The Competitor Teardown Prompt Pack

Here is the homepage copy from [COMPETITOR NAME]:

[PASTE HOMEPAGE COPY]

Extract the following as a structured list:
1. Their stated positioning statement (who they serve, what they do, what outcome they promise)
2. The proof they use to back up that positioning (testimonials, stats, logos, case studies)
3. The emotional hook in their hero section (fear, aspiration, frustration, identity)
4. Any positioning gaps, for example: claims they make without proof, audience segments they name but do not address, outcomes they promise but never demonstrate

Be specific. Quote the copy. Do not generalise.

Constraints:
- Output as four clearly labelled sections
- For gaps, give the specific quote that reveals the gap, then one sentence on why it is a gap
- Do not suggest what I should do about the gaps in this prompt. I will ask for that separately

Here is the homepage and about page copy from [COMPETITOR NAME]:

[PASTE COPY]

Based on the language, pain points named, outcomes promised, and social proof used, describe the specific customer this competitor is targeting. Include:
1. Role or job title being addressed
2. The specific problem they lead with
3. The sophistication level of the buyer (beginner, intermediate, advanced, expert)
4. What the buyer is afraid of, based on the copy
5. What the buyer is hoping to achieve, based on the copy
6. Any secondary audience they appear to be trying to serve at the same time, which may dilute their message

Constraints:
- Base your answer only on the copy I provided, not on general knowledge about this company
- If something is unclear, say so. Do not invent details
- Output as a structured profile, not a paragraph of prose

Here is the copy from [COMPETITOR NAME]'s website (homepage, about page, and top service pages):

[PASTE COPY]

Scan for the following:
1. The five to ten words or phrases they repeat most often across the pages
2. Any jargon they use that a non-expert buyer might not understand, with a note on whether they explain it or leave it hanging
3. The tone of their copy: formal, casual, technical, emotional, authoritative, conversational
4. Any language that feels dated, generic, or interchangeable with any competitor in their space

Constraints:
- For each repeated phrase, count roughly how many times it appears
- Flag any phrase that sounds like AI-generated copy (vague aspiration, no specificity)
- Do not rewrite their copy. Just report what you find

Here is the services or products section from [COMPETITOR NAME]'s website:

[PASTE SERVICES/PRODUCTS COPY]

Break down their visible offer structure:
1. What specific deliverables or outcomes do they promise for each offer?
2. How do they bundle their services, by project, retainer, outcome, or time block?
3. What is missing from their offer description that a buyer would want to know before purchasing?
4. Do they lead with price, outcomes, process, or proof? Label each offer accordingly.
5. Rate the clarity of each offer from 1 to 10. A 10 means a buyer knows exactly what they get, how long it takes, and what it costs. A 1 means it is vague and requires a call to understand anything.

Constraints:
- Quote the specific copy for each offer you assess
- Where pricing is absent, note it as a gap and flag what a buyer would have to do instead (call, email, book a demo)
- Do not invent or estimate pricing

Here is the copy from [COMPETITOR NAME]'s sales and service pages:

[PASTE COPY]

A buyer considering this competitor will have objections before purchasing. Analyse whether and how the copy handles the following common objections:

1. Is this going to work for me specifically?
2. Can I trust this company?
3. Is this worth the price?
4. How long will this take?
5. What happens if it does not work?
6. Why should I choose them over someone else?

For each objection:
- Paste the copy that addresses it (if any)
- Rate how well it is handled from 1 to 10
- Note any objection that is completely unaddressed

Constraints:
- If an objection is not addressed at all, say so directly. Do not speculate about what they might say on a call.
- Output as a table with columns: Objection, Copy Used, Rating, Gap

Here are the testimonials and case study excerpts from [COMPETITOR NAME]'s website:

[PASTE TESTIMONIALS AND CASE STUDY TEXT]

Analyse the pattern across their social proof:
1. Who is giving the testimonials? (role, industry, company size if visible)
2. What specific result is mentioned most often?
3. What do buyers praise most: the outcome, the process, the team, the speed, the communication, or something else?
4. What results are notably absent? For example, if they promise revenue impact but no testimonial mentions revenue, flag that.
5. Is any testimonial vague enough to be fabricated or generic? Quote it and explain why.
6. What audience or use case is missing from their testimonials entirely?

Constraints:
- Quote the specific testimonials when making a point
- For the missing audience question, base your answer only on what is visible, not on general assumptions about the market
- Output as six clearly numbered sections

Here is the 'About' page, founder bio, and any press or media mentions from [COMPETITOR NAME]:

[PASTE COPY]

Map their credibility signals:
1. What proof do they offer that they can do what they claim? (credentials, track record, client names, media, awards)
2. What claims do they make about themselves that are not backed by any visible evidence?
3. Where do they rely on vague authority language (for example: 'industry-leading', 'world-class', 'expert team') without supporting proof?
4. Is their founder or team visible and specific, or is the company kept deliberately faceless?
5. On a scale of 1 to 10, how much would a first-time visitor trust this page before any other research? Explain your rating.

