Hey there,

Every small business owner I know is obsessed with being "better" than their competition, but that's exactly why they're stuck.

I’ve spent the last 4 years working and networking with founders burning themselves out trying to compete on quality, service, or price.

They pour their hearts into incremental improvements, only to see slight (if any) improvements in sales.

The worst part?

Their marketing messages all started to sound the same:

"Best quality!" "Great service!" "Lowest price!"

It's exhausting, and it doesn't work.

Here's what nobody tells you:

The path to sustainable growth isn't about being better—it's about being different in a way that matters to your ideal customers.

Today, we're diving into:

• Why "better" is a losing game
• How the real advantage is in your messaging
• Where to find your hidden remarkable difference

Bi-Weekly Resource List:

If you're a small business owner feeling stuck in the endless race of trying to outperform competitors, here are some essential resources to help you rethink your approach:
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• "Blue Ocean Strategy" (15 min read) - A classic framework for creating uncontested market space
• "1,000 True Fans" by Kevin Kelly (12 min read) - Why you don't need to appeal to everyone
• "The Strategy of Preeminence" by Jay Abraham (18 min read) - Becoming the only logical choice
• "Purple Cow" Free Summary (17 min listen) - Seth Godin's guide to being remarkable

How to Stand Out When Everyone Else Looks the Same

Back in the 1920s, Schlitz was the number 5 American beer brand in the market.

The company hired legendary copywriter Claude Hopkins to do something about that position.

The first thing Claude did was tour the facility where the beer was brewed.

• He was shown how the beer was cooled in a special way that eliminated impurities.
• He saw the expensive white-wood pulp filters.
• His hosts told him that every pump and pipe was cleaned twice for purity, and every bottle was sterilized four times before being trusted to hold Schlitz beer.
• He saw the 4,000-foot well that supplied the water, despite the fact that nearby Lake Michigan would have provided an otherwise acceptable source.

When Hopkins asked why Schlitz didn’t tell their customers about all of this rigorous attention to purity and quality, the response was:

“Every beer company does this.”

“But others have never told this story!” Hopkins replied.

Within months of the “new” story, Schlitz went from 5th place to a tie for first in the market.

And it had nothing to do with being better. Schlitz became known for being “Pure”. (i.e. Different.)

The Real Advantage is in Your Messaging

In today’s world of AI and algorithms, it takes a big idea (the Hook) to attract the attention of your prospects and get them to buy.

I’ve been thinking about this over the last few weeks and even had the opportunity to speak with my marketing mentor, Brian Clark.

Here’s my latest visualization of how the process works:

Problem Aware:

Promise to solve a serious problem your ideal customers are facing with a piece of content or lead magnet if you prefer. (webinar/email course/etc…)

Position Aware:

Once they’ve opted in, you connect INSTANTLY and STRONGLY with them through your content. You do this by sharing your worldview, values, beliefs, and then demonstrating your hidden remarkable difference.

Solution Aware:

Through the valuable content you share, let them know how they can solve their problem. (i.e. what your products/services do)

Offer Aware:

Now that they understand how you’re similar to them but different from the competition, and how the solution will solve their problem, they’re ready to receive your offer.

Break down exactly what they get when they buy.

"The goal is to nurture fewer people and sell to more people sooner because we’ve connected with them and given them a unique solution." —Brian Clark

Here’s an example of how this might work with a fitness coaching business:
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Problem Aware: Busy professionals struggling to maintain fitness while juggling demanding careers…

Free guide: "The Busy Professional's 15-Minute Energy Blueprint"

Position Aware: Share the philosophy that "sustainable fitness shouldn't require sacrificing your career" and demonstrate a tech-meets-human-touch approach by showing how they combine AI-powered planning with real coach support.

Solution Aware: Reveal signature "FlexFit System" that adapts to clients' unpredictable schedules using smart algorithms to adjust workout plans in real-time, while maintaining accountability through coach check-ins.

Offer Aware: Present the personalized online coaching package:

"FitnessFlex Pro" —12 weeks of AI-optimized training plans, nutrition guidance, and 1-on-1 coaching calls, all managed through their mobile app for busy professionals.

…

The hook here is twofold:

1. How the brand is similar to the customer:

The belief that "Fitness shouldn't require sacrificing your career"... is a worldview that both the brand and the ideal customer share.

1. How the brand is different from the competition:

The fusion of tech efficiency with human coaching (it's not just another AI fitness app or traditional personal training—but a hybrid solution specifically designed for career-focused individuals.)

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Where to Find Your Hidden Remarkable Difference

There are 4 places your hidden remarkable difference or unique selling point (USP), can come from. (Sometimes it’s a combination of multiple elements):

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1.The Founder

Your unique journey, expertise, or perspective shapes how you solve problems differently.

Maybe you overcame a major health challenge and developed a novel approach that helps others, like Ben Patrick and his “Knees Over Toes” Philosophy.

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2. The Product

Sometimes your difference lies in a unique feature or innovation that others don't offer.

Like Oura Ring who turned the traditional fitness tracker market on its head by hiding advanced health monitoring in a sleek, jewelry-like ring when everyone else was making obvious wrist-worn devices.

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3. The Service

Your difference could be in how you deliver or support your offering.

​Tony Hsieh’s service-oriented mindset is what set Zappos apart from others and revolutionized online shoe retail by offering legendary customer service. They still have a 365-day return policy and free shipping both ways when other companies treat returns as a burden.

Service differences often create the strongest emotional connections with customers.
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4. The Process

Sometimes your remarkable difference is in your unique approach or methodology. It's not just what you do, but how you do it.

Like Schlitz beer in the 1950’s.

Your process can be your moat.

Thanks So Much for Reading!

That's all folks.

Here's what you learned today:

• Why "better" is a losing game
• How real advantage is in your messaging
• Where to find your hidden remarkable difference

You can start by asking yourself:

"What do I do differently from everyone else in my industry, and why does it matter to my customers?"

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Keep Learning,

Nicholas

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P.S. If you're enjoying the Hook, please consider sharing this edition to a friend. They'll thank you for helping them break free from the "better" trap.

P.P.S. I’m heading to Denver next week for a marketing conference. If you have any recommendations for cool things to check out, reply back to this email 🤓.

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