and leaving it in the hands of people who have no skin in your game . Don ’ t cross your fingers and hope people hear about you . Marketing is one of the things in your business you can actually control . If you want to get noticed and get results in a crowded market , follow the DAD methodology in “ Get Different .” Based on years of marketing research and experiments , “ Get Different ” contains a blueprint for engaging and converting your prospects into leads . DAD stands for Differentiate , Attract , and Direct .
The first step , differentiate , is quite literal . To stand out in the constant hum of marketing , you must get different . You must identify a marketing approach intrinsic to you that stands out in a sea of sameness . What will make your prospect ’ s minds stop and pay attention ? How can you engage them during the marketing milliseconds ? What is your “ est ”? Are you the smartest or the funniest ? How is your business the best ?
Use that quality in your marketing to stand out among the others . Now , I ’ m not saying dress up in tight , shiny clothes and create a book release video ( like we did ), but you can use your unique qualities , the ones authentic to who you are and what your service offers , to market the heck out of your product . Get creative , or no one is going to see you . Don ’ t be afraid to stand out . It ’ s not natural for everyone , and you may have to leave your ego at the door and take a risk — one that will be worth it .
“ Different isn ’ t doing more of what everyone else does , it ’ s doing more of what you do .” – Mike Michalowicz
3 Attract For Engagement
You have their attention . Now what ? Next , ensure that your approach will appeal to the people you want to serve , not turn them off . How will you establish your marketing as an opportunity they will consider instead of a threat they will avoid ?
Attraction is what holds that attention you garnered from being different . You can show a shiny object and get attention , but that ’ s not the same as attracting , at least not successfully . Successful attraction engages your prospects for the long term .
After years of research , I can say that gimmicks and talking without doing the walk will only work for the short term . How will you keep customers engaged in your marketing ? The biggest component of attracting your customers is to establish attraction influencers . ( No , not social media influencers , though there ’ s a similar idea here .) Attraction influencers are the key attributes your business needs to attract and influence your audience for the long term . Authority : First , you want to be sure your customers see you as the authority in your niche . This increases their trust in you because they see you as the expert who can serve them best . And , it ’ s human nature for people to want to be associated with the top dog . Trust : Speaking of trust , if you are already a trusted source in your field , people will have established confidence in you . Repetition : Here is an interesting fact : The more something is repeated , the more likely it will ring true for people . So if you know your offering is life-changing , yell it from the rooftops over and over . Social Significance : Even the most humble people want to feel they ’ re doing something important to serve their community ( business or otherwise ). Some prospects will be attracted to the idea of being elevated through association with you and / or your service . Alignment : Alignment validates us . When we relate to something , we are more likely to want to stay connected in that space . Letting your customers know your priorities are aligned with theirs creates familiarity and comfort .
4 Direct Toward Your Call To Arms
Your strategy must compel your ideal prospects to take a specific action you desire . Now that you have the prospect ’ s attention and they are engaged , you need to tell them what the heck to do . Marketing guru Jeff Walker says that marketing is every step you take to get the customer to the buying decision , and the sale is the final action on their decision to buy .
So your clear , singular directive should get them to the next step . With every marketing offer , provide very clear , concise , and short directions . If the directions are too wordy or involved , you ’ re going to lose that prospective client . The easier the better — it ensures you will get more responses .
Be someone your prospects aspire to . If they see you as an authority in your field , they are more likely to take your directive . Similarly , if you ’ re seen as an equal , or a peer , they will trust you . But , if they see you or your product as inferior , well , go back to Step 1 .
5 Nurturing Is Marketing
It may seem inauthentic , but it ’ s true . No one wants to be sold to in every email they receive from you or every social media post that pops up on their feed . Customers need to know you get them . They also like a window into the day in the life of you . When you nurture your audience and customers , you ’ re letting them know you ’ re on their level and that you can connect with them when they need you .
Nurture techniques are also a great way to measure your progress . Sending out a survey to your customers is an excellent resource to find out what your customers need and if what you ’ ve been providing them actually serves them . Be ready for feedback and to find a way to combine the overarching message in your offering so you can serve them better than anyone else can .
Remember , if you mirror your competition , you are doing the one thing that guarantees invisibility . A prospective customer or client ’ s first impression of you is your marketing . Is yours easy to ignore , or does it send the message that you care about getting your service to them to help with their pain points and get them what they need ? Does it tell them exactly what to do after you grab their attention ? We have an innate fear of standing out . And that is what you need to overcome . That ’ s the adversity in marketing . Please don ’ t fear adversity . Adversity fosters growth and draws out our strengths . We become more adaptable , a survival skill every business requires . Reimagining your business will feel daunting , maybe even risky . But you didn ’ t come this far to only go this far . Once you start thinking outside of the box , you will be more equipped to manage the detours the world chucks at your business because you will have practiced and succeeded at getting different .
Oh , and that first book I mentioned ? I didn ’ t slump into defeat and walk away from my dreams . I marketed it like never before by following these steps . I ended up selling every copy . And then I sold 100,000 more .
The world needs you . Market accordingly . You ’ ve got this . n
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