Rigging the Game in Your Favor

By: Dan Kennedy on: November 16th, 2009 5 Comments

A study of all the Presidential elections in which there have been televised debates concluded that the men who get elected President are the tallest and exhibit the most testosterone. You can think about that, decide if you agree, and draw your own conclusions about 2004’s debates and election.

But it made me think that, in many cases, success winds up being predicated purely on only two or three or four key “X-Factors.”

And I think most people mush on through their small business marketing activities without ever giving much thought to what the few, critical success factors are, and focusing on those.

I’ve also observed a single, universal success factor.

Rigging the game in your favor.

In the 2004 debates, for example, there were 32 pages of “rules” negotiated and agreed to by both sides. Without knowing the outcome, I think the single biggest item in the 32 pages is the 2-minute limit on answers. I don’t know which side pushed for it as John Kerry tends to give lengthy, tortured, nuanced answers to every question.

The 2-minute timeframe should’ve been a real challenge to him. It may have worried him and worked on his psyche. He might have violated it and been cut off in mid-sentence, and that may have irritated him, and caused him to express irritation.

On the other hand, it could’ve kept him from contradicting himself as he so often does. Whether right or wrong, whoever fought for this believes it’s their advantage.

In all the speaking I’ve done from the platform, I’ve done everything I could to rig the game in my favor. Communicating with the audience in advance, to “heat ’em up”; making sure the logistics are right; coaching and offering cash bonuses to the sales crews at the tables.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    5 Responses

    1. Rob Anspach says:

      … there’s is nothing wrong with rigging the game in your favor unless you’re in Atlantic City or Vegas then you can get thrown in jail…

      … but that’s exactly what you do when you create a dynamic marketing piece or a fan page on facebook or even a twitter account – you are taking advantage of a resource and using it against your competition.

      … study your competition… discover what they are not doing in the line of communicating to their clientele (social media, direct mail, or news print) and figure out how you can use that to gain an edge.

      … as with the election of 2004 – the political machines knew Kerry’s weakness but had to agree to the terms and that cost him the election.

    2. Another spin on the same technique is to study the competitions materials and target a group they are not.. if they talk about “aspirin for headaches”, you should market for “aspirin for toothaches”

      One think I realize…. been thinking of this for awhile now…

      If i ever run for president of the USA, it will be with Dan Kennedy advising me on strategy all the way…

    3. Charles says:

      great point Dan
      success winds up being predicated purely on only two or three or four key “X-Factors.”

      And I think most people mush on through their small business marketing activities without ever giving much thought to what the few, critical success factors are, and focusing on those.

    4. Simple, solid “No B.S.” advice from the master himself.

      We grow up being taught all about “playing fair,” and I often hear adults — even business owners! — complain about something being “not fair.”

      But successful people know that life isn’t “fair,” and we use that to our advantage.

      Every business owner has a choice: Do everything you can (morally, legally and ethically, of course) to beat your competition, or sit idly by and let them beat you.

      You’ve given us all fair warning, Dan. Thanks.

    5. David says:

      Good points. Using that criteria is was clear that Obama would wipe the floor with McCain. Reminds me of the caddyshack exchange:

      Judge Smails: Ty, what did you shoot today?
      Ty Webb: Oh, Judge, I don’t keep score.
      Judge Smails: Then how do you measure yourself with other golfers?
      Ty Webb: By height.

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