Finding the right words to describe your product or service offering can be an agonizing task. As you well know, in today's crazy business environment it's tough to stand out from the crowd and impress corporate decision makers. That's what makes all the time, effort, and resources invested in this valiant effort so worthwhile.

But is it really? Before you answer, consider this meticulously crafted statement found on a technology company's website:

We deliver an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control.

Or how about this statement used by a business services firm trying to crack into corporate accounts:

We facilitate corporate strategic achievement, high-speed knowledge transfer and employee engagement by utilizing a proprietary process which incorporates world class intellectual capital, proven management principles, an in-depth understanding of the human psyche as well as unique tools.

Are you duly impressed? They're loaded with all those power words that, according to many marketing gurus, will differentiate your offering from all your competitors. In fact, I'm amazed both companies were able to get so many differentiators in just a single sentence. Clearly they're not only superior to their competitors, but also quite "unique"—or so they said.

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