𝗢𝗻𝗲 𝗛𝗼𝗰𝗸𝗲𝘆 𝗠𝗮𝘀𝗸, 𝗮 𝗧𝗵𝗼𝘂𝘀𝗮𝗻𝗱 𝗜𝗺𝗶𝘁𝗮𝘁𝗼𝗿𝘀

Jason Voorhees doesn’t need an introduction. Put a hockey mask on a movie poster, and millions of horror fans know who’s coming.

Pretty impressive for a guy who rarely speaks and keeps his face hidden.

His hockey mask has inspired Halloween costumes, parodies, cheap knockoffs, and countless imitators.

Now imagine Jason wearing an ordinary ski mask. Same weapon. Same murderous intentions. Same body count.

But considerably less recognizable.

𝗧𝗵𝗲 𝗵𝗼𝗰𝗸𝗲𝘆 𝗺𝗮𝘀𝗸 𝗴𝗶𝘃𝗲𝘀 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘁𝗼 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿, 𝗿𝗲𝗰𝗼𝗴𝗻𝗶𝘇𝗲, 𝗮𝗻𝗱 𝗶𝗺𝗶𝘁𝗮𝘁𝗲.

Now look at your market.

How many businesses promise to save time, increase profits, or simplify customers’ lives?

Their headlines sound alike. Their websites look alike. You could swap their promises without anyone noticing.

Then they wonder why customers compare prices.

You don’t need a revolutionary product to stand apart. Sometimes you just need to make an existing advantage more recognizable.

Give your method a memorable name. Demonstrate your product in an unusual way. Emphasize a problem competitors overlook.

Here’s a test.

Collect five competitors’ emails. Ignore the name and just study the subject lines.

𝗖𝗮𝗻 𝘆𝗼𝘂 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝘄𝗵𝗶𝗰𝗵 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗲𝗺𝗲𝗻𝘁 𝗯𝗲𝗹𝗼𝗻𝗴𝘀 𝘁𝗼 𝘄𝗵𝗶𝗰𝗵 𝗰𝗼𝗺𝗽𝗮𝗻𝘆?

If you can’t, your prospects probably can’t either.

Now test your own advertising.

Jason became an icon with a look so distinctive that a thousand imitators could rip it off without anyone forgetting the original.

𝗚𝗶𝘃𝗲 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘄𝗼𝗿𝘁𝗵 𝗰𝗼𝗽𝘆𝗶𝗻𝗴. 𝗔𝗻𝗱 𝗺𝗮𝗸𝗲 𝗱𝗮𝗺𝗻 𝘀𝘂𝗿𝗲 𝘁𝗵𝗲𝘆 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿 𝘄𝗵𝗼 𝗱𝗶𝗱 𝗶𝘁 𝗳𝗶𝗿𝘀𝘁.

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