If something is unusual, it's probably newsworthy. It can be the biggest, smallest, best, first, last, or just rare. Any claims will need to be substantiated with real numbers or facts. Beware of words like "best," "leading," "most popular," etc. You need to be able to back up these claims. You can say your company is "a leading provider," but if you say "the leading provider," you need to be able to prove it with market share statistics, for example.

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