20 Unconventional Ways to Stand Out in a Crowded Market
In today’s competitive business landscape, standing out can be a formidable challenge. This article presents unconventional strategies, backed by expert insights, to help businesses differentiate themselves in crowded markets. From unique customer engagement tactics to innovative branding approaches, these methods offer fresh perspectives on capturing attention and building lasting connections with your audience.
- Send Coconuts, Not Cold Emails
- Give Away Free Website Teardowns
- Build a Free Blister Prevention Library
- Share Your Story, Not Your Pitch
- Showcase Competitors on Your Website
- Wear the Same Red Shirt Always
- Use Cartoon Squirrels in CRM Consulting
- Treat SEO Content as a Product
- Offer Scent Personalization for Cleaning
- Speak Clients’ Business Language
- Provide Flower Subscriptions with Personal Notes
- Include Denim Passports with Products
- Celebrate Artisans in Luxury Jewelry
- Build a Pet-Focused Community
- Focus on ROI, Not Vanity Metrics
- Offer Fewer, Better eBooks
- Use Wit in Serious News Coverage
- Optimize for AI Engine Citations
- Hire Guides Based on Local Connections
- Promote Local Businesses in Self-Storage
Send Coconuts, Not Cold Emails
Most people send cold emails. I sent coconuts.
Literally. I mailed prospects an actual coconut with a note that said: “You’re a tough nut to crack. Book a call with me.” It was ridiculous, but it worked. Not because the coconut itself was clever, but because it broke the pattern. People laughed, picked up the phone, and gave me their attention.
The truth is, nobody remembers another email in their inbox. Nobody cares about another slick postcard. They remember the thing that interrupts their day, makes them smile, and shows you are willing to go further than the next person to earn their time. That’s what the coconut did.
For me, it was never about a stunt. It was about proving a principle: creativity is leverage. In a saturated market, the safe play is actually the riskiest move because it guarantees you blend in. The coconut campaign set the tone for how I built Don’t Be A Little Pitch. We don’t water down ideas. We don’t whisper in crowded rooms. We get attention by being unapologetically original, and then we back it up with results.
For me, the coconut was the first reminder that standing out is not about being louder. It is about being unforgettable. Attention is not free. You earn it. And if you want to win, you’d better be willing to go further than everyone else.
Bryce North, Founder, Don’t Be A Little Pitch
Give Away Free Website Teardowns
One unconventional move we made at Ventnor Web Agency was flipping our entire outreach strategy. Initially, we sent out pitches for our services, but with little to no result. So, we decided to start giving away free teardown videos of websites in our niche. We called it “Fix This Site Friday” and posted them every week on LinkedIn and Facebook.
For this to work, we studied our competitors and noticed they mostly talked about results; we flipped that script by showing our thinking in public. Our goal with these mini-audits was to give potential clients a peek into how we solve problems, and they built trust quickly.
Within two months, these mini-audit videos drove 4X more profile visits and brought in two of our largest accounting clients to date.
This proves that in saturated markets, showing your process before the pitch can be the thing that sets you apart. Because when you lead with value, the right clients come looking for more.
Marko Rojnica, Founder & CEO, Ventnor Web Agency
Build a Free Blister Prevention Library
One unconventional approach I’ve taken to stand out in the blister prevention market is making education the absolute centerpiece of the brand. Instead of hiding knowledge behind paywalls or limiting it to product packaging, I built and continue to grow the largest free library of blister blogs in the world. It covers everything from the mechanics of blister formation, different prevention strategies, demo videos, to really niche topics like the pros and cons of different sock fibers when it comes to blister prevention.
This completely set us apart because most brands lead with sales pitches, while we lead with building trust. By giving away deep, practical, evidence-based information at no cost, we positioned ourselves as the go-to authority in blister care, not just another company selling dressings or patches. The result is that customers, athletes, podiatrists, and even pharmacies come to us first for answers, and then naturally look to our products as the solution.
What’s been really interesting is how this approach has created a ripple effect well beyond direct sales. With over 30 years of podiatry experience behind me, the depth and consistency of our work means we’re now referenced in academic papers, I’m regularly invited to speak at conferences, and healthcare professionals approach me for collaboration. Other companies have tried to copy our educational model, but they’re playing catch-up against decades of lived clinical expertise and years of steady content creation. In a crowded market, being genuinely generous with knowledge has become our strongest edge, and it’s something competitors can’t replicate overnight.
