If you have a surprising point of differentiation, talk about it. Have a look at what tungstenworld.com proudly shows on product pages (red arrow below)–
Notice how “Caution! Rings from Amazon and Overstock do not come with any warranties!!!” is cleverly placed right next to Add to Cart button? This has been done because shoppers typically experience first bout of purchase anxiety while hitting Add to Cart and tungstenworld.com wants to alleviate this anxiety immediately.