The antidote to "I Hope So Marketing" is developing clear, meaningful points of differentiation. This requires looking beyond industry standard claims to identify and communicate what truly makes your business unique.

Start by examining:

- Specific problems you solve

- Unique methods or processes

- Particular guarantees or warranties

- Special expertise or capabilities

- Measurable results achieved

Then translate these into concrete claims that:

- Can be verified

- Matter to customers

- Set you apart from competitors

- Demonstrate real value

For example, a cleaning company might focus on their:

- Specific cleaning process

- Environmental certification

- Time guarantees

- Quality assurance steps

- Staff training requirements

The key is identifying and communicating differences that actually matter to customers and can be clearly demonstrated.