“We create unique products!”
I haven’t heard of any company saying otherwise. Nobody ever says, “We create ordinary products.” Everyone’s unique—to some extent, so claiming just that means nothing.
To our target audience, messages from different companies in the same field tend to sound similar. While we say we’re unique, we’re targeting our “average” (read: not unique) customer. To be fair, for an average customer, we’re just another average supplier of services or products.
The solution? Be specific.
Why are we unique? It’s a much stronger message to say we are [specific characteristic] about our unique [specific aspect].
Another point: why should the characteristic we highlight matter to our target audience? Why should they care?
The message = specific characteristic + why it matters.
That’s a far stronger approach than simply saying, “We are unique.”