When Bait and Switch is a Good Thing
Okay, real bait and with is never a good thing but you need to be baiting your customers with information that will make your competition pull the switch on them. If you are genuinely one of the true professionals in your space, you need to make sure you are preparing your prospects to instantly recognize the inferiority of your competitors.
You can't just tell people your better than everyone and expect them to take that at face value as everyone else is saying the same thing. Here is how you get you competition to declare their own inferiority without even realizing they are doing so.