Have you noticed all the commercials with Olympic athletes lately?
With the February 2014 Winter Olympics approaching, commercials featuring Sochi-destined athletes have ramped up. But you might have noticed that, even though there are a lot of extremely talented Olympian athletes, most of them are never mentioned. The ads pretty much only feature gold medalists. Why? Because people like to be associated with people and things that are number one, so winners tend to get the big payoff.
The thing is… in reality, the guy who won the Gold might only be a few tenths of a second faster or a couple of tenths of a point ahead of the second, third and fourth place finishers.
There are a couple of points to take away from this. First of all, you are probably closer to being the big winner in your category than you think. Second, if you want to be remembered and stand out ahead of the competition, you should compete to win…otherwise you’ll blend in with the rest of the pack and your business and income will fall behind.
The truth is, like in sports, there are a few things that winners consistently do that make them rise to the top. Here are five things Olympic Champions do which you can apply to your business that will plant yourself firmly in the winning position.
1) Don’t stop short. Many races have been lost because a competitor glided in or didn’t finish hard all the way to the end. In marketing stopping short equates to doing a one-shot mailing.
Take the example from Magnetic Marketing, in which Dan Kennedy shows a company in a business-to-business market using the three-letter Giorgio system to sell coupon books. (You can view the entire Giorgio letter system in Magnetic Marketing.) The first letter elicited a 7% response. The second letter brought in 8% and the third letter, 3% for a total response of 18%. But had they stopped after the first letter, like most businesses do, then they would have left 11% on the table.
I can show you case after case where people would have lost out on extra income had they stopped short after making only one contact. So to win the biggest return, never stop after one contact.
2) Narrow the field to dominate. Imagine if a downhill skier decided he was going to compete in cross country skiing too. Because he was short of resources to sufficiently compete in both (specifically time necessary to train effectively in both,) he could pretty much guarantee he wouldn’t win at either. But putting all his time, energy, focus and resources into a narrow, manageable sport, he greatly enhances his chances to win.
Similarly, by zeroing in on a manageable audience (for example, they all live in the same area, or they all do the same thing) and shrinking that list to a size you can afford to market to, you can quickly become the dominant presence in your target market.
3) ALWAYS go for the extra point. A gold medalist always goes for the extra point, that “maneuver or technique” with the higher degree of difficulty. For your business, going for the extra point means always going for the upsell. (Tweet this!) You won’t get it all the time, but about 20% of the time people will take it.
4) Follow the rules. Athletes who don’t follow the rules get disqualified. Similarly, businesses who think direct response marketing rules don’t apply to them because their business is “different” are effectively disqualifying themselves from winning.
Knowing the rules of direct response and applying them consistently to your business will make you pull far ahead of the businesses who don’t follow them. (To get all the rules, check out chapter one in Dan Kennedy’s No B.S. Direct Marketing Book.)
5) Have a playbook with winning strategies. Whether it’s an individual sport like boxing or a team sport like basketball, athletes have some sort of playbook they refer to that has “winning moves.” That is they have specific moves or a combination of moves that most of the time give them the desired effect. In business you need to have systems that are going to reliably and predictably give you the desired result.
For example, at Fast Implementation Bootcamp, one of the “plays” we give attendees is the “Lost Customer Campaign” which reliably, predictable and consistently generates immediate cash for business owners.
Having go-to strategies you can use when you need to generate more leads or weed out “lookers” from “buyers” or turn a free offer into a paying customer are important when you want to win. Without them, you waste a lot of time and money on ineffective methods, not to mention, the person with the right plays will beat you at business every time.
The thing about winning is that everyone is capable of doing it. You just have to know the right things to do and then do those things more consistently than your competitors. Use these five strategies and when you do, you’ll gain huge strides in your market and there is a better chance than not, you’ll come out on top.
P.S. – Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.