Remember your basic marketing training, and specifically the concept of positioning and the benefit ladder.

The idea of the benefit ladder is deceptively simple. You start with whatever product feature you believe your product offers that is superior or different from the competition – a micro-camera fitted to a toaster that can identify colours, for example. You then look for the benefit to the target segment that this feature will deliver – perfectly toasted bread every time. Finally, if possible, you push towards the heavens and look for the emotional benefit that this this product benefit will confer – you are the perfect parent because you make perfect toast every time.

The higher up the benefit ladder you can authentically base your positioning claim the more powerful and successful it is likely to be.