5 STRATEGIES
TO COMPETE SMARTER
By
Grant A. Johnson, Founder & CEO, Johnson
Direct
 Years
ago, before Northwestern University seemed capable
of recruiting a “real” college football
team, the Wildcats’ fans would stand in
frustration near the end of yet another blow-out
loss and shout:
"Laugh
now. Someday you’re
gonna work for us!”
The
implication was obvious – they didn’t
have much of a football team because they were
actually students and smarter than the jocks.
They would have the lower score after four quarters
but they’d win in the game of life and
careers. Being “Smarter” can still
work to your advantage.
You
can defeat the big guys by competing and marketing
smarter. At the risk of sounding like a commercial
for Johnson Direct, I’m going to show
you how we employ the “smarts” to
help folks just like you achieve unbelievable
results while spending less.
1: We take fact-based
research and combine it with our own proprietary
approach, Direct Branding™, to achieve
unparalleled market penetration and success.
It takes a little longer to do the research,
but pays big dividends in the long haul.
2: We then use the
information gleaned from our research to examine
a number of variables: who is your customer
base made of, where do they come from, what
are their business practices, what attributes
make them distinctly yours, and why do they
buy from you?
3: Next, we develop
a sophisticated marketing schematic that allows
mappings of a variety of business attributes
that differentiate you from your competitors.
We use a “test centric” approach,
a process, that determines what works and
what doesn’t, and which allows you to
market smarter year after year. This allows
us to determine which markets you should spend
your money in … and just as importantly,
which markets to avoid.
Consequently, you
are able to compete very aggressively with
larger companies that outspend you 10, 20,
even 50 times or more by marketing to the
areas where people are most likely to buy
from you.
4: This is very important!
Don’t look at failure as a bad thing.
It’s an opportunity to learn. Never
be afraid of learning! As Albert Einstein
said, “Anybody who has never made a
mistake has never tried anything new.”
This approach has
proven itself time and again to be very powerful.
It’s a unique approach because it combines
fact-based research and years of experience
in achieving awesome success. It is so successful
that we are now dealing with clients both
nationally and internationally who might not
have even considered us in the past. Why?
Results. It really works!
5: Remember, while
this approach is greatly effective and certainly
the hallmark of Johnson Direct, there are
new ways being developed every day to compete
smarter. Be open to them. Don’t be afraid
to try something new.
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