So, in Thailand, I bought myself a fancy, schmancy pair of eyeglass frames.

We’re talking top-of-the-line, designer-level frames. The kind that screams sophisticated gentleman with a mysterious edge.

And despite my better judgment, I figured, “Hey, why not get the lenses done here too?”

So, I strolled into a mall optometry shop, got a quick eye exam, and paid for the whole package—frames and lenses.

Big mistake.

Now, while these glasses do make me look like a certified stud muffin, there’s just one small problem…

I get dizzy every time I wear them.

Turns out, a 10-minute mall eye exam doesn’t quite stack up to the full-on, high-tech, thorough analysis I got from my eye doctor back in the States.

Shocking, I know.

But here’s the lesson for you:

Your expertise is NOT a competitive advantage.

Because your prospects have no way of knowing just how good you are until they actually work with you.

Just like I assumed I’d get a prescription just as good as the one from my regular doctor, your prospects assume that all providers in your industry are basically the same.

So, what is a competitive advantage?

How you position yourself before they ever meet with you.

If you don’t stand out, if you don’t demonstrate why you’re different and better before they get on a call with you, then you’re just another option in a sea of sameness.

Actionable Tip:

Before your next consultation, send your prospect something that positions you as the authority—an insightful report, a credibility-building video, or even a case study.

Make them see the difference before they experience the difference.

Otherwise, you’re just another quick mall eye exam.

Kick butt, make mucho DEEnero!

Dave “Looking Good, Feeling Dizzy” Dee