- “I get it — you’re looking for proof and track record.” - "You'd never meet the CEO or probably ever talk to them" - "You’d be assigned an account rep might now care and just runs a checklist" - “You’re not comparing us to X—you’re comparing me to the rep they’d assign you” - “We're a boutique agency, which means you get personalized attention” - "But besides that, we have tons of success stories and case studies that we can share with you" --- Transcript (cleaned) I was talking to an agency owner who was struggling. He said, “Everybody who gets on the phone with me says, ‘Well, you’re not Gym Launch. Give me your track record—how long have you been doing this?’ I don’t really have a good response.” I told him, “First, when I started, I was in your position. So it’s possible. Second, your advantage is that you’re not me.” If we’re the biggest in the space—Gym Launch is arguably the market leader—our advantage is to say, “Hey, this guy Adrian is in his mom’s basement with no track record. If you want Coca-Cola Classic—tons of success stories, case studies, and proof from gyms just like yours—we know our system works. You just have to run it.” That’s pretty compelling. So what do you say back? You tell the prospect: “You don’t want to work with Gym Launch because to them you’re just a number. You’re never going to meet Alex or probably even talk to him. He won’t know your name. You’ll be assigned an account rep who doesn’t care and just runs a checklist. With me, you’ll have my cell. If you need anything, call me whenever—you’ll get me. You’re not comparing my company to Gym Launch; you’re comparing me to the rep they’d assign you. And I’m far more dedicated to your success than they are.” Also compelling. Both positions have advantages. Play the cards you’re dealt. Only a loser believes their position dictates the outcome. When you have nothing to lose, you also have everything to gain—unlimited shots on goal. If you miss, you’re back at zero, which is where you started. That’s essentially risk-free, unlimited upside. People wildly underestimate the underdog’s advantage; in game-theory terms, the underdog is the most dangerous player on the board because they can’t lose. If you want more compelling marketing, drill one layer deeper. On the surface it’s David vs. Goliath. But the real, unfair advantage is that David isn’t fighting “Goliath,” he’s aiming at a kneecap—a small, beatable piece. Same with brands: you’re not competing with the amorphous idea of Nike. You’re competing with the junior employee six layers down who was hired out of college to run one narrow social feed for one specific persona. That’s who you have to beat.