What Are You Doing Differently?

The very nature of good marketing is that it needs to be unique enough to capture your target audience’s attention. You need to be doing something differently.

If everyone in your market is using the same approach, how do you, or any of your competitors expect to stand out?

Often, marketing and advertising firms with up-and-coming “creatives” are more willing to have fun designing new and different/unusual campaigns for clients, some of whom were naturally a little (or a lot) hesitant to go with such unorthodox marketing concepts.

Those “visionary” clients were provided with some very unique and award-winning campaigns… campaigns that got (often dramatic) results.

The funny thing was that other, more traditional clients would then come to the firm and want to use the very same approach and ad design for themselves and their clients.

Safe and Sorry

Their reasoning was basic, predictable, and, sadly, understandable.

They knew the approach had worked, and so there was no risk (now…in their minds) in doing/using it again. That’s exactly why it didn’t work for them like it had the first company. It had already been done. It didn’t command the same impact or attention.

And many consumers saw it as a “me too,” copycat campaign…and didn’t buy into it.

So, when planning your next campaign, strive to be original.

Take chances with your copy, with your headlines, with your layout, and with your offers.

Do something different and stand out (even if it is a tad scary)!  Test & measure your results.  Repeat what works, discard what doesn’t.  Try new headlines, new offers.  Track the results.