How to Nuke Your Competition
I’ve titled this article How to Shatter Your Competition. I hope you’re not offended by the sensational title, but I wanted your attention.
Despite the title, I’m really not a cut-throat kind of guy. I know there is enough wealth and opportunities for everyone. I really want everyone to succeed. I just want YOU to do better! I know you can.
Most marketers find that it is a slug-fest to stay ahead of the competition, they struggle and struggle just to stay even with the competition, when, in reality, victory is only about 2mm away. Let me explain:
I went to a Tony Robbins event recently. You’ve probably heard of his events, where participants walk barefoot over hot coals. Well, it changed my life. Now, I’m not trying to brag about walking on fire (well, I want to brag a little bit, you must admit, walking on fire is a pretty amazing thing to do!). I bring it up to mention one of the most important lessons I learned from Tony – there is only 2 mm of difference between being good (or even excellent) and being absolutely outstanding.
For example, if you are navigating an aircraft, and you start 2mm off course, over time, you could end up miles away from your destination and miss it altogether!
Tony gave other examples, too. Consider the world-class plastic surgeon, a master of his craft. Considering all the documentation from all the operations he has conducted, he finds that most surgeries only need 2 mm of change or less to create a dramatic improvement in a patient’s facial features.
So how can this help your business? Well, the difference between simply keeping up with the competition and leaving them in the dust is only about 2 mm. This is a metaphor, but it does show that you only need a small effort to make a huge difference.
If you can beat your competition by only 2 mm, you will win. Find out what categories matter to your customers, and make those changes. You’ll be glad that you did.
Here are 5 “2mm Differences” That Matter. If you will pick just three of these and excel at those three, you will slaughter your competition:
1. Look and Feel. By improving the look and feel of your website, you will gain an initial edge over your competition.
2. Follow-up Marketing. This makes a big impact on your customers. It makes them feel like they matter to you.
3. Tracking and Testing. Keep track of what works and what doesn’t. Whether your client knows about this or not, it will make a big difference. This will help you find the language that grabs their attention and gets them sales.
4. Create Adwords Campaigns. This area is often neglected by online marketers – I’ve even been guilty of this myself! If you become just 2 mm better in this area, combined with two other areas, you will shatter the competition.
5. Backend Sales. Find ways to keep your customers coming back for more, even after the initial sale. Your customers do not want to feel as if they are being “sold to”, but they sure love “buying from”! Finding new ways to provide products or services will keep them coming back for more.
Of course, these aren’t the only 5 categories for improvement – you could come up with many more – but I would encourage you to pick three of these categories and improve them by “2mm”. See if it doesn’t give you a boost over your competition.
Interested in learning more? Check out today’s resource, 21 Fundamentals of Online Success. Take your business to a new level by learning about the characteristics needed for success.
Filed under: Marketing