Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

“The Amazing Truth About Your Local Competition” PDF Print E-mail

“The Amazing Truth About Your Local Competition”

 

Think of the word “competitor””.

 

It means “the same”. If you sell fried chicken...the only place you have to think about is the other fried chicken places in town.

 

If you sell vacuum cleaners….the guy selling stereo equipment isn’t your competitor.

 

If you sell ice cream cones, the local grocery store isn’t a competitor. Why? They sell ice cream in a box (or tub)..you sell it in a cone.

 

The closer you are to being identical to your “competition” the greater they affect your business. You begin splitting the business the moment you become the same. Selling the same things, to the same market, in the same way…..Competitors.

 

But it doesn’t have to be this way.

 

You are unique.

Your store can be unique.

Your advertising can be unique.

Your offer can be unique.

The buying experience in your store can be unique.

 

What’s the difference between a $7.95 steak at Ponderosa Steakhouse and a $60 steak at a fine restaurant? Is the meat 10 times better? No. The atmosphere, service, music, dinnerware, silverware, attention paid...are all different. Ponderosa and the fine restaurant don’t compete.

 

You have a personality...that means your store has a personality. That personality doesn’t have to be the same as the guy down the street. You can be more upbeat, more attentive to your customer, smarter.

 

Your store can be cleaner, better arranged, more comfortable for your customer, better lit, with better music, ….than anyone else..

 

Your advertising can sell higher end products, with better ““bundles’ to give better offers. You can advertise better services, more services, extended warranties, easier customer service, faster repairs, …….than anyone else.

 

Your “customer experience” can be better. You can answer questions, ask about specific needs, make recommendations…..better than anyone else.

 

You can be better at almost anything than the guy down the street. Almost any situation can be turned into a marketing advantage.

Had a flood? You had an extended “Flood Sale” didn’t you?

 

You are unique in every way...you are different in every way…….and your store can be better in almost any way you choose.

 

You have no competition.
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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