By Jo Edwards, Senior Director
What sets you apart from all the other businesses doing the exact same thing as you?
What are your unique selling propositions (USPs) and the distinctive angle that makes your marketing different?
In other words, what makes you interesting?
The power of differentiation when it comes to marketing
When everything you see on social media or the television, hear on the radio or during a podcast, and read on a billboard or the tube station platform is the same, it all blurs together.
It loses its potency.
This is called pattern recognition and it’s a major factor within the marketing space which we are all constantly battling with.
That’s why certain campaigns stand out to you.
They break the rhythm, disrupt the expected and introduce you to something you weren’t quite ready for – which is what makes them memorable.
Being bold pays off
There’s a misconception that playing it safe is the most “responsible” marketing approach but in reality, the safest option is often the most forgettable.
Safe doesn’t generate buzz and it certainly doesn’t earn shares or inspire loyalty.
It also doesn’t lead to long-term brand growth.
“Interesting”, on the other hand, does.
Interesting gets talked about, sparks curiosity and gets remembered after the ad ends.
We’re in a world where metrics rule, so being interesting isn’t just about getting a round of applause from the creative department, it also needs to drive results.
Campaigns that are unexpected or emotionally resonant tend to outperform bland, generic ones across the board and better engagement rates, stronger brand recall, higher conversion, etc. is all beneficial to your overall business.
It’s the difference between someone scrolling past your ad and someone pausing long enough to care.
So how do you become more interesting?
I don’t think you don’t need to shout louder – you need to say something worth listening to.
Here’s my quick checklist to start with:
- Have a point of view – Don’t be afraid to stand for something.
- Challenge category clichés – If everyone in your space is zigging, maybe it’s time to zag.
- Speak like a human – No one remembers the phrase “market-leading solutions”, they remember the real stories you share of happy customers.
- Design for emotion – People act when they feel something, and good branding and design can achieve that.
When everyone is oversaturated with content, “different” is the only strategy that works long term.
When you are different, the ROI speaks for itself.
So be brave. Be bold. Be interesting.
Do you want to be interesting? Speak to our team!
