Obviously there are some that don't, such as the bland "Please like my Facebook page," but thankfully these are in the minority.
However, they don't all make a great job of differentiating themselves! Some will talk a load of bull and some will provide facts about themselves which are not immediately appealing. But one of the biggest failures I come across is using as supposed differentiators, things that your customers actually expected to be able to take for granted!
“Customers take it for granted that their problems will be solved.
Solving problems is neither a strong benefit nor a differentiator.”
My simple test for this sort of thing is to ask yourself, how many of my competitors would promote the fact that they do the opposite? Thus 'top-class service' and 'high quality' are not differentiators because no-one will be competing on second-class or poor service, or on low quality! Your customers expect to be able to take top-class service and high quality for granted.
Customers also take it for granted that their problems will be solved - Just think of visiting a doctor or dentist. Solving problems is neither a strong benefit nor a differentiator. You need to spend some time articulating what it is about you and your business that customers value highly, and that really does set you apart.
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