FULL TRANSCRIPT BELOW:
Mick Torbay: My name is Mick Torbay. I’m a Wizard of Ads partner from Toronto and this video is the first in a series that I call Ten Marketing Mistakes Your Competitors Are Making Right Now and How You Can Gain the Most From It.
The best part about mistakes is that anybody can make them. Since there are umpteen competitors in your category and there’s only one you, it’s very likely that a competitor of yours is already making these common errors. I’m going to show you how you can use their mistakes to make you more money.
Let’s talk about marketing blunders and how they leave your competitor vulnerable and how you’re going to use it to your advantage. Here are the first five we’re going to talk about.
Number one. They’re telling people how to get in touch with them rather than why to get in touch with them.
Number two. They’re saying the same things as everyone else.
Number three. They’re answering questions but no one is asking.
Number four. They’re trying to beat the competition at their own game.
Number five. They’re focusing on the medium and not the message.
Let’s start with the first one. Telling people how to get in touch with you instead of why to get in touch with you. I love it when my client has a competitor that does this. It happens all the time and I’ll even tell you why it happens. It goes like this. The business owner doesn’t see the customer until he or she walks into the business. When the customer walks in the door the business owner believes this is the beginning of the transaction. It’s not, of course, but he thinks it is because this is where he comes in.
If there’s nobody calling, nobody emailing, nobody walking through the door he thinks the problem is that they don’t know how to contact him. Really, he thinks this. He invests a significant portion of his ad budget telling people how to do business with him and it sounds kind of like this.
Speaker 1: “…Residue all over your pants so visit Mick’s Discount Dynamite located at 447 Elm Street just North of Rocket Road just across from the Pizza Express. Open weekdays till 9:00. Call 416-456-78910, that’s 416-456-78910 and tell them Carl sent you.”
Mick Torbay: If this is a 30-second commercial he’s just spent 14 seconds telling me how to do business with him which leaves only 16 seconds to tell me why to do business with him. Isn’t that crazy?
Here’s the truth. If someone really wants to buy something from Mick’s Discount Dynamite, I mean he really wants to buy something he’s going to find a way to do that. Here’s what this customer is not saying. Well, I’d love to buy a whole pile of explosives from this company but I just don’t know where they are so I guess I’ll just sit here and not do anything.
I love now. Now is the greatest because now I can say visit micksdiscountdynamite.com. Takes about three to four seconds and it provides a lot of information. It tells people where you are, when you’re open, what you sell, what you don’t sell, what you look like, what your phone number is and literally anything else you want consumers to know.
While your competitor’s living in the past and wasting half his advertising dollars telling him how to get in touch with him you’re going to concentrate 90% of your budget on telling people why to get in touch with you and then you’re going to give out the website and that’s it. Once they have that they automatically have everything else.
What about people who don’t use the internet? There just aren’t enough of them that matters.
There’s mistake number one and how we’re going to gain the most from it, which moves us to the next mistake your competitors are making. They’re saying the same things as everyone else. I’m Mick Torbay from Wizard of Ads Toronto making the world a better place one commercial at a time.