Think about the visuals you use, whether in print, in broadcast, outdoors or online. Are they the same overused images that everyone has always used? If they are, how can you expect that anyone will remember yours? (Hint: they won’t.) There are two ways you can mix it up to your advantage. First, you can choose an image that nobody expects — something they haven’t seen before, at least not from someone in your business. Or — and this can be fun — use the biggest visual cliché there is, but write a headline that turns it on its head. Either one works. But doing what everyone else is doing never does.