Be Unique. Be Specific.

We often see advertisements that proclaim the uniqueness of a product or service, such as:

"A dining experience unlike any other"
"The most unique photography"
"Retirement living redefined"

While I believe that being unique is a good thing, the problem with these ads is they stop there. They don't go on to answer the question, "In what way? How are you different?" They build anticipation without delivering the punchline. This leaves the audience sort of shrugging and wondering and unconvinced.

So by all means tell people how your business is unique. In fact, the tagline for Apropos is: "Be distinct. Be original. Be apropos." But perhaps we should add one more to the list: "Be specific." In that spirit, here are some ideas for completing the aforementioned ads:

"A dining experience unlike any other - gourmet French cuisine that is casual and affordable"
"The most unique photography - individual and family photos in natural, outdoor settings"
"Retirement living redefined - around an active lifestyle with golf, social events and travel"