We are “competitively priced.” I heard that the other day in radio ad and it made me think that I have no clue what it means. Who are you competitive with? The consumer? 
You are either the lowest price or you are not. In the words of Yoda, “Do or do not, there is no try.” “Competitively priced” is trying to be something but not making a commitment. If you are the lowest price, talk price. If you are not, then talk benefits, don’t try to talk price.
Another throwaway advertising line that you often hear in car dealer advertisers is, “We are beating the competition. ” When I’m buying a car, I’m in competition with the dealer, not all the other dealers.
Drop the “competition” talk. Talk up benefits and the real reason to buy your products and services. You’ll be more competitive.
