When businesses rely on generic marketing claims, they become indistinguishable from competitors. Think about how many companies claim to be "the best" or offer "superior service." These phrases have become so overused that customers simply tune them out.

To stand out, focus on specific aspects of your business that truly differentiate you:

- Unique processes or methods

- Specific guarantees or warranties

- Measurable results or outcomes

- Particular expertise or specialization

For example, instead of claiming "best customer service," detail your response time guarantees, dedicated support team, or specific service protocols. Rather than stating "years of experience," share concrete examples of problems you've solved and results you've achieved.

The key is to make claims that:

- Can be verified

- Set you apart from competitors

- Demonstrate real value

- Address specific customer needs

Remember, effective marketing isn't about making the biggest claims - it's about making the most meaningful and provable ones.