The hard way differentiation happens

If there's one thing I've learned in the branding / marketing / messaging space over the years it's this:

An excessive amount of time gets spent on how orgs position what they do, concocting the exact blend of words that seem novel in an attempt to say it unlike anyone else is doing it... while little time is spent scrutinizing how "it" gets done and why.

Differentiation doesn't happen as a result of flowery, expertise-driven language or prettier pictures.

It comes by articulating what you do simply, plainly, clearly, unmistakably --and offering it as an accurate reflection of the lived experience.

[ ** side note: people who say they want to create something "out of the box" are not the customer. They are people who have tired of their existing efforts that must not be delivering results, which triggers the desire for more extreme changes ** ]

The perceived hard thing (differentiation) becomes an elusive treasure hunt... while ignoring the obvious thing (clarity and accuracy) because they haven't defined it or see it as too easy to be made so simple (in reality, this is hard).

I liken this to the Kerouac quote:

"One day I will find the right words, and they will be simple."

Until then, many will continue to do a hard thing -- using too many of the wrong words and making things more complicated than they need to be.

It gets even harder when dollars are put behind those words that fail to build trust and move the needle.

And in my experience, that's where the pursuit of simple clarity and accuracy begins.

Your bespoke, game-changing copy is the problem

photo credit: Greg Rosenke

You lost me at… bespoke.

It's one of many words that, when pressed, organizations don't really mean or embrace.

Words that would rarely, if ever, come up during conversation, let alone a contract negotiation.

Yet there it is... part of the web copy, the pitch deck, and the promo ad.

Not everyone cares about your word choice.
(but some do)

Not everyone sees you borrowing from the competition's vernacular.
(relax, most people don't believe them either)

So keep this in mind:

• There are few one-of-a-kind hand soaps or social services providers.

• There are even fewer game-changing law practices or pumpkin patches.

• And fewer still... bespoke agencies or pest exterminators.
  
  

Then ask:

• What do we do well enough for the ideal customer or client to say, "We could benefit from that"? (we're not even aiming for uniqueness or greatness yet, just relatability to their needs)

If they have to look up bespoke or question your unverifiable claim, they’re likely seeking out the competition next to see if they speak plainly to their pain point.

Make it EASY for people to choose you.

And when it doubt, always simplify.

The creative act of owning the box you're building

THEM: We need something.... "out-of-the-box and more creative."

BOLD VERSION OF YOU: No, I don't think that is the real need.

This isn't confrontational or a posture of unwillingness.
It's being helpful.
It's choosing to speak truth.
It's being the problem-solver you were called to be.

It's why they hired outside eyes and brains and proven talent to give them an honest, unvarnished perspective they lack.

Because you work in nonfiction, working hard to tell real and not made-up stories to real people (and target audiences) over algorithms, which is the opposite of a fictional marketing fantasyland.

Because you read in an old brief somewhere or the owners told you why they started this business in the first place, which, based on the "creative" they now want to be more creative, doesn't look or sound at all like why they created this business in the first place.

Because people don't like being marketed and sold to, let alone sliding down a brand's sales funnel.

Because people who make purchasing decisions often have a built-in BS detector that clients struggle detect in their own work.

Because people simply want good service from people they can trust, people that remind them of them, even if they don't look or think like them.

Because "creative" is wildly subjective.

Because the "creative" shouldn't be about their likes, but their customers' wants, needs, desires and solutions to pain points.

Because you're not trying to win trophies, you're trying to help them grow their business.

Because creativity for creativity's sake can mask a good straightforward story with unnecessary distractions.

Because the best creativity doesn't steal the show, it puts the spotlight on the show itself.

Maybe what's needed isn't something more creative or out of the box.

Maybe what's missing is getting back to that reason the business was started in the first place: to do things differently, to break away from the crowd instead of following it, mimicking it, competing with it.

Maybe reminding them, giving them permission, and pushing them toward having the audacity to do their thing, their way, and in a way that speaks to the heart of others who also find that way compelling -- is the most compelling and creative thing you can do.

Maybe it's about unapologetically owning the very box they've built.

Or there's this, which is possibly the worst-case scenario where everyone wilts just a little bit more and as they maintain the status quo:

NON-BOLD VERSION OF YOU: Sure, we'll take a stab at making it more creative.

It's time to be more bold.

Bold is honest, direct and often simple (that doesn't mean it's easy).

And businesses need boldness now more than ever.

Short attention spans, content deficits, and disconnects

You have 1.3 seconds.

One. point. three.

That’s the length of Gen Z’s attention span according to a new global study.

The good news is you’ll get a few seconds more with older generations.

To clarify, this is about active attention spans regarding advertising.

But advertising is a form of messaging. A sliver of storytelling.

And it either grabs one’s attention or it doesn’t. It’s memorable or it’s not.

This is an age-old challenge for advertisers and marketers: How to grab that fast-fleeting attention for a few seconds. And then a few more. The stakes have been raised and there is pressure-cooked dilemma of attention deficit driven by social media scrolling.

But don’t worry. Your marketing team will creatively crack the code.

You’ve got bigger fish to fry. Like answering this question:

What will we say once we have their attention?

More than two decades of asking company leaders what they do, why they do it, why people should choose their product/service – and then asking their people the same question – and it’s pretty clear most orgs don’t have clear-cut answers.

Vague ones? Yes.

Succinct and consistent? Rarely.

1.3 seconds of cool may be just that — cool.

What it cannot do is convey your complex message, even when distilled to something simple.

However, creativity can point to your story that connects emotionally to an audience.

Of course you know your story, right?

The one your team knows inside and out?

That conveys your unique value and what you bring to the market?

That underscores why people – employees and customers alike – are all in on what you do?

Yes? Vaguely?

This takes more than 1.3 seconds.

So breathe.

And let your creative team be creative when it comes to grabbing attention.

Don’t let an audience attention deficit lead your business into a content deficit.

You still need to nail your story. Know your why. Clarify what makes you worth their time.

Remember that old-school metric about how an audience needs to see/hear your message nine times for before truly acknowledging it for the first time?

The same is true in a generation of scrollers.

Except today it’s going to take a lot more than nine times.

But once you grab their attention, it’s game on.

To keep their attention you need to make a meaningful connection.

And in case you need reminded, that is why your company exists in the first place.