Rebranding Your PLR Content
Do you know why smaller fish swim in schools? It has to do with their appearance. Schools of smaller fish have virtually no physical defenses against the fish that prey on them. Their little teeth and fins are no match for a big fish that wants to eat them.
This is why they swim in schools. All the fish look the same. So when they are traveling in a school with hundreds or thousands of others which look exactly like them, it is very difficult for a predator to single out one fish and pursue it.
When you purchase PLR content, it is exactly the same as the material sold to other purchasers. You don’t stand out. If you just slap it up on your website as is, it looks just like the content that many other marketers have purchased.
While looking the same as others and hanging out in crowds is good for small fish, it’s not what you want to do in your Internet business.
You definitely want your content to look original. That means making PLR your own. Don’t just purchase it and use it as is. You need to make adjustments. The smartest and most successful marketers do this with every bit of PLR they purchase, whether it’s autoresponder sequences or blog posts, e-books or video courses.
They rebrand the content.
In some cases, you might not think rebranding is necessary. You may believe the content is so good that it can stand on its own. You’re running low on time and decide to publish some PLR articles you purchased without changing them in the least. There are a number of good reasons you never want to do this.
3 Big Reasons You Should Always Rebrand Any PLR You Use
1 – Web Surfers (and the Search Engines) Respond Better to Original Content
People will stumble across your website after searching for specific phrases or words. If your website is dedicated to talking about bass fishing, someone may discover your little corner of the web by typing “winter bass fishing tips” into the Google search engine.
They browse through the results and end up on your site. They read the blog post you published that gives tips about catching more bass in the winter. Then, as many web surfers do every single day, they go back to their search results and check out a couple of other sites.
Lo and behold, they find out your article is word for word exactly the same as when they read on a competitor’s site.
Several things happen at this point. Your potential customer first becomes confused. Why is the exact same article on both sites? Did you steal the content from the other site or vice versa? If this same content is on at least these two different sites, is it really that valuable? Can I trust what is said on these websites if their owners are stealing content from each other?
What often happens in this situation is the web surfer leaves, never to return. They don’t trust the content they just read. They feel like something “funny” is going on, and they would prefer some original information.
By the way, Google and the other search engines also prefer unique and original content. You will find your web pages perform better for the keywords you are targeting when you take some time to make PLR content unique to your brand.
2 – Your Entire Brand Suffers
Think about the above scenario. You may have tons of great, original content on your site. It may do a very good job of helping your target prospects. If they come across PLR content that’s the same as multiple pages on the Internet, that “same old, same old” content can damage the integrity of all the great content you have on your site.
Your entire brand suffers. Many people won’t waste time checking out the rest of your site if they come across content that is word for word the same as elsewhere on the Internet.
You could see traffic disappear. Your conversions might suffer if you’re selling something. Fewer people will join your email list. Your business suffers in a number of ways when you decide to post PLR content without changing it.
3 – You Can Get Lazy
I know you’re not a lazy person. You’re reading this report because you are a dedicated businessperson trying to learn how to grow your business with PLR. Even so, publishing nonexclusive content without changing it can start to become a bad habit.
You get lazy. You rationalize that you’re only going to do this one time. Then the end of the month rolls around and you are once again faced with not enough time to complete all the tasks on your to do list.
You see some really good PLR blog posts or articles that would be perfect for your business. You tell yourself this is the last time you’re going to publish content like this without changing it. You slap it up on your website and before you know it this becomes a regular monthly activity. You might even make a few sales or have someone leave a promising comment.
This can get you to believing you don’t need to change PLR before you use it. Don’t fall into that trap. The long-term result of publishing PLR content without making it your own is that your business will be hurt in a number of ways.
What’s a USP and Why Do You Need One?
You need to know what a USP is if you’re running any kind of business. It matters not if your business is in a traditional brick and mortar building or entirely online. You need a USP, because it keeps you focused and makes your business more attractive than your competition.
A USP is a unique selling proposition.
In that revealing name you understand everything you need to know about this valuable business tool. Your USP is the one unique thing that makes your products better (and different) than the ones your competitors are selling.
Before you begin thinking that you will just price your products lower than other people, think again. Prices can be lowered in an instant. They impact your bottom line negatively when they drop, and your competitors can always lower their prices below yours.
A good USP needs to relate to the benefits your product gives your customer.
Think about products that you really like. You probably had to make a decision at some point in time. You chose that product over another one for some reasons. What were they? What got you to buy product “A” instead of product “B”?
In many cases you made a decision because the product manufacturer did a good job at offering you a unique selling proposition.
By the way, being unique is not enough. The characteristic that differentiates your product from other similar items needs to offer value. It should center around something your target audience cares deeply about.
Imagine you have a burger shop. You own a small restaurant and you specialize in burgers. You’re smart enough to know that you need to be advertising online even though you have a real world, brick-and-mortar business. You build a website and a Facebook fan page and start driving traffic to those web properties.
People often make local dining decisions online. So it makes sense for you to try to attract customers on the ‘net. What do you tell these hungry browsers?
Perhaps many of your customers say your burger is the best they’ve ever tasted. Is this a unique selling proposition? Not really. Taste is very subjective. One person may think your burger tastes okay while another raves about it. There might be others that think there are much better burgers out there.
How do you convey that your burgers are flavorful while still selling your prospects on the fact that they are beneficial and valuable for some other reason?
Perhaps you have developed a burger mixture that’s entirely vegetable-based. It can help lower high cholesterol and high blood pressure and even help someone lose weight.
You know these things because you have done several tests and experiments. You’ve even had customers tell you eating at your restaurant has helped them lose weight and become healthier. Now you’ve got your USP. Advertise that your burger tastes better than others and is entirely vegetable-based. It’s proven to help lower high cholesterol and high blood pressure, while being a smart part of a weight loss program.
Of course, you should never make a claim that isn’t true. And if your product doesn’t currently do something different or better than other similar products, keep working until it does. When developing a USP, simply ask yourself the following questions.
- “What makes your product positively different from the competition?”
- “How does your product offer more value or benefits than the competition?”
Answer those two questions and you have your USP. If at all possible, turn your USP into a short and catchy tagline. The more memorable the better. In the above burger scenario, you could use the following USP tagline.
“The Best Tasting Burger That Shrinks Your Waistline”
Here are a few examples of excellent USPs. How many do you recognize before I identify the company?
“They’ll fight over it when you’re dead.”
This belongs to the Saddleback Leather Company. Leather can be expensive. That means if you spend your hard earned money on a leather product, you want it to last. The Saddleback Leather Company offers a 100-year warranty. Yep, you read that right. They guarantee their products will last at least 100 years. Their USP instantly lets you know their products are going to last a long, long time.
“We’re number two. We try harder.”
The Avis rental car company is the owner of that famous tagline. This USP tells you the company is going to do whatever it needs to do to get your business, and it does so in just a few words. They’re saying their unique value is that they will work harder than other car rental companies.
“When it absolutely, positively has to be there overnight.”
You are probably familiar with this FedEx Corporation USP. The value the customer receives is a 100% guarantee of overnight delivery. Notice the company doesn’t say they’re the lowest price overnight delivery service.
In many cases a customer may pay more for overnight delivery from FedEx than one of their competitors. However, in the back of that customer’s mind is that famous tagline, so FedEx gets the business rather than some other delivery company.
Now that you have an idea about how to create your USP, you need to begin rebranding your PLR. There are several ways to make PLR content your own, so that it delivers on your USP and looks unique to your target audience and Internet search engines.