#3 Stop stressing over unique messages— here’s what matters
Jan 12, 2025
Chasing uniqueness in the wrong place
Most marketers are chasing uniqueness. But they’re chasing the right goose in the wrong field.
I get it—standing out in today’s content jungle feels nearly impossible.
You’re competing against 6,000+ product messages a day, each hoping for a moment of attention. And with most platforms offering nothing more than a few moments before users scroll on, it’s natural to want something that cuts through the noise.
So, marketers try to stand out by making their messages sound unique. They work hard. They write. They rewrite.
And they stress. A lot.
When messages miss the mark
Over the years, I’ve worked with 750+ students, each representing a product or service.
Almost every one of them came in thinking they needed a unique message. Some tried so hard to be clever that they lost clarity altogether. Others packed every possible product detail into their message, thinking they needed to say it all in one go.
And I get why—they’re chasing something we all want: To be noticed. To stand out.
But here’s the catch: trying to be creative with your message often leaves you with a vague sentence full of words but no clarity. It opens the door to subjective opinions and misinterpretations. People walk away confused or — worse — they ignore you entirely.
Why?
Because in a creative context, your message doesn’t need to be creative.
It needs to be clear.
Short, simple, and easy to understand.
Where does this pressure come from?
I’m not sure when “message” became a catch-all term for everything related to communication:
- sometimes meaning a slogan
- a concept
- a product description
- even an insight
- or a unique value proposition
But in advertising, a message is just the foundation. It’s not meant to be unique or clever. It’s meant to be clear—ideally, a two-word structure (think: adjective + noun).
Clarity first. Creativity later.
Onions have layers. Ogres have layers. Content, too—has layers.
Clarity is the foundation. Creativity is the layer on top. You need both layers — clarity and creativity. But without a solid foundation, creativity can’t do its job.
Creativity without clarity is just being weird.
And not in a good way.
If a product truly has a unique angle, great! But for most products, that’s not the case. And that’s perfectly fine. Your message doesn’t need to be unique — it needs to be clear.
Once that’s locked in, the next layer is where the magic happens.
Creativity makes something memorable. It turns a short, clear message into a concept that grabs attention, sparks curiosity, and delivers clarity in a way people won’t forget.
That’s where I come in
I’ve spent years deconstructing creative concepts and turning them into actionable processes. Processes that any marketer—with or without agency support—can follow.
The first deliverable? A free email sequence course on Creative Equations. Over 8 emails, the course will guide you through:
- Two methods for crafting clear, two-word messages
- Four creative techniques to add uniqueness: analogies, exaggeration, humor, and personification
- Real-world ad breakdowns so you can see how it’s done
- Checklists and prompts to help you brainstorm and stay in control
By the end, you’ll have your first creative concept — and the tools to create many more.
If you’re a marketer without a creative team on speeddial, but want to build a creative layer that helps you stand out, grab the course—it’s free. No gimmicks. No fluff. Just real, actionable steps to help you break through the noise.
Until next time,
Tomas
Remember: 🛠️ Start Clear. 💡 End Creative.
