Whether we mean to say these things or not is not the point. In the moment, it’s how other people will interpret it. Interpretation matters: forget what you think your marketing says, what does it really say to those you wish to serve?
May 13 2019
…because it’s already been done:
- If you copy your competition’s marketing, it won’t work for you. Marketing isn’t about being the same, it’s about being different, better, unique, you. The more you copy, the less it works.
- If you use the same scripts as everyone else, it won’t work for you. The market has heard it before, the novelty is gone. The only solution is to be different, better, unique, you.
- The less you copy, but follow sound principles, the more you could stand out. The more you push the boundaries of care and service–instead of marginalizing yourself through copying–the more you could be rewarded by the market.
You can’t stand out if you’re busy trying to fit in.
Tip: If your company wants to stand out with an effective marketing message, take a look at builtforimpact.net