Go to the web site of your four biggest competitors, copy theNow what can this show? Can you even pick your company's description out from the competitors? As John points out, "what is usually painfully obvious is that each of the companies is saying essentially the same thing."
introductory paragraph from their home page and paste each on a
document. Now add the same from your own web site. Lastly, black out
any mention of the names of the firms and pass this page around the
office or to anyone familiar with your business.
Can your customers really read the difference, the reason why they should pick you instead of their customers? If not, all they can do is choose by price.
Instead of dollar signs as a differentiator, I suggest that you describe your company with the most simple words - no jargon! Amid the noise and haste of business-speak and language, filter the noise and simply tell your customers what you do.
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