Niche Marketing
If you're trying to compete with another product that's similar to yours in the marketplace, you need to stand out. Information products are just as much about entertaining as they are informing. Want to know how to make your "bat-shit boring" but really great information product stand out? Add an over the top personality to a ghostwritten product to make it different. It's that simple guys. If your product is boring, add some spice to it. Add a personality to the sales letter and to the product. Give it a character.
Another idea is to combine a few product ideas together to differentiate yourself. As an example of Niche Marketing; If someone is selling a product on horse training tips, create your product on horse training tips and then sell it with another product on how to turn a profit with the knowledge that they already have on horses. Add another product on how to buy the right horse the first time around. Bundle products together and over deliver. Create video and audio. Create a free membership site that every one of your customers can access. Create a "paid members only" forum on the topic. People love to feel like they are a part of an "exclusive community", especially after you prove to them that there's something to be gained from it.
Make yourself different by over-delivering if you cannot find a way to make yourself different with your personality. If you really want to do good, do both.