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Insulting The Competition

What you tell prospects and customers about your competitors can backfire. When asked how your company stacks up against the competition, say something like "Competitor X does excellent work [or sells excellent products], but let me show you why my customers buy from me." Then hand your prospect a few endorsement letters from happy clients. This way, you take the focus off your competition and place it on your business, allowing your best customers to do the bragging for you.

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Seth Godin on Failing Until You Succeed

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