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Use Key Messages to Explain How Your Company is Unique

by Nancy J. Wagner

You’ve got your audience’s attention, and now it’s time to tell them how you can solve their problem.  Don’t bog your audience down with boring details that just talk about how great you are.  Instead, find ways to explain what you do in ways that make you sound unique and different than your competitors.  Use these questions to trigger ideas on what makes your company unique:


How did you get into this business?

What is your background or experience?

Do you have any unique hobbies or interests related to this business?

What do you love about what you do?

Written any books, articles, been on radio or TV?

Won any awards or other honors?

Target Market

Who is your target market?

Where can your target market be found?

What are your best clients’ characteristics?

Do you have something in common with your target market?

Benefits & Features of Your Product or Services

What problem does your business solve? 

How is your approach to solving this problem unique?

Do you offer unique or one-of-a-kind products or services?

About Your Company

How do you differ from your competitors?

Do you have a unique business philosophy, employee program, community service, customer service plan, marketing strategy, or pricing structure?

Once you figure out what makes your company unique, turn those statements into benefit-oriented statements that appeal to your audience.  In other words, tell them why it helps them that you are unique in certain ways.  How will they benefit?  What will they gain?  Once they understand how you can solve their problem because you offer a unique solution, tie it altogether with a clear call for action, and watch your sales jump.