You know you've got the best products around. That's why you went into business in the first place. But if you just tell us they're the best, we have a tough time knowing what you mean. To call something "the best" makes a very big claim on a very vague space.

Imagine you bake and sell cakes. They're likely magnificent. But if you advertise them as "best cakes in America",  It's hard to know exactly what you mean. The criteria is too vague.

When budget is an issue, the cheapest cake is best. If I'm trying to keep up with the Joneses, a lavish cake is best. If I'm trying to lose weight, the lowest calorie cake is best. If I'm trying to feed 100 people, the biggest cake is best. Well... You get the idea. Best can mean so many different things it winds up meaning nothing at all.

You know you've got quality stuff, but it's hard for us to be sure. Give us time. We'll figure it out. A little help along the way with a few specific words is all it takes.