“It’s a sad thing not to have friends, but it is even sadder not to have enemies.”
– Che Guevara
Most companies look and feel and talk the same way. Have you ever noticed that? It’s like modern marketing is this chain gang of identical twins, all yelling at the top of their lungs, all vying for attention.
There’s no distinction and no personality. For that reason, prospects block the vast majority of marketing out.
Ever wonder why most local marketing fails? Do you want to know why most SMBs rely so heavily on word-of-mouth? Now you know the answer.
Marketing Works… They’re Just Doing it Wrong!
Me-too marketing never works. Prospects block it out. Then you end up relying on word-of-mouth. Or you have compete with prices… and that strategy always leads to paltry margins and less-than-ideal customers.
There is a better way. I call it “Ginsu Blade marketing.”
The idea is this – Get rid of the Plain Jane marketing. Get rid of the “me too” marketing. Stop using the same messages that your competitors are using.
Instead, publish ads that highlight what makes your business unique. Create marketing that could only represent your company. And to take it even further, you want your ads to…
Resonate With a Specific Kind of Prospect.
I call this “Ginsu Blade marketing” because it is divisive marketing. You are essentially “slicing and dicing” your audience into small, bite-size segments.
When you highlight your differences… and talk to a specific kind of prospect… you’ll naturally repel the wrong prospect… while attracting the right prospect. This is, more than anything else, what makes effective marketing work.
These companies step into the marketplace and make a loud statement. They say…
“This is who we are… this is who we’re looking for…
and everybody else can get lost.”
And it works. The right prospects are attracted. The wrong people are repelled.
You might expect that this approach could only work for national companies. Yet it’s just as effective for SMBs. Let me give an example.
One of our clients, who is a medical professional, runs his office like a small family. He makes the entire experience feel like a house call. And he does certain things in a way that none of his competitors do.
So we reflected this in his marketing. And prospects love it. Those that want the feel of having a “family doctor” flock to him. Those that could care less probably never finish reading the advertisement.
But don’t take my word for it. Test it for yourself. Find the elements in your business that make it unique… and the specific audience that you can help the most… then create a test campaign that highlights your differences specifically for that audience.
Tally the results. You can thank me later.
Want to implement this strategy in your business? If so, my team and I would love to help. We have a track record of making digital marketing profitable.
The first step is simple: Request a complementary strategy session. Click this sentence to get started.