What makes you stand out? In a world filled-with good choices, why should your prospective clients choose you over the competition? In short, it comes down to answering one question: "why should I choose you?" The best answer wins. But there's a catch: prospects start answering that question on your behalf from the moment they become aware of your existence.

This book will show you how to establish yourself as that "best choice" from the onset, dramatically shortening your sales cycle and virtually guaranteeing the sale every time.

In this practical, step-by-step guide, author Mark Harari tackles the intimidating subject of market differentiation with great approachability, a sense of fun, and a uniqueness that helps you hone and focus your business for maximum potential.

Whether you compete in a market saturated with similar service companies, or with franchises and corporations thousands of times your size, Lobster on a Cheese Plate will give the tools you need to take them on... and win.

Through the author's real-world examples, interactive exercises, and free resources available for download, you will come away with actionable knowledge and a firm plan for dominating your market.

Foreword by John Warrillow, best-selling author of Built to Sell: Creating a Business That Can Thrive Without You and The Automatic Customer: Creating a Subscription Business in Any Industry.

Bio:

Mark Harari is an award-winning marketer and best-selling author whose pioneering work in developing targeted audience acquisition strategies has influenced industry best practices. Throughout his career, he has run the marketing gamut from email, SEO and web design, to copywriting, positioning and brand management.

Harari is the recipient of numerous marketing awards in various categories, including video, web design, print advertising, and copywriting. They include three prestigious Muse Creative awards, an IAC award, three AVA Digital awards, and two MarCom International awards.