If someone asks "Why should I do business with you and not someone else?"

Buenos días! We're in the semi-nature walk because there's cars and stuff there, but there's nature here, so we'll call it a nature walk, you know. So positioning, let's talk positioning. And positioning is important because I remember one time I got on a call a few years ago and somebody asked somebody else on the call, what is the one reason why somebody should do business with you and not somebody else? And that tripped him up. He's like, I don't know, I don't really know. And that tripped me up because I was like, I don't know either, chief. I don't know what to answer to this one. And so, uh, that matters because that's something that your prospects are asking. Maybe it's tripping you up, right? Like, what would somebody actually do business with you and not with somebody else? Like, what is it? And after a lot of work with clients over the past 2-3 years, we arrived at something that is fairly useful to us, and this is what this video is about. So positioning in my mind is creating contrast, like what makes you different. Now, where being different fails is when you answer the word different or the question, what makes you different, with I'm better, this is better, I care more, better, more, less. It's, uh, those are hard to get people to see value in, to see the value in, unless they know you, because they don't know you, right? What's better? What's the benchmark? What are you comparing it to? This is faster, this is cooler. It's like It's hard to understand, right? It's hard to like check that mental box in their head as in, "Yes, this is why I do business with this person." It's a hard thing. Now, I found that a better frame are two words: either "with" or "without," because then the answers are pretty simple. So for example, Why would somebody do business with a fitness coach instead of somebody else? Like, why did I choose a person I do work with and why not somebody else? It's because one showed me that I don't need to track calories, I don't need to weigh every single thing. So it's like, why him? Because he allows me to get my goal without that. You can see it in, in my own thing. Like, I make a lot of effort to show what people don't need to bring. For example, you don't need a setter, you don't need a closer, you can do it with docs, right? You— it's without sales calls, right? So when you can take people to a certain destination without something they don't like, I think that's pretty powerful. And a second frame is with. So why would somebody do business with you and not with somebody else? It's because you have something that they don't have. So for example, uh, if it's something like "with," let's say you are a running coach and like you run a marathon every year or something. Well, you do it with them, right? Other people don't do that. It's pretty cool. For me, I had the idea of we do it with whale bait, as in we attract only people who can afford us, who have the attitude to work with us, and have the problem that we need. That we sold, or the offer show. We do it with a tiered access thing instead of selling multiple offers because that can increase complexity. So those two things, they're clear distinctions, right? So, you know, if we don't answer that question, I feel, with, with or without, it is very similar to when you show people two colors, right? Like, if you, if you're dating somebody, you know about this. It's like I feel like women see more colors than men. It's like, well, this is purple, but this thing is also purple, right? No, no, but they're different. It's like, well, you see it as different, right? But to me, they're pretty much the same thing. That happens to your prospects. Whereas if you just completely change the equation, well, I can tell the difference between red and blue, right? So two things that really help is either with or without, and, uh, That's where your big idea comes from, I feel. This is one of the things I keep in mind when I work with clients and we're extracting their big idea. It's not only what do they do marginally better or worse, because of course there's things that they do better, I can't argue with that, right? But the market can and the prospects can, and they're the ones who give money, so who cares what JK thinks? If the market says yes and I say no, The answer is yes, but we think, okay, what are you not requiring them to do? What do you do require them to do? And we can take it from there. And that often leads to really good insights. And maybe you're doing everything right, you got your stuff going on, but that question still lingers in your prospects' minds. Why should I do business with you and not with somebody else? And I think that the answer lies in either a with or without, and that leads to your big idea. So that's just an insight that I had on the— now it's truly a nature walk. Yeah, so yeah, you can go here to LexingtonCash.com. This is where I show ways or assets in which you can use from me to extract your big idea and respond to that question, because I believe it matters, and the sooner you answer it in your positive minds, the better. See ya!