Welcome back to

“Irresistible Communication”.

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Two minutes, twice a week.

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No nonsense advice on

leadership communication.

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Today, let's delve into a common

misconception in business and

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marketing: the pursuit of being

different as a primary goal.

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It's a seductive trap, leading many

to focus on superficial changes

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like quirky colors, strange slogans,

or odd advertising gimmicks.

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But here's the twist: being different

for its own sake often misses the mark.

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The shift that changes everything

is when a business moves, it's

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focused from different to specific.

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Imagine a business that zeroes

in on a specific problem faced

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by a specific group of people.

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And then it crafts a specific

solution tailored just for them.

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Then this approach almost inevitably

leads you to standing out, but for the

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right reasons you become distinctive

because you're valuable, not just

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because you're loud or unusual.

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This customer centric

approach is a game changer.

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It involves diving deep into the

lives of your customers, understanding

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their needs and creating solutions

that genuinely ease their pains.

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It's about forming a connection deeper

than a flashy logo or a catchy tune.

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Being different is a by-product of being

specific, not the other way around.

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When you focus on making a real

difference in your customer's

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lives, you naturally stand out.

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Keep lighting the path and

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