Creative Killers
Undifferentiated Claims
Anyone could say it.
Your ad made claims that any competitor could copy word-for-word. "We're the best." "Trusted by thousands." "Industry-leading technology." None of these belong to you. When everyone says the same thing, no one's message registers.
Why This Works
The brain builds distinctiveness through contrast. When a claim could come from any brand in the category, it creates no contrast and therefore no memory. Undifferentiated claims are processed as category noise — background information that the brain neither stores nor acts on.
In Your Ads
For every claim in your ad, apply the competitor test: could your top three competitors make the same claim? If yes, the claim is undifferentiated and must be replaced. Find the thing that is true about your product and nobody else's. Say that.
When This Breaks
Your ad says "We deliver results" or "Our customers love us." So does everyone. The viewer has no way to distinguish your promise from the last five identical promises they saw. You're adding to the noise, not cutting through it.
Example
"The #1 platform trusted by leading brands." → "The only platform that reverse-engineers your competitor's top-performing ads into reusable psychological frameworks. Nobody else does this."
Related Terms
Frequently Asked Questions
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