get attention in a crowded marketplace, you must stand out in some way. distinguishing your product or service from the competition can make your marketing more effective. crafting a novel marketing message can attract the notice of more potential customers.  
C.J. Hayden, MCC

consider if your primary competitors can do the same things. if they offer similar products and similar services, how is your customer supposed to differentiate between you and your competitors? when they cannot distinguish between suppliers in terms of services or performance, the only difference to a customer may appear to be price.

but every distributor is different and impacts its customers differently. the question is, how can you create a differentiation between your company and your competitors in a way in which the customer can perceive these differences and be willing to buy on them? Creating this differentiation is the basis for developing a unique selling proposition.

Tim Underhill