Guide 90 / 200 4 alternatives 2-minute read
Better ways to say “Best-in-class”
A marketing claim with no teeth.
i · Why avoid itTwo lines, no filler
Without a defined class and a defined metric, "best-in-class" is decoration. State the class and the measure, or drop the phrase.
ii · Before & afterDrop-in demo
Before
Our solution offers best-in-class security.
After
Our solution is SOC 2 Type II certified and holds the highest independent security rating among mid-market CRMs.
iii · The alternatives4 ways out
- 01Leading neutral
when you can back it with a ranking
A leading provider of…
- 02Top-rated neutral
when a named body ranks you
Top-rated for reliability on G2.
- 03Industry-leading neutral
sector-bounded claim
Industry-leading recovery times.
- 04Category-defining formal
when the claim is about creating the category
Category-defining design.
iv · Brew tipKeep this one
Ask: best at what, in which class, measured how? Answer all three, or don't make the claim.