“You’ve got to see this movie – it’s just like every other movie!” said no one, ever.

“You’ve got to see this restaurant – its food is just like every other restaurant’s!” said no one, ever.

“I’ve just met the girl of my dreams – she is just like every other girl!” said no one, ever.

When we enthuse about things, we enthuse about them not because they’re the same as everything else, but because they’re different.

So if you want to do effective marketing and get customers to enthuse about your business, don’t try to look and sound like your rivals.

Instead, go out of your way to be different.