After fifteen years living in Asia I've grown accustomed to groupthink. Be mindful of others before you rock the boat. Wear the uniform, follow the crowd and be grateful for membership.
It’s a powerful belief system that has served previous generations well.
It makes life in Japan special and everyone has a part to play in maintaining this harmonious society. Just make sure you don't reach over, tap your neighbour on the shoulder and ask him, “Hang on, what do you think?”
It’s here that east and west meet, and usually end up banging heads.
In the English-speaking world our concept of individualism is sacred. It’s me against the world. I’m different and I won’t let anyone tell me otherwise.
I’m reminded of that scene from Monty Python’s Life of Brian. It goes like this…
Brian: Please, please, please listen. I’ve got one or two things to say.
Crowd: Tell us! Tell us both of them!
Brian: Look, you’ve got it all wrong. You don’t need to follow me. You don’t need to follow anybody. You’ve got to think for yourselves! You’re ALL individuals!
Crowd: Yes. We’re all individuals!
Brian: You’re ALL different!
Crowd: Yes. We are all different!
Man in crowd: I’m not.
Crowd: Shhh
So, can we all be unique? My western ego likes to think so. Understanding the group is critical for getting things done in Asia, but don’t ever shy away from the thing that makes you different.
Fortunately the borderless world of business has little time for such existential meandering. Competition demands that your communications stand out. To be creative is to unfollow the crowd. You must innovate.
Sure, you need to find the common ground. But then shamelessly build your brand on it.
Creative copy is language that sells. It rallies others, but is instantly identifiable as your voice. It’s communication with trust - the quickest path to conversion. Your prospects want to hear your voice and read your content.
Your audience want to trust and buy from you.
3 ways you can use creative copy to be unique
1. Be a thought leader
The world needs leaders. If you have expert status in your field and stand side by side with those at the top of your industry, you should be out there starting conversations every day. The trick is knowing what to talk about, how to express it and how to keep it up consistently with a strategy.
2. Build trust
Content is the ultimate way to bridge the trust gap, giving personality and voice to your brand. In a crisis, failing to communicate is the quickest way to lose all trust. You need to be educating, solving problems and drawing prospects closer until you are naturally the first one they turn to.
3. Gain endorsement
What gets your attention on Facebook more, a sponsored post or an article your friend has tagged you in? Nothing sells like endorsers who love your brand. Creative copy that speaks to a movement will keep you on top of timelines thanks to fans who spread the word for you. Even while you sleep.
So whether your goal is to be accepted by a group, or to put a Steve Jobs "ding in the universe”, know your value, create something unique and then be sure to leave your fingerprints all over it.
