Third in the series, this one is as important as any of the others. OK, I know, that sounds like a variation of the first rule or warning I gave, that when you emphasize everything, you emphasize nothing. A slight variation of that is when you prioritize everything, nothing comes first.
Avoid being everyone else.
This one isn't the first step that you would take in putting together a business plan or marketing plan,. but it is a vital one. What is different about your company? What is unique? Can you state it in a single statement?
Interestingly, you can apply a Unique Selling Proposition (USP) to a nonprofit, information-only site, too. It's not a mission statement or a motto. What is your site's USP?