It’s easy to revert to long-winded descriptions about what differentiates your products and services from those of your competitors, as you market your business.

A better place to start is by clearly stating your promise to your customers.

Are you the dentist who listens or that marketing agency the cares? The cafe that sources local ingredients or the gelato maker that’s on a mission to impact employment and business practices and consumer happiness.

There are a thousand ways to stand out with a better story. And you get to pick one.

What are you promising your customers?

Image by Patricia Prudente