Standing Out In A Crowded Market

Standing Out In A Crowded Market written by John Jantsch predicted more at Duct Tape Marketing

Marketing Podcast with Mike Michalowicz

In this bout of the Duct Tape Marketing Podcast, I interview Mike Michalowicz. Mike is a speaker and bestselling scribe, the author of Profit First- which is used by hundreds of thousands of companionships across the globe to drive benefit. And we’re talking about his latest volume announced- Get Different: Marketing That Can’t Be Ignored !

Key Takeaway:

Many business owners are frustrated because they feel invisible in a horded mart. They know they are better than their contestants, but when they focus on that fact, they get little in return. That’s because, to clients, better is not actually better. Different is better. And those who market differently, win.

In this chapter, I talk with Mike about his latest marketing book, Get Different, where he offers a proven, method to position your business, service, or symbol to get noticed, lure the most wonderful promises, and proselytize those opportunities into sales.

Questions I invite Mike Michalowicz:

[ 2:52] Do all of your journals tie together? [4:57] Why’d you write this journal? [6:19] Can you describe the research that conducted you to some of its concluding observations in this book? [9:44] It’s always recreation for consultants and authors to come up with acronyms for things- can you unpack and apply the D.A.D. acronym from your book? [14:55] What’s the filter for different that are important? [18:53] Can you tell people all about what you’ve got prepared for them if they get a facsimile of Get Different?

More About Mike Michalowicz:

Get Different: Marketing That Can’t Be Ignored ! More info about Get Different and the free reserves

More About The Duct Tape Marketing Consultant Network:

Check it out here .

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Duct Tape Transcript

John Jantsch( 00:01 ): Hey duct tape marketing listener. We know you’re always on the lookout for ways to more efficiently scale your business. That’s why I’m so excited to chat about. I digress another prove on the HubSpot podcast network. Troy Sandra is the host of I ramble, talks all about how you can eliminate complexity, complications and distraction from your business equation and compose lucidity to streamline strategy answers that achieve scalable and sustainable success. Check out incident 24, getting started 14 minutes or so strategy is strength. You know, I desire that suggestion. So listen, learn and stretch with I sidetrack on the HubSpot podcast network at hubspot.com/ podcast system. Hello, and therefore welcomed another bout of the canal tape marketing podcast. This is John Jantsch. My client today is Mike Michalowicz He’s a speaker and bestselling columnist, the creator of profit firstly, which is used by hundreds of thousands of companionships across the globe to drive benefit. And he’s got a new book today called get different market that can’t be ignored. So Mike, welcome to the show,

Mike Michalowicz( 01:22 ): John, as ever, is this cool hanging out with you? Thank you for having,

John Jantsch( 01:26 ): I tell people this all the time, Mike, you and I have known each other a long time. You’re like a little brother who has far surpassed me in matters of your impact.

Mike Michalowicz( 01:33 ): I envision the little brother part, for sure impact a question. I I’ll never listen to you. And I know this story, but I don’t know if listening to you. And I fulfilled for the first time face to face during a speaking tour with who knows, right? He may live and we did tour together and there was one day it was a professionally, perhaps one of the most impactful changing times of “peoples lives” was you said, you’d meet with me after one of the events, I was just talking about starting a participation party. And it was the age-old write and cocktail napkin newspaper, just writing down your thoughts. And I took it and “ve earned it”. I referred exactly what you told me and we developed proffers professionals. It was organized after the prototype. You laid down by for canal tape, market and administration. You created

John Jantsch( 02:22 ): Thank you. You took it and ran with it. You did a great job, clearly, and I admire your work. Do you talk about an arc of your records? Toilet paper entrepreneur was kind of like your first book to get out there, to write about what you’d been doing and your experience, but then it feels like you went on a pumpkin mean, revenue first clockwork now even, you are familiar with, get different. Is there patently I think you’re targeting the same market, but are you saying, okay, for this book, I’m going to take on this aspect of business. Now, this aspect, and now this, and genuinely tie do these all various kinds of tie together in that fashion.

Mike Michalowicz( 02:55 ): They do. And they’re all 30, the kind of formula behind it. So the overarching destination is to have a compendium of bibles for small business. I want to be the advocate for, I call them the underdog entrepreneur, but the micro project is a sub million dollar company. Like that’s my fragment. So I want to, when you’re that length, it’s very hard to get professional consultants to come in and invest in the amount of go and endeavor necessary to move that business forward. We merely can’t afford them. So I want to have the compendium of winning that business. One may have a marketing challenge. Business two may have a monetary challenge. Maybe it’s an efficiency challenge. So I’m trying to write all these works. The cycle they come out is based upon two things. First and foremost is reader influence. I’m consecrated to be in contact with books regularly.

