IDEA: Talk about what you can do and do best. Do not talk about competitors; you do not know.

Talk about what you can do rather than what your competitor does not — forget attack ads! Customers want to hear what you can do, not what the competitor cannot. You most likely do not really know everything your competitor can or cannot do so it is best to ignore the competition.  Your potential customer may have just spoken with them recently.  When asked about your competition, be polite, indicate there are several companies in the market but you do not know them, you only are sure about what your firm does and that is attempt to keep the customer happy.