“If you’re not standing out, maybe you’re just not that outstanding!”. Perhaps a tad harsh with a hint of truth (sounds like a good wine!). But the fact remains that differentiation is a key skill to develop for your business or practice.
It’s Not Personal, It’s Biological!
The author, A. K. Pradeep writes in his book, The Buying Brain: Secrets for Selling to the Subconscious Mind that when there’s a plethora of similarities, our brain goes into what he calls “Repetition Blindess”. This is a condition of perception where, when faced with a number of similar objects or concepts, the brain ‘freezes’ or ‘goes blind’ and is rendered useless at being able to distinguish one item from the others.
Pradeep adds, “We are biologically programmed to seek out differences”. Why? The purpose is purely adaptive. We need to identify things in our environment that have the potential to harm us. So we scan and scan our environment to identify anything that appears ‘out of place’. So our brain renders anything similar in appearance as non-registerable and seeks to find the ‘exception’, not the ‘rule’.
Marketing Implication: Stop Being a Copycat!
Saying what your competition is saying is not only unimaginative, it’s ineffective. Why? Because ‘copycat’ marketing — saying what your competition is saying — makes you appear similar to them and that, as we just said, makes you invisible!
Marketing Implication: Honor Your Prospects’ Need for Differences
The way to capture attention of your prospective client is to ‘go against the grain’ . . . to ‘stand out’ from the crowd in what and how you say it. Remember that your prospects’ brains are craving for what is not like all the other messages out there.
Rather than putting out the ‘same old, same old’ . . . consider these ‘outstanding / stand out’ variations as noted copywriter, Tom Trush suggests:
Tutorials — popular way to attract interest. “How To” never goes out of fashion!
Lists — short, sweet and fun to eat (oh, that’s baby carrots!) but you get the point, yes?
Interviews — with thought / industry leaders — they’re very popular for a reason!!
Statistics — charts and graphs render complex ideas quickly and easily!
Insider Views — show what ‘most’ can’t or don’t get to see and you’ll be very popular
Q & A — reveal your expertise and satisfy the need to compare ourselves with others
Don’t be a copycat! Saying what others are saying in their marketing is like getting wet in a dark wool suit — you may feel all warm and fuzzy but no one (that you care about i.e. prospects) are likely to pick up on it.