Our first answer is “Why not seven?” If you can always answer the question “Why should I choose you?” in seven words or less, why make it any more complicated than that? Sure, it's a little more work - although just a one-time effort - but the payoff in increased sales of products, services or ideas is worth it.

Why? Because if you can't express why a prospect should choose you in seven words or less, you are being overly complicated. And that means you are confusing your prospects, resulting in lost sales. Here's what makes it worse: you don't even know what to fix because those potential customers just drift away without any indication of why they didn't buy.

If you can answer “Why should I choose you?” in seven words or less, it is easy for everyone - your employees, your customers and your prospects - to understand, to remember and to repeat to others.