Mike Michalowicz( 03:43 ): Now it wasn’t that behavior with my first got a couple of journals, but now there’s regular series. So I can ask and inspection and visualize, you are familiar with, what do people need now? And one of the common themes was I was examining from people I is dependent upon my patients cite me business. And actually they’re primarily saying that a hundred percent of my contributes come from client referrals, which is great. They recognise how good you are, but you can’t throttle that you don’t have limit. How do you deliberately promote make spring? So that was one thing. And the other thing is for me, is behind each diary from your tutelage, I build an organization behind it. We acquired is that maybe 90% of the books may 95% or the do it yourself, or if they want to read it and get it on. But there is the faction that say , now that I know how to do it, I want to find the company that has this competency. So construct the business. So I look for a partner early on now, and his epithet is Justin Wise. They have a marketing agency called the different company that they renamed a different companionship. And we’ve been working together on this project for two years. It’s culminating a diary and all the insights and practical applications of this process. And I also know that a portion of readers will say, I want to go a step further and work with the different company and this fellowship that I co-created

John Jantsch( 04:53 ): Awesome. So I guess that’s some of the big idea. Why’d you write this book or this topic, and I know, and I too want to get into the research you did, but let’s start with,

Mike Michalowicz( 05:04 ): Yeah, I think there are amazing bibles out there. Duct tape marketing being one of the defining works, my opinion that show you the how to, and the marketing designs, the approach, like here’s what you do. And the work requires that. What I didn’t find is countless notebooks focusing on the milliseconds of selling, the cognitive behaviour that happens from the prospect’s standpoint. And so this book, one of the claims actually was going to be called the marketing milliseconds of how marketing happens in these fractional seconds. There’s three key elements that happen within literally one 10 th of a second. First is recognition of something, most trash, the gigantic jury jury’s ignored. So how do you get a ten second and retain tending? So “we ii” subconsciously requesting ourselves, should I bide engaged in this? Should I continue listening to podcasts? We really keep on expecting ourselves as subconscious height and specific not sufficing. You’re losing, you’re dropping off. The last thing is subconsciously, should I take action with this? This is all happening in a flash of seconds. So this book is around organizing those elements of mark.

John Jantsch( 06:07 ): So I know that you are a bit of a , not certainly scientific researcher, but you spoke about, or you participated a lot of people. You have a lot of exchanges, you making beings in to try stuff in your laboratory, so to speak. Yeah. So what’s the, describe the research that conducted you to some of the conclusions in this book.

Mike Michalowicz( 06:23 ): Yeah. We, we have a room now at our power. Actually, when you come, perhaps if we can devote a little time, I’ll make you for a little tour, but we have a room. We call it the mad lab. It’s our explanation of a laboratory. And what we do is we take existing commerce and we’ll run research on it against canvas groups and publics that don’t, they’re not told, you know, you’re being tested. We’re just asking, what do you, how do you respond to this and monitoring their behavior and looking for tendencies? And I’ll give you one example. I like to pick on massive firms, we were talking about that off-air arch company called Arthur Anderson, Arthur Anderson. There is one there’s one called Anderson windows. It’s also an Arthur Anderson Anderson space, which is pretty big. It’s a pretty big franchise. And we had a marketing piece. We tested theirs and it miscarried the three key component that identifying the book, differentiate to get attention, attract, to get participation route, to oblige, is to say when to do something and what this, this commerce was different.

Mike Michalowicz( 07:19 ): They were sending out words, handwritten notes saying, Hey, I’m your regional rep or I’m the local business, or I’d love to do your spaces. It was unique and different from the standard mail you get, but it didn’t fail to attract because the owner was a guy listed or is appointed Larry someone. But the hand dialogue was a female’s writing. It was very loopy. It was very clear. It wasn’t him. It lost the authenticity. So we’re read this and be like, this is a lie. This guy is marketing a lie. It’s a disgrace that, that when we do marketing, many companies merely do one constituent and they don’t fingernail all of them. So our experiment of testing out other marketing, and then testing our own marketing skills through our companionship, “weve had” transactions do this. We felt there’s three kind of check boxes. You need to nail each time for marketing.

John Jantsch( 08:06 ): So “youre using” those periods of differentiated attract direct, uh, which conveniently spells out the pa method. And so should we take a few minutes and tell some daddy jokes? It was, What did the fish say when he ran into a concrete wall?

Mike Michalowicz( 08:22 ): Y, ah, okay. That’s a good papa. Joke I got for you. When do you know a joke becomes a dad joke? I don’t know when it becomes a parent.

John Jantsch( 08:36 ): All title, there, you have it. Folks we’re done here. And now let’s hear a word from our patron. HubSpot CRM scaffold is easy to adopt and there are really two reasons. Two pieces that make this possible, that contact timeline and the mobile app and mobile keyboard HubSpot’s timeline gives you the historical context. You need to get the work done and connect with clients because all of your customer data is in one place. It can serve as a single beginning of truth. In HubSpot, you can take an action, right from the contact timeline, make a call and roll a contact in the string, planned a meet. You’ve got it. And if you’re on the go, you merely use the mobile app to make it all happen and restrain everything up to date. You don’t have to spend a lot of time training your squad. You can be sure that all the contact information is going into one arrangement, seeing your squad more efficient, examine better support with a CRM leads to better data, richer insights, and a bigger impact on your purchaser experience. Learn more about how you can scale your busines without scaling complexity @hubspot. com. All liberty. So clearly it’s ever recreation for consultants and authors to be drawn up with acronyms for things, but maybe unpack those a little bit. You balloon it to them in your story about studies and research, but really to stir, maybe apply.

Mike Michalowicz( 09:56 ): Yeah. So the three applications, first of all, most market flunks because we are simulating the behaviour or the marketing method of our peers, or

John Jantsch( 10:08 ): This is what everybody in our manufacture, whenever else talks,

Mike Michalowicz( 10:11 ): Right? But the consumer mind has this thing called the reticular formation. It’s a part of our brain that achieves what’s announced habituation. Habituation is a way to avoid stimuli. That’s not related. There’s a intellect. Sirens have changed on a police cars and ambulances. They used to be high, low-grade, high, low-grade. Now they chirp and they beep they do that because we’ve become so habituated. So familiar with it. We ignore it. People walked in front of a hasten. Ambulance had been killed by an ambulance. So what we need to do with our marketing is realize that consumers become habituated. And the only way to get realise to alter the chirps and beeps when everyone else is going high, low-grade classic commemorate precedent, you forgot the email that is the beginning with Hey friend. I don’t know, John, if you got one of those in the first one I went, I was like, what is this?

Mike Michalowicz( 10:56 ): I have a friend. That’s call me a friend. Like this is so friendly. This friend, I actually read it. The second one, I was like, okay, the last one was actually smarmy marketing. Yeah. So this next one I skim through. I was like, I was selling. I’ve never read a Hey friend since, motive I know it’s marketing. I’ve become habituated to it. I don’t kept self-conscious believe that that it. So the only way to break this structure is to do what the people are doing because that will get past this gatekeeper to the mind. And I think that

John Jantsch( 11:23 ): That really today, one of the key ingredients for coming various kinds of through the jumble is we have to do something that makes people talk about us. And you’re right. That’s the differentiator. A mutual friend, Jay Baer has a great book called talk initiations. That’s genuinely all about that plan of what can you do to get people talking? Everything else you do might be the same as everybody else. But you do this one thing,

Mike Michalowicz( 11:45 ): One thing, it doesn’t in some people get confused with outrageous, oh, I have to wear a clown outfit. A jackas outfit will work. But if it’s not congruent with your firebrand or who you are, it actually hurts you. So the next ingredient, right? My,

John Jantsch( 12:00 ): My attorney, my attorney shouldn’t wear a clown suit. Is that what you’re saying? Yeah.

Mike Michalowicz( 12:05 ): With a squirting Daisy in your gaze, Hey, sorry. Hey Joe, go on the, because that lawyer is not handsome. So the next factor is this speaking to a need. I have a desire. Does it invoke curiosity? Does it entertain me? A clown actually could be perceived as a threat for some of us in this scenario. This is like a murderer. This is what a wham job does. So it has to be congruent with what your audience expects and needs. So what’s attractive to them. And they’re going to measure that very quickly. Differentiation gets attention, lure, retains it. The last-place D stands for direct is to tell the audience now what to do with this knowledge and the key here is it needs to be reasonable. I think this is often overlooked. We have to give him specific, but it needs to be reasonable. If I’m selling a gondola as two examples, and you’re looking for a new vehicle, I say, Hey, John, gives people a hundred thousand dollars deposit.

