Using Conflict to Stand Out from the Big Chains

Copywriting tips to inspire local customer loyalty.

The best stories, whether dramatic novels, gripping TV shows, or blockbuster movies, are built on conflict and tension. The same principles that captivate these audiences can help your copy stand out and create deeper connections with your customers.

Whether it’s spotlighting your struggles against larger competitors, or the problem your product or service solves, highlighting areas of tension will strengthen your marketing narratives.

Let’s look at it from the perspective of a small mom-and-pop bookstore.

First, a confession: I love the chain bookstore Barnes & Noble. Back in the prehistoric days before Kindles and other e-book readers, I could lose myself for hours in B&N roaming from table to table. Immersing myself in the world of reading was always a great way to spend an hour. Inevitably, I’d go home with at least one book to add to my stack.

When my son came along, the children’s section became a fun playroom. With thousands of picture books to peruse and a Thomas the Tank Engine train table, the boy always got excited when B&N was on the list of errands.

But I also love independent bookstores. Walking into a small local bookshop, with its mix of new and used books, is always a fun adventure. I particularly love how each store is unique. Some are known for antique books. Others for niches like sci-fi and fantasy books.

The question is always, what kind of gem will I find today?

The possibilities are endless when it comes to niche offerings, atmospheres, and specialties that make indie bookstores wonderfully distinctive.

And who doesn’t want to root for the little guy?

So, how can a small book seller like That Handsome Jay’s Books (or your small business) use conflict to compete with bigger competitors?

By using actionable copywriting tips.

Tap into Underdog Appeal

Emphasizing the passion and personal touch that drives your business will help you stand out against better-resourced companies.

• Sample Social Media Post:
  
  “Celebrating 5 years of battling big chains! Discover new books, gently used classics, and enjoy the town’s best coffee at That Handsome Jay’s Books! Join us this weekend for 50% off espresso drinks! #indiebookstore #5yearanniversary #bestcoffee #MalvernBookworms

Play Up Local Ties

Become your community’s go-to store or service by highlighting how you serve overlooked specialties and support local interests.

• Sample Ad Copy:
  
  We may not sell $20 sandwiches at our coffee bar, but we do offer staff picks featuring local and regional authors you won’t find filling the shelves at Barnes & Noble. Discover hidden gems curated just for our Southeastern PA readers!

Tout Personalized Service

Instill trust in your customers through authentic interactions and personalized recommendations that no algorithm can match.

• Sample Blog Post Excerpt:
  
  At Jay’s Books, customers are not faceless consumers. Teresa knows your taste and will find your next great read. Last week, she helped loyal customer Christopher surprise his wife Amber Lynn on their wedding anniversary with a signed copy of her favorite author’s new release. That’s the difference an indie bookstore makes.

Encourage Community Backing

Let your customers know their business is preserving a cherished uniqueness – small businesses are the engine of our economy – and access to goods and services that the big box stores threaten.

• Sample Social Media Post:
  
  You’re not just buying a book. You’re supporting a local business and the employees who work hard to preserve something unique and wonderful. When you shop at Jay’s, you make a difference. Thank you! #JayTheBookGuy #SupportLocal

Offer Unique Experiences

Show customers the things your business can do that the bigger competitors can’t. Or won’t.

• Sample Web Copy:
  
  This Saturday, acclaimed local novelist Joanne Schimelee will read from her latest work and answer audience questions. This is the third “Meet the Author” event this year - an intimate event connecting great writers with our community that you can only get at Jay’s.

These are examples of friendly conflict, competition between businesses large and small who each have their own unique value proposition. There is room, of course, for businesses of all sizes. As a small business owner, however, you have advantages you can and must use to distinguish yourself.

Employ these copywriting tips to emphasize your underdog appeal, connect through your community identity, and give your customers a compelling reason to rally around your business instead of impersonal chains. After all, most people are rooting for the little guy to succeed.