Commit to a Competitive Claim Audit
Commit to testing one competitive claim against direct rivals, substitutes, and buyer bargaining power.
Audit one competitive marketing claim before it goes into a campaign, homepage, or sales deck. Use this when a claim sounds strong internally but has not been tested against the buyer's actual alternatives. Claim to test: [current claim]. Direct rival it must beat: [named competitor]. Substitute or workaround it must beat: [agency, spreadsheet, internal process, delay, or do nothing]. Buyer-power risk: [budget, procurement, switching cost, proof demand]. Revised claim: [specific outcome plus proof that addresses the strongest force]. In 3 days, review whether the revised claim names a real alternative and a concrete proof point. A positioning homepage rewrite where…
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