Last time I was in the US I noticed this weird thing going on with all the milk.
I was in the dairy aisle of the supermarket when I noticed this badge written on the carton:
I picked up another brand. It said the same thing.
What on earth? Were all our Australian cows infected with something their American counterparts weren’t?
I picked up a third and turned it over in my hands.
This one, too, was rbST-free, but it had an asterisk:
“The FDA has determined there are no significant differences between rbST treated cows and non-rbST treated cows.”
So, this rbST thing doesn’t actually matter … but all the brands have to say they’re rbST-free anyway, just so they’re not the odd one out.
(As an aside: can confirm I have not died after drinking Aussie milk, which makes no promises about how jacked up the cows got on rbST.)
Anyway, it all reminded me of an old marketing technique:
You can create a ‘problem’ for all your competitors by claiming an ‘obvious’ fact about your brand that nobody else has claimed yet.
And I wouldn’t be surprised if some over-achieving milk marketer had first come up with the idea to do this with rbSTs, and stick it on their label to try and get an edge over the other brands.
The thinking goes that if you’re first, everyone else just looks like they’re playing catch-up when they claim it.
But … does it really work?
My bet would be that most people wouldn’t have a clue which milk was first to claim it had no rbSTs.
Nor would they care, once they knew none of the milk brands did.
In my view, real uniqueness — the kind that bonds customers to your brand — can’t be built with a cheap trick like that.
If you want to stand out, there’s only one way that really works:
You have to give your brand a personality.
This works great if you’re just one person, because then you’ve already got one you can use …
Thus, that is your tip for today.
I have helped a few businesses do this lately … and they have been very happy with the result.
So if you, too, would like my help creating copy for your business that uses your personality to stand out, you can enquire here: