Why is your company different? What sets you apart? How are you different from your competition? Once stated, can your claim be backed up?
You need to be able to answer these questions to have a powerful positioning statement that will entice a prospect or customer to deal with your company.
You need to excite your prospects and customers with a distinctive statement that is the real benefit value of your company, services or products.
Clearly work out why you are different and demonstrate this value to your customers in as few words as possible. You need to consistently use this unique value proposition in your marketing and networking.