Quick note, I’m pretty much fully recovered from my bout with pneumonia. The lingering cough attacks are still with me but I’m feeling strong.

So much so, in fact, that last weekend I attended a Sales Dogs training seminar here in Phoenix with Blair Singer. Blair asked me to spend some time talking about USPs and competitive advantages. Luckily no cough or wheezing episodes followed (praise the medicine!).

What did follow was a dandy little workshop that spurred a number of folks to think about their businesses differently. With more clarity.

For some folks, determining their competitive advantages can be tricky and confusing. Especially when words like “service” or “best” or “quality” come in to play. First off, scratch those words - don’t use ‘em. They’re what I call fat words because they have no real substance, no meat.

A quick and easy way to start, though, is with the following method - the Ben Franklin. Watch this video.

So, how does this affect conversion? Because you’re now different from all the other widget makers, there’s now a reason to choose you over them. You’ve also increased the perceived value of your service. So what you’ve got here is a compelling reason why someone should do business with you, and your own segment of the market.

But, slow down, we’re getting ahead of ourselves. This may seem obvious to some, but it’s one of the biggest oversights I see when I come in to a company. Once you’ve determined your competitive advantages, be sure you talk about them. All of your marketing needs to build and reinforce these advantages. That’s the only way people are gonna know why you’re special, right?

Now, go Ben Franklin your business and boost your conversions.