Press Play! 👇
The Only Way Forward: Be a Killer in Your Business
You ever wake up in the morning and realize someone’s out there gunning for you? I don’t mean in some metaphorical sense; I mean they’re actively plotting to take what you’ve built, steal your clients, and run your business into the ground. That’s real life. We’re not playing some nice, peaceful game here. Every day, there’s competition trying to take food off your plate.
And what are you doing about it? That’s the question.
If you’re just sitting back, thinking you’ve earned the right to relax because you’ve been in the game for a while, you’re already dead. In business, it’s all about survival of the fittest. You’re either a killer or you’re prey. There’s no in-between. And if you haven’t figured that out yet, you’re gonna learn the hard way when someone swoops in and takes what you thought was secure.
Time Is Running Out
You think you’ve got time? You think you can cruise for a bit and then decide to ramp it up when things get tough? Wrong. I’m 50 years old, and I know I’ve got one last sprint in me. Ten more years to go all out, and then it’s time to kick back and chill. But until then? It’s full throttle, no excuses.
I hear people talking about how they’ve been doing this for 30 years like it’s a badge of honor. But here’s the truth: no one cares how long you’ve been around. What matters is how much you’re putting in right now. Are you still hungry? Are you still grinding, or are you just coasting because you think you deserve a break?
This isn’t a game for people looking for handouts or sympathy. No one’s coming to save you. You’ve got to get up every single day and earn it. And when you don’t feel like earning it? Guess what? That’s when the killers in your industry are working twice as hard, plotting to take what’s yours.
The Harsh Truth About Competition
Have you ever considered the relentless nature of competition in business? It’s everywhere. Every day feels like a race to stay ahead. In our industry, I've learned that we need constant vigilance and a willingness to adapt. As I often reflect, the battlefield of business is unyielding. But it doesn’t just require aggression; it demands strategy, community, and teamwork. Let’s explore this harsh truth together.
Understanding the Relentless Nature of Competition
Competition is fierce, and it’s only getting fiercer. According to the statistics, about 20% of small businesses fail within the first year, and around 50% fail after five years. That's alarming, right? Let’s check out the breakdown:
| Years in Business | Failure Rate |
|---|---|
| 1 | 20% |
| 5 | 50% |
| 10 | 70% |
These numbers tell a story of survival. If you're not prepared for the battle, you're leaving yourself open to failure. Nick D once pointed out, "People are coming for you." This statement hits home. We must protect our turf, or someone else will. The analogy of business as a battleground is fitting. It’s a place where only the vigilant thrive.
The Need for Constant Vigilance and Adaptation
Staying ahead means being aware of your surroundings. As entrepreneurs, we cannot afford to stand still. Look at the giants in the industry, they know how to pivot and align their strategies. Robert Greene reminds us that competition requires a strategic outlook.
Adaptability is key. And trust me, embracing change is also part of the game.
- Stay Informed: Keep tabs on market trends and competitors.
- Cultivate Skills: Invest in personal and team development.
- Transform Challenges: View obstacles as opportunities to grow.
Ask yourself, how adaptable are you? Are you willing to change your plans at a moment's notice? This ability to flex and pivot can make or break your business.
Metaphor of Business as a Battleground
Think of your business as a continuously active battle. You’re not just competing for market share, but for client loyalty. Your customers have choices. They can easily drift towards competitors if they feel neglected or uninspired.
It’s like a chess game. Each move counts. One wrong strategy could lead to losing a key client. Always be on guard. What do you do when a rival raises their game? Do you sit back in complacency, or do you strategize and fight back? There’s no space for passivity in our field.
Lead from the Front—Always
If you’re going to lead, you need to lead from the front. That means you’re out there setting the example. You’re not delegating the tough work, you’re doing it yourself. When people see you working, they’ll respect you and follow your lead. But if you’re the type of leader who expects others to do the hard stuff while you sit back, don’t be surprised when things start falling apart.
