I recently consulted with an organisation that exists within a very competitive space. There are literally hundreds of organisations offering the same service.
In an attempt to stand out, this particular organisation would attempt to buy precious seconds with a new prospect telling them how they were different and what they did which should reassure the prospect that they were credible. The problem is that the differentiators/USPs weren’t really that different and certainly not in the minds of their prospects.
I suggested a simple shift in focus.
Instead of telling prospects about the “mechanics” of what makes you effective, tell them how your expertise lies in solving a particular set of problems for business leaders (your prospects).
Buy yourself an attentive audience by talking value not mechanics.