I frequently advise clients to be as honest and truthful as possible about describing their business value offering. None of the usual “We are the best at what we do…”, “industry-leading innovation…”, “we are global leaders in…” nonsense. The reasoning is simple: Prospective clients are smart. Prospects know what’s what.
Today’s business climate means that your future customers have the ability to access information about just about anything, simply and quickly. You can’t hoodwink prospects, as they’ll find out the truth sooner or later.
Yes, being honest means showing vulnerability, showing your company warts’n’all. But it also means that you’re being honest about what makes you better and different when compared to your competition. It’s part of the relationship that you’re trying to build with your customer.
If your product or service really is better than the other guy’s, then prove it. Show a fair and balanced comparison of your offering against that of your competition. Trust the reader to make an educated decision based on the information that you’ve given.
Why? Because they’ll do it anyway.
If you don’t help make that comparison for your prospects, then don’t be surprised when that make that comparison on their own – probably with information that doesn’t show your offering in as good a light as it could.