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How To Nuke Your Competition

Dec 27, 2007
I've titled this article in a sensational way. I hope I don't offend you, but I wanted to provoke your interest.

Despite the title, I'm really not a cut-throat kind of guy. I know there is enough wealth and opportunities for everyone. I really want everyone to succeed. I just want YOU to do better! I know you can.

Marketers battle to stay ahead of the competition. Despite their efforts, they struggle to just stay even with their competitors. In truth, these marketers are only 2 mm away from greatness. Allow me to explain:

Recently, I went to a Tony Robbins event. You know, the one where they have you walk barefoot on hot coals? It was a life-changing experience for me. Now, I don't bring that up to brag about the fact that I walked on fire (well, OK, I want to brag a little bit, walking on fire is a pretty cool thing to do, you must admit!), but I bring it up to mention one of the most important things I picked up from Tony. That is the concept that the distinction between being good, or even excellent, and being off-the-charts outstanding is about 2mm of difference.

For example, if you are navigating an aircraft, and you start 2mm off course, over time, you could end up miles away from your destination and miss it altogether!

Another example Tony gave is of a world-class plastic surgeon who is considered the master of his craft at making faces more attractive. The documentation he has produced, from all of the surgeries he has performed, shows that almost all of his surgeries require only about 2mm of change or less to effect a dramatic improvement in a person's looks.

So what does this have to do with you and your business? I believe the difference between surviving in business and thriving in business is only 2 mm. Really, it doesn't take much effort to get dramatic results.

You don't need to beat your competition in every part of their business. If you can beat them in at least three categories that matter to your clients, you will win out. And remember, you only need to beat them by 2 mm!

Check out these five "2 mm Differences" that can make a huge difference to your business. If you pick three, only three, and work hard at those three, you will destroy your competition. Here they are:

1. Look and Feel. By improving the look and feel of your website, you will gain an initial edge over your competition.

2. Follow-Up marketing. Follow up with customers. It makes them feel as though you value their business, and can have a big impact on repeat clients.

3. Tracking and Testing. Keep track of what works and what doesn't. Whether your client knows about this or not, it will make a big difference. This will help you find the language that grabs their attention and gets them sales.

4. Adwords Campaigns. Most online marketers don't spend any time on their Adwords marketing. I've been guilty of this myself! We need to change this, because becoming 2mm better in your Adwords campaign, combined with 2 of these other 5 differences will give you the potential to slaughter your competitors!

5. Backend Sales. Find ways to keep your customers coming back for more, even after the initial sale. Your customers do not want to feel as if they are being "sold to", but they sure love "buying from"! Finding new ways to provide products or services will keep them coming back for more.

Of course, these aren't the only 5 categories for improvement - you could come up with many more - but I would encourage you to pick three of these categories and improve them by "2mm". See if it doesn't give you a boost over your competition.

Want to learn more? Today's resource is 21 Fundamentals of Online Success. Learn about the fundamental characteristics for success, and take your business to the next level.
About the Author
For tips, tricks, and tactics of a sought-after web copywriter, visit the site of Copywriter Ray Edwards. Claim your free podcasts, marketing tips, videos and free copywriting advice.
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