After that last article on viral marketing, some people emailed me wanting more information about how to create at least the perception of uniqueness.

Let me give you a few tips, inspired by the “Law Of Leadership” from my two favorite mentors, Jack Trout and Al Ries.

Often, many businesses build their entire marketing strategy around a particular brand and its “better” qualities. Claiming superiority smacks of being untrue and is often a very risky endeavor. In other words, if you claim that you’re the best, your statement will be suspect.

When a mentor told me that “implication is more powerful than specification,” I realized that this, in itself, implied many things as well. What I pulled from that statement is, it is much more effective to imply superiority — to be perceived as being a superior company or one with a superior product — than to simply being (or outright stating that one is) superior.

But how do you get others to perceive that you’re the best? How does one imply superiority without stating it outright? The following are a few pointers to guide you in that direction.

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