THE GOAL
Do not just collect competitor screenshots. Use competitor analysis to identify sameness, white space, weak claims, emotional gaps, and clearer positioning opportunities.
PER-COMPETITOR REVIEW
Brand Name
Audience They Target
Main Message
Emotional Tone
Visual Style
Offer Clarity
CTA Style
Strengths
Weaknesses
What Feels Overused
POSITIONING QUESTIONS
Message
- What do they claim most often?
- What words or promises repeat across the market?
- Is the value proposition clear or vague?
Emotion
What do they make the audience feel: confidence / urgency / aspiration / safety / belonging / none?
Visual Style
- Polished and premium
- Raw and founder-led
- Trend-driven
- Template-heavy
- Educational
Offer Clarity
- Can you understand what they sell quickly?
- Do they explain outcomes or just services?
- Do they show proof?
CTA Style
- Soft follow
- DM
- Book now
- Download
- Apply
- Unclear
WHITE SPACE FINDER — AFTER 3–5 COMPETITORS
What is everyone saying?
What is nobody saying clearly?
What emotional angle feels underused?
What promise feels overused?
Where can our brand sound more human or more precise?
SHARP POSITIONING PROMPTS
Unlike most [category] brands, we focus on ___.
The market keeps saying ___, but buyers really need ___.
Most competitors feel ___; we want to feel ___.
The offer is not just ___; it is really about ___.
TEAR-DOWN WORKSHEET
Competitor 1
Main Promise
Emotional Tone
Strongest Asset
Weakest Asset
What Feels Generic
Competitor 2
Main Promise
Emotional Tone
Strongest Asset
Weakest Asset
What Feels Generic
Competitor 3
Main Promise
Emotional Tone
Strongest Asset
Weakest Asset
What Feels Generic
DECISION SECTION
What we should stop saying
What we should say more clearly
What proof we need more of
What emotional angle we should own harder
WHAT TO AVOID
- Copying the best-looking competitor
- Assuming more polish means stronger positioning
- Focusing only on visuals and ignoring message
- Treating competitor analysis as inspiration instead of contrast