5. Fight a ground war when your competition is winning in the air.
The problem with copycatting your competitors is that it is sloppy. And the truth is, like in boxing, a competitor “will walk through such sloppy punches and kick your ass with a couple of hard shots.” Instead, learn how to fight a ground war when your competition is winning in the air.
You see, larger or more established brands can fight an air war effectively because they have resources. So don’t whimper when you see a competitive TV ad, or hear a local radio spot or even open a glossy and view their $30,000 full page ad.
From an advertising perspective, instead of trying to win with above the line (ATL) traditional mass media efforts, focus below the line (BTL) with targeted and less conventional tactics to build awareness and gain customers. Think: loyalty programs, giveaways, direct mail, trade shows and catalogs; advertising that is less expensive and more focused.
6. Believe your brand is the greatest — even if you aren’t yet.
[pullquote align=”right”]”I am the greatest, I said that even before I knew I was. I figured that if I said it enough, I would convince the world that I really was the greatest.” Muhammad Ali[/pullquote]Martial artist and entrepreneur Ryan Wheaton explains why believing in yourself is important for success: “A person who lacks confidence, for example, will never take the risks necessary to start a new business or to start down a new career path. Your lack of self-confidence may also prevent you from going out and meeting new people and forming relationships.”
Start believing in yourself and get rid of self-doubt. If you already believe in yourself, believe more. Before you ask customers, partners, investors or industries to believe in you, you have to (believe). It sounds cliche, but it’s true.
7. Get back up.
You will get knocked down in business (and it sucks), so learn how to deal with getting hit from time to time. Get back up and keep your eyes open. Remember: “Only a man [or woman] who knows what it is like to be defeated can reach down to the bottom of his [or her] soul and come up with the extra ounce of power it takes to win …” Muhammad Ali
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