Justin Blackman is a brand voice and messaging strategist who's spent years helping businesses figure out what makes them different on purpose. And in this conversation, we're diving into something most people skip right over: finding your distinctive edge. 

Because here's the thing: you can have all the right keywords, all the right frameworks, all the voice-of-customer research in the world—but if you don't know what makes you different, your copy is going to sound like everyone else's. 

If your messaging feels a little too generic, a little too safe, or like it could belong to anyone in your industry, this episode is for you. 

Here’s what we cover:

1. Why everyone sounds the same now (it’s not just AI)
2. The four-part test for your distinctive edge 
3. How to find your edge and what actually makes you different 
4. Why voice-of-customer research isn't enough 
5. The role emotion plays in great copy 

Resources and sponsorships:

Connect with Justin:

Website: https://justinblackman.com/

Want to continue the conversation with Justin? Reply to Justin's emails – he actually reads and responds to them!

93 Email Sign-Offs to Punch Up Your Emails: Justin's free download of funny, personality-driven ways to close your emails (because "talk soon" is boring) justinblackman.com/emails 

Justin's Movie Breakdowns: Blog posts analyzing copywriting lessons from film scenes 

The Bear: https://justinblackman.com/bear/

Gilmore Girls: https://justinblackman.com/gilmoregirls/

This episode is brought to you by Tiffany Neuman’s Authority Positioning Audit:

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