Why being "better" doesn't get sales

I almost fell asleep editing my own sales letter last week.

Jason here.

I was working on this new promo about some new microchip technology. New inventions, breakthrough science, boring tech stuff. 

I thought it was decent work until my buddy Joe took a look.

"Let's stop calling it a microchip," he says. "What about we call it a nano-chip instead?"

It sounded better, but the thought behind it is one you can use anywhere.

He said, “NEW and DIFFERENT is better than BETTER.”

People hear "better microchip" and their brains shut off. We've all heard about better phones, better cars, better everything. It's white noise at this point.

(Which is why nobody cares about getting the newest iPhone anymore. Another camera upgrade? I can wait.)

But "nano-chip"? That sounds like something from Iron Man and gets people curious.

Now this week, I’ve been spotting this everywhere. The most successful campaigns don't improve what exists. They reframe the whole conversation.

Think about it. Would you rather buy a "better energy drink" or discover "liquid lightning"?

Your prospects are drowning in promises of better results. Every coach claims they're better. Every course promises better techniques. Every tool swears it's better.

But what if you stopped trying to be better? What if you focused on being different instead?

Your copy doesn't need to look like it came from a Madison Avenue ad agency or the second coming of Gary Halbert.

It just needs to stand out from all the "me too" messages flooding inboxes every day.

That's why most copywriters struggle. They're trying to be better or make bigger promises… when they should be trying to be different.

In Your Corner,

Jason

P.S. You don't need to be a better writer to land new deals. Sometimes being different works way better – and can land you better deals than "better" writers ever will. 

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