Peter Thiel is the original founder of PayPal, a first-round investor in Facebook, and a Silicon Valley entrepreneur and capitalist.

He’s known for asking this question at dinner parties when he meets someone for the first time:

“What important truth do very few people agree with you on?”

Great question, isn’t it?

Much better than the typical, “So, what do you do?”

No matter what your response to that question, it usually involves eyes glazing over.

But how are you different? What do people disagree with you about?

Now that’s interesting!

Why does it matter? Who cares what people disagree with you about? Wouldn’t it be better to have really popular opinions and appeal to more people?

Well, not really.

Because if you appeal to everyone, you don’t really stand out. Mass appeal is boring.

It means you’re not doing anything whatsoever that’s out of the mainstream. You’re not stirring up any controversy, and you’re blending in with everyone else.

In today’s world, that plain-vanilla branding also means there’s not really any good reason for people to pick you versus any other number of mass-appeal personas or businesses.

So…what important truth do very few people agree with you on?

The answer might help to separate you in the minds of your audience. It will give a client a reason to choose you over someone else in your space.

“So, Steve, what about you? What do people disagree with you on?”

Good question.

For starters, I believe copywriting is overrated.

It’s just one cog in the wheel. And not even the most important cog.

That’s sacrilegious in copywriting circles!

Second, copywriters need to have color and personality and a brand more than they need A-level writing skills.

More sacrilege!

Dead copywriting gurus are rolling over in their graves. The living ones are shaking their fists at the bar, and going back to telling war stories.

We do things differently here in the Cafe. While everyone seems to be following the same copywriting path, I’m going in a different direction.

It started with changing my website from Copywriter Cafe to Cafe Writer.

See what a Cafe Writer IS and ISN’T, and whether this is even a good fit for you anymore.

If it is, you’ll see lots of changes in these posts, over at my FB group, and most important, in my private community.

Cafe Writer is the #1 Place Where Writers Build Profitable Businesses.

I’ll do whatever I can to help you build yours.

Like with the recent 40-Day Dash – a 40-Day program to help you get crystal clear on your messaging, positioning, and connecting, as well as client conversations, landing new business, and keeping clients for the long haul.

It’s included at no extra cost to Premier Members.

Tired of doing things the old way? Try the Cafe Way.

Steve Roller

Author Steve Roller

I'm a business coach, author, copywriter, world traveler (33 countries on five continents so far), and professional speaker. In addition to helping companies get more customers and make more money, I help other writers create profitable businesses. I offer one-on-one coaching, professional copy critiques, and live, in-person business-building workshops. When I'm not writing, coaching, or speaking, I enjoy nothing more than hanging out with my wife and four kids and planning my next adventure.

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Join the discussion 2 Comments

  • Gabrielle says:

    “Dead copywriting gurus are rolling over in their graves. The living ones are shaking their fists at the bar, and going back to telling war stories.”

    That made me laugh out loud! Love this.

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