Mike Michalowicz( 12:51 ): We’re gonna find your dream auto like who are, you are familiar with, it’s absurd. But if “youre walking” on the batch and I say, Hey, John, would you give me my, your me, your cadre amount. I love to text you pictures of our armory so you can find, and we can hone in on your dream vehicle. That voices rational. Also though, we’ve had our first busines and now I can move us for the eventual deal, which is you buying a car and me rallying the regional commissions. So the direct is to give a specific and explicit direction, but a reasonable and safe one for “the consumers “. Okay.

John Jantsch( 13:22 ): So I have heard you saying, of course this is in the book and this is not going to be good news for some people, but that better is not better. So that’s going to be hard for some people swallow because I want to be the best at what I do and in my industry. And I think that you’re going to say what’s not bad to be better, but it’s better to be different.

Mike Michalowicz( 13:41 ): Yeah, it is very different and better is invisible. When you think about say, we have enterprises that compete instantly with each other, we both have emptying corporations and my scavenge corporation, I say, the authorities concerned will ever answer the phone on two echoes. You say our companionship will ever answer the phone in one ring. You are unequivocably better. But the question is, does the customer care even notice most betters are actually invisible to the customer. It’s the difference that get noticed if you’re the only cleaning company that shows up in full bio hazard gear, that will be remarkable. And that’s not a joke. That’s what happened in the computer industry. My firstly business was doing computer systems and I was better than the competition. I had the certification to prove it. I had the response times to prove it. Then the company came in and they kicked my till Sunday. It was geek squad who garmented as geeks with the strip on their glasses, the flood gasps. And because they were willing to applied themselves out in a new and different light-headed and they were talk honorable as Joe bear and Brinks more. They were remarkable. They reign the industry. By the path, Robert Stevens founded a company. I trust now after their auction to best buy, they are at a$ 1 billion collective valuation, 1 billion. My company didn’t sell for way less than that. I’ll say it’s sold for way less than that. So

John Jantsch( 14:56 ): How do you, and you alluded to this, but I want to touch on it immediately. I think when some people hear that we’re different, they’re like, okay, I’m going to be different for different sake. We’re going to be the chaps that wear violet shirts or to drive purple cars or something. And I think you address it with handsome. Does that are important? Yes. Okay. Somebody looks at it and becomes, that’s different. How do you, what’s the filter for different? That matters.

Mike Michalowicz( 15:19 ): Yeah. So if you are the business owner, the great thing is you are the filter. It’s an amplification of who you naturally are. I’m a silly person. I like to be goofy. So you’ll attend my websites and all the work I do each time places me out there. There’s a silly component that is attractive, but I’ve got to be a little asterisk next to it. Next to that, to certain people, other beings is rebuffing. They’re like, who is this goofball or idiot, but it does magnetize a certain audience. So the truth is we gotta be true to ourselves. If I adore, you know, violet rainfall I played every morning. When I start my daytime, I’m the violet guy tilt into that because there’s a community that is going to get you because you get it. It’s the artificial inconsistency that don’t wreak. And I’ve had beings that look at my website and said, wow, this was so different. As an example, I desire it. I’m going to copy it. Is that okay? I’m going to go for it. It’s who “youre ever”. It’s not going to be attractive because there’s going to be in congruency. You’ll find who you are. You’re the most professional, has become still more professional. If you’re the most serious, be more serious, they’ll be the more of you.

John Jantsch( 16:21 ): You, you made a notes that I don’t think fairly parties, um, perhaps would, would get really on what you said is it’s actually okay to be polarizing. In fact, it might actually has become a good thing. I’m not saying you want to go out there and be a jerk and have a whole bunch of beings hate you. But the fact that you are very much upfront about here’s who we are. And if that doesn’t work for you, that’s okay too, because we know there’s parties out there that this does work for. And I visualize probably the worst thing is just being as vanilla as possible and trying to appeal to Everett.

Mike Michalowicz( 16:47 ): Oh, it’s the worst. Yeah, don’t be a jerk, but some people see you as a jackas, even though you’re not being a jerk because you’re being, you, you look at any presidential nominee. Any chairwoman has been an absolute jerk to 50% of the popular society. Okay. Are you aware? And it’s true for any organization. There’s a community that is going to rail against you. I actually insist to leverage this, how it can be an ideology, some of your willingness, or it could be another represent representative in this community that simply has a different dogma themselves and throws it out there. So I very much have a nemesis. And what this does is it mobilizes me to be more outspoken and more of myself to attract more of my public, that the conflict between the two different approaches. And even though there’s no overt conflict that this person does not know my list, I know their worded, but it’s not where we’re in conflict. Our creeds conflict, our Mar societies then is in contradiction. This ideology is very light cigars with hundred dollar bill, make money and humble people. And my sentiment is accept their local communities and use gains to be more an elaboration and act more. And those are different creeds. And by having that conflict, both kind of fight each other and they both rally there’s reasons why when presidents have very different opinions, approachings, there’s more polls than ever the same can happen for our business.

