How To Be Different

We’ve talked about the 4 Steps To Discover Your Unique Selling Proposition (USP), which is a focus on differentiating yourself from your competitors.
But how do you be different so that you can rise about the “noise” – all the other ads your audience is bombarded with every single day?

This is where novel thinking comes into play, as is the case with the Rich Jerk persona being used to sell “make money online” products.
Since most people used plain sales letters to sell goods (which works, by the way), introducing a character into the marketing mix drew attention. He rose above the noise and said “look at me!”
People DID notice.
It worked.

Sure, you can create a character in your niche too (for example: the UberGeek to sell computer stuff).
But that’s not what I’m telling you to do.
I’m not saying, “create a character.”
I’m saying “be different.”

Photo Credit: pasotraspaso

Take a moment to run one of your favorite searches on Google or Yahoo, something you commonly search for that has plenty of hits plus paid advertisements. Take a moment and look at those ads. Are any of them different enough to draw your attention?

Some of them may differentiate themselves by offering a low price or a bonus. Yawn. It’s a method that works, but it’s getting tired.

Look at the wording. What captures your attention?

Example time….

Let’s suppose you were looking to buy some “Greenies” chew treats for dogs. You head over to Google, type in “Greenies chews,” and then your eyes fall to the paid ads at the top and on the right side of the page.

You’ll see ads like this (these are the top five ads currently running on the right side of the page):

greenies adword ads


Do any of them capture your attention? What would motivate you to click?

Basically they’re all trying to draw people in by telling them they can save money. Buyers get savings, or they get free shipping, or they get discounted shipping, or they get “bargain prices.”

The ads are about the same. The person looking for Greenies would likely scan those ads and choose the one that most appealed to her (e.g., maybe she’s a sucker for free shipping).

The good folks running those ads probably all get clicks and conversions, so they’re making money.

But let me ask you this…

Let’s suppose you were in the market for these Greenies, and you saw the five ads from above plus one more that looked something like this:

Beware of Greenies…
The Terrifying Story of How
Greenies Almost Killed These Dogs

Which ad would you click? Would you click one that promised discounted prices or free shipping? Or would you click the ad that suggests that Greenies could kill your dog?

That’s right, you’d probably click the “Beware of Greenies” ad. That ad would be extremely hard to ignore amongst the other relatively boring same ol’, same ol’ ads.

I made up that example, although you really could have a headline similar to that.
Greenies were in the news some time ago as possibly being dangerous to dogs. Maybe they took the “bad” ones off the market, in which case your landing page could say that. Or maybe you can recommend a better alternative. Either way, even though this is just an example, it’s NOT a misleading title since there are documented cases of dogs almost dying because of Greenies.

So, being different certainly have your content stand out from the crowd.

Be different.

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5 thoughts on “How To Be Different

  1. Mark McCullagh says:

    This is very consistent with the proven facts that advertising that identifies “pain” and offers a solution for it tends to be more effective than ads that appeal to “pleasure”.

  2. Case Stevens says:

    Thanks for the responses guys!

    @Reverse Mergers
    I hear you. And can feel your aversion. Just try another approach to be different.
    But read Mark’s and Pole Buildings’ comment first. You may want to reconsider.
    If you still feel the same, just don’t use it. This was only an example and there are plenty of alternatives.

  3. SonicBoom says:

    I appreciate the advice. I try to write copy that would attract me as a buyer — and I’m interested in the “cancelation/refund” policies — so that is an approach I’ll definately adopt.

  4. HowRank says:

    That idea while it sounded wrong at first. (like evil not wrong wouldn’t work) Is the same damn thing they do on the news. They’ll give you some crappie teaser and expect you to wait around through the commercials for more.

    Never thought about applying that to ads. Smart.

  5. Buy Essay Online says:

    Amazing thoughts. Seriously your have chosen a right title for your post. Your post is truly deserve it.

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