When telling people about your product or service, there seem to be certain words and phrases that get used over and over. Certainly the use of superlatives is easier than actually thinking of new fresh language. And because they are superlatives—and your product is clearly the best of its type—you believe they truthfully describe the obvious superiority of your product.
So every product improvement claims it is “Revolutionary.” Every new movie is “The Year’s Best.” Each innovative piece of software offers “The Easiest,” or “Most Reliable.” And, though obviously impossible, the new whatever is “The Last ---- You Will Ever Buy.” And why is every application for the IPhone “The Most Addictive”?
You can see it clearly when casually strolling down a street lined with food establishments. Each one claims, according to its ethnicity, “The Best Pizza, The Best Hot Dog, The Best Ice Cream, The Best Deli.” As do, similarly, the comparable stores on the next thoroughfare.
These are invisible, indistinguishable claims that do nothing except provide you with the bogus feeling that you are actually doing marketing. It is not a waste of time, because it takes none. But it is a waste of money.
You certainly did not start your business enthusiastically aspiring to offer a me-too product. There must be something intrinsically better/different in your product or service that will provide a basis for a marketing communication effort. Your campaign must be grounded in that difference, using a combination of words that are fresh, arresting, unexpected. It must be a thought that comes out of who and what you are, not merely layered on because you saw someone else use them, or you like they boastful way they sound.
Not always easy, but always the best way. (And some do think my new book is the best fun gift for the father of the bride.)