Lovely day, thunders and gloomy sunlight – AND it’s okay because today I learned a couple of things that I want to share with you.

Here’s a story that I read in a copywriting course at UC Davis, which I saved for later reference and avid readers.

This story will blow your mind of how simple things actually are if you look in the right place.

Back in the 1920s, Schlitz Beer was the number five brand in the American beer market. The company hired now-legendary copywriter Claude Hopkins to do something about that unenviable position. 

The first thing Claude did was tour the facility where the beer was brewed. They showed him how the beer was cooled in a fashion that eliminated impurities. He saw the expensive white-wood pulp filters. 

His hosts told him that every pump and pipe was cleaned twice for purity, and each bottle sterilized four times before being trusted to hold Schlitz beer. 

He saw the 4,000-foot well that supplied the water, even though nearby Lake Michigan would have provided an otherwise acceptable source. When Hopkins asked why Schlitz didn’t tell its customers about all this rigorous attention to purity and quality, the response was, “Every beer company does this.” “But others have never told this story,” Hopkins replied. Within months of the “new” story, Schlitz went from 5th place to a tie for first in the market

This “everyone does this” mentality has been pulling me back ever since I knew I wanted to do something in content creation. I didn’t quite know what, although fashion has always shadowed me like a crawling fox waiting for the right moment to show up and reveal itself to me.

Then writing was an even older skill of mine, since high school, where I started, polished and then left aside because I had a different direction.

At the time, I was a self-learner. Once that was finished and I was hustling two jobs, I had to wake up at 6 AM to get them done in a timely manner and did NOT have time for anything else on weekdays. Within that year, a feeling of unfulfillment slowly lingered on the side of my bed every morning. 

I wondered what I am doing wrong and where to look for something right.

And boom – 1 year later, the veil slowly drifted from my eyes when I opened my first TikTok account and started to make heaven of what I had. At the time, my apartment wasn’t aesthetically pleasing, but TikTok was a known route for doing what you can with what you have. So there I was, filming outfits in a blue room with way too much outdated furniture.

Surely, it was the start of my story, and the consistency of scheduling shooting days helped my spirit and I was suddenly doing something for ME. It was my project.

Where I’m going with this is – I stopped looking for the perfect account idea, and I just started doing what I know, telling my story in the only way I knew at the time.

Because we are all unique, and so are brands.

And it doesn’t matter that anyone else is doing it as long as you’re not inventing a patent. 

You’re molding information from other people, places and concepts, and telling it in your own way, kind of what I did right now with this article, whose idea was borrowed from a course.

Everyone cleans their room. But there are people who film it and post it.

Everyone dresses up. But there are people who film it and post it.

Everyone reads stuff (well, almost). But there are people who film it or read their own poetry.

What’s that thing that you’d do if you had to work for free?

That’s the thing you should go for.

The process is hard and is constant work, so if it’s not YOUR STORY, it would be a waste to start it.