Allow me to put a finer point on a previous email about chimney sweeping. 
 

Had the owner of the company asked me if I wanted my chimney swept, I would have said, “No.”
 

When my neighbor recounted a fire-y story, and asked me if I wanted to not worry about a potential chimney fire, I said, “Yes.”

…

When positioned one way, my answer is no. When positioned another way, my answer is yes. 

For the same service.

…

If you are selling:

• Accounting

• Job Costing

• Cost Segregation Studies

Your prospects might say no, when they would say yes to:

• Making sure their customers pay them every month

• Improving their profits on each job they do

• Increasing their short terms cash flow and freeing up capital to invest more

…

Positioning matters.