When constructing a presentation, you need to define who your audience’s enemy is and how this enemy is negatively affecting your prospective clients’ lives. Doing that makes your presentation more engaging and persuasive.

Here are some examples:

Apple —> Microsoft

Fisher Investments —> High-commission financial advisors

Estate Planning Attorneys —> The government and ne’er-do-well family members

Financial Advisors —> The I.R.S., greedy government bureaucrats, or inflation

The enemy I use when selling marketing programs to Financial Advisors —> Covid or the dumb home office.

So, who is your prospects’ #1 enemy who you help them defeat?

Kick butt, make mucho DEEnero

Dave “It’s Us Against Them” Dee