I recently worked on a messaging project for a client who’s in an industry where everyone says the same thing. Part of the reason for the message’s “sameness” is due to legal and compliancy issues. But the other reason has to do with fear.
When I thought about it, I realized this situation is no different from any other messaging challenge for any other industry. Basically, you can approach messaging in one of two ways:
1. Churn out the same consistent (and often expected ) messages that many, if not all, of your competitors are churning out and focus on your reach and how often you bombard the market with your message
2. Turn the message upside down and on its head. Choose a different message that no one else is focusing on and/or take risks in how you deliver the message
Both strategies have pros and cons. But knowing which strategy you’re going to use will help make other decisions (like who to use for your marketing and writing) go more smoothly.