Value props or zero-content filler?

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May 21, 2013 by bradcharlesbeals

When we write about ourselves–our businesses, our companies, our communities–we can’t help but write from our own affections. But there’s a danger there. What sounds like a key proposition of value to us, may be passed over as zero-content filler by our audience. I may be communicating truth, but if it’s a truth that any competitor would ascribe to himself (professionalism, excellence, fidelity, etc.), then it gets ignored because it doesn’t differentiate. What you do, specifically and in concrete terms, differentiates you from the filler of your competition.

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