Being Different is Overrated

In the quest for marketing success, one mantra seems to dominate the conversation: “You have to stand out.” From marketing consultants to LinkedIn gurus, the focus on being different is so pervasive that it has become a pressure cooker for businesses and brands. And while differentiation can be important, chasing uniqueness at all costs often leads to a different problem: forgetting to connect with your audience in ways that actually matter.

 Let’s be clear: your audience doesn’t care how “different” you are. They care about whether you understand them, their challenges, and how you can solve their problems. If you’re spending all your time trying to carve out an edge that feels unique but fails to resonate, you’re just contributing to the noise. Instead, what if you focused on being relatable, clear, and aligned with what your audience truly cares about?

Differentiation: The Right Kind of Different

 Differentiation in marketing isn’t about being flashy or quirky for the sake of it. It’s about standing out in ways that matter to your audience. Here are three actionable steps to uncover meaningful differentiators:

1. Ask Your Audience

Stop guessing what makes you special. Instead, talk to your customers or prospects. Ask questions like:

  • Why did you choose us over competitors?

  • What’s the most valuable part of our offering?

  • What problems were you trying to solve when you found us?

These conversations often reveal insights that you might not have considered. You might discover that your quick response time or transparency—things you see as standard—are game-changers for your audience.

 2. Validate Your Differentiators

Just because you think something is unique doesn’t mean your audience cares. Validate your ideas with real feedback. Use surveys, social media polls, or A/B testing to see how certain messages resonate. This ensures you’re not shouting about something your audience finds irrelevant.

3. Benchmark Against Competitors 

Evaluate what your competitors are doing well and where they fall short. If you’re offering the same service but with better follow-up or a simpler process, that might be enough to set you apart. Differentiators don’t have to be groundbreaking; they just have to feel meaningful to the people you serve.

The Case for Clarity Over Difference

What if you’re not that different? Maybe your services or products are remarkably similar to what’s already available. Here’s the good news: you can still win. Success in marketing often comes down to connection and clarity—not innovation.

Here’s how to craft a clear, compelling message:

1. Focus on Understanding

Great messaging starts with empathy. Demonstrate that you understand your audience’s pain points and aspirations better than anyone else. Use language like:

  • “We know how frustrating it is when [specific problem]. That’s why we [solution].”

  • “If you’re struggling with [challenge], you’re not alone. Here’s how we can help.”

2. Simplify Your Offering

Confusion is the enemy of conversion. Describe what you do in the simplest, most digestible way possible. Imagine explaining your business to a fifth-grader. Cut jargon and focus on: 

  • What problem you solve

  • Who you solve it for

  • How you solve it

3. Show Results

When you don’t have a flashy differentiator, results can be your best proof point. Share testimonials, case studies, and measurable outcomes to show that you deliver.

4. Tell Better Stories

Storytelling connects on a human level. Instead of listing features or services, craft narratives that highlight:

  • Real-life scenarios where you solved a problem

  • The journey your customers experience from challenge to resolution

  • The people and values behind your brand

Practical Exercises to Get Started

Exercise 1: Define What You’re Better At

Write down everything your business does. Then, highlight the areas where you consistently outperform competitors. It doesn’t have to be flashy—it just has to matter. Examples:

  • Faster customer service

  • More transparent pricing

  • Better educational resources for clients

Exercise 2: Simplify Your Pitch

Answer these three questions in one sentence:

  • Who do you help?

  • What problem do you solve?

  • How do you solve it? For example: “We help small businesses struggling with inconsistent marketing by providing clear strategies and ongoing support to grow their customer base.”

Exercise 3: Audit Your Current Messaging

Review your website, social media, and marketing materials. Ask yourself:

  • Is this clear?

  • Does this address my audience’s real problems?

  • Am I trying too hard to be clever or unique instead of helpful?

The Bottom Line

Being different for the sake of it is overrated. Your audience isn’t looking for novelty—they’re looking for someone who understands them, solves their problems, and makes their life easier. If you focus on clarity, connection, and the things your audience truly values, you’ll stand out—even if you’re doing the same thing as 100 other businesses.

So, forget the pressure to be “different.” Instead, aim to be better—better at understanding your audience, better at communicating your value, and better at delivering results. That’s the kind of “standing out” that actually works.

Want to get some help identifying and positioning your differentiators? I can help. Schedule a free strategy call today.

Dan Ritzke