ah yes the month of June when all the corporate businesses of the World Unite to show off their creativity and marketing genius what truly sets themselves apart from the rest don't worry I'm sure they care so much about your cause this month but even if you're not a corporate giant feverishly waving the flag and then stepping in line for your monthly web ESG payout there is still an important lesson here that many business owners often miss that causes them wasted time and money now advertising offers some of the most rewarding returns that any business owners
can make but only if they're ready to step into the Gladiator Stadium to stake their claim as a business owner and win your customers attention and you do this by fundamentally being different think about this you're gonna have to battle for this attention against sleazy women with obvious data issues cats playing pianos and hilarious prank videos so I'm sorry to say this but you're perfectly branded video talking about your 10 years of experience and how you support the latest cause blah blah blah is not going to cut it the last thing that you want to
do is keep things in line with your brain branding because your brand likely has no Authority so it doesn't make sense to Market or advertise this way business owners often get shiny object syndrome where they look at companies with brand Authority and try to advertise the exact same way however instead of looking at what Coca-Cola and Rolex are doing currently we should be looking at how they actually grew their brand Authority so in the early days before brand Authority was earned these companies always Focus their marketing efforts on grabbing attention being different and then adding
value there's a formula here RAB attention be different add value but Jeremy what does this get you in return for all the time and money you invested I'm so glad you asked let's look at two case studies after purchasing the rights and brand for Coca-Cola Aza Griggs Candler started a massive sampling campaign sending free drink coupons to Pharmacy soda fountain patrons a year later he began Plastering the Coca-Cola logo on every household item he could find he gets attention and adds value through free samples what does he get in return the first and foremost important
transaction a company can get is contact information this is Legion he grabs attention gives away value and gets something with significant long-term benefits to his long-term goals for growing the Coca-Cola brand and by the way how did it work 12 years later Aces spent today's equivalent of 3.2 million on Coca-Cola's first advertising campaign let's look at another the marketing Genius of Rolex Creator Hans willsdorf Hans realized an opportunity to partner with a British professional swimmer who was attempting to swim the English Channel he partnered with this swimmer by giving her the very first luxury waterproof
watch the Rolex Oyster after Hans gains this attention he starts running ads in the Daily Mail he crafts the perfect headline writes copy that speaks to the viewer and ends with a free colored brochure again Han shows us the marketing formula grabbing the attention and giving away value in exchange for Legion this type of marketing is called direct response marketing giving away value for lead generation and the ability to woo shape and mold a buyer out of cold traffic as you build and Foster a relationship before jumping right into the sales pitch direct response marketing
stands opposite brand marketing which the big Brands and businesses do today simply using the name Rolex now builds a picture of status and luxury which Rolex did not have when it first started so practically speaking what does this look like first you can look at your competitors and then essentially do the opposite chances are they are all doing the same thing when it comes to marketing so being different is actually pretty easy and will cause a pattern disruption in those who you're trying to reach so as a business owner you're going to feel the temptation
to be safe but don't do it don't you do it safe means the same same means blah so resist the urge when it comes to adding free value you want to think about something with a low cost to you but a high perception of value in your prospect's mind and something that they can Implement immediately so here at Boniface we spent over 45 hours putting together a free training video on what I believe is a foundational principle of business growth this is actually another good point make sure it is scalable and automatic if it adds
more work to your daily tasks it is not a good long-term solution so there you have it being different in this day and age where everyone demands you be the same is really not that hard so get to it don't be afraid to get started because doing nothing is more dangerous for your business than trying start fail learn succeed and if you need help we are only a click away that's good unit
