Principle: The opposite of “how it’s done” is will get attention
Scroll through LinkedIn right now.
Professional photos, AI stuff, photo with one line of text and a…
Keep scrolling until you come across something by a company like Liquid Death (I know, there’s a lot of that, too). It’s almost certainly a video with black shiny leather in it or a photo with blood in it.
It’s the polar opposite of what people believe to be “reverent” on LinkedIn. And that’s why you’re going to watch the video and read the post.
People think they want more of the same - you’ll even get wet-sandwich proponents calling people out within the community for breaking the unspoken rules.
But soggy bread isn’t interesting. You’re trying to be sticky.
Tactics
Identify the core message of your core benefit
This will get you X result
This works because Y, and Y is different
You don’t have to give up A to get B
This will happen faster than you think
Identify the Old Model
More options is better
Cheaper is better
You have to own X to get its benefits
Surprise them in the first line
More options is our version of hell
Introducing the most expensive sponge you’ll ever buy
Bill Gates never had to own a tractor to build his business, and neither should you
Provide proof (you just made a bold claim, now back it up)
Three buttons do everything you need them to (demo)
Watch this sponge clean better, be cleaned, and be used daily until your cat dies
Here are our daily, monthly and yearly rental prices. You’re gonna make way more than that per job
CTA
Buy now
Order now
Book a rental
Habits/Experiments
Your brand or product has worked to make a sale or two because it’s uniquely positioned against other, similar solutions.
Lean hard into that difference. Make it your identity, and use it to surprise people who might be used to the idea of the other solutions.
Break patterns and people will listen.
Mike
Today’s inspiration: Make to Stick by Dan and Chip Heath