If you’re looking for better start first with different.

In culture of professed accomplishment, we’re bombarded daily with messages of superiority that lack identifying substance. Companies proclaim they are better. They provide superior customer service. Their product is highest quality.

Words, hollow words.

Regardless of how loudly you shout – shoppers, customers and purchasers won’t respond to that approach.

That which makes anything better is based entirely upon the perception of the recipient – the buyer. It must be their conclusion about how that product or service better serves their need or fulfills their desire. And that always starts with how it’s different. For that matter, it ends there too.

Look at the really successful products that YOU think are better and ask yourself why. I guarantee you’ll start with how they are different. From there you’ll conclude that difference makes them better – for you.

Customers don’t buy better they buy different because they conclude that difference is better for them.

So figure out what differentiates you from the others. Advertise that. Promote that. Let the buyer decide that you’re better because of how you are different.