Rebecca Rushton, Founder, Blister Prevention
Share Your Story, Not Your Pitch
In a market obsessed with emerging AI integrations, don’t try to be an influencer; instead, strive to be influential. I advised a client to abandon the traditional pitch and start sharing his story. His audience didn’t need to hear more noise about features and benefits; they needed him to build their trust and leave a lasting impression.
The shift began for me the day I realized that introducing myself with my title, company, and bullet points made me as forgettable as everyone else. So, I led with a “mic-drop” moment about a client I had coached, never once mentioning what I do. People leaned in, and curiosity did the rest.
Here’s what I said: My client, a founder and college dropout, sold his company for hundreds of millions of dollars in his early 20s. Overnight, the media and conference organizers came calling, but he declined. “When I sold my company, it felt like my identity was sold with it,” he said. The money was life-changing, but it didn’t change his life’s meaning. Together, we rediscovered his mic-drop moments and experiences that told the story of who he is, not just what he built. He realized he wasn’t reliving a past life; he was explaining his present purpose. That clarity delivered profound meaning.
If you’re struggling to stand out in a saturated market, remember: your brand isn’t a logo or a clever tagline. It’s not about projecting louder or smiling more. It’s what people feel when they hear about your unique journey. Share real experiences, your wins, your failures, and your aspirations. People connect with your story first. Credentials come later.
As a leadership communications coach, I ask clients to un-pitch. No blitz of features. No monologues. Just speak in your own words, tell your story, and earn trust. People don’t want to be sold with catchy jargon or bored by scripted elevator pitches. They want a conversation that connects human to human.
Why does this help you stand out? Because stories unlock comprehension and memory. When your audience can relate to you, they remember you. That’s being influential. That’s how you speak remarkably and rise above the noise. Storytelling isn’t optional—it’s your edge.
You’re a creator, a builder, a visionary. When you embody your voice and your vision, you articulate the story of how you’re changing the world.
Shelley Goldstein, Leadership Development Coach and Corp Trainer, Remarkable Speaking
Showcase Competitors on Your Website
We decided to publicly showcase our competitors on our website instead of pretending they don’t exist, which every marketing advisor told us was insane. Most voice AI platforms either ignore their competition or make vague claims about being “better,” but we created detailed comparison pages that honestly evaluated VoiceMetrics, Synthflow, and other platforms alongside our own solution. We even linked directly to their websites and highlighted scenarios where a competitor might be a better fit than us, like when a client only needs single-provider integration.
This transparency approach completely changed how prospects interacted with us during sales conversations. Instead of spending the first 30 minutes of every demo explaining how we’re different from other platforms, prospects would come to us already understanding our unique multi-provider approach and exactly why they wanted to talk to us specifically. One agency owner told me he chose us purely because we were the only platform that acknowledged the legitimate strengths of our competitors, which made him trust that we’d be honest about our own limitations and challenges.
The differentiation came from positioning ourselves as industry consultants rather than just another vendor trying to win business. By helping prospects understand the entire voice AI landscape, we became their trusted advisor in the decision-making process, which naturally led them to choose us when our solution was the right fit. Our close rate jumped from about 15% to over 60% because we were only talking to prospects who already understood why our approach aligned with their needs, rather than trying to convince skeptical buyers who weren’t sure what they were looking for.
Raj Baruah, Co Founder, VoiceAIWrapper
Wear the Same Red Shirt Always
My most successful unconventional strategy is my wardrobe. I wear the same bright red shirt for every professional appearance. I have three, tailored to be identical. Before any professional appearance – webinars, video interviews, sales calls, conference talks, or social events – I change into the red shirt.
I don’t even like red. It’s a deliberate branding tactic to engineer my professional identity both online and offline.
This consistency creates an unmistakable visual anchor. This tactic solidifies my presence across my entire digital footprint (YouTube thumbnails, LinkedIn photos, social media, Google images, our website, Generative AI outputs in ChatGPT, Perplexity, et al.). The three identical red shirts are unavoidable in the SEO and digital marketing world.
