“I’m different! Really, I am! Different and better. Trust me!”
Doesn’t the stench of such desperate insecurity ooze from most marketing copy one reads? Everyone wants to be unique, yet precious few brands are willing to show their warts for fear of rejection.
If there’s any field where insecurity and fear are a brand’s biggest roadblocks, it has to be politics — which is why every marketer should not only watch but study these political ads as textbook examples on how differentiation works.
Novick is different. And if you didn’t see why that was a real advantage the first time, this commercial beats a phony handshake any day:
If you’ve been following my columns, you know that ethos is a big part of credibility, and credibility is king when it comes to persuading customers you’re worth it.
[Hat tip to Nate Kreuter for posting these ads.]