the day...how can marketing with one of the desired results
of your business becoming #2 in the eyes of your prospects
actually be profitable?
Understand...we do not
advocate that you advertise with becoming #2 as your the
only result. But as part of an integrated plan (yes, a
marketing system) - you should be positioning your business
as the 2nd company in the minds of people when they think of
your type of business.
And exactly how does this
Because eventually, in many
cases, #1 no longer is #1. Either they retire, or close
their business or do something wrong. This happens more
often than you can imagine. And guess what happens when this
occurs...their customers immediately think of you and become
your customers. Using this marketing concept, little by
little you scoop up all of the orphaned customers in your
Over time, this may be the
most powerful marketing principle you can implement.
Businesses close every day
due to poor performance. Or because the owners retire. Or
they don't perform, and create a less than happy customer.
Every one of these events presents a HUGE opportunity to
you. And if you have positioned yourself as #2, then where
do you think all of the customers will go to get the service
Does this make sense to you?
If so, then let us continue.
Please understand, this
does not mean you should be spending marketing money to
specifically win hearts and minds to position your
business as #2. Not at all. But...while you are busy
systematically working your direct results oriented
marketing programs, you can easily create the mechanisms
that position your business as the universal #2 in your
market. This is easier than you think.
One way is to become the
perceived expert in your industry. Another is to provide
readily available valuable information. Get known in the
community. All of these techniques are proven methods to
becoming known as a preferred service/product provider and to position
yourself as #2.
So...how do you become the
perceived expert in your industry? How do you provide
valuable information? How do you get known in the community?
Simple...write a series of
articles. Create a series of reports. Get on a radio talk
show. Have an interview done. Create a short video
information report. Offer your services to high-profile
not-for-profit organizations. In short...be the
"go-to" guy/girl when it comes to your industry.
And whenever you message the community, let them know these
valuable resources are available. Sooner than later, you
will infiltrate the hearts and minds of your market. You
will be known as an expert. You will quietly position your
company as the one that will pick up all orphaned customers
when the inevitable happens.