Constraints:
- Quote the specific copy for every finding
- Do not assess whether their claims are true. Assess only whether the copy proves them.
- Do not suggest what I should do. I will ask for that separately.

Here are the active or recent ads from [COMPETITOR NAME], pulled from [SOURCE: Facebook Ad Library / Google search / LinkedIn / TikTok]:

[PASTE AD COPY, HEADLINES, AND DESCRIPTIONS]

For each ad:
1. What is the core angle? (pain, aspiration, social proof, curiosity, scarcity, authority, transformation)
2. Who is the specific audience this ad appears to target?
3. What is the call to action and where does it send the reader?
4. How long has this ad been running, if visible? A long-running ad usually indicates it is converting.
5. Which ads repeat the same angle? Repetition tells you what is working for them.

Then across all ads:
6. What angle are they NOT using that a buyer in this market would respond to?
7. What audience segment appears to be completely absent from their targeting?

Constraints:
- Number each ad if there are multiple
- Be specific about the angle. 'Pain-based' is too vague. Name the specific pain they're using.
- Output: per-ad table first, then the two cross-ad questions as separate paragraphs

Here is an ad from [COMPETITOR NAME]:

AD COPY:
[PASTE AD COPY]

Here is the landing page this ad sends traffic to:

LANDING PAGE COPY:
[PASTE LANDING PAGE COPY]

Analyse the message match between the ad and the landing page:
1. Does the headline on the landing page mirror the promise made in the ad? Quote both.
2. Does the landing page deliver on the specific claim the ad made, or does it pivot to a different message?
3. What friction exists on the landing page that would cause a warm visitor from the ad to leave without converting? (missing proof, unexpected price reveal, confusing navigation, buried CTA, slow trust-build)
4. Rate the overall message match from 1 to 10. A 10 means a visitor who clicked the ad feels like they landed exactly where they expected to.

Constraints:
- Quote both the ad and the landing page directly when making comparisons
- Do not suggest what I should do with this information
- If the landing page is a generic homepage rather than a dedicated page, flag that as a major friction point

Here are all the active ads I can see from [COMPETITOR NAME]:

[PASTE ALL AD COPY AND HEADLINES]

Tell me:
1. What is the primary offer they are promoting in paid ads right now?
2. Is it a free entry point (lead magnet, trial, free call), a paid entry point, or a direct purchase?
3. What is the implied price point or commitment level of the offer?
4. Are they testing multiple offers simultaneously, or running one consistent offer?
5. What offer are they NOT running that you would expect a company in this space to test?

Constraints:
- Base your answers only on the ad copy I provided
- For question 5, be specific about what type of offer is absent and why a buyer in this market would likely respond to it
- Output as five numbered answers

Here is a list of the most recent [NUMBER] blog posts or articles from [COMPETITOR NAME]:

[PASTE TITLES AND BRIEF DESCRIPTIONS OR EXCERPTS]

Analyse their content strategy:
1. What topics do they cover repeatedly? List the top three to five themes.
2. What is the buyer stage they are targeting most? (awareness, consideration, decision)
3. What content format do they favour? (listicles, how-to, opinion, case study, data report)
4. What topics are completely absent that a buyer searching for [YOUR CATEGORY, e.g. 'AI marketing consultant' or 'HubSpot implementation'] would expect to find?
5. What is the depth of their content? Are they covering topics at a surface level or going into real implementation detail?

Constraints:
- For question 4, give at least three specific topic examples, not general categories
- Do not grade their content quality. Assess only their topic and buyer-stage strategy.
- Output as five numbered sections

Here are the titles and meta descriptions from [COMPETITOR NAME]'s top-ranking or most-visible content pages:

[PASTE TITLES AND META DESCRIPTIONS]

For each piece:
1. What search intent does it appear to be targeting? (informational, navigational, commercial, transactional)
2. Does the title match the most likely search query, or does it feel brand-first?
3. Is there a commercial or transactional angle they are leaving unexploited? For example, a how-to post that never converts the reader to a next step.

Across all content:
4. What commercial or transactional queries does this competitor appear to be ignoring entirely?
5. Where are they creating content that attracts curiosity but fails to convert that attention into any action?

