I’ve got this client who sells products which are a commodity.
Everyone can sell much the same thing.
So how does he differentiate himself?
I thought deeply about it…
And then I stumbled across a book by one of my favourite authors,
Mike Michalowicz, called the Toilet Paper Entrepreneur.
He talked about 3 points of differentiation:
Truth is, there was no way he could compete on the first 2.
But on the third, they can hit it out of the park.
In a big way.
How do I know this?
Simple – we have feedback from his clients about what they
And if we can guarantee against it, we have a huge advantage.
How about you…
Which one of the 3 can you differentiate on.
McDonalds focuses on convenience.
Mercedes focus on quality.
The Reject Shop focuses on price.
You can rarely do more than one really well.
When you make a sale, it’s natural to celebrate.
Give yourself a pat on the back.
And that’s fine… you deserve it.
But the most important question you can then ask
Why did that person by from you?
Most likely it will boil down to ONE THING…
They trust you.
The reason they trust you could be many…
Perhaps they’ve digested a ton of your content.
Perhaps they are a referral.
Perhaps they have bought from you before.
Perhaps you asked them questions and approached the sales
process like an investigator and that won them over.
Whatever it is, you want to replicate the things you did to make
the sale going forward, in other sales situations…
Because that moment of thought will lead you to your next sale,
and your next sale.
I’ve looked under the hood of a number of Facebook campaigns over the last
few weeks, and here’s what I’ve noticed:
The ads are just the tip of the ice-berg.
There’s a whole lot more to mastering a Facebook campaign than just writing
And yes, I say that as a writer.
What do I mean by this?
Well, I looked at a campaign today and there was absolutely zero tracking in
Because how can you know which ads are working if you don’t measure them?
How can you know which age groups are responding to your ads best?
Which hooks work?
Which interest groups?
Answer: You can’t.
The other big issue is: the funnel.
You simply can’t expect an ad to work based on itself alone.
Someone is scrolling through Facebook.
They have zero interest in you.
Your ad pops up.
They might enter their name and email into a lead ad.
But they’re VERY unlikely to buy without a thorough follow
Remember what I said earlier…
The ad itself is just the tip of the ice-berg.
You need a well thought out sales process to make it work
You need to switch-up the ads every few days so people don’t
stop paying attention due to “banner blindness.”
You need to retarget with testimonials, and then track who watches
your videos – and take them down a trust building sequence.