Use real advantages…

When marketing, it is important to point out how your business (or product or service) is superior or different to others – in other words, why should people come to you?

This difference is often known as a unique selling point (USP) or a point of difference, and there are many ways to make use of it.

However, it is also important to show you are different by avoiding being the same. What do I mean by that? Well, if everyone in your industry talks about their compact products, don’t use the word compact – try space saving, small, minimalist or mini for instance.

Additionally, it’s not a good idea to use over-used words such as quality, value, fast and safe (see what Drew McLellan and others say on this in Drew’s recent blog post – he gives some good alternatives and the discussion is interesting.)

In writing as in business, being original and providing interesting content is likely to make more of an impact than being the same as everyone else. And making an impact may be just what you need to get customers to you rather than your competitors.

But when you are stating those great differences and reasons to use you, remember to be honest and only state real advantages rather than making up something your customers want to read.