FREE 90-MINUTE LIVE WORKSHOP
Why the Heck Should They Choose You?
Learn what it takes to uncover a meaningful difference your customers value—so your business is easier to choose and harder to compare.
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Workshop starts in
If your work is good, why are buyers still hesitating?
You know your business delivers real value. The problem is that buyers may not see why your option is the better choice. When the difference isn't clear, they compare what they can see, such as price, convenience, familiarity, or whoever explains the value better.
You may see this in your business as:
- Prospects pushing back on price even when you know the value is there.
- Referrals that describe what you do but can't explain why you're the right choice.
- Marketing that sounds just like everyone else in your space.
- Messaging that no longer reflects how the business has evolved.
- Your message changes from channel to channel, with no clear common theme.
- Employees, vendors, or sales partners explaining the business in different ways.
- Marketing that's costly and inefficient because buyers don't see a meaningful difference.
The answer isn't a clever slogan. It's understanding what customers genuinely value, what the market is already saying, and what your business consistently does in a way that matters.
What you'll learn in this workshop
Where your business may be blending in and the common claims that make it easy for buyers to compare you with everyone else.
How to spot when your current "why choose us" story is based more on assumptions than on what customers can recognize and value.
How a clear, meaningful difference can make marketing more focused and efficient, strengthen sales conversations, and give employees and vendors a consistent direction.
How to use an AI-supported audit to identify one or two areas worth deeper investigation and choose a focused first step.
You'll leave knowing where your business is blending in, what deserves deeper investigation, and where to begin uncovering a meaningful difference customers can recognize and value.
What participants say after Anita's workshops
"This workshop helped me see gaps I honestly hadn't recognized. It challenged the assumptions I was making and helped me separate what I knew from what still needed to be validated. I left with better questions, clearer next steps, and a much stronger sense of where to focus."
— Katalin
"I loved, loved, loved your process today. The prompts were great… I went through it, and it was really, really good. Now I'm refining to really break down each of the three areas."
— Maytte
"Your session today on business planning in 4 Simple Steps was a game changer… I would be happy to recommend you and your system to any business owner!"
— Debbie
This is a 90-minute working session.
You'll use the workshop workbook and guided AI prompts during the session to examine your business through the customer's eyes.
During the session, you'll:
- Identify the claims and language your business currently relies on.
- Separate what you know from what you may be assuming.
- Spot one or two areas that deserve deeper customer, competitive, or internal investigation.
- Choose a practical next step so the work continues after the workshop.
Bring your laptop, your current website or marketing materials, and a willingness to question what you think customers value.
Show up live. This is where the real value is.
The replay will help you revisit the teaching, but the live session is where you can ask questions, complete the exercises with guidance, and learn from the real-time hot seat.
Stay until the end for a chance to win a private Differentiator Pressure-Test session. One attendee who is present at the end will be selected for a private 30-minute session with Anita. The winner must book the session within 14 days.
You can also apply on the confirmation page to be the live hot-seat participant. Anita will select one primary participant and one backup 24–48 hours before the workshop. Both must attend live.
This workshop is for you if…
- You own or lead an established business that does good work but is too easy to compare.
- Your business has evolved, but your message hasn't kept up.
- Prospects focus on price because the value of choosing you isn't clear.
- Your marketing, sales conversations, employees, or vendors describe the business in different ways.
- You're willing to challenge assumptions and look at the business through the customer's eyes.
Meet Anita Larsen
Anita Larsen is the founder of LITA coaching and a business coach with more than 25 years of experience in marketing, brand strategy, agency leadership, and consulting. She helps business owners strengthen the fundamentals that drive growth—from differentiation and offers to operations and financial clarity—so they can make better decisions and build businesses that are easier to understand, choose, and grow.
She brings a marketing strategist's eye and a business coach's perspective, helping owners connect their point of difference to how the entire business operates—not only how the marketing sounds.
Frequently asked questions
Stop making buyers figure out why you're different.
Give yourself 90 minutes to identify where your business may be blending in, what deserves deeper investigation, and what to do next.
Wednesday, Sep 23, 2026 | 2:00–3:30 p.m. ET | 11:00 a.m.–12:30 p.m. PT | Live on Zoom
Registration is free. Live attendance is strongly recommended.