When your rivals zig, you should zag.

Here are three counter-intuitive marketing messages you can use to stand out and attract attention:

  1. If your rivals boast about having lower prices in their marketing, you could boast about having higher prices that reflect the product’s quality
  2. If they boast about fast turnaround times, you could boast about how slow your turnarounds are, because your standards are so high 
  3. If they boast about their many years of experience, you could talk about how your inexperience equals a breath of fresh air in a stale industry 

In other words, if you want your marketing to be effective make sure it looks different from your rivals’.