When the product or service you are offering has distinct advantages over, or is better or cheaper than, the competition, I recommend you highlight that. Often it is done by having a table of features/benefits in which your offering is compared with the competition. Where that feature/benefit is offered there’s a tick (or a cross where it’s not). Naturally you’ll get more ticks than the competition. To be fair you must be scrupulously honest.
If you’ve got a price advantage or a clear benefit that can be spelled out really make a feature of it (remember you must be brutally honest and compare like with like or highlight any differences).
Although we’re not sure how long Masters Hardware is going to be around they did it pretty well in this advert recently.
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