I see this line in tons of marketing material.  There’s even a remote chance that at some point in the last 10 years I have used it myself (in some way). It’s what we like to think is our unique selling proposition.

The answer that follows the question is usually along these basic lines;

  1. We are customer-centric
  2. We are team players
  3. We believe our customers deserve a personal touch
  4. We provide a high level of service
  5. We are the best at doing this thing that we do

Seriously. Everyone uses those lines! The whole approach makes your brand seem as boring as your competitors and unimaginative.  If you need to use the line, I think the reasons should be at par with these ones;

  1. We are little, we are green and we are men.
  2. We will shed blood for you (we love vampires too).
  3. We are the only ones around here who can pronounce ‘nchtsm’ correctly.
  4. We are faster the Usain Bolt.
  5. We will, if you sign up, wear face paint in your brand’s colors for  month. Everyone of us!

So. Why should you customers buy from you? Do you know what separates you from ‘the rest’?