Why on earth would anyone choose you?

>> Here's a reason many are unaware of, but it's critically important.

"The important thing is to choose" said Napoleon.

But how do you make people choose you?

There are many reasons why they might. The best one is that you offer something good that no one else does. 

This is exceedingly rare. I can only think offhand of three clients I worked for with unique services. The Reader's Digest, American Express and Naked Wines.

However I have a list of 21 reasons someone might choose you over your competitor which I'll give you in a moment.

But first let me tell you about something nobody gives much thought to.

It is "tone of voice". What kind of person or what kind of service does the way you talk or write suggest? 

About two and a half years ago quite a few people came to Gdansk in Poland for a three day party.

Actually it ended up being four days and it was arranged for me by Trevor "Toecracker" Crook to mark my 82nd birthday

Trevor is an eccentric, very able copywriter from Australia. You could say his personal tone is outrageous.

The event was glorious. I remember very little, except I had to make a speech which was quite nerve-wracking and worrying.

Worrying is caused by caring. If you don't care you fail. If you also have a particularly debilitating hangover, you have an excellent chance of failing

Nobody lynched me, and I said something quite a few took the trouble to write down.

It was "If you're the same as everyone else, why should anyone choose you?"

This is where tone comes in. Much copy, unless it is just awful - quite common - has the same tone: breathless enthusiasm. 

It is indistinguishable from all the other guff you get. Pretentious jargon about "scaling", "niches and "digital transformation".

One very successful writer at that event has a unique tone. 

He began an email to me yesterday "Lemme float something radical to you today:"

He uses expressions others don't - calling those not in the know as he sees it "civilians".

Another copywriter has a quite different tone with outrageous flattery. She calls her copywriting students "Copy Stars". 

The important thing, to adapt Napoleon, really is to be different.

David Ogilvy's tone reminded me of one of the writers I most admire - Dr. Johnson.

Johnson was described as having a "big bow wow manner". He was aggressive in the way he spoke to people, but it certainly made an impact because he is still quoted today.

David's tone was that of somebody well-educated (which he was) and rather grand. He used words that were a little out of the ordinary.

This flattered people by implying they were cultured and above the common run.

So let me ask you: when you read what you write or say - do you sound like no-one else - or everyone else?

At Ogilvy & Mather one of the criteria whereby they judged advertising was: Does it develop uniqueness?

A rather clumsy phrase I think - but are you someone - or anyone?  

I think it comes as much from what you do as what you write. The poet put it very well: 'But I took the road less travelled."

If you are on the same road as everyone else you end in the same place. Hopelessly lost ... marooned somewhere between nothing special and nowhere in particular.

And nobody will choose you.

As Oscar Wilde put it, "Be yourself. Everyone else is taken."

Anyhow, I promised at the beginning my 21 reasons for someone to choose you.

Here they are:

1. Are you unique?
2. Cheaper?
3. Quicker?
4. Better value?
5. Safer?
6. The most trusted?
7. The friendliest?
8. The first?
9. The top-seller?
10. The most tested?
11. Give quicker service?
12. The most advanced?
13. The latest?
14. The oldest?
15. The most loved?
16. The one experts prefer?
17. The most reliable?
18. More fun?
19. Sold in a special way?
20. Easier to deal with?
21. More helpful?

If you are, or work to offer any of these things you could end up as being different and special.

But do you already know why people choose you, but you're have trouble convincing them they should?

Or do you have trouble in explaining even to yourself what is special in what you're developing?

We help in both cases. Get in touch. Do it now.

Best,

Drayton

P.S. Know anyone who'd appreciate my Bird Droppings? Tell them to sign up to my mailing list here.