“In The Land Of The Blind, The One Eyed Man Is King”

Dear Reader,

This famous quote, used quite often by Dan Kennedy, was written by the philosopher Erasmus. Also often quoted by the great copywriter John Francis Tighe.

Is it over used?

In a word, no. At least, I don’t think so.

It’s an example, well used, of a universal truth.

Namely, it doesn’t take much to be better than your competitors.

What you need is something that’s different, compelling and attractive to your customers and prospective customers.

The Three Things You Need To Be The ‘One Eyed Man’

So what do you need to be the “One Eyed Man?”

Well, for one thing, you need to be perceived as different. Not be different, but be “seen” as different.

How can you achieve this small feat of visual legerdemain?

  1. Advertise yourself as the only one in your market to have a specific quality.
  2. Market your business with a unique description of a process only you use to fix your prospects issue.
  3. Offer to give your prospective customer a “Free” consultation, sample or report. (yes, many businesses do this but, you must find a “different” way to do it.)

“Yes”, you might say, “these are all fine and well, but everybody can do that.”

But not everyone does. Or a myriad of other things that everyone can do but doesn’t do on a daily and consistent basis.

You see, every business has the potential to do a lot of things the competition isn’t doing. But how many actually do what they say they are going to do, and do it every day? How many “walk the walk?”

If your business is not bringing in the orders as in the past, or were hoping for in the present, then you are not doing the things in my short list above. Or maybe it’s your implementation?

For instance: Are you really differentiating yourself from your competition, or are you “me-tooing” it all day long?

The “me-tooer’s” are a endless-faceless crowd in a vast sea of indifference.

You can’t create the perception you’re the only one in the room if you’re just communicating the same thing as everyone else in your market.

Another thing you may think is making you appear different: offering the lowest price guarantee. (A sure sign you haven’t been delivering the goods.) Lowest price is a “real” guarantee of lowest expected outcome for the buyer. Because, in the customers mind, if it’s the lowest price on a service or product (unless of course you’re selling a commoditized product, another situation entirely…), there has to be a catch.

Lowest price also implies “lowest quality”, ‘lowest expectation.”

In other words:

“You get what you pay for.”

I once knew a Russian Violin virtuoso. This was back just about the time the Wall came down.

He did a show where he played his violin and told jokes.

During the show, he would talk about his life growing up in Russia and how “in Russia health care is FREE to everyone.”

When he would say this, the crowd of mostly middle age and older Americans would cheer. Hurray!! (This was at the time the Clinton’s were pushing for “FREE” National Health Care for all.)

Then the punch line would come: “And of course, we got what we paid for!” Groans all around…

As anyone can tell you, “Good quality doesn’t come cheap.” Your Grandparents knew this, why do you think everyone else doesn’t?

The point I’m making here is: You’re business has to be different in your customers mind before you can ask your customer or client to purchase your service or product at the price you are asking.

Do you see what I am telling you?

Good.

When you’re ready to see what you’re missing in your business, use the contact form on this page.

I offer, among other things, a fresh pair of eyes to see your business from a new perspective.

Contact me today and we can be talking within the next 24 hours about how I can help your business catapult your lead generation and sales to new, higher levels.

With your profits in mind,

Sincerely,

Andrew Jensen
Copywriter/Marketing Consultant