
What should you do to stay ahead of the game?
- Elevate your brand voice: Make your tone even more unmistakably YOU.
- Differentiate your visual style: Keep evolving your graphics to stay ahead.
- Develop a signature content series: Your personality, your brand colors.
Your marketing should be so unmistakably YOU that imitation will look like imitation.
Get the Buzz – Contact Marcie Wolf
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