Prospects join calls saying, “I know you’re the expert; I see that red shirt everywhere.” It instantly transforms my digital omnipresence into tangible authority, differentiating me as the one consistent, recognizable signal in a noisy market.
Jason BARNARD, Serial Entrepreneur, Kalicube
Use Cartoon Squirrels in CRM Consulting
We use cartoon squirrels for everything in the CRM consulting space, where everyone’s trying to look so corporate and serious.
It started as a joke honestly – I named the company CRM Squirrel and just ran with it. Our proposals have squirrels gathering nuts (which are leads), building nests (your pipeline), and storing acorns for winter (data management). Every email has some squirrel reference.
People think we’re not serious at first. One exec literally asked if this was real. But you know what? They all remember us. After five identical consulting pitches, we’re the squirrel guys. That’s worth everything.
The funny part is it actually works as a filter. Companies that can’t handle a squirrel mascot usually can’t handle our unconventional optimization ideas either. The ones who get it, who laugh at the squirrels? Those become the best clients. They actually want something different.
Our email open rates went crazy just from subject lines like ‘Your squirrels aren’t gathering enough nuts.’ Calls start with people laughing instead of that awkward corporate small talk. I’ve been in meetings where clients introduce us to their team as ‘the CRM guys with the squirrels’ and everyone already knows who we are.
It’s unconventional as hell, but in a boring industry, being memorable beats being professional every time.
Joshua Murphy, CEO, CRM Squirrel
Treat SEO Content as a Product
One unconventional approach I’ve taken to stand out in a saturated market was treating SEO content as a product, not just marketing collateral. Instead of producing formulaic pages that looked like everyone else’s, I built hyper-localized, human-sounding legal resources for NeedAnAttorney.net, embedding local road names, courthouse references, and even cultural details into each city page. We randomized the structure, tone, and calls to action so no two pages read alike, while still maintaining technical SEO best practices.
This strategy differentiated the brand because it broke away from the “cookie-cutter” mass production style that Google typically devalues. By creating pages that felt written for real people in real communities, we not only earned stronger organic visibility but also built consumer trust. Clients reached out saying, “I felt like you were talking directly to me and my town.” That emotional resonance became our competitive edge in a crowded legal tech space.
Anthony May, CMO, Need An Attorney
Offer Scent Personalization for Cleaning
In a market filled with nearly identical promises of ‘sparkling clean’, we went in another direction. We focused on competing on a deeper, more personal level of comfort through the introduction of our Scent Personalization program. We set ourselves apart from a one-size-fits-all stereotype by letting our customers pick their favorite post-clean scent. They could now choose from calming lavender, reinvigorating citrus, refreshing eucalyptus, or just unscented. As a result, our transactional service became a memorable, multi-sensory experience that sticks around long after we have left.
This discreet but impactful detail set our brand apart at the core as it was no longer about meeting standards but about delivering a personalized feeling of sanctuary and care.
Iryna Balaban, CEO, Sunlight Cleaning NY
Speak Clients’ Business Language
In the creative industry, particularly video production, I’ve found that an unconventional differentiator has been prioritizing business communication over purely creative discussions. While most small production companies focus primarily on the creative aspects, I’ve invested significantly in developing the ability to speak my clients’ business language and truly understand their strategic goals.
This approach has transformed client relationships in remarkable ways. Rather than being viewed simply as vendors, we’re now considered trusted strategic partners. Clients regularly consult us on marketing decisions beyond our video production scope because we’ve demonstrated we understand their business challenges.
The impact on our brand has been substantial. By communicating at this strategic level, we’ve built stronger credibility, achieved exceptional client retention, and fostered genuinely meaningful business relationships. In a market where creative talent is plentiful, this business-focused communication approach has become our most distinctive competitive advantage.
Dave Perlman, Owner, Horizon Visual Media
Provide Flower Subscriptions with Personal Notes
Julia here, owner of Flowers & Flowers, Inc., a Toronto-based flower shop. In a city like Toronto, florists are everywhere, so standing out takes more than just pretty bouquets.
One thing that’s really set us apart is offering flower subscriptions. It’s not something most local florists do, but it’s been a win-win. Customers love the ease of getting fresh flowers delivered weekly or monthly without reordering, and for us, it means we’re part of their everyday lives—not just birthdays or anniversaries.
