Nov
22
The Vault: Est vs. Er
ByThe Vault is a weekly glance back at some of the better posts of MarketingInProgress.com. This post was originally posted on January 27, 2008.
Est vs. Er
Cheapest is better than cheaper.
Fastest is better than faster.
Prettiest is better than prettier.
Most expensive is better than more expensive.
Highest is better than higher.
Lowest is better than lower.
Cleanest is better than cleaner.
Easiest is better than easier.
Best is better than better.
Figure out what the “er” things are that you do and figure out how to make them “est” things. If you can’t get to “est,” then maybe you should consider not doing it at all. Otherwise, the only position you have is determined by how you compare to the competition. And that’s always going to change.
