Stop Talking Bollocks!

One of the ideas I talk about in the introduction to Funny is Money (available in all good record shops now!) is that people spend far too much time looking at what everyone else is doing, top see what works and then blindly copying that.

That doesn’t sound like a bad plan and, to be fair, it isn’t.

Most of the great inventions have been created because they ‘piggybacked‘ on someone else’s idea.

Shoulders of giants, and all that.

There is a danger of just blindly and mindlessly copying others though:

WE ALL LOOK THE SAME.

This is terrible.

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

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

When you see a hack phrase, regardless of what came before it, it stops you in your tracks and reminds you that this is the same as everyone else.

What I’d love for you to think about is this:

What phrases are so ingrained in your market that all of your competitors use them to try and differentiate themselves?

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

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

It seems that everyone uses the phrase “unique blend” in some form, whether it be to describe magic and comedy, magic and mindreading or magic and inappropriate touching.

Strictly speaking, we are all unique. We’re all special and we’re all bloody snowflakes. Fine. The trouble is, we’re not THAT unique that we can get away with using the same bland 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 “an amazingly potent cocktail of magic and comedy“?

“Unique blend” or “I’m like ‘Now that’s what I call music’ album – I’ve got something for everyone“?

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 people haven’t bothered looking for it yet.