If buyers can’t distinguish you from your competition, you look like just one more choice among many viable options. To stand out, you need to articulate your value clearly and effectively.

But what does “articulating value” really look like?

Most organizations try to focus on benefits rather than features, keeping descriptions short and crisp. Others describe capabilities by dressing them up in superlatives to make their solutions appear better and brighter than others.

Despite the prevalence of all these tactics, research shows that these common practices are missing the mark.

In this checklist based on research from Emblaze (formerly B2B DecisionLabs), you’ll get three actionable guidelines to:

• Bring more clarity and focus to otherwise fuzzy capability descriptions.
  
• Assign greater credibility and value to your claims.
• Make your solution appear more unique and appealing to your buyers.