This is the second part in the series on how to overcome a saturated niche. You may read part one here.
If you’re second to a market:
If you’re second, and the direct claim is still working—then copy that successful claim—but enlarge on it. Drive it to the absolute limit. Outbid your competition.
For example, here are two successful headlines in the now fiercely-competitive reducing field [weight loss] that did just that. They have both been pushed to the outer limits of both legality and believability. But they both worked.
LOSE UP TO 47 POUNDS IN 4 WEEKS OR
RECEIVE $40 BACK!”
“I AM 61 POUNDS LIGHTER
. . . NEVER A HUNGRY MINUTE.”
In most fields, this enlarged-claim technique reaches the outer limits in successive stages. Sometimes the completion of this process takes years.
Right here is where basically most copywriters get stuck. They constantly try to make bolder and more dangerous claims. Claims that are often just illegal.
In this stage your headline or text ad will still mention the benefit, but there’s significantly more emphasis. As you can see above, there’s also a secondary benefit that’s added other than losing weight. These were the added benefits:
- Receive $40 back – This is a bribe plus a guarantee.
- Never a hungry minute – This shows you won’t be starving or withholding much food.
So the second to market ads enlarge the primary benefit and add a secondary benefit.
Being third to market…
The second stage is not the stage the acai-colon cleanse affiliate craziness was at. That wave was only successful because they made it to the third stage. This second stage will only apply to some of you, but I’m guessing most affiliate marketers are in the third stage.
Part 3: How to dominate a saturated niche.