I've been reading David Ogilvy's excellent book on the advertising industry. He was big in the sixties and seventies.And I'm finding that his views on promoting products still stand true today. Here's a really relevant quote that I'm reflecting on.
"If you and your competitors all make excellent products don't try to imply your product is better. Just say what is good about your product - and do a clearer, more honest, more informative job of saying it."
"Sales will swing to the marketer who does the best job of creating confidence that his product is positively good."