You need to start writing in red marker. Even when black is all you see around you.
Picture this:
You’re in class, and the teacher is putting together a list. They write four of the five lines in black ink, and write one of the lines in red.
It looks something like this:
Why does this matter to you? Because most of us (myself included) are creating with proverbial black markers. We are creating content that looks the same as what’s in the marketplace. We’re copying ‘what works’ but in reality, that risk aversion is what’s keeping our brand stuck.
You need to start thinking in red marker. Because when your audience is evaluating you and competitors for a service, and nothing is remarkable, you fit in. Now, in a busy enough category maybe fitting in is good enough. But most businesses it means stalling out.
In order to make sizeable returns on your marketing, you need to be willing to be misunderstood by the many and adored by the few. Because no matter what your company does, at any one point you’re selling to the few.
You want to use the Red Marker Effect to your benefit.
A classic example of this is the Eiffel Tower. When Gustave Eiffel proposed this be built for the 1889 World Fair in Paris, people thought it was preposterous, ugly and out of place with the French architecture. In fact 47 renowned artists protested its construction in the popular publication Le Temps.
The Eiffel Tower was a red marker. It was something so bold, so different to the norm that it caused uproar. And now 137 years later, you and me both can say the Eiffel Tower is a wonder of the world. And a profitable one at that. It is a key driver of France’s tourism. It drew 6.75 million paying visitors in 2025, and more than 300 million have climbed it since 1889.
So where do you start? Well, start by dialing back your Claude usage. When you use AI for writing, graphics or anything else that’s front-facing, you by definition of how these LLMs work, you sound like everyone else. Next, define who you are for and who you are not for. Stick to that list. See if you stick out relative to your competition, not only in colors and fonts but with what you’re saying too.
Now look, I get it. Your next social media post might not be the Eiffel Tower, but it should aim to have the same effect. Ruffle some traditionalists’ feathers, make a statement, but ultimately stand out.
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