Think back – in the last year, how many good drivers have you noticed in the street? I bet that you can think of quite a few bad ones, but not many good ones. The reason is, good driving is good in part because the good driver’s presence feels natural and therefore blends in the overall picture, causing no disruptions in your train of thought.

The first “level” your message should achieve is not to be a thorn in your audience’s eye. It probably will bother someone, just make sure they don’t belong to your target market segment.

Coco Chanel’s quote “Dress shabbily and they remember the dress; dress impeccably and they remember the woman.” reveals the titular second “level”.

The second “level” that your message should achieve is to allow your target audience to easily tell you apart from the crowd without much thinkingNot just notice the message or a gimmick attached to your message. They need to be clear on what sets you apart, without having to read your complete biography.

For expert services, that’s about it.

Yes, other markets have different rules.

Yes, it’s that simple.

No, it’s not easy at all.

And finally, this is not about (just) advertising. It’s about value communication in general. From your Zoom background, website, address, haircut to your comments on social media to your elevator pitch will benefit from being elevated through these two levels.


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