Your Business Probably Isn’t as Unique as You Think — and That’s OK
- tmanon1
- 3 days ago
- 2 min read
By: Mañón Media Management
After writing hundreds of press releases for brands, founders, and organizations across the country, we’ve noticed something that might surprise you:
Most businesses aren’t as unique as they think.
And that’s not an insult—it’s an invitation.
In fact, the more "unique" a business sounds, the more time journalists have to spend trying to understand it. That’s a problem. Journalists are busy. Their inboxes are flooded. If your message isn’t instantly clear or obviously relevant, it gets passed over.
So if your pitch isn’t landing or your story isn’t getting picked up, don’t panic. You might just be telling the wrong part of it.
What to Focus on Instead
Rather than trying to explain every feature, service, or business model, focus on what’s truly compelling—your why.
Here’s where we recommend placing your energy:
Your founding story. What led you to create this business in the first place? Was it a personal experience, a community need, or a cultural shift you saw coming?
Your method or mindset. Even if your service is common, how you deliver it might not be. Do you offer radical hospitality? Do you blend disciplines in a new way?
Your people. Who do you serve, and why? Is there a specific group you're deeply aligned with? A community you advocate for?
The Truth About Press Coverage
The press doesn't just cover people because they're growing. They cover people who are shifting the conversation, bringing fresh insight, or showing up with clear impact.
Your job is to help them see that—and fast.
That means:
Leading with story over structure
Naming your impact, not just your output
Framing your uniqueness through what it changes for others
What We’ve Learned at MMM
Across hundreds of campaigns, one thing has remained true: most businesses are structurally similar—but their stories are not. The why is always different. The vision. The origin. The way it reshapes the world for someone else.
When we help clients reshape their message, it’s not about puffing it up. It’s about clarifying what already makes them magnetic.
And once that happens?The press doesn’t just cover them.They remember them.
Final Takeaway
If you're struggling to stand out, stop trying to invent uniqueness. Start telling the real story—the one with heart, intention, and impact.
That’s the one journalists—and your audience—will care about.
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