Everything on the internet involves words. The only way to differentiate your brand is to compete with other brands on messaging basis. There are always similar solutions in the market. It's just with whom readers can resonate better.

While writing social media captions or ad copies I mainly focus on selling the benefit, not the service.

Example: While writing headlines:

 I don't say: Lose weight fast.❌

I say: Lose 7 lbs in 28days.✔️

Results: See how Reels' engagement increased drastically by making some changes in the content type.