Stop Talking Bollocks!

Looking at what your competitors are doing in their marketing doesn’t sound like a bad plan.

And to be fair, it isn’t.

Most great inventions are ‘piggybacks‘ of someone else’s idea.

Shoulders of giants, and all that.

There is a danger of mindlessly copying others though:

WE ALL LOOK THE SAME.

This is terrible.

Hopefully, the idea of distinguishing yourself by copying others isn’t lost on you.

If we’re all using the same words, they become “hack“. Hack phrases act as a pattern interrupt… but not in a good way.

A hack phrase jolts you into remembering this is the same as everyone else.

If you’re a business owner, here’s what I’d love for you to think about:

What phrases are so ingrained in your market that ALL your competitors are using them?

What word(s) does everyone use “just because”?

I’ll give you an example of how I saw this in magic:

It seems every magician under the sun has the phrase “unique blend” somewhere on their website. Usually, it’s describing how they mix magic and mindreading/comedy/farting the national anthem.

Yeah, yeah… I know we’re all unique, special bloody snowflakes.

Fine.

The trouble is, we can’t communicate that by using the same words as everyone else in the market.

If everyone is using them, they count for nothing.

Think of a different way to say it.

“Unique blend”, or “a super-strength cocktail of magic and comedy“?

There IS a fresh way to spin the ‘hack‘ in your market – a way that your customers will love you for.

It’s just that most of your competition can’t be arsed looking for it.