A short YouTube #Shorts video (by Nate Tilley) delivering a concise marketing lesson: audiences primarily want to know how an offer is new, unique, and different from what they've already seen. The speaker warns that using generic claims ("new", "breakthrough") fails if the audience has seen similar offers before; core marketing advice is to do something different from competitors to achieve cut-through.
The first thing that people are going to want to understand when they come to here is how is this new, unique, exciting, and how is it different from anything that they have seen or heard about before? Because they've seen lots of different offers. They've probably heard the same promise that you're making right now. Even though you say it's unique, if they've already seen it before, then it's not unique. And even though that you've slapped the word new breakthrough discovery, it's not a new breakthrough discovery because I've already seen this offer thousands of times. While it's good to model things that are winning, everybody's doing the same thing. You're not going to get the cut through. And 101 in marketing is to do something different to what everybody else is doing.
