Best for
Any business setting prices or writing positioning copy.
Use this when
Once or twice a year, or before a pricing or messaging change.
Preview
Per-competitor record
COMPETITOR: [describe by type, e.g. "regional full-service provider"] WHAT THEY OFFER Services: [list] Public pricing: [what's published, or "not published"] Who they appear to target: [audience] Their stated positioning: [their own words from their site] HOW THEY SHOW UP Website quality: [observation] Active channels: [list] Posting frequency: [observation] Advertising: [visible or not] WHAT CUSTOMERS SAY PUBLICLY Common praise themes: [themes from public reviews] Common complaint themes: [themes from public reviews] WHERE WE'RE DIFFERENT They do better: [honest assessment] We do better: [honest assessment] They don't serve: [gap we can fill] WHAT I'D BORROW [A practice worth adopting — never copy their copy or materials.]
The rest of this resource is for members
Members get the complete Competitor Research Worksheet, one-click copy, saved favorites, and every other resource in the library for $149 per month.
One-click copy unlocks with membership
Use only publicly available information and never copy a competitor's text, images, or materials — that is a copyright issue. Comparative advertising claims are regulated in many places and must be accurate and substantiated.
Related resources
- Marketing TemplatesMembers
Brand Messaging Worksheet
Locks in what you say about your business so your website, emails, and social all sound like one company.
MessagingmarketingbrandPreview - Marketing TemplatesFree
Value Proposition Builder
A structured way to write the sentence that explains why someone should choose you.
Messagingmarketingvalue propositionRead it now - Marketing TemplatesFree
Landing Page Copy Framework
Section-by-section copy structure for a page with one job: getting one specific action.
Website Copymarketinglanding pageRead it now