12 Ways to OUT-SMART Your Competitors and DOMINATE Your Market


By Ernest O’Dell – DMS Group and Guerrilla Internet Marketing

1. Do you know which of your past marketing efforts have been SUCCESSFUL?

Find out where the rock created the ripple, then go back and throw more rocks. Repeat past successes. Trying something different and expecting different results can lead to insanity!

2. Do your beautiful, award-winning marketing materials actually influence customer decisions?

More times out of none… no, they don’t. Nobody cares. Nobody cares about you, nobody cares about your company and nobody cares about your crappy brochure or your Power Point Presentation. Presentations suck!

Your customers and prospects only care about THEMSELVES and what you can do to make their lives better. Get over yourself.

When they pick up your marketing collateral, they generally ask themselves a few questions:

“Who cares?”
“So what?”
“What’s in it for me?”

In Texas we might say, “Who the heck cares? Who gives a rip? So what? Big deal? What am I gonna get out of it?”

Imagine Bart Simpson, the animated loser of television fame, asking those questions of you. Your prospects are probably going to be more polite, but the questions are still there, lurking in the dark recesses and the abyss of their minds.

Address those questions in your marketing material, and you’ll have a winner.

3. Does your marketing make people raise their eyebrows?

If not, you’re in trouble. Because this involuntary indicator of interest, intrigue and curiosity is the best instant barometer of your marketing. EVER. Huh? Before Aha!

Driving into San Antonio, Texas, there are lots of billboards along the highway. One in particular that I remember is the one that said,

Does Advertising Work?
It just did!

Get people’s attention with your marketing, then make them raise their eyebrows.

4. How are you enabling your customers to do your marketing for you?

Build community. Build relationships. Cultivate fans, not customers.

Make yourself and your products so remarkable from the very beginning that you clients and prospects CAN’T forget you. Do that and you’ll never have to waste your money on another worthless Yellow Pages ad again… EVER!

Fans (not customers) equal money.

5. How are you getting permission from people to market to them?

You ARE collecting email addresses, right? You ARE sending out a regular, value-driven newsletter, right? You ARE getting subscribers to your blog through RSS, right? Get permission early.

6. How are you marketing yourself daily?

The more answers you can come up with to this question, the more money you will make. Period. Market yourself—not your company, product or service—on a daily basis. YOU will become known as the “go-to” person for the solution to their problem.

7. How much money do you spend on marketing?

On one hand, you could say “nada,” if your customers are doing your marketing for you. On the other hand, you could say “mucho dinero,” if everything you do is a form of marketing. Imagination, not millions.

8. How much time do you spend on marketing each day?

On one hand, you could say “nunca,” if your customers are doing your marketing for you. On the other hand, you could say “todo,” if everything you do is a form of marketing. Imagination, not millions.

9. How much stopping power does your marketing have?

Nobody notices normal. Nobody buys boring. The effectiveness of a message isn’t necessarily dependent on its longevity, but rather its ability to evoke emotion in the moment. Make people stop.

10. Is your marketing making music or noise?

It’s the difference between the homeless guy who sits on a street corner with a sign versus the homeless guy who stands in a subway station with a guitar. One gets money; the other gets ignored. Interesting. Sing; don’t yell.

11. Is your marketing so good that it doesn’t even look like marketing?

Not because it’s slick, but because it’s authentic. It’s YOU. A logical extension of your passion and love and fire. Movements, not campaigns.

Does it identify any problems or frustrations, and imply a solution? If it doesn’t, you’ve got a problem.

You’ve got to blow people away with your message. You’ve got to stop them DEAD in their tracks and grab their attention like a monkey focused on a shiny object.

12. Does your marketing piece come across like a boring technical manual, or does it “talk” to your prospect?

Sometimes you have to write your ad piece in such a way that it violates all the rules of grammar, and the sensibilities of your English teacher.
If you come across as too intellectual, you’re going to lose about 99% of your prospects—even the intellectual ones.

You say, “Well, dawling! That doesn’t sound very professional. I wouldn’t do that to my brochure.”

Hey, you can do whatever you want to do with your money—and your brochure—because I don’t give a rip!

I’m just telling you you’ll be the “most professional” broke guy who still has his pride intact. But your bank account will be depleted because you’ve been drinking the M&A kool-aid that your old ad agency has been giving you.

It’s up to you.

In short… last, but not least…

You can learn The Marketing Equation, or you can go broke.

Last time I looked, the commies in the District of Criminals haven’t totally taken over and this is STILL a free country.

And if your idea of “the Pursuit of Happiness” envisions getting “taken to the cleaners” by the disengenuous M&A firms you’ve been working with, then I hope you’re happy you got to “do it YOUR way.”

Ernest O’Dell – CEO
Guerrilla Internet Marketing
E-mail: GuerrillaInternetMarketing@gmail.com
Guerrilla Internet Marketing

Ernest O’Dell is the moderator of the guerrillainternetmarketing

He is also the author of “Guerrilla Real Estate Marketing” and soon to be published “Black Ops Manual In Guerrilla Internet Marketing.” Watch for it!

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3 Comments

  1. Ernest O’Dell is the moderator of the Guerrilla Internet Marketing Group (http://groups.yahoo.com/group/guerrilla_internet_marketing) and Guerrilla Real Estate Marketing Group (http://groups.yahoo.com/group/guerrilla_real_estate_marketing), public speaker and Director of Public relations for DMS Group Publications (http://dmsgroup.tripod.com/). He can be contacted personally at guerrillainternetmarketing@gmail.com

    He is also the author of “Guerrilla Real Estate Marketing” (http://bit.ly/kLfCQ) and soon to be published “Black Ops Manual In Guerrilla Internet Marketing.” Watch for it!

  2. […] 12 Ways to OUT-SMART Your Competitors and DOMINATE Your Market …56 minutes ago by guerrillainternetmarketing  Comment by Ernest O'Dell on November 2, 2009 11:07 pm. Ernest O'Dell is the moderator of the Guerrilla Internet Marketing Group (http://groups.yahoo.com/group/guerrilla_internet_marketing) and Guerrilla Real Estate Marketing Group … […]

  3. Great stuff Ernest! Sometimes I wonder what’s going through that mind of yours!

    Keep up the great work and thanks for all your help!

    Rodney


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