Don't make positive assertions about your product which your competitor wouldn't make an opposite assertion of their product. Stop trying to say you're the hott

Don't make positive assertions about your product which your competitor wouldn't make an opposite assertion of their product. Stop trying to say you're the hottest shit on the planet, try to make it clear how you're different without trying to imply everyone is shit. Makes it harder for people to get into idiotic debates about whether the claims are true or not for some stupid metric. That is, I suppose, unless your product actually is somehow much faster, smaller, bigger, whatever and it does everything else exactly the same.