Constraints:
- Quote specific titles when making your points
- Be precise about the search intent gaps. 'They should do more SEO' is not useful. Name the specific type of query they are missing.
- Output: per-page table for questions 1 to 3, then questions 4 and 5 as paragraphs

I have analysed the website, ads, and content from [COMPETITOR NAME]. Here are my findings:

MESSAGING FINDINGS:
[PASTE YOUR NOTES FROM SECTION 1]

OFFER FINDINGS:
[PASTE YOUR NOTES FROM SECTION 2]

SOCIAL PROOF FINDINGS:
[PASTE YOUR NOTES FROM SECTION 3]

AD STRATEGY FINDINGS:
[PASTE YOUR NOTES FROM SECTION 4]

SEO AND CONTENT FINDINGS:
[PASTE YOUR NOTES FROM SECTION 5]

Based on these findings, identify:
1. The single most significant positioning gap this competitor has left open. This is a specific audience, problem, or promise that they are not owning and that a buyer in this market would value.
2. The top three weak spots in their current positioning that a direct competitor could exploit.
3. The one claim they make that is most vulnerable to being undermined by proof of a better alternative.
4. A one-sentence positioning statement that a competitor could use to enter this market and win the customers this competitor is underserving.

Constraints:
- Be specific. 'They do not focus enough on small businesses' is too vague. Name the specific segment, the specific problem, and the specific gap.
- Base your answer only on the findings I provided
- Do not pad the answer with caveats. Give me the direct findings.
- Output as four clearly numbered points

Here is the positioning gap I identified for [COMPETITOR NAME]:

[PASTE THE POSITIONING GAP FROM THE PREVIOUS PROMPT]

Here is my own background for context:
- My service category: [YOUR SERVICE CATEGORY]
- My target audience: [YOUR TARGET AUDIENCE]
- My key differentiators: [LIST 2-3 REAL DIFFERENTIATORS]

Based on the competitor gap and my differentiators, identify:
1. What can I say about my service that this competitor literally cannot say, given their current positioning and proof?
2. What specific audience segment can I openly target that this competitor has either ignored or served poorly based on the evidence?
3. What proof point or result would, if I had it and they do not, make a buyer switch from considering them to choosing me?

Constraints:
- Be blunt. This is strategy, not marketing copy.
- Do not invent differentiators for me. Work only with what I told you.
- Output as three numbered answers, each no more than four sentences

Here is the positioning gap synthesis I have built for [COMPETITOR NAME]:

[PASTE ALL RELEVANT FINDINGS]

Here is my business context:
- What I sell: [YOUR OFFER]
- Who I sell to: [YOUR AUDIENCE]
- What I can prove: [YOUR REAL RESULTS OR PROOF POINTS]

Write a competitive narrative for my positioning that:
1. Acknowledges what the competitor does well (without naming them), to show I understand the market
2. Names the gap they have left open, framed as a problem the buyer experiences
3. Positions my approach as the direct answer to that gap
4. Includes one specific claim I can make that they cannot

Keep the narrative to no more than 150 words. This is for internal strategic clarity, not for a public page. Straight quotes only. No hype language. No exclamation marks. No fabricated stats.

Constraints:
- Do not name the competitor
- Do not use vague authority language like 'industry-leading' or 'best-in-class'
- Write in first person from my perspective
- If any claim I listed in 'what I can prove' is too vague to support a specific statement, tell me what proof I would need to make it work

Here is the above-the-fold copy from [COMPETITOR NAME]'s homepage:

[PASTE HEADLINE, SUBHEADLINE, AND CTA]

Answer these five questions as a first-time visitor who has never heard of this company:
1. What does this company do?
2. Who is this for?
3. What do I get if I take the action they are asking me to take?
4. Do I trust this enough to read further?
5. What is missing from this section that would make me stay?

Be direct. One to two sentences per question. No padding.

Constraints:
- Answer as a visitor, not as a marketer
- If any of the five questions cannot be answered from the copy alone, say so
- Do not suggest improvements. I will ask for that separately.

Here is the footer, navigation, and any visible credentials from [COMPETITOR NAME]'s website:

[PASTE FOOTER COPY, NAVIGATION LABELS, TRUST BADGES, AND ANY 'AS SEEN IN' SECTIONS]

Rate the overall trust level of this site from 1 to 10, based only on what is visible in this section. A 10 means a buyer would feel safe handing over their contact details or a credit card. A 1 means the site has no visible credibility at all.

For your rating, list:
1. The two or three strongest trust signals visible
2. The two or three biggest trust gaps or red flags
3. What one addition would raise the trust score by two points

Constraints:
- Do not invent trust signals that are not present in the copy I provided
- Be specific about each gap. 'They should have more social proof' is not useful. Name what type of proof is missing and where a buyer would look for it.
- Output as a rating followed by three numbered sections