Is Your Business Stuck in the ‘Normal’ Trap?

Scott Bywater - copywriting that sells

Some people think it’s strange that I don’t use normal deodorant or toothpaste. 

Instead, I use baking soda for deodorant, and a combination of coconut oil, baking soda, and Celtic sea salt as toothpaste. 

But is it really strange? Think about it. 

Toothpaste contains fluoride, which is toxic and has been found to damage bones and joints – and lower IQ. 

And deodorant contains aluminum, also toxic – a good one to avoid if you don’t want to get dementia as you age. 

So what does this have to do with growing your business? 

Simple. The worst thing you can do is follow the norm.

For instance, today it’s normal to use special reports in your ads. 

Direct response has become the norm. But over two decades ago, when I started out in marketing… 

Special reports were the equivalent of using baking soda in your toothpaste and deodorant today. 

And that’s where the edge is… right? 

It’s in doing things BEFORE everyone else is doing them. 

BEFORE it becomes common knowledge. 

So my question to you today is:

What can you do right now…

That nobody else is doing… 

That people might think sounds crazy… 

That will give you an edge in 2024? 

Maybe it’s running an industry networking group. Perhaps it’s writing regular emails

Maybe it’s jumping on a new channel like my friend Graham Doessel is doing on TikTok – and killing it. 

What is an ‘edge’ you can take advantage of today?

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