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Transcript

 

Blake Beus  0:01  Are Greg, you want to talk about counterintuitive marketing? What do you mean by that?

Greg Marshall  0:06  counter to of marketing is essentially doing things that maybe you feel like is the opposite of what everyone else is doing? Or maybe you think it wouldn't work, but it does work. Okay. One of my first examples of this was early on, when Facebook ads first started, I was in the fitness gym industry. And you know, this sounds absolutely crazy now, but back then no one in the gym and fitness, particularly brick and mortar gyms would even come close to doing social media marketing, Facebook ads, or even just posting on social, because they just thought, you know, it was either dumb, or waste of time, or it was just too early, and no one else was doing it, which is the number one reason why I wanted to do it. Because no one else was doing right. If there's no one there, you have a higher likelihood of winning, right. And so that's kind of my first experience on like counterintuitive marketing, which is doing things that maybe you would think wouldn't grow the business, but it ends up growing it because it's kind of thinking outside the box and doing things differently than what your competitors, and everyone else in the market is doing. Interesting. And so that's that's kind of what I wanted to talk about today is how to put yourself in that mindset to see different opportunities. So like, for example, a drill that you could do is you could sit down, research your competitors, and see, what are they all doing right now to market their product? And then push yourself to go, how can I do the exact opposite of what. And when I say the exact opposite. I'm not saying changing the message or anything, I'm talking literally the exact opposite, be where they are not right. And I think this is a useful drill, whether you decide to do these marketing tactics or not. I think it's worth doing to just challenge yourself to try to come up with some different ideas, because marketing is also a creative act. And this is where you should, especially if you're someone who likes to be creative or wants to be in a creative space, this is the time to do how to do things differently than what everyone else is doing.

Blake Beus  2:25  Okay. Okay, so. So what are some examples? I mean, you talked about you talked about social media, back in the day with gyms and everything, and and I'm gonna guess many people when they heard you say that the first thing they were saying they they thought of was probably something like, no one in my industry is running tick tock ads I've ever run tick tock ads, right. But that feels a little bit like chasing a shiny new object as opposed to zagging when everybody else is Zig? Yep. What do you think? Yeah, so

Greg Marshall  2:57  there's