How to Destroy 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.
Now, despite what the title would advocate, I’m not a cut-throat, vengeful type of guy. I believe there is an abundance of wealth and opportunity for everyone. And I do want everyone to do well, but I want YOU to do better! And I know you can.
Marketers battle to stay ahead of the competition. Despite their efforts, they struggle to just stay even with their competitors. In truth, these marketers are only 2 mm away from greatness. Grant me to explain:
Recently, I attended an event with Tony Robbins – you know, the one where participants walk over hot coals in bare feet? It changed my life! I don’t mention that to brag about walking on fire (though you must admit that it sounds pretty cool!). I only mention it to share with you one of the most important lessons I learned there – that the difference between good and great is only 2 mm.
Two millimeters doesn’t sound like much. It is the thickness of two dimes. Yet it can make all the difference in the world. Imagine a pilot departing for his destination. If he only starts 2 mm off-course, think how that could affect the rest of his flight. He could end up miles away from his destination, or even miss it absolutely.
Another example Tony gave is of a world-class plastic surgeon who is considered the master of his craft at making faces more attractive. The documentation he has produced, from all of the surgeries he has performed, shows that almost all of his surgeries require only about 2mm of change or less to effect a dramatic improvement in a person’s looks.
So what does this have to do with you and your business? I believe the difference between surviving in business and thriving in business is only 2 mm. Really, it doesn’t take much effort to get dramatic results.
You don’t need to beat your competition in each part of their business. If you can beat them in at least three categories that matter to your clients, you will win out. And remember, you only need to beat them by 2 mm!
Here are five easy “2 mm Changes” that will really make a difference. If you only pick three of these five, and excel at those three, you will shatter your competition. Try these ideas:
1. Look and Feel. By improving the look and feel of your website, you’ll gain an initial edge over your competition.
2. Follow-Up marketing. Follow up with customers. It makes them feel as though you value their business, and can have a massive impact on repeat clients.
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 large difference. This will help you find the language that grabs their attention and gets them sales.
4. Adwords Campaigns. Most on the internet marketers don’t spend any time on their Adwords marketing. I’ve been guilty of this myself! We need to change this, because becoming 2mm better in your Adwords campaign, combined with 2 of these other 5 differences will give you the potential to slaughter your competitors!
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, there are more than five categories for improvement. I bet you could find many more that apply to your business. I encourage you to decide on three of these categories – improving each of them by only 2 mm will give you a boost over your competition.
If you’d like to learn more, I talk about some fundamental characteristics for succeeding in an on the internet business in today’s resource: 21 Fundamentals of On the internet Success
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