How would you sell computer repair services? Fast, friendly, and reliable first come to mind as the main selling points. But that kind of language speaks to the company's opinion of itself, not necessarily much else.

Instead, focus on the customer—not the company. For example: "Your computer will not stall out after it leaves our shop." Or: "Bought a new gadget or computer? Let us set it up for you."

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How to create a killer word-of-mouth campaign.

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The responses we received to this dilemma should make it easier for you to get creative. Also, check out Metaphorically Selling, an excellent book on how to get creative when making the pitch.

Previous Challenge: How to add a dash of creativity to service solutions

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.