Great lesson from Ed McCabe – one of the greatest copywriters in advertising history. Instead of just finding a competitive advantage, McCabe would look for the biggest point of resistance. He would look for the people who were least likely to ever try or use the product – and talk to them. His thinking was that if you could convince the biggest resistors, you could easily win the hearts and minds of the undecideds. Try it. Focus your next message on the biggest resistance people have to your product or service.