Be Different, Not Unique

You should never aim for uniqueness as a company. Aim for either different or only.

If you come in at the top of the funnel talking about how unique you are, the one thing I know as a prospect, without knowing anything else, is that most or all of what I've learned and assumed is now useless. It's going to cost me an investment just to figure out (a) what you do or make, (b) whether it applies to us, and (c) whether it applies now.

Different says: if there are eight things it could be, seven are the same, but check out the eighth, because we do it in a way no one thought of. That's much more likely to get engagement, because I know seven of the things I've already learned are still valid. I only need to put in a small amount of time, attention and emotion to figure out what you do, whether it applies to my company and whether it applies now.

Of the three openers, unique is the weakest. Different is probably the best and easiest. In between is only: we've come up with a whole new thing to create value in your life or company, so if you like new value and new advantages, read about this.