Content that's different


From an early age, we’re led to believe that being different is a bad thing.

Throughout our school journey, we want to fit in with the ‘in’ crowd.

We see our parents frown at those who embrace their individuality through makeup, clothing, behaviour etc. Their disapproval rubs off on us, reinforcing our ‘different is bad’ belief.

But you know what? It’s time to get over it because when you’re in business, it’s essential that you are different.

Stop being a sheep

I’ve been working as a professional copywriter since 2007, and over the years, one thing continues to get my goat.

My initial chat with clients convinces them that if they want to stand out from their competitors, they have to do two things:

  • Offer something no one else does
  • Create an online presence that is different to their industry norm

At first, they’re all fired up by the prospect and revel in my ideas that will get them noticed.

After a lot of work, I present them with the initial draft of the copy that follows their brief to the letter.

Do they embrace it?

Do they hell.

No. They read it, re-read it, and then decide it’s too different. Apparently, their customers expect them to follow the same approach as everyone else. So they ask for it to be re-written so that it morphs into the mundane copy all their competitors use.

Be magenta when everyone else is grey

What’s the point in creating something that blends into everything else that’s out there?

How does that help you stand out?

Here’s a news flash for you: people (i.e. your customers) like things that are different. It catches their attention and shows them that you’re not like everyone else.

Your content, which focuses entirely on them and their needs, is like a breath of fresh air. Finally, they’ve found a company that’s not self-absorbed, that doesn’t go on and on about how great they are or what they do. Here’s a company that’s willing to show them what they can do for them. One that cuts through the crap and says, “Your problem is XYZ. We’ll help you by ABC, which means you can EFG.”

It’s a company that doesn’t hide behind its corporate image. It’s generous with its information, it gives several ways to get in touch with a real person; in fact, it treats its customers as individual people, not open wallets.

It’s time to be brave

Your marketing needs a shake up.

Get your website redesigned by someone who can create something bespoke for you that reflects your business (please don’t use a template design).

Find a great copywriter who can capture your company’s personality in text, and who’s capable of using their creative imagination to create content that’s unique to you and not generic to your industry.

Trust in their judgement and work with them. Together, you will develop a corporate image that’s fresh, vibrant and individual.

Don’t be a sheep; be a unicorn.


Sally Ormond is an international copywriter who has been helping her clients morph into unicorns through creative, compelling, and individual content. To get her to help you find your inner unicorn, call her on +44(0) 1449 779605.