In a previous post, I mentioned a report regarding the incredible sameness of messages within a given industry. I just received an example, but fortunately I get to fix it.

Some website copy was just forwarded to me for editing. And there's going to be a lot of editing.

It all sounds nice, but there are so many generalities and fluffy claims, you could stick anyone's logo on it and it would probably still be true. Every player in the industry says the same things about themselves.

Companies check each other out, which of course is good intelligence gathering. But an unfortunate side effect is that they often go on and simply parrot each other. "My competitor said what? Well, we can do that too!" So all the companies make similar claims about their great pricing, their reliable service, their high standards of quality.

And no one stands out.

Don't be different just to be a nonconformist, do it to be more competitive. Just once, for practice, scrap everything you've ever said and craft your message again from scratch. Pretend you're talking to someone in casual conversation. Why should they do business with you?

This "blank canvas" approach might just open your eyes to something you can say that's truly different. And if not, look at each claim and see what you can add to your product or service that will allow you to say something unique. Then do it.

You don't want normal. Normal is blah. Normal is mediocrity. Ignore normal, and go find special.

Labels: advertising, customer centered, differentiation, marketing, messaging