CHAPTER 8
BECOME MEMORABLE WITH DISTINCTION
How to Stay on People’s Minds Long Enough to Spark Action
Who is your favorite superhero? Captain America, Batman, Superman, Wonder Woman, Wolverine, Jean Grey? The question may be tough to answer because these days there is superhero overload. At one point, Dash, from the Incredibles, is told by his mother, “Everyone is special, Dash.” And he responds, “Which is another way of saying no one is.” I am noticing a similar trend in content creation: when people treat every single piece of content as “special,” none is. And the result is forgettable.
One way to avoid forgettable content is to make it distinct from what your audiences see elsewhere. We discussed distinctiveness in Chapters 1 and 4 to show ...
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