Nate Tilley explains why calling something new or a breakthrough doesn't work unless it actually is. When everyone copies the same winning formula, nothing stands out. The real move is being genuinely different.
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 slap 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 it, 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.