Right now, I’m in the middle of working on major deals—LA Fitness partnerships, new kickboxing gyms—but you know what? None of that would be happening if I wasn’t out there grinding every day. I’ve had competitors try to blow up my deals, sabotage my partnerships, and derail my progress. Why? Because they’re scared of me. They know I’m coming for them, and they don’t want me to win.
But guess what? I keep moving forward. I keep working because that’s what it takes. And if you’re sitting there waiting for someone else to come along and do it for you, you’re going to get left behind.
Be Consistent or Be Forgotten
Let’s talk about consistency. It’s easy to be motivated on Monday. You’ve had the weekend to rest, recharge, and plan for the week. But what happens by Wednesday? By Friday? You start to lose steam. You start making excuses. That’s where most people fail.
The killers, the real winners, are the ones who show up every single day, no matter how they feel. I’m three weeks into working non-stop, seven days a week. Am I tired? Sure. But I’m grateful for it. I’m grateful for the grind because it means I’m moving forward.
The second you start feeling like you need a break is the second someone else is out there working twice as hard. If you’re not willing to put in the work every day, you don’t deserve the success you’re after. Success isn’t about bursts of energy; it’s about sustained effort over time. If you’re dropping off halfway through the week, you’re already behind.
Crafting Your Marketing Message
When it comes to marketing, crafting a message that really connects with your audience is crucial. Why settle for generic templates when you can create something original? Original messaging isn’t just nice to have; it’s a game changer. In today's fast-paced digital world, a unique voice can captivate potential clients and set you apart from competitors.
The Power of Original Messaging
Let’s talk about the importance of original messaging. Think about it: everyone’s seen the same recycled slogans and marketing phrases. They blend into the background. In contrast, authentic messaging speaks directly to your audience. It resonates with their experiences and feelings. This approach builds trust and fosters loyalty, which can lead to long-term client relationships.
- Original content is more memorable.
- It encourages social sharing and engagement.
- Genuine messages reflect your brand’s personality.
Implementing a personal touch in your messaging is not only effective, but it also helps you stand out like a beacon in a crowded marketplace.
Own Your Message—Stop Looking for Approval
Let me be real with you: no one else knows your business like you do.
So why are you out there asking other people what you should be doing? Your clients, your students, your followers—they’re your responsibility. It’s not my job to know what they want; it’s yours.
You’ve got to be an investigator. You’ve got to listen, observe, and learn. The answers are right in front of you if you’re paying attention. But too many people are out here asking, “What should I charge? What do you think my clients want?” If you’re asking those questions, you’ve already lost.
You need to be so in tune with your audience that you don’t need to ask anyone else for advice. If you’re not sure what your clients want, start paying attention. Ask them, listen to their feedback, and give them exactly what they need. That’s how you win.
Framework 1: The Problem-Agitate-Solve Formula (P.A.S.)
This formula is your bread and butter. If you’re not using it, you’re already falling behind. It works because it grabs attention, gets inside the reader’s head, and positions you as the solution they’ve been looking for.
- Problem: Highlight the pain your audience is facing. Be specific. For example, "Most martial arts school owners are struggling to keep their classes full because their marketing lacks punch."
- Agitate: Emphasize why this problem is killing their growth. Agitate the pain until they can’t stand it anymore. "Every day you wait, your competitors are stealing your students. You’re losing money while they’re growing."
- Solve: Now swoop in like a hero. Show them how your solution will take that pain away. "But what if you could turn things around by mastering a few simple copywriting techniques? Let me show you how."
Once you’ve got their attention with this framework, you’ve set the stage. You’re now not just someone offering a solution—you’re the only solution.
Utilizing the 'Problem, Agitate, Solution' Formula
One of the strategies I find effective is the 'problem, agitate, solution' formula. This approach guides your clients through a journey.
Here’s how it works:
- Identify the problem: Start with the challenges your audience faces.
- Agitate the issue: Stir feelings related to that problem, making it personal and compelling.
- Present the solution: Now, offer your product or service as the answer. Include a clear call to action.
This formula digs deep and connects emotionally. It’s not just presenting functions; it’s showing the value you provide. Think about how this aligns with your potential clients' struggles. We want to resonate with their pain points and desires, creating a pathway for solutions.
