{"id":857,"slug":"rule-bjf-positioning-no-comparative-copy","title":"Rule (B&J): never use comparative copy on B&J surfaces — confidence from specificity, not contrast","kind":"rule","scope":"client-case-studies","status":"current","audiences":["kevin","claude-code","candid-team"],"topics":["editorial-discipline","client-boucher-jones","positioning-voice"],"reference_body":"On any B&J surface — the marketing site, sales material, social, an email — never write comparative or persuasive-against copy. No \"unlike other suppliers,\" no \"we are faster than,\" no \"the only fuel distributor that.\" Confidence comes from specificity (naming a regulation, a section, a date, a tank type, a city), not from contrast.\n\n**Why:** this is the operational expression of the \"walk with quiet confidence\" positioning posture. The B&J brand differentiates by what it knows and how precisely it says it, not by what competitors do wrong. The pre-launch audit named this discipline as a craft signal that distinguishes the site from every other regional fuel distributor site. See [[client-bjf-positioning-quiet-confidence]].\n\n**How to apply:**\n\n- When tempted to write \"unlike other suppliers,\" replace with the specific fact that would justify the implied superiority — e.g. *\"Coloured diesel under O. Reg. 217/01\"* rather than *\"unlike suppliers who fudge the difference.\"*\n- When tempted to write \"we are the only X,\" replace with a verifiable specific (a credential, a relationship, a process detail).\n- \"Honest version\" callouts (where B&J acknowledges what others paper over) are allowed and encouraged — these are admissions, not comparisons.\n- The home-heating run-out FAQ is the canonical example of the voice: *\"every fuel supplier in the industry has run a tank dry at some point.\"*","rationale_body":"B&J-specific positioning rule. Distinct from broader Candid editorial rules because it codifies one client's brand voice. As more clients land, each gets its own `rule-<client>-positioning-*` entries.","metadata":null,"links":{"outgoing":[{"slug":"client-bjf-positioning-quiet-confidence","title":"B&J positioning — \"walk with quiet confidence\" (editorial discipline, NOT a public tagline)","kind":"reference","scope":"client-case-studies","link_type":"depends-on"},{"slug":"client-bjf-content-quality-audit","title":"B&J content quality — what the pre-launch audit explicitly called out as strong","kind":"reference","scope":"client-case-studies","link_type":"depends-on"}],"incoming":[{"slug":"client-bjf-positioning-quiet-confidence","title":"B&J positioning — \"walk with quiet confidence\" (editorial discipline, NOT a public tagline)","kind":"reference","scope":"client-case-studies","link_type":"relates-to"},{"slug":"client-bjf-arch-decisions-ranked","title":"B&J architectural decisions worth surfacing in case-study narrative — eight, ranked","kind":"reference","scope":"client-case-studies","link_type":"relates-to"}]},"created_at":"2026-05-24T00:26:55.559Z","updated_at":"2026-05-24T00:26:55.559Z"}