John Jantsch( 18:10 ): So you and I are in a proliferating organization of generators putting out their journals on September 21 st, 2021. I’ve had you on, I’ve had Dory on, I’ve had cook hiking on the cooks, chefs releasing a volume. The 21 st Jonathan Fields is liberating a journal on the 12 th. And I suppose I’m trying to do my best to get everyone in the golf-club on a, the, the podcast. So I think you’ve, you’ve checked you and I are recording this on the 20 th. The bible “re coming” on the 21 st, but apparently disappear get it whenever you happen to listen to this. So tell people I know Mike, you always do on top of house campaign sites and communities. Quite frankly, you always tucked lots of goodies and addeds and like behind the scenes stuff in your journals too. So you want to tell people all about what you’ve got prepared for them. If they get a copy of get different. Thank you, John.

Mike Michalowicz( 18:58 ): The site to be done in order to is go get different.com. That’s the place specific for this book? I think what’s unique about it is I settled assets on there that are all independent of journal, including a hundred ways and means to immediately grocery your business differently. That expenditure nothing or cost very little, and you don’t need the book to get it on. You can get started so that go come different.com I’ll show you you’ll find case studies, material that we’ve done with other industries that maybe you can interpret and using your own.

John Jantsch( 19:23 ): You do likewise a great job with the audio journal to, uh, to add some different content to that. One of the things that I’ve started doing recently, and I’ll wrap this up, but is getting the audio diary of a book I really get into. And I suppose, yeah, I certainly, I want to consume this notebook. I want to internalize it. I’ll get the audio book and the periodical book. And sometimes I are really listen and read at the same time. And I feel first off, I feel like I can go a lot faster, but I also feel like it just drives the site home. So that’s my lurch. Go get Mike. So audio diary and reproduce notebook of get different, but it’s depart come different.com. So you and I are swapping a, I’m going to speak at your seminar. You’re going to speak at my convention come through here here this die. And I had someone actually asked me that they were like, why are we doing w I spoke at Ryan dices meeting. So recently digital purveyor and parties are like, why don’t you guys adversaries? And I sometimes don’t know how to respond because I’m on top of being friends, the world, the need for what we do is so immense that I can’t imagine thinking of each other as competitors. And I think that’s a lot of industries that are that way.

Mike Michalowicz( 20:27 ): I adore that because to me, I had a revelation. When I became an author. When I had a computer company, there was multiple beings entreat. There was one person apportioned the entreat and you got it four years or sometimes a lifetime. It was very competitive. I wanted to destroy the challenger as an writer. There’s no challenger. It’s contemporary. If someone discovers your notebook, John, your new one coming out, you know, directly market, I’m going to, if someone predicts that and affection that record, what are they gonna do? They’re gonna explore more books on commerce and it will exclusively facilitate more reading. Yeah, it’s the strangest environment for me at least. But the more successful your diaries are, the most successful my records are because all works get hoisted. It really is the tide rising. All records go with the tide. Yeah. You find somebody who’s got a shelf or two of market records and there’ll be the easiest sale in the world countries for a marketing book, Zack, because they’re constantly ingesting. Mike, always huge catching up with you. And I’ve been telling a lot of guests as I sign off. We’ll hopefully we’ll look each other in real life when we start getting back out there on the road. But you and I are going to do that soon. So I increase your friendship and supporting and congrats. So with another great book, I’ll see you soon. My brother, my somewhat older brother.

John Jantsch( 21:39 ): All claim. That wraps up another episode of the pipe strip sell podcast. I want to thank you so much for adjusting in. Feel free to share this show. Feel free to give us recollects. You know, we enjoy those things. Likewise, did you know that we had created qualify, market training for your team? If you’ve get works, if you’ve got a staff member that wants to learn a marketing system, how to install that marketing system in your business, check it out. It’s called the licensed commerce administrator program from duct tape market. You got to find it at canal tape, marketing.com and precisely scroll down a little and find that tab that says training for your team.

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