If you'd like to know how to use your competition's own products and services against them -- while adding an extra layer of persuasion to your sales letters and ads -- then this article will show you how.

Look, as much as you may not want to acknowledge them, you have competition. If you don't, if you somehow found a virgin market nobody else on the planet knows about, then you will some day and this will apply then.

But the point here is you have competition. We all do. And one of the things most of are tempted to do in our ads is ignore them and act like they don't exist.

Sometimes that's a good idea but, as you will see, you can also use the existence of your competition to your advantage in your copy.

How?

Simple: You acknowledge them...and then invalidate them.

In other words, you come right on out and tell them about your competition...followed by why they should choose you over them.

For example, here's a piece of copy from an ad running right now teaching people about street-fighting:

"You