You’ve got to adapt to survive and that covers all aspects of life and business. Things change in life and many people cannot embrace change. In fact, they hate it.
You can get “stuck in the mud” if you want, but change is essential for survival in everything — especially in your business. Personally, I get bored very easily. Because of that, I start new parts of my business all the time. I start a new marketing style, I will open a new marketing channel or something else.
On the fire extinguisher side, About a year and a half ago, we started servicing fire extinguishers, even though we’re an online business. Now that keeps me interested.
But it is actually a way of adapting to survive because what happens is if you’re good at something, people will eventually learn everything you’ve already learned without having to make the mistakes. In other words, they’ll just imitate or copy you.
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You can use any word you want but they’re just going to copy you. So, you need to continuously adapt. You are at the advantage since you’ve been there done that. You are already one step ahead. They are at the advantage at the same time since they are not having to learn from the mistakes.
Like I’ve said, they can be quicker but you need to stay ahead. You have to continuously adapt.
Some people get it wrong.
Some people just get it all wrong. Let me tell you about a current supermarket battle in the UK. We have Tesco, the market leader and we also have Walmart, the competition. We also have another store — Asda, which is actually owned by Walmart.
They base their sales and potential clients on their low prices. We also have Sainsbury’s. They used to be the market leader and they are little higher on price. And then we have Morrisons, the brand from up North that comes in with a lower price.
These supermarkets are at war all the time with each other. They all come out with similar prices. But while they are all arguing back and forth among each other, the German discount stores — Aldi and Lidl step in and offer even better prices to help customers in hard times. Their care of the customer have caused people to turn to them to help them save money and customers have found that their food is just as good.
The other supermarkets are losing their market share. Rather than adapt to survive, what they’re doing is they’re trying to beat them at their own game. So, all the adverts that they spend countless hours and money on, trying to make themselves look like the cheapest supermarket in the world, are really not doing anyone a bit of good.
How is that going to work in a long term? That’s like Black Friday. Black Friday is a disaster. There are no margins. Everyone is just going to buy when everyone knows everything is cheap. It’s time that stores that participate in Black Friday need to learn to adapt.
How can they adapt? In their case, personally, they need to build their brand. They need to restore our trust in them and they need to step away from the others, and they need to explain the benefits of shopping with them.
I don’t want to these businesses to say they will match the price. I want to hear them say “we are better because this is how it will affect your life.”
Remember yesterday? Two-part features on benefits? I want to hear why I’m going to feel better shopping at Sainsbury’s. I don’t buy there because of the price. I go because it’s local. So, build your brand but adapt it when you need to.
Do not copy. Stay ahead of the game but be ever changing. Do not stay where you are. Learn more. Do more. You will always be ahead of your competitors and that is going to put you under the road to winning.
Tuesday’s Toolbox Tip
Today’s tips is going to seriously help you in your writing endeavors. Many of us can’t write. We try and we do okay but our grammar is awful.
You can pay to have your copy proofread for around $5, but today’s, the tip I am sharing with you has a cost of free. It’s called Hemingway App. It scores your writing.
So here is how you can test it. Write a post, and then copy and paste it into the Hemingway App and it gives you a readability grade. It tells you if it’s very hard to read, easy to read, acceptable, or too hard.
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It points out and highlights adverbs and asks you to try and replace them with verbs. It talks about passive voice. Passive voice is the enemy of writing. It grades long words, long sentences, and long paragraphs. t’s remarkably clever.
I like free. How about you?
So — what do you need to change or adapt in order to survive in this world of marketing?
