Every competitor claims the same three things. None of them would claim the opposite.

There is a one-line test for whether a positioning claim is doing any work, and most of what sits on a company's homepage fails it.

By Steve 5 min read
Abstract bridge artwork for Every competitor claims the same three things. None of them would claim the opposite.

Take the sentence your business uses to describe itself and put it beside the equivalent sentence from your four closest competitors. Strip out the company names. In most markets, and in most sectors, a customer could not reliably reassemble which sentence belongs to which firm. Quality workmanship. A partner, not a supplier. Experienced team. Tailored solutions. Twenty years in the industry. Everyone says it, which means nobody is saying anything. This is usually diagnosed as a copywriting problem and handed to a marketing agency. It is rarely a copywriting problem.…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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