I'm trying to find a tactful way for the common home owner to be convinced that my service is better that the great majority of aeration services out there? This has been easy to do verbally and I've had very good success on this up sell advantage but, ...... on a flyer, post card or even an newspaper ad or even display ad in paper how do I do this tactfully with out running down the competition? Example: some of the rolling tine units on the market pull 6 to 7 plugs per square foot .... the Plugr 850 and 800 pull 9 to 12 plugs per square foot in one pass. Plugr 600 is a bit less. I has been discussed here in threads last year that the rolling tine unit should be run in 2 directions for proper benefit. None of the Co. that I have taken note of ever do this. I'm probably going to be running a newspaper display ad shortly and I want to get maximum traction and emphasis that my service is better but I don't want to sound negative? Every customer who has either rented a machine or had another Co. do aeration in the past ALWAYS comments "that's a lot of plugs" http://www.lawnaerating.com/ in CA has section that is highlighted "Superior Machines!" and from what I can tell they use the Plugr 600's. Their catch Phrase is "Expect hole lot more" Any thoughts?