The right way… and the wrong way… to make them buy from YOU!

To make your advertising effective, you must, somehow or some way, outdo or outbid the next guy.

You must have some kinds of leverage that makes buying from YOU seem like a better deal than buying from your competition.

You’ve got to have a better guarantee… or better service or faster delivery or more appealing payment terms… or some way of demonstrating stronger quality.

And if you don’t have any of these things then you have to “create” a perceived benefit by revealing facts or figures about yourself or your service, or the benefits or results, that your competition’s overlooked and fails to talk about.

Slamming your competition or pleading or urging your prospects to buy from you is as useless and meaningless as your 9-year old asking you to stay up past her bed time during the school week.

Until you’re able to create this leverage — or the perception of leverage or some kind of an advantage, you’re going to be in trouble.

If you’re going to underestimate the discretion of your buyers, like everyone else does… you’re going to get the same results everyone else gets.

And that… is scary, isn’t it?

Now go sell something, Craig

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