12 Words That Help Get Your Point Across

Do you and your competitors look and sound the same? How can you differentiate yourself from the competition? You have seen ads for businesses selling similar products, yet positioned in a way to make them sound distinct and separate from the rest of the pack. Very often, it is the words they choose that make the difference. A good example might be life insurance ads noting that, unlike policies that stop after a certain number of years, your coverage stays in force as long as you pay your premium. What the advertiser is doing is stating the difference between term and whole life insurance, but in a way that presents it as a benefit to the client. Another example might relate to asset-based pricing: It mentions that the firm does better when the client does better. It's another way of saying that if the client's asset base grows, the firm makes more money because, with asset-based pricing, the percentage change is being applied to the new, larger asset total. There are plenty of expressions designed to get people to look at something from a different perspective. Here are 12 words that offer a compelling way to present a familiar concept.