When you look at a zebra you don’t think of camouflage, do you?
There stands the zebra with those incredibly contrasting stripes, and it seems to stand out like a sore thumb.
That’s not the way predators see the zebra.
Those stripes that we think are so conspicuous are extremely hard for predators to spot. Human eyes are exceptionally good at seeing detail in daylight. However, their main predators, lions and hyenas, have eyes with a far poorer resolution by day. In studies done by the University of Calgary, the zebra stripes could only be seen by predators relatively close up. This means that what seems more than obvious to us is almost entirely camouflaged.
Our marketing message appears to have a similar camouflage.
If you’re a freelancer pitching for a project, you’re pretty clear about what you stand for, and what you can do. The moment you have to explain your point of difference to a client, your message falls into a camouflage-trap. You use a tagline or just about any line that doesn’t cause the client to sit up and take notice. And you know what’s worse? Imagine you’re just one of many suppliers pitching for the same project, there’s a pretty good chance your message is going to get lost in the jargon.