Last week, Kalia and I spent an evening at the world-famous Magic Castle in LA. If you’ve never been, it’s an exclusive, members-only club where magicians perform in intimate rooms for guests who appreciate the art of astonishment.

And while some of the performers were outstanding, most of them?

They were doing the same tricks I’ve seen hundreds of magicians do.

Same sleights. Same jokes. Same pattern.

And here’s the kicker: They were doing them the same way everyone else does them.

There’s nothing wrong with classic material—when it’s done well. But if you want to stand out, you can’t just be a carbon copy of everyone else in your field.

That’s true whether you’re a magician or a professional services provider.

If your messaging, your approach, and your sales process look just like your competitors’, then why should a prospect choose you?

One of the best ways to differentiate yourself?

Do live presentations or webinars.

Here’s why:

• They position you as an authority. You’re automatically elevated above the competition when you deliver valuable insights and guide prospects to their next steps.
• They allow your personality to shine. People don’t buy services—they buy you. A live presentation lets your audience experience you in a way that no brochure or static website ever could.
• They create trust in real-time. Unlike a sales call, where a prospect is on guard, a live webinar or event lets them engage without pressure. By the time you make an offer, they already know, like, and trust you.
• They shortcut the sales process. A well-structured presentation moves someone from mildly interested to ready to book a call—often in under an hour.

What is the difference between a magician who gets standing ovations and one who blends into the background?

Presentation.

And what is the difference between a business struggling to stand out and one that commands premium clients?

Presentation.

Kick butt, make mucho DEEnero!

Dave “No Cookie-Cutter Sales” Dee