Engaging with Your Audience's Pain Points
Understanding your target audience is key. What keeps them up at night? What are their biggest desires? Knowing this information allows you to position your offering effectively.
'Less is more; simplicity captures the heart.'
Simplicity is powerful. When you simplify your messaging, it strikes an emotional chord. Too much information can overwhelm. Consider limiting your bullet points to just three. This practice aligns with research that shows information retention peaks with simplicity.
Framework 2: Benefits-First Copy
You gotta hit them where it matters most—the results they’re dying to see. This is especially useful when you’re selling the benefits of your program or services.
- Lead with the Benefit: "Feel stronger, sharper, and more in control of your business in just 30 days."
- Explain How: Use bullet points to break down the benefits. “Improve your revenue by 20%, fill up your classes, and streamline your business operations—all while spending less time on tedious tasks.”
- Call to Action: Don’t forget to tell them exactly what to do next. Don’t get cute. It’s not, "If you’re interested, give us a call." It’s, "Click the link below to schedule your free consultation right now."
This keeps the reader focused on the end result—their win. You’re not selling them a service; you’re selling them the life-changing results of that service.
Framework 3: Objection Crusher Formula
Let me be real with you—most of your potential clients have doubts. It’s your job to crush those objections before they even come up.
- Acknowledge the Objection: Start by addressing their hesitation head-on. "I know you’re wondering if you have time to add more students to your already packed schedule."
- Refute the Objection: Tell them why that’s a flawed mindset. "The truth is, once you master these strategies, you’ll not only have more students, but you’ll also run your school more efficiently."
- Reassure: Reinforce why your solution will work. "With three calls a week for accountability and a community backing you, you’ll have everything you need to get results."
You know what their objections are. You’ve been hearing them for years—time, money, effort. Crush those doubts before they even have the chance to vocalize them, and you’ll close more deals.
Framework 4: Storytelling for Emotional Impact
People don’t just buy because they’re rational; they buy because they feel a connection. That’s why storytelling is a killer tool in your copywriting arsenal.
- Start with a relatable story: "I had a student, Mike, who came to me after struggling to find focus. His school grades were slipping, and his confidence was shot. His parents didn’t know what to do. But after just three months in our program, Mike turned it all around—he’s not only excelling in school, but he’s also one of the top competitors in our dojo."
- Highlight the problem and solution: Use this story to show how your program offers real results. "This didn’t happen by accident. Our structured approach gave Mike the discipline and focus he needed to succeed."
- Call to action: Bring it home. "Want to see the same results in your kids? Click the link below to sign up for a free consultation."
Stories sell because they’re relatable, and they put the reader in the shoes of the character. Everyone wants to be the hero of their own story—show them how you can make that happen.
Framework 5: Urgency Formula
If you’re not creating a sense of urgency, people will sit back and wait—and by the time they’re ready to act, they’re probably doing business with someone else.
- Create Scarcity: "We only have five spots left for our next class."
- Set a Deadline: "This offer ends Friday at midnight. Don’t miss your chance."
- Give them a Reason to Act Now: "The next time this course opens up, the price will be 20% higher."
This framework taps into the fear of missing out. And trust me, it works. People hate feeling like they’re being left behind.
How Scarcity and Urgency Drive Consumer Behavior
Let’s face it: we all want what we can’t have. When something is limited or in short supply, it becomes more appealing. This is where the fear of missing out (FOMO) plays a significant role. FOMO creates a psychological trigger that prompts immediate action. Think of it this way: if you're at a concert, and the last few tickets are being sold. You feel the need to act quickly, right? That urgency compels you to purchase.
But why does this happen? The principle of scarcity suggests that we value things more when they're less available. It’s a simple human instinct. People often feel that they are more likely to lose out on something than to gain it. When marketers exploit this, we see a surge in engagement and sales.
Creating Urgency in Your Own Promotions
So, how can we incorporate this into our marketing?
Here are a few techniques to get you started:
- Set a deadline: Whether it’s a sale or a sign-up for a webinar, adding a deadline encourages prospects to make a decision quickly.
- Highlight scarcity: Make it clear how many items are left. If there are only five spots left for that workshop, let everyone know.
- Exclusive access: Offer early access or special benefits to a select group. This creates a feeling of exclusivity and importance.
Key Strategies to Keep Prospects Engaged and Motivated
Engagement doesn’t stop after you’ve created urgency. The real challenge is keeping prospects interested.
Here’s how we can maintain that momentum:
- Follow-Up: After an event or a sale, reach out for feedback. Show genuine interest in their experience.
- Provide value: Continually offer relevant content or promotions. This keeps your audience hooked.
- Utilize reminders: A gentle nudge, like an email reminder for an upcoming sale, can be a great way to re-engage.
'Act fast or risk getting left behind.' - Nick D.
The Magic of Follow-Up Strategies
Follow-up strategies play a crucial role in converting leads. It’s not enough to just attract people to your business; you need to keep their interest alive.
- Statistics matter: Businesses that implement effective follow-up strategies can see conversion rates soar by up to 300%.
- Awareness and frequency: Remember, people are busy. They might need multiple touches to make a decision.
I often remind myself that “engagement is the gold standard in business,” as Nick D. aptly put it. Every interaction you have is another chance to make a lasting impression.
Data Insights
There’s power in numbers. After implementing engagement initiatives, many businesses report remarkable growth rates. Check out the table below showcasing an example:
| Initiative | Before Engagement | After Engagement |
|---|---|---|
| Email Campaign Follow-Ups | 15% Conversion Rate | 45% Conversion Rate |
| Community Events | 25% Client Retention | 65% Client Retention |
| Feedback Implementation | 30% Satisfaction Rate | 80% Satisfaction Rate |
Now Put It Into Action
I’ve just given you the frameworks you need to dominate your messaging. But none of this matters if you don’t execute. Too many people sit on information, waiting for the right moment to act. Let me tell you right now: the perfect moment doesn’t exist. You either move forward, or you get left behind.
Here’s your action plan:
- Pick one of these frameworks.
- Apply it to your next email, blog post, or ad campaign.
- Track the results. Did you get more clicks? More conversions? Good. That’s your proof that it’s working.
- Refine and repeat. Nothing works perfectly the first time, but if you stick to it and refine as you go, you’ll start seeing massive results.
Don’t just be the guy who knows this stuff—be the guy who applies it.
FAQ Section
Q: How do I create content that resonates with my audience?
A: Start by understanding your audience. You need to be an investigator—listen to what they say, observe what they respond to, and give them what they need before they even ask for it. Use the “problem-agitate-solve” formula. Keep it simple, but make sure it delivers real value.
Q: How do I deal with competitors trying to steal my clients?
A: Accept that it’s happening and get to work. Make sure your clients know why they should stay with you. Over-deliver on value, stay consistent, and maintain strong relationships with them. If your competition can outwork you, they’ll win. Don’t give them that opportunity.
Q: What’s the best way to stay motivated when things get tough?
A: Motivation is a luxury. What you need is discipline. Get up and grind even when you don’t feel like it. Remember why you started. Tough times are what separate the winners from everyone else. You don’t have the luxury of slacking off if you want to succeed.
Q: Should I offer discounts or deals to attract new clients?
A: Discounts are fine, but they shouldn’t be your main strategy. Focus on delivering massive value first. If your clients see the value in what you offer, they’ll come with or without a discount. Discounts are short-term; value is long-term.
Q: How can I maintain consistency in my marketing efforts?
A: Set a routine and stick to it. Whether it’s email campaigns, social posts, or blog content, you need to be consistent. Create a content calendar if you need to, and make sure you’re showing up every day, even when you’re busy. Consistency builds trust, and trust keeps clients.
Q: How do I know what my clients want?
A: Stop guessing and start listening. Your clients are telling you what they need all the time—you just need to pay attention. Ask for feedback, pay attention to what they respond to, and give them solutions to their problems. It’s your job to know them better than anyone else.
