If you can’t outspend your competitor, out weird them." Weird is free.

“If you can’t outspend your competitor, out weird them." Weird is free.

I love this idea. Most businesses spend a lot of time looking at their competitors, and slowly start looking exactly like them.

Same websites
Same offers
Same language
Same ads
Same "unique" promises

Which makes sense. If everyone in your industry is doing something, it starts to feel like that must be the right way to do it.

But there’s a big difference between looking credible and looking forgettable.

One of the simplest exercises I’ve used is to map out what everyone else in the industry is doing, then ask: What would we do if our goal was to look nothing like this?

Maybe it’s how you package the product
Maybe it’s how you price it
Maybe it’s the way you talk
Maybe it’s something so strange that people tell someone else about it later that day

Different gets remembered. And sometimes, weird is a lot cheaper than better but gets you the same results.

What does everyone in your industry do exactly the same where you have an opportunity to be totally different?