If everyone in your category is writing restaurant reviews as if they’re formal essays, something “unexpected” would be to write comedic restaurant r… - Nicolas Cole

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If everyone in your category is writing restaurant reviews as if they’re formal essays, something “unexpected” would be to write comedic restaurant reviews from the perspective of a part-time food blogger named Cindy who works for a failing restaurant magazine, and shows up to every restaurant pretending to be this hot insta-famous food-review writer but actually doesn’t know anything about food and gets too drunk at every tasting (and it shows in her writing). In the professional-restaurant-review category, this would be “unexpected.” And as a result, it would stand out.