Content MarketingHow To Discover Concepts That Differentiate Your Content material

How To Discover Concepts That Differentiate Your Content material


Let’s play a phrase affiliation sport. Once you hear, “Begin with why,” what involves thoughts?

If it’s Simon Sinek, you’re not alone. Since 2009, his TED Speak has been considered over 60 million instances, and his e book Begin With Why made bestseller lists.

Mark Levy, founding father of Levy Innovation, helped Simon conceive Begin With Why.

A self-described differentiation skilled, Mark helps companies, manufacturers, and thought leaders develop the thought they’ll be recognized for.

He shared the method he makes use of with shoppers in his Content material Advertising World 2022 presentation, How To Come Up With Your Huge Horny Concept.

Differentiation requires greater than an concept

Differentiation generates consideration, consciousness, and recall that may result in enterprise alternatives. It could apply to a enterprise (i.e., broad) or a bit of content material (i.e., slim).

The “large attractive concept” turns into your signature.

“The thought calls up the individual, and the individual calls up the thought,” Mark explains. “Anybody who comes throughout the thought has to hunt you out since you embody that concept. You symbolize that concept in folks’s minds.”

Your large attractive concept turns into your signature. The thought calls up the individual, and the individual calls up the thought, says Mark Levy through @CMIContent Click on To Tweet

How does differentiation result in enterprise alternatives? Folks make snap judgments. In case your signature concept connects with a target market, they’re extra more likely to begin a dialog with you or contact what you are promoting though they know little else about you.

Nevertheless it’s not sufficient to be recognized for the differentiating concept. Mark says you could be the definitive supplier of it. It is advisable symbolize the complete efficiency of the thought, not a pale weight loss plan model that might have come from a number of folks.

Simon does that nicely. What I keep in mind most from his Begin With Why TED Speak wasn’t the three-word tagline. It was his repetition of this line: “Folks don’t purchase what you do; they purchase why you do it.”


For me, that mixture cemented the affiliation between the idea and Simon.

Examples of non-public and model differentiation

Mark supplied one other instance of an individual intently related to a differentiating concept. Mel Robbins is an skilled in change and motivation who turned recognized for The 5 Second Rule. Her large attractive concept is that we’re all simply 5 seconds away from a special life.

Mel launched this concept in a TED Speak, as Simon did, and later turned it right into a best-selling e book.

In accordance with Mel’s web site, “The 5 Second Rule is the key to altering something about your life. You should utilize the Rule and its countdown methodology to interrupt any unhealthy behavior, interrupt self-doubt and destructive self-talk, and push your self to take the actions that can change your life.”

Whereas Simon and Mel’s large attractive concepts apply to people, Mark says that the idea works for corporations and types, too.

An instance of a giant attractive concept from a B2B advertising firm is FlipMyFunnel. Conceived by Terminus co-founder Sangram Vajre, FlipMyFunnel evangelized account-based advertising (ABM). (Terminus is a vendor of ABM software program).

The FlipMyFunnel concept fueled annual conferences, a Slack neighborhood, and a podcast. Though the occasions and podcast have ended, the phrase “flip my funnel” nonetheless calls Sangram Vajre, Terminus, and account-based advertising to thoughts. Extra powerfully, I nonetheless use the phrase to clarify ABM – pursuing targeted, named accounts reasonably than concentrating on a broad viewers.

Methods to create your large attractive concept

To create a giant attractive concept, Mark encourages groups or people to strive his two-part “envy” train. Right here’s the way it works.

Step 1: Get indignant or envious

Consider a time once you got here throughout an concept and thought, “Wait a second, that’s my concept.” You might need gotten indignant and felt envy. Mark felt this when he got here throughout Made to Stick: Why Some Concepts Survive and Others Die, a e book revealed in 2007 by brothers Chip and Dan Heath.

Mark had been talking about a few of the similar rules the Heath brothers coated. The brothers didn’t steal his work – they didn’t even learn about Mark. Nonetheless, Mark turned indignant that his concepts had been unintentionally coopted.

Mark says an emotional response (e.g., anger or envy) could be revealing. Cease and ask your self:

  • What’s occurring on this scenario?
  • What am I pondering on this scenario?

Your solutions can generate concepts that can result in your large attractive concept.

So consider an concept that you simply envy and write it down.

To seek out your large attractive concept: Consider an concept somebody (or model) is thought for that made you are feeling prefer it ought to have been yours, says Mark Levy through @dshiao and @CMIContent Click on To Tweet

Step 2: Make the thought your individual

Subsequent, construct in your concept to make it distinctive and differentiating. In doing so, it would morph into a brand new idea. Mark helps illustrate this with a narrative.

Just a few years in the past, Mark had a possibility to submit a response to a Quick Firm author who was doing an article about methods to be an excellent enterprise conversationalist.

Mark knew that dozens of specialists would ship solutions to the reporter. He additionally knew that if his solutions seemed like everybody else’s, he had little probability of being quoted. He determined his response didn’t need to be higher than the others – it simply needed to be completely different.

Mark compares the idea to a foot-high deli sandwich. It’s not essentially a better-tasting sandwich, however its uniqueness attracts traces of individuals ready to purchase and take photographs of it.

Mark’s response to the Quick Firm author differentiated itself from the others, and it labored. Over 60% of what he submitted appeared within the article.

Listed here are the three questions important to refining your large attractive concept:

  • What do I learn about this topic that 80% of the market doesn’t?
  • What does my viewers know however haven’t thought to say?
  • What does my viewers want to know?

To distinguish your #Content material, take into consideration what you already know that 80% of the market doesn’t, says Mark Levy through @dshiao and #CMIContent Click on To Tweet

Your large attractive concept isn’t for everybody

By this level within the train, you’ve recalled seeing somebody publish or promote an concept just like one in all yours. If it made you indignant that somebody bought to it first, you’re in all probability heading in the right direction.

You’ve additionally improved on that concept by including components that you already know extra about than different folks, that folks know however haven’t thought to say, and that folks don’t know however must know.

At this level, you may really feel the urge to broaden your concept to attraction to everybody. However that might be a mistake. As Mark explains, “A big inhabitants would twist you right into a pretzel – into one thing you’re not.”

As an alternative, Mark says, take into consideration your concept the way in which The Grateful Lifeless’s Jerry Garcia thought concerning the band’s music: “Not all people likes licorice, however the individuals who like licorice actually like licorice.”

Now, go discover your large attractive concept.

Need extra content material advertising suggestions, insights, and examples? Subscribe to workday or weekly emails from CMI.

 Cowl picture by Joseph Kalinowski/Content material Advertising Institute


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