Eric Sink makes an excellent point about positioning:
If you are #2 in your category, you want to be #1, right?
Wrong. You can't choose to be #1, but you can certainly choose to be #3 or #4. The worst thing you can do is to try and beat the #1 player at his own game. Instead, realize that not everyone in the market wants to play that game. 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.