You dug and dug and, sadly, your product or service is pretty much like everyone else's. That needn't stop you from promoting a Unique Selling Proposition.
Instead, pick a feature and showcase the heck out of it, even if your competitors could say the same thing. The tactic is called pre-empting the truth -- laying claim to what is true of all products in your category. It works because with sufficient repetition, customers will associate your product with that feature.
Back in the day, Rockwell calculators promoted two features shared by pretty much every other electronic calculator. But they did it with a cute and catchy jingle: "They've got big green numbers and little rubber feet." They distinguished themselves by "owning" these features.
Bottom line: a Unique Selling Proposition doesn't have to be unique. Sometimes it's enough to just be memorable.
Just for Fun
Pre-empting the truth: an example
Think all oatmeals are alike? Click for the full strip.
In a Word
When it comes to strong openings, "it" ... isn't
Think twice before starting your sales message with "it." You can often find a more forceful and engaging alternative.
For example, instead of, "It is a well-known fact that healthcare costs are rising quickly ... " consider the more engaging, "You know how quickly healthcare costs are rising."
Instead of, "It will only take a moment to learn more about this option," try, "Take a moment to learn more about this option."
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.