The next few paragraphs aren’t going to break down the latest polls, how much marketing dollars have been spent or unravel the gong show that is the Democratic Party. Rather it touches on things right under your nose that if investigated closely…provide the framework for being a standout business (and also how to get elected).
Attack your competition.
I don’t recommend going at the throats of your competition like the President (see Trump’s Twitter feed). You don’t have the resources or power of a President.
Having said that, you can subtly attack your competition.
There’s a local jewelry chain, who goes after “The Big Guys” by letting outsiders (like you and me) into the world of diamond trading. They even break it down to where they single out the BIG BIG diamond companies in their messaging.
Did you know most diamonds go into one big pot? Then “The Big Guys” get first dibs without really knowing where the diamonds are coming from and whether or not they have been obtained ethically.
Meanwhile, this local jewelry store gets their diamonds from a single source that doesn’t play with “The Big Guys,” so you can rest assured you’re getting a quality diamond from a reputable mine. These powerful statements are included in their marketing.
You don’t have to be super focused on what your competition is doing.
It’s good to know, but you don’t have to be obsessed. By seeing what they’re doing, you can start breaking down their claims in your messaging. Similar to what the local diamond store does and what President Trump has been doing forever and ever.
You don’t have to outright name your competitors, but you can peel back the curtain on what really goes on in your business. This creates trust within your customer base because, to the consumer, it feels like you’re giving away trade secrets. You become the expert whereas your competitors seem dodgy.
You’re an expert in your business category. Share what you know.
How many times have you seen a babe pop up in your Insta feed hawking some health/fitness product YOU KNOW isn’t the reason for their six pack? I’m willing to bet he/she isn’t an expert, so if you’re a fitness trainer you can go on the attack and tear down these Insta swindlers.
Having been a high performance athlete I know a single kale smoothie isn’t going to do the trick. It’s a combination of eating right, exercising right, and doing both consistently over a long period of time. Tap into what you know and include it in your messaging.
Your knowledge is what sets you apart from the other noise. It’s what differentiates you from the pack. Attack your competitors in a way only you know how. You have insights into your business category that the Average Joe doesn’t. Expand on those like the diamond company, the legitimate Instagram fitness trainer and The President.
Different works. Different wins elections. Different businesses win.
Jordan ‘The Guy with the Bow Tie’ Rycroft
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