#110: Tactical Tuesday: Differentiate by Running Competitive Ads

<p><span style="font-weight: 400;">Jason A. Duprat, Entrepreneur, Healthcare Practitioner, and Host of the</span> <em><span style= "font-weight: 400;">Healthcare Entrepreneur Academy</span></em> <span style="font-weight: 400;">podcast talks about running competitive ads. He highlights the dos and don’ts of creating, running, and tracking ads in order to differentiate your product or service from the competition.     </span></p> <p> </p> <p><span style="font-weight: 400;">EPISODE HIGHLIGHTS:</span></p> <ul> <li style="font-weight: 400;"><span style= "font-weight: 400;">Competitive ads are low hanging fruit so you should be running them.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Ad content should be educational. Let people know your product exists and provide reasons why it's better than the competition. Be sure to include features, function, price, and service. </span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Highlight the things you do better and highlight what your competition doesn't do so well.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Make your case in a way that’s non-aggressive. Avoid trash talking about your competition. </span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Be very careful about calling out a specific competitor by name. Consult with your attorney before doing this.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Target your competitor's brand name with your ads. Use the brand name as a keyword in your ads to get in front of their customers.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Educate your competitor’s customers about their alternative options.</span></li> <li style="font-weight: 400;"><span style= "font-weight: 400;">Target relevant phrases in your ads.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Do a little bit of competitor spying. Don't obsess about what your competitors are doing