Be clear and concise.
Use the everyday language of your target audience.
Clearly define what you offer.
Explain how you relieve a pain-point for people.
Be prominently displayed on your website and customer touchpoints.
Explain what sets you apart from your competitors
Cons
'proprietary limited' companies (cannot raise money from the general public through share issues)
'public' companies (usually formed to raise or borrow public money by listing the company's shares for trading on a stock exchange).