We’ve paired that with small touches like handwritten notes. Every bouquet goes out with a personal message, and it always surprises people. It turns a delivery into something more thoughtful and memorable.
Julia Egorova, Owner, Flowers & Flowers
Include Denim Passports with Products
At Dwij, we started including a “denim passport” with every product – a small card detailing the exact journey of that specific piece of rescued denim. Instead of generic sustainability messaging, each bag came with information like “rescued from Andheri collection point on March 15th, transformed by artisan Meera in Dharavi, preventing 2.3kg of textile waste from landfill.” This approach went against conventional wisdom in sustainable fashion, where brands typically use broad environmental claims.
While competitors spoke about saving the planet generally, we provided specific, traceable impact data for individual purchases. Customers began sharing these stories on social media, creating authentic word-of-mouth marketing we couldn’t have planned. The personal connection to each product’s rescue story increased our customer retention rate by 189% within ten months. People started collecting our products specifically to build their own “impact portfolio.”
The unexpected result was customers becoming emotionally invested in their purchases, treating them as conversation pieces rather than disposable accessories. Other brands can adopt similar storytelling approaches by making their impact personal and specific rather than abstract and general.
Soumya Kalluri, Founder, Dwij
Celebrate Artisans in Luxury Jewelry
My most unconventional approach to standing out in the saturated luxury market was to deliberately reject the impersonal pursuit of “perfection” and instead celebrate the human process.
For Manor Jewelry, this meant we made our master artisans the heroes of our brand, not just the finished products. Instead of only showing flawless rings on a white background, our signature photography now often includes the jeweler’s hands or a well-worn tool in the frame. Every bespoke piece we ship includes a small, signed card from the specific craftsperson who made it, with a personal note about what they enjoyed about the process.
This immediately differentiated us. In a sea of brands selling a sterile idea of perfection, we became the brand that sold a verifiable human story. It redefined “luxury” for our clients from being just about a flawless object to being about a piece with a soul and a direct connection to the person who made it. That focus on the human hand has become our most powerful and inimitable brand asset.
Aviad Faruz, Owner, Manor Jewlery
Build a Pet-Focused Community
An unconventional approach we’ve taken to stand out in a crowded pet supplement market is focusing on building a community, not just selling products. Instead of only promoting our dog food and supplements, we engage with dog owners through social media, forums, and events, sharing tips on nutrition, training, and health. We encourage customers to share their own stories and photos of their dogs, which turns them into advocates and creates a sense of belonging. This approach differentiates our brand because it’s not just about a transaction; it’s about connecting with people who care deeply about their pets. By nurturing this community, we’ve built trust, increased loyalty, and seen higher engagement and repeat purchases. In a market full of similar products, being part of our customers’ lives in a meaningful way sets Bully Max apart.
Maris Laatre, Chief Marketing Officer, Bully Max
Focus on ROI, Not Vanity Metrics
While most agencies were shouting about traffic spikes and impressions, we leaned into a more uncomfortable message: traffic doesn’t matter if it doesn’t convert. That viewpoint cut through the clamor because it’s what businesses actually felt. They have lots of clicks, but not enough revenue. By centering our brand on ROI instead of vanity metrics, we stopped looking like just another SEO shop and started sounding like a business partner. In digital marketing, the blunt truth turned out to be the loudest differentiator.
Cody Jensen, CEO & Founder, Searchbloom
Offer Fewer, Better eBooks
I narrowed down my catalog to ten eBooks and eliminated anything that would not produce measurable outcomes. Every title made promises that readers could monitor, like spending 25% less on ads in one month or getting 500 more visitors using one keyword in two weeks. Most publishers felt that the only way to grow was to add titles, but I realized that fewer, better guides created more confidence in customers who wanted to save time and gain clarity.
This choice provided my store with an identity that distinguished it against the larger publishers who sold hundreds of generic manuals. Customers paid $15 and frequently saved that amount in less than a week by taking practical steps that had been effective in actual campaigns. With the catalog updated every three months, the content would remain current as repeat customers and referrals were steadily increasing. That focus generated more than $25,000 a year in revenue with no money invested in advertisements.
Jin Grey, CEO and SEO Expert, Jin Grey
Use Wit in Serious News Coverage
In a crowded media space, our most unconventional move at The Peak View Stories was refusing to sound like every other publisher. Instead of chasing clicks with generic headlines, we leaned into satire and wit, even in serious news coverage. Think of it as reporting the facts with a wink.
For example, when covering a major IPO, instead of titling it ‘NSDL IPO Fully Subscribed on Day 1,’ our headline read: ‘NSDL IPO Fully Subscribed — Demat Accounts Ready, But Will Allotment Swipe Right?’ The facts stayed intact, but the tone made readers stop scrolling. They smiled, clicked, and most importantly, they shared.
That has been our differentiation: mixing storytelling with a voice that feels alive. In a market where most outlets optimize only for SEO, we optimized for both shareability and memorability. Our readers don’t just consume stories; they remember the punchlines. And that makes them come back.
The lesson? Sometimes your brand voice is your moat. Data gets you discovered, but personality makes you irreplaceable.
If you would like to know more about how we have built this voice-driven brand strategy, feel free to reach out at akshat.jain@peakviewstories.com
Akshat Jain, Founder, The Peak View Stories
Optimize for AI Engine Citations
One unconventional approach I’ve taken to stand out in a saturated market was to build services that trained AI engines to recognize and cite our brand.
Most competitors in December were obsessing over ranking on page one of Google. We focused on Answer Engine Optimization and Generative Engine Optimization before it was known as a thing, making sure ChatGPT, Perplexity, and other AI tools actually referenced us in their answers before AI overlays became common. That shifted the playing field. Instead of competing for clicks in a crowded list of links, we positioned ourselves to be the trusted source the AI quotes.
It differentiated our brand because while everyone was still fighting for yesterday’s SEO game, we were already visible in the future of search. That early mover mindset didn’t just bring clients; it positioned us as thought leaders.
People were laughing at us talking about Answer Engine Optimization, but they aren’t laughing now. Now we help others to dominate as well.
Dean Whitby, Founder & MD, Tenacious Sales (Operating internationally as Tenacious AI Marketing Global)
Hire Guides Based on Local Connections
As Co-Founder and CXO of City Unscripted, our revolutionary approach revolves around hiring our guides based on the local connections they’re passionate about and their individual cultural fascinations – not typical tourist credentials or language skills. This is our strategy for providing an experience that other competitors with “officially trained guides” are unable to replicate. In a saturated travel market that often prefers uniform guides who are certified and script-trained, we are working with local craftswomen, storytellers, and community members who have real cultural wisdom, but have never had the concept of guiding. For example, our pottery teacher in Barcelona, who has made the switch from creator of crafts to guide, now exclusively takes our guests to her multi-generational, family-run, four-generation-strong ceramic workshop – this is not something traditional tour companies can secure through their regular industry contacts.
This is the difference that separates us and guarantees our guides have the keys to exclusive cultural experiences based on real friendships, not just public places anyone can list in their program. Our guides are community members in a very real sense—they tell travelers real stories, not just history and facts; they give travelers tastes of their lives and those of their neighbors and family, and invite the same in return; they enable real cultural exchanges beyond tourism and tourists. By focusing on our competitive advantage of creating authentic, community-centered experiences rather than operational efficiency, we ensure that our competitive differentiation comes from irreplaceable human connections and exclusive access to culture—areas community members can deliver more naturally through their own lives and personal relationships in the vibrant neighborhoods where culture truly happens.
Yunna Takeuchi, Co-founder & CXO, City Unscripted
Promote Local Businesses in Self-Storage
One unconventional approach I’ve taken to help SafeStorage365 stand out in a saturated self-storage market is by integrating community visibility into our business model. Instead of focusing solely on traditional selling points like price or unit size, we use our platform to promote local businesses, neighborhoods, and community events in Staunton, VA. This gives us a unique identity as more than just a storage provider; we’re also a digital supporter of the local economy.
This strategy has helped us form stronger relationships with nearby businesses and residents. It’s improved our local SEO by targeting community-focused keywords and built trust with potential customers who see their community reflected in our brand. Many have chosen us over competitors because we feel familiar, accessible, and invested in Staunton.
In an industry where marketing often looks the same across the board, becoming a part of the community conversation has differentiated our brand and helped us grow organically. This local-first mindset continues to be a competitive advantage that keeps us relevant and connected to our customers.
Keith Hebert, Founder, SafeStorage365
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