You’re probably the only person with your name reading this column right now. If you aren’t, we can add more conditions to make it so. We’re all unique. Who cares, right? Exactly.

Common marketing wisdom says to “find a Unique Selling Point” for your brand. But uniqueness alone means nothing.

Chevy is “An American Revolution.” But even if their American origin was unique (it’s not), the company is failing to communicate exactly what makes it a good thing. I fear that their lack of specificity is indicative of a company with no selling point, clinging to a reputation long expired.

Many companies tout a level of experience unmatched by their competitors. But longevity is not a good indicator of quality: Many companies survive despite their behavior, not because of it.

A unique selling point is only worth bringing up if it means something to the customer. Don’t just tell them you’re the only American company in your industry, tell them why they should buy American. Don’t just tell them about your “50 years of experience,” tell them how that experience enables you (and you alone) to serve them better. Or cheaper. Or faster. They’ll care about that.