Decode competitors' messaging strategies

Decode competitors' messaging strategies

By examining how your competitors position themselves and communicate their value propositions, you can uncover valuable patterns and understand what resonates with your target audience. This exercise enables you to identify common messaging themes, highlight unique selling points, and discover opportunities to differentiate your brand. By studying your competitors' messaging strategies, you can gain a competitive edge and ensure that your marketing efforts effectively communicate your value to customers.


This exercise aims to analyse and identify patterns in competitors' messaging by creating tables that list their value propositions, highlighted benefits, and a messaging comparison matrix. By examining these patterns, you can gain insights into common messaging themes and understand how your competitors position their offerings in the market.


Create a Value Proposition and Benefits Table:

  • List the names of relevant companies or websites in the first column of the table.
  • In the second column, capture each competitor's value proposition, which describes its unique offering and the value it provides to customers.
  • In subsequent columns, note the specific benefits or key selling points highlighted by each competitor.
Company/Site Value Proposition Highlighted Benefits
Competitor 1 Affordable and Convenient Fast shipping, wide product selection, easy returns
Competitor 2 Premium Quality and Service Exclusive products, personalised customer support, hassle-free shopping
Competitor 3 Innovative Technology Cutting-edge features, seamless integration, enhanced efficiency
Competitor 4 Sustainable and Eco-Friendly Environmentally friendly materials, carbon-neutral operations, contribution to conservation efforts
Competitor 5 Expertise and Knowledge In-depth industry insights, comprehensive guides, educational resources
Competitor 6 Affordable and Quality Affordable pricing without compromising quality, durability and long-lasting products, value for money
Competitor 7 Innovative and Customer-Centric User-friendly interface, personalised recommendations, 24/7 customer support

Analyse Competitors' Value Propositions and Benefits:

  • Review the value proposition and benefits listed for each competitor.
  • Look for common themes or recurring patterns across multiple competitors.
  • Identify shared benefits or value propositions that seem to resonate with customers in your industry.

Create a Messaging Comparison Matrix:

  • List different messages in the first column of the table.
  • Across the top row, create columns for each competitor.
  • Fill in the matrix by indicating whether each competitor uses the corresponding message or not.
  • Optionally, use a checkmark (✓) to indicate when a competitor employs a specific message.
Messages Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 Competitor 7 Total Count
Affordable 3
Convenient 2
Premium Quality 1
Service 2
Innovative 2
Technology 1
Sustainable 1
Eco-Friendly 1
Expertise 1
Knowledge 1
Quality 1
Customer-Centric 1

Analyse Messaging Patterns:

  • Review the messaging comparison matrix to identify common messages used by multiple competitors.
  • Observe which messages are prevalent and widespread in the market.
  • Count the number of competitors using each message and tally the total count at the end of the matrix.

Draw Insights and Identify Opportunities:

  • Analyse the patterns and insights obtained from the tables.
  • Look for messaging themes or benefits that are consistently highlighted by multiple competitors.
  • Consider how these patterns align with customer needs and market trends.
  • Identify potential gaps or opportunities where you can differentiate your messaging or emphasise unique benefits.

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