When you’re writing something about your business.
Anything.
If it could be used – intact and just as coherently – by any of your competitors.
It’s not good enough.
Say something that only you can say, instead.
Weird.
It’s weird, me saying things like this out loud.
Because people are kind enough to pay me for stating such things.
For applying such tests to things they say and do.
It’s weird because ‘your’ brand saying things that ‘their’ brand could just as easily say sounds – to me – to be such a silly idea.
It’s weird because ‘your’ brand saying things that ‘their’ brand could just as easily say sounds – to the people that pay me to say such things to them – to be such a silly idea, too.
Because obviously.
If what you say is generic.
It’ll just blend in.
It’ll just sit there.
Blandly.
Uninterestingly.
And disappear.
Yet everyone does it.
Almost all the time.
Say Something Only You Can Say.
When you’re writing something about your business.
Anything.
If it could be used – intact and just as coherently – by any of your competitors.
It’s not good enough.
Say something that only you can say, instead.
