BrandBoss HQ’s Bill Harper reveals why “better” doesn’t sell products

Effective marketing requires more than claiming superiority. Brands that rely on subjective terms like “better” or “best” risk blending in with competitors and failing to influence customer behavior. On today’s episode of The Small Business Show, Bill Harper, CEO and Chief Creative Officer of BrandBoss HQ, provides actionable strategies for small to mid-size businesses and startups to differentiate themselves through precise messaging and problem-solving.

Harper explains that the term “better” fails because it is subjective. Customers cannot measure what “better” means without firsthand experience, and familiar or comfortable options often win over abstract claims of superiority. Historical examples, such as McDonald’s dominance despite competitors offering arguably higher-quality hamburgers, illustrate how familiarity and consistent market presence often outweigh perceived quality advantages.

"Don't talk about yourself. Talk about the problem and show them how you solve for the problem."

The ubiquity of “better” in marketing dilutes its impact. When all competitors claim to be better, products are effectively reduced to commodities, leaving price, speed, or brand recognition as the primary differentiators. Harper notes that advertising agencies frequently use “better” to satisfy clients rather than to drive effective results, highlighting a common misalignment between business leaders’ beliefs in their product quality and consumer perception.

Using surveys to claim superiority also presents challenges. Statistics such as “72% of customers think our product is better” are often meaningless without context or a clear benchmark. Instead, it’s more effective to shift focus from self-promotion to addressing customer pain points, demonstrating solutions, and letting differentiation emerge naturally through tangible value rather than abstract claims.

Harper critiques the use of “best” in marketing, emphasizing that claiming superiority immediately invites skepticism and comparison. Consumers quickly recognize when multiple brands claim the same superlatives, eroding trust. Instead, businesses should frame marketing around problem-solving and authentic third-party endorsements.

Influencer marketing follows the same principle. Brands should leverage influencers to highlight meaningful product attributes rather than generic claims of superiority. Influencers’ endorsements should focus on specific solutions or experiences that resonate with target audiences, ensuring credibility and relevance while avoiding overgeneralized terms like “best” or “better.”

Brands that adopt these strategies position themselves to stand out in competitive markets. By avoiding subjective superlatives and emphasizing practical value, businesses can communicate effectively, differentiate their offerings, and build lasting customer trust. Focusing on problem-solving, authentic storytelling, and third-party validation provides a clear path to sustainable growth and stronger market presence.