Ah- deep question, right? But it's more business related, why are you the one for your customers, rather than why are you the best of a bad bunch?

The current political campaigns at play teach many things- why it's impolite to shout over each other, why fact checking matters, and why repeating why the other person is bad isn't a good marketing strategy.

By pinning you conversion hopes on a client thinking you're not as bad as the other person, you're not giving yourself a chance to shine, and you're certainly not making them feel happy with their choice. You're saying 'these people are rubbish'- that's it, you're not saying 'we can help you solve your problem or pain point because'. See the difference? One makes you say 'tell me more- I can't wait for you to help me', the other makes you say 'well, I suppose you're the best of a bad bunch...'. Always strive to be option one. 

...and on today's episode, we're learning all about it...