Mike Michalowicz on Getting Your Agency's Messaging to Stand Out from the Competition
Build It and Maybe They Will Come?
Unless You Get Different and Stand Out from the Crowd
Do you want your digital agency to stand out from your competition? Putting together a compelling message for your audience is not enough to really make an impression. Differentiating your agency is an important part of getting your audience’s attention and getting your message across among the slew of marketing messages they get every day.
Mike Michalowicz is a small business author and entrepreneur who has devoted himself to making entrepreneurship simple and answering the question What makes entrepreneurship successful? He is the mind behind many great books like 'Profit First', a favorite among mastermind members, and his latest 'Get Different'. Mike has also been on the podcast before to discuss how to grow your business without constantly working in it.
In this episode, we’ll discuss:
How to stand out from the competition.
Ideas that break the norm and introduce an unexpected element.
Ripping off other industries.
Sponsors and Resources
Agency Dad: Today's episode is sponsored by Agency Dad. Agency Dad is an accounting solution focused on helping marketing agencies make better decisions based on their financials. Check out agencydad.money/freeaudit to get a phone call with Nate to assess your agency's financial needs and how he can help you.
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How Can You Stand Out From Your Competition?
Ask yourself “are you better than the competition?” You have to have a definitive answer, and no, it does not mean better in all capacities, but there must be an area where you shine. If the answer is yes, then you have a responsibility to market yourself appropriately. You MUST be noticed. If you don’t, then clients will end up choosing a lesser offering and it will be your fault. Every business has the opportunity to be the best in its category. If you’re not, you may have some fine-tuning to do, but the opportunity is there.
Worst Marketing Examples
We tend to think bad marketing is marketing that doesn’t speak to us, that we don’t like or is offensive. But the fact you noticed it means that it was better than 99% of the marketing out there. There’s marketing all around us every day that we don’t even bother to notice. That’s the worst marketing. Being seen is the first hurdle.
The second hurdle is getting the audience’s attention for the right reasons. Don’t try to emulate something that isn’t true to your brand or the attention you get will be becoming a ridicule and an example of bad marketing.
How to Market Your Agency
For Mike, the way to be noticed is to be different, to break through the common noise that is always circulating in every market. Look at your competition and notice the same four or five things that everyone is doing over and over again. Those are the four or five things you should never do because they are easy to ignore. Why?
This is the result of Habituation, which is the action which our brains see something that is not relevant, qualify it as such, and ignore it from then on. Mike goes back to the “Hey, friend!” message. The first time he received that email he was curious, but as soon as he noticed it was just a cheesy marketing technique, he began ignoring it.
You never want to be the common “hey, friend” in your marketing, and the way to avoid it is to introduce something unexpected in your messaging.
Steps To Stand Out and Not Be a “Me Too” Agency
In the agency world, when you’re just starting out you may look at your bigger competitor and try to copy everything they’re doing. It makes sense because they have achieved the success you want, but this creates sameness in the industry. Instead, consider identifying whatever the common approach is and thinking, how can I flip it?
For example, Mike knew sending email blasts was a common practice in his industry and took a look at a couple to see the most common features. The look was almost always white background and black text. He thought, “how could I change this?” and came up with the invisible ink email blast, with a black background and black text and directions to highlight the email to reveal the message. The clickthrough rate was double that any other email he had ever sent, all because he did something different.
He also recommends doing a simple R&D (aka: "rip off and duplicate") by looking outside of your industry. Take a look at what people are doing in vastly different industries and find out what you could replicate in your own content.
Be Bold
“The reptilian mind tells you that doing different equals death,” Mike says, but in modern society, it is the way to get noticed. Also, “different” has an expiration date. It will last until too many people start replicating it, so milk it while you can and start working on your next approach. But don’t worry; it will take time before others dare to replicate it.
It’s also important to clarify different doesn’t have to be completely outside of who you are. It doesn’t mean a complete 180-degree change; it can be subtle. The trick is to dismiss ideas that don’t resonate with you and adapt the ones that do. It’s about amplifying who you are.
Remember, no one will have any idea about you or your digital agency until they do business with you. Until then, they will only know your marketing, so it has to be absolutely congruent with your brand. If there’s any incongruence, there’s mistrust.
How Can You Hold Your Audience’s Attention?
Speak their language. Show them you really understand their particular industry. Use language specific to that industry and use relevant data to get their attention. Using their language will instantly get you noticed above all the white noise.
“Marketing is the ultimate act of kindness. It is a necessity to be of service. The world is starving for good things. So if you’re doing good things, the world is starving for you.” ~ Mike Michaelowicz
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