No long intros. Make your point quickly. Tell how you’re different, why you’re special. Tell it in the headline, in the imagery, every way you can. Everyone should “get” your central point immediately and unmistakably.

Keep it uncomplicated. Communicate clearly and simply.  Never try to build your case on fine points or gray areas that require detailed explanations. Make your big message as black-and-white as possible. Spell out your differentiation strongly, pointedly and understandably.

Give them a strong, simple, clearly logical reason to believe what you’re saying. For example, “Our system is 20% faster than the others because our proprietary design eliminates the need for X function.” Or, “because it uses our proprietary new XYZ speed-assist technology.” Spell it out. Don’t make them have to figure it out.

There is a long list of generic phrases and boasts that have filled sales presentations for decades: “We use only the finest materials.” “We are one of the industry’s leading providers of XYZ.” “We care more about our customers.” Customers have heard all these lines from hundreds of vendors, so they actually tune them out ­– and they certainly don’t believe them. Your marketing will be many times stronger (and more credible) when you delete all the generic and meaningless “sales boilerplate.”

Before you say a single word, how you present yourself will speak volumes about how professional and significant you are in your field. This is not necessarily “fair,”  but it is a fact of life. And it is a very important tool that can serve you well when competing with larger players. Strong design and messaging are quick, strong ways for smaller firms to boost credibility – without having to try and “prove” it. Always and everywhere, look like a major player, and never like an also-ran.

Contrary to common belief, a strong, viable marketing position does not “wear out.” If the position is working, it does not need to be changed  does not need changed just for the sake of change, or just to try something “new.” Quite the contrary. The longer you repeat a strong marketing stance, even over decades, the stronger it becomes. We have proven this with hard research.