The best in the industry

I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.

Best in the industryMany marketers use the phrase “The best in the industry” to talk about their company, products, and services.

Besides being overused and cliché, there are a number of problems with "the best in the industry".

The phrase forces people to consider what exactly is “the industry”?

"Oh, it looks like they are the best in the home electronics and appliance repair industry. But I need my camera fixed so I should probably go somewhere else.”

The phrase forces a comparison that people weren’t necessarily doing. You instantly divert people’s attention to the competition and what they might have to offer.

“So you’re the best in the e-cigarette cartridge industry? That probably means there is a cheaper alternative.”

Rather than focusing on the competition, your marketing should focus on your buyers.