Why Attacking Your Competition Like The President Is Good For Your Business

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.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

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How To Discover Your Ideal Client

Name badge stating Hello! My Name Is Debbie
Hello! My Name is Debbie

Do you know who you’re speaking to? Putting out any messaging whether it’s on social or legacy media and not knowing who you’re speaking to is just plain lazy.

Your message will be bland and won’t really resonate with anyone. You’ll blame Facebook for their shitty advertising platform or blame your radio sales rep for swindling you into buying 30-second spots that didn’t generate any traffic.

Here’s the thing…look in the mirror and ask yourself, “What is my message? Who am I speaking to in my message?” Chances are you don’t have a clue. Instead of blaming the medium (Facebook, radio, etc…) you need to blame the message.

Here are 700 words outlining how to craft your ‘different’ message

Here are 700 words showing you how to write a stand out message

Finding Your Ideal Client

Before you release any messaging into the world. KNOW WHO YOU’RE SPEAKING TO! How do you do this, well this is where it gets a bit complicated…

You can call this your ideal client/customer or a persona. I used persona’s all the time when working with radio stations across the country. I nailed down a persona to age (44), sex (female), name (Debbie), and her likes and dislikes. Every time we did a promotion, ad, whatever…it was targeted around our ideal listener aka Debbie. Debbie is who we spoke to.

  1. Getting super specific helps craft your message as you know exactly who you’re talking to.
  2. It helps you target your advertising.
    For example – Debbie had a couple teenagers in her house, so she was running them around to their activities on the weekend and polished off a glass of wine on her Saturday night. Knowing this it was very important to have our messages out and about in the community around things like football fields, gymnasiums, and the burbs. Plus, wine stores…
  3. A persona helps you identify your ideal customers biggest problem(s). You really start to get in their heads.
    For example – Debbie’s biggest problem was time…she had none to herself because she was busy with work during the week and family engagements around her work schedule. So, we always did fun promotions and marketing that helped Debbie escape from her regular, hectic routine.

Based on the above – you can already start to tell how to break down your ideal client. You get an understanding of where they live, how much money they have, what’s going on in their life, what they like, and what they dislike.

If you get stuck defining your ideal client

Try asking an existing one. Pick someone who is a fan. Ask them what they do on weekends. Do they like to travel? Do they drink Bud Light or Highland Park Scotch or Appletini’s?

Record their answers, save the document and if you’re feeling extra frisky…post in on the wall in your office. You don’t have to get as specific as I do by naming them, etc…but you should have a good idea at who he/she/they are. Then you can start crafting your message, and creating a business flow centered around your ideal client.

By not defining your ideal client you might as well give me all your money, so I can burn it, although I’ll probably buy a few bow ties first before I incinerate your cash.

You should never advertise, hell you shouldn’t even turn on your OPEN sign, before knowing who your ideal client is. It’s THE first step, the BIGGEST step, and it often gets overlooked.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Need a bit more help on defining your ideal client? Punch in your email addy below, and I’ll send you weekly tid bits direct to your inbox.

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Think Like a Media Company

Different forms of media on way markers

Customers pick YOU before your product.

Do you want to build a faceless drop shipping company that has huge customer acquisition costs OR a long lasting sustainable business that delivers revenue consistently?

I’m perfectly fine with those who have drop shipping businesses or generic e-commerce shops. If you’re making a living…good for you. Maybe you’re making big bucks and living the dream…good for you. For me these successful businesses are few and far between.

I’ve seen more success by building a brand, a trusted name and playing the long game opposed to something that hits big when it first starts, then customer acquisition costs start eating away the bottom line and before you know…POOF! The business is gone.

Your business. Your media company.

I spent a decade working in the media industry and I’ve seen it drive revenue. And I’m talking BIG revenue. The same sales structure most media companies use can be applied to your business no matter how big or small.

A few general ideas:

  1. Market yourself/product. More on that HERE. You have to spend money to make money. I’ve had BIG budgets and I’ve had tiny budgets, but I’ve always had a budget to acquire customers.
  2. Hammer down your ideal client and profile them to accelerate your sales (this one is more complicated). You have to know who’s buying from you and why. Then tap into that reasoning to speak directly to like minded individuals who will become your customers. Punch in your email at the bottom of this page to get my newsletter where I’ll be sending out how to define your ideal client in the coming weeks.
  3. Tell your story. More on that HERE. Please STOP following what others are doing and tell me about YOU. I don’t care about what your product can do for me. Tell me about you FIRST, then I’ll listen to whatever else you have to say. Remember, buyers pick you before the product.
  4. Give back to your customers and community. More on this below.

Inward Marketing

If you’ve heard the term inbound marketing, INWARD MARKETING is not it. I’m not even sure if inward marketing is a term, but it is now!

Quick note – if you don’t have any paying customers yet – then focus on marketing yourself. If you don’t have the dollars (you should find something…anything to marketing yourself) you can use the guerrilla marketing approach. I touch on that briefly here.

Instead of using your ad dollars to drive new customers and build your brand awareness by purchasing traditional (billboard, print, radio, tv) or through social media you turn those dollars inward and give back to your existing customers.

I worked with a Lexus dealership years ago and this is exactly what they did. Dealerships typically spend tens of thousands of dollars on advertising every month. This dealership took those dollars and put together exclusive concerts, deals, spa packages, trips, charity functions etc…but only for their customers. You had to be in the club in order to receive the perks.

You better believe word-of-mouth started to travel as this dealership’s existing customers were like chickadees spreading the the message. If you wanted to get pampered and treated like a God, then this dealership was the place to get your Lexus. Soon people were coming to them asking how they could get in on the perks. The answer was simple, buy a Lexus from us.

This simple concept was honed during my 10-years in the radio industry. We constantly ran promotions that benefited our listeners (aka customers). With the Lexus dealership – we took what I did in the radio industry, copied it and pasted it to the benefit of Lexus owners.

You need to start thinking of yourself as your own TV, radio station, magazine, social media company, etc…It may sound like a lot of work, but you’re probably already doing most of it. For your business – this is an amazing way to share your stories, your personal beliefs, and further connect you with your potential customers. You may not see giant sums of customers at first, but with time your CORE fans will develop that personal connection with you, and next thing you know – you’ll start to see your brand grow through referrals, and satisfied customers who come back time-and-time again.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Any questions? Need to dive in further on a subject? Sign up with your email addy below and get info direct to your inbox. It’s also your personal gateway to me (if you care about getting personal).

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