Why Is This Better?

Ads, brochures and web sites often bore me to death. 

They don’t tell me what I’m really after, what I’m really looking to learn about some product, service or company. 

Why is this better? That’s the big question and all too often the answer offered is just blah, blah, blah. 

We make the best, robust, feature rich, hardened, flexible . . . blah, blah, blah . . . unit. Here are the characteristics . . . blah, blah, blah. 

Geez, just tell me how you or your product are different from others. Maybe even tell my what makes it different. 

Then I’ll decide if that different makes it better for me. I’ll even let you know why I’m interested. 

But please stop droning on about this capability, this feature, that rating or that . . . whatever. 

In order to be better first be different!