Rule (B&J): never use comparative copy on B&J surfaces — confidence from specificity, not contrast

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.

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 B&J positioning — "walk with quiet confidence" (editorial discipline, NOT a public tagline).

How to apply:

• 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."
• When tempted to write "we are the only X," replace with a verifiable specific (a credential, a relationship, a process detail).
• "Honest version" callouts (where B&J acknowledges what others paper over) are allowed and encouraged — these are admissions, not comparisons.
• 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."