Competitor stalking — we all do it. Whether it’s reading their LinkedIn profile or Googling their website or going green at their high-performing Instagram post!
Psychology calls this the Social Comparison Theory, a concept introduced by psychologist Leon Festinger in 1954. He found that comparing ourselves to others helps us become more self-aware and determine our place in this world.
While it can be motivating and push us to improve, it can also lead to self-doubt, Imposter Syndrome, or feelings of inadequacy.
The negative feelings can make us choose a shortcut which can harm our business or brand – like copying your closest competitor’s strategy and passing off their work as your own.
So, if you’ve ever scrolled through a competitor’s website and thought, *Wow, they’re doing great. Maybe I should try what they’re doing*?
It’s tempting, right? After all, they seem to have it figured out. But trying to mimic their tone, content, and style is one of the biggest mistakes you can make.
It kills your competitive advantage
Your business isn’t just about what you sell. It’s about how you sell it, why you sell it, and who you are. Your voice, values, and approach are what set you apart.
When you copy a competitor, you’re not just borrowing words, you’re also diluting your brand value.
Instead of standing out, you’ll blend in because you’re following what someone else is doing.
In a crowded market, blending in is the last thing you want.
Real-life example:
A business owner shared on LinkedIn that a competitor copied large chunks of their website copy, after they had invested in a professional copywriter.
Imagine putting in the effort to craft messaging that reflects your brand, only to see someone else take it without thought.
It’s frustrating, unoriginal, and ultimately, ineffective.
It leads to constant self-doubt
Mimicking your competitor creates a dangerous cycle of comparisonitis.
Instead of focusing on your business growth, you’re caught up in what someone else is doing.
You start second-guessing your strategies:
💭 Should I change my pricing?
💭 Should I post more like them?
💭 Should I shift my entire approach?
This is a common trap for businesses that copy their competitor’s strategy instead of focusing on their unique strengths.
The truth is, your competitor isn’t always right. They may have completely different goals, customers, and pain points than you do.
Imitation also lacks authenticity – your biggest selling point as a small business.
When your messaging doesn’t feel genuine, potential customers can sense it.
And they’ll click away.
How to create a memorable brand and copy
If copying your competitor’s strategy is a dead end, how do you create a strong, standout brand?
It’s by building a brand that reflects you.
Instead of trying to be like someone else, focus on who you are and how you want to be seen.
Here are some things to think about:
1. Define your brand voice
Are you friendly and conversational? Professional and authoritative? Playful and witty?
2. What are your core values?
What do you stand for? What do you refuse to compromise on?
3. What are your unique selling points?
What do you offer that no one else does? This could be your process, your customer experience, your results, or your philosophy.
When your brand is built on a strong foundation, you won’t feel the need to copy others.
You’ll know exactly what makes you different.
4. Get clear on your ideal client
Your competitor may be targeting a completely different audience.
What works for them may not work for your ideal customers.
Instead of copying your competitor, work on:
1. Understanding what your audience values.
2. Speaking directly to their challenges.
3. Position yourself as the best solution for them, not just a version of someone else.
5. Focus on authentic, original messaging
Your audience doesn’t want to see or hear a recycled version of what’s already out there. They want to read your perspective. That’s what builds trust.
Try this: Instead of looking at competitors for content ideas, listen to your audience.
- What questions do they ask?
- What objections do they have?
- What results are they looking for?
Then, create messaging that speaks directly to those needs, in your own unique voice.
Be inspired, don’t mimic
It’s natural to look at competitors for inspiration, but copying your competitor’s strategy is a fast track to mediocrity.
Your business has its own strengths, its own story, and its own way of serving customers.
Your competitive edge isn’t in being like someone else—it’s in being unmistakably YOU.
So, the next time you catch yourself thinking, ‘Maybe I should do what they’re doing,’ pause.
Instead, ask: What makes me different? How can I double down on that?
Sit down and do the work needed to build a strong foundation for your brand and business. Feel uncomfortable but do it anyway!
Because that’s where the real magic happens.
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