The Common Denominator of Every Successful Business

Imagine you own a burger stand and you decide to park it outside the best restaurant in the city.

No one will buy from you.

Now imagine you park your stand outside a conference that lasts 12 hours straight.

Everyone will be lined up to buy a burger. 

"If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantage would you most like to have on your side to help you win?"

A starving crowd.

This is exactly why vendors at Coachella can sell $14 onion rings and a $10 cup of black coffee (even though everyone knows it's overpriced).

The most important factor in your marketing success is the quality of your target market.

Find prospects that want what you offer.

If you've ever taken a business or econ class you have probably heard these words:

Supply and demand

The idea of supply and demand is very simple when boiled down.

People want something→more demand

People don't want something→less demand

If there is no need or desire for what you're offering, your marketing efforts will have little to no return.

Further,

people buy for two reasons:

To fill a NEED. (For example: toilet paper. Everyone needs toilet paper.)

And to feed a DESIRE. (For example: as a desire to be more beautiful, people buy skincare, makeup, and countless services and procedures.)

When making an offer or service, consider our human needs. As summarized by Alex Hormozi,

"Any new business must begin with the right target market-that is a group of people motivated by an urgent need, desire, or pain"

Think Maslow's Hierarchy of Needs:

Business isn't business without people.

However you want to show up online, whether it be a business or a personal brand, make it human and make it persuasive.

So what do you do when there's competition?

Chances are, you are going to have competition. How do you fight it?

The ideal answer would be, to not have to fight at all, but here's what to do if that's not really an option...

1. Get to know your competition

This is the best part about having competition--you can study them. See what's working for them, and what's not. Draw inspiration from companies you like, and see what you could recreate as your own. Pro tip: keep a swipe file.

2. Branch out

After researching your competition, start noticing what other brands are and aren't doing. The best brands come from new renditions of old ideas.

For example: There's this show called "The Lost Kitchen". It's a true story of how a lady turned her little restaurant in the middle of Maine into a SUPER exclusive dining experience. 

So exclusive in-fact that a few years ago, they received 10,000 calls requesting to dine in their 40-seat restaurant.

There were so many calls that they actually tied up the phone lines for the local fire department. That's INSANE and pretty much unheard-of. 

Moral of the story is, think big and get creative! Don't just make a goal to "beat your competition" but to change a whole industry.

3. Create an irresistible offer

4 words. 

Alex Hormozi's "$100m Offers"

Read this book, because I cannot explain it any better than the man himself.

If you can create an offer people can't say "no" to, you've already won.

Don't forget quality

Remember, just because you are going be "serving a starving crowd", this doesn't mean you should skimp on quality.

Stick with your morals and give good value.

Additionally, make it so valuable that people wonder,

Why is the hell is this free?

If you are a service provider this can be seen in the CONTENT that you post and the advice you give.

If you create products, this can be executed with your copywriting. Keyword here. If you were to take ANY marketing course, I would suggest it be on copywriting. 

From the captions on your social media posts to the wording on your product packaging, copy is the main character.

Here are couple of the best copywriting courses I have come across:

That's all I've got for now. My brain is fried.

Now, as always, if you have any questions about any of this or need extra resources, respond to this email or dm me on Instagram/Twitter. I hope you have a lovely day, and I’ll talk to you guys soon.

-Sara