Before we go any further, you have to watch this ad from Macpac (it’s worth it, I promise).
Specifically, pay attention to the bit that starts at 13 seconds. “If this was a film…”
So what’s going on here?
They have identified a movie trope that pertains to their industry, called it out, and used that to differentiate themselves. And a good dose of Kiwi humour goes a long way too!
So think about what you do. Are there any tropes, memes or stereotypes that people have about your industry?
You might find the starting point for a novel way to separate yourself from your competition; and your customer’s alternatives.
Feeling a bit precarious? Give it a try!