According to Seth Godin, author of Purple Cow, the opposite of “remarkable” is “very good”.
“Very good is an everyday occurrence,” Godin tells us, “and hardly worth mentioning.” Godin urges us to create a product or service that Saturday Night Live could spoof. If Godin were writing software marketing advice, I believe he’d be encouraging us to create applications that computer trade and consumer magazines could spoof.
Godin tells us that good marketing is when you change the product, not the ads. In addition to changing the product, find a slogan or positioning statement that is remarkable. Boast about something that’s true. You’ll sell more software.
– by Al Harberg, the Software Marketing Glossary guy