You want to grow your business. You’ve sharpened your offer, improved your service, and made your branding a little sleeker. You’ve tried to be better than your competitors.
Better isn’t enough if no one knows you exist.
Trying to be “better” is just playing the same game, slightly more efficiently. It means you’re still operating in the same box, using the same tactics, wearing the same gray suit as everyone else. And in today’s deafening marketplace, that makes you invisible.
I know, because I tried.
Last year, we launched what we affectionately call “The TikTok Experiment.” Our president, Kelsey, and our marketing wizard, Andrea, came to me and said, “Mike, we need to be on TikTok.”
Now, TikTok isn’t exactly where I imagined spreading the gospel of Profit First. But hey, I’m pro-growth. Pro-attention. And if that means awkward dance moves and trendy sounds, I’m in.
So we jumped in. Andrea built a strategy, mapped out content, trained herself, trained me (bless her), and we hit publish.
The results? Well…they were something.
Some videos flopped. Some did okay. One had me getting roasted by teens for wearing Skechers (which they weren’t, not that it makes a difference). But the biggest surprise wasn’t the algorithm. It was the realization that we had lost our voice. In chasing trends and trying to be “better” TikTokers, we forgot what made us us.
So we pivoted.
We stopped trying to be Mr. Beast or Preston (if you know you know), chasing viral, and started chasing real. We made weird, raw, unfiltered content that reflected our true voice: practical advice, told with heart and a little bit of humor. No more pretending. Just truth, scribbled on legal pads and captured in questionable lighting.
And guess what?
People noticed. Not millions, but the right people. People who need our content and connected. They commented things like, “Finally, something real on this app.” And it clicked:
Different isn’t risky. Invisible is.
You don’t have to go viral. You have to go real. That’s what cuts through the noise. That’s what attracts your people. Whether you’re posting on TikTok, sending emails, or running a bakery, being uniquely, unapologetically YOU is the magic.
How to be different in the wild
Here’s how you can stop blending in and start standing out:
- Look outside your industry for inspiration. A dog groomer turned boudoir photography into “Pooch Pinups”, a hilarious and heartwarming photo shoot for pets. Unexpected? Absolutely. Memorable? You bet.
Action: What’s trending in fashion, gaming, food, or entertainment that you could twist into your industry? - Show your personality, even in serious spaces. An accountant made short, funny videos explaining tax rules with skits and trending audio. They went from “just an accountant” to “the funny tax guru.”
Action: Where can you inject humor, stories, or behind-the-scenes truth into your marketing? - Defy expectations. If everyone offers free consultations, try a paid discovery session that delivers instant value. If others use slick stock images, show raw footage from your workspace.
Action: Challenge the norms. Flip the script. Do what no one in your industry is doing on purpose. - Experiment loudly
Our TikTok journey was messy. At one point, Andrea looked at me from a sea of ring lights and said, “What even is our brand on TikTok?” But she didn’t quit. She pivoted. That’s what real marketing is: messy, brave, and relentlessly human.
Final thought:
If you’re feeling stuck in the “better” trap, take a step back. Reclaim your voice. Stand for something unexpected. Try something weird. And most of all, be different on purpose.
Because in a world full of beige brands trying to be slightly better, the boldest move you can make is to be you.
Even if it means dancing on TikTok with a blender full of gummy bears.
You’ve got this.
– Mike
P.S. Get Different has the roadmap for optimal marketing – you can learn more about it here.
P.P.S. Come find us on TikTok: @mikemichalowicz
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