The Hidden Value of Superlatives: How to Market What You’re Best At
In a crowded marketplace, agencies often struggle to differentiate themselves. Many claim to be “full-service,” “innovative,” or “client-focused,” but these vague descriptors don’t help them stand out. The real secret to effective differentiation? Superlatives—the unique, data-backed claims that highlight what your agency does best.
Clients don’t just want to know that you’re good; they want to know what you’re best at. Here’s how to uncover and leverage your agency’s superlatives to attract the right clients, increase credibility, and grow your business.
1. What Are Superlatives, and Why Do They Matter?
Superlatives are more than just marketing fluff. They are evidence-based differentiators that position your agency as a leader in a specific area. These might include:
Being the top-rated agency in a specific industry (e.g., “#1 digital agency for healthcare brands”)
Excelling at a particular service (e.g., “Best-in-class for eCommerce conversion optimization”)
Standing out in client satisfaction (e.g., “Rated in the top 5% of agencies for customer experience”)
Leading in geographic expertise (e.g., “The most trusted agency for European market expansion”)
When backed by data, superlatives give prospects a clear and compelling reason to choose you over competitors.
2. How to Discover Your Agency’s Superlatives
Not sure what your agency is best at? Here’s how to find out:
Leverage Client Feedback: Use Voice of Customer (VOC) insights to analyze what clients consistently praise about your agency.
Benchmark Against Competitors: Compare your performance in key areas to uncover where you outperform the industry.
Look for Patterns in Your Work: What types of clients do you serve best? What services generate the highest ROI?
A program like VOCalis can help agencies identify measurable superlatives by collecting and analyzing customer feedback—giving you data-driven proof of where you shine.
3. Using Superlatives in Your Marketing Strategy
Once you’ve identified your superlatives, it’s time to weave them into your marketing:
Website & Landing Pages: Highlight your differentiators in headlines and proof points.
Sales Pitches & Proposals: Use superlatives to build credibility and give prospects confidence in your expertise.
Social Media & Content Marketing: Turn your unique strengths into blog posts, case studies, and thought leadership content.
Awards & Recognition: Showcase industry awards and top rankings to further reinforce your positioning.
Superlatives make your messaging more specific, compelling, and memorable—turning a generic sales pitch into a persuasive, trust-building statement.
4. The Power of a Single Standout Claim
You don’t need to be the best at everything. In fact, the more focused your positioning, the easier it is for clients to remember and trust you.
Instead of saying, “We’re a leading digital agency,” try:
“We’re the highest-rated digital agency for SaaS brands in North America.”
Instead of claiming, “We build great websites,” try:
“Our websites generate 2x higher conversion rates than the industry average.”
Clients don’t want a jack-of-all-trades—they want the best fit for their needs.
Conclusion: Superlatives Create Market Leaders
The best agencies don’t just claim excellence—they prove it. By identifying and marketing your unique, data-backed superlatives, you can create a powerful differentiation strategy that attracts ideal clients, builds credibility, and fuels growth.
Want to uncover what your agency is best at? Learn how VOCalis can help you discover, validate, and market your agency’s biggest strengths.