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Eric Sink makes an excellent point about positioning:

If you are #2 in your category, you want to be #1, right?

Wrong.%A0 You can't choose to be #1, but you can certainly choose to be #3 or #4.%A0 The worst thing you can do is to try and beat the #1 player%A0at his own game.%A0 Instead, realize that not everyone in the market wants to play that game.%A0 Offer those people an alternative.

Me-too-itis won't ever widen your market. You need to give people a positive reason to look at you, not a laundry list of reasons that point out how you are "just as good as" the other guy.