Doppleganger

Is your business like everyone else’s?

Didn’t think so.

So why is it so hard to explain how you’re different?

Often the problem we solve is the same as everyone else’s, but the way we solve it is unique.

Trouble is, when we try to describe that, we stay at the surface. It’s messy to bullet-point, so we fall back on safe clichés like “our difference is our customer service” or “we go the extra mile.”

We go abstract to broaden our appeal. But broad is bland. People don’t lean in for generic, they lean in for specifics.

The secret to winning attention is to go deeper, not broader. Show the weird detail. The behind-the-scenes quirk. The bit only you do. That’s what sticks.

If you want ideas on how, you might find this video interesting.

Watch the full clip here.

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