Since 1985, I have helped perhaps two dozen companies introduce new variable insurance products.  Each client told me, in so many words, "Our product is unique."  Some were, for about six months; certainly not longer than that. 

That’s not how to sell a product.  In my industry, I know of no consumer who truly understood (or really cared to understand) the product he or she bought.  It was the relationship with the agent or a perception about the company that made the sale. 

The bottom line:  Stop selling product features, or even product benefits.  Sell the relationship.  –  JRI

"[T]here is no such thing as a product
competitive advantage in today’s
market.  Leastways, not one that can
be sustained for more than three
months — max!"
    –    Robert E. Kromroy
            (Brilliant Strategies and Fatal Blunders:
            How Small Businesses Survive and
            Thrive in an Overcrowded Market)

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