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writing using headings, subheads, and bulleted lists.

               But the real growth happens when you learn how to write things that are different.

               Content differentiation is all about one thing and one thing only, and that's mastering the

               skill of saying what hasn't been said yet. On the surface, this might seem like a futile
               aim considering how much content there is in the world, but we've come up with a fun
               exercise that immediately reveals just how easy content differentiation can be.

               We call it...


               "The Tequila Test"


               The Holy Grail for writers is to learn how to say what everyone else isn't. So, how do
               you do that?

               A fun exercise we like doing with Shippers is asking them to think of all the things they
               might say in an article about how to build an effective morning routine.

               Here are the most popular answers:

                    Wake up early


                    Drink coffee

                    Stretch

                    Workout / go for a run

                    Meditate

                    Journal

                    And so on.


               When we do this exercise (usually with 150+ Shippers), what immediately starts to
               happen is that people's answers begin to overlap. 27 people all say, "Journal." 24
               people all say, "Stretch." 35 people all say, "Meditate." And so on.

               As a result, everyone's answers "sound the same."
















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