We talked a bit ago about “ME-TOO PRODUCTS”.
I want to revisit that area of this dialog and get into some details around how you can talk about what you do in a way that is
Essentially, as you shift to an emergent transitioning way of doing business, you’ll be doing a few things that might make you nervous. Race to the top tactics, for example, mean that you’re doing more work, potentially spending more on production costs, and setting higher prices to cover those changes.
So it’s natural that you might be concerned about retaining clients.
But there are a number of ways to shift how you talk about your brand and your work to maintain the interest of the people you serve.
To start, it is well worth taking a look at Jonah Sach’s book, “Winning The Story Wars”. I am not an affiliate, if you’re wondering, but I am a fan. In his book, Jonah clearly lays out the correlation between the evolution of marketing and advertising, and the natural human desire for trustworthiness, as well as the deeply rooted need for mythology and story.
When it comes to how you share, this is an excellent guide that will give you understanding, but also practical frameworks to evolve beyond the dying systems of advertising we see today.
And along with that, let’s look at a few other points of interest.
Traditional marketing, unfortunately, includes a fairly strong culture of subversion. This is the process by which other businesses take advantage of your market position to generate their own sales by undercutting your prices, production costs, and ethical standards to take clients and increase their profit margin along the way.
We’re not going to get away from this tactic for some time, so you need to learn how to beat it before it strikes.
The first way to do this is focusing your brand messaging on obvious differentiation. Tell the story about your client, your product, your business, and lastly yourself that nobody else can tell. They’re not you. They can’t be you. So when more of your story is obviously yours, there’s less to copycat.
Next, when you introduce or share your expertise, do so in terms of your passion. The concept of expertise is over-used and quite frankly, it’s very subjective. To one person you may be an expert; to another you may be an amateur. And the playing field constantly changes.
Instead of sharing how good you or your product are, share how much you love what you do. Sure, you can mix in how many years or what techniques you use, but ultimately people will be more interested in what you’re up to if they can see you love doing it.
Third, demonstration always beats explanation.
Being able to explain what you do has it’s uses, so don’t throw that down the toilet just yet. But in an age where the characteristics of the Oral Traditions are coming back with a vengeance, and everyone loves to see photos and videos of other people doing what they love to do, you’re going to have more fun and get more clients by showing them.
This brings us to the next point, because when people can see your obvious superior skill and service, you don’t have to show off. And if you’re not actually the better choice, don’t pretend. Go train and practice.
The best way you can differentiate yourself and promote emergent transition systems is to actually be one of the best. And actually provide superior service.
And as a reminder, it’s important that you don’t do any of this in a way that creates a loss for someone else.
Talking poorly about the ‘competition’, making better-than-them comparisons, subtly hinting at their failures… this is old paradigm strategy. Which means that ultimately this is scarcity and extinction strategy. Your audience and clients will appreciate you more when you focus on providing excellent service and not market competition.
- No hype needed.
- No Exaggeration required.
- No falsified information will do.
You will mitigate subversion by old-paradigm competitors, who are now just fellow humans doing similar work, by presenting the truth. By using certified information that is provable and accurate. By being honest, real, and ethical.
The old way of competing is no longer necessary.
Onward and Upward, my friends.