Everyone claims to have the best quality product.

This is a mistake.

A lot of companies focus on features that logically make their product more superior than competitors.

But, the problem is you're seen as just another brand claiming to be the best.

Marketing is a game of mental warfare.

It's not a battle of who has the best products, it's a battle of who has the best perceptions.

So, to differentiate your product against your competitors, it's important to focus on benefits.

Benefits are what people actually care about.

It's the emotions that people feel that drive behaviour.

If you're looking to differentiate your business, focus on the emotions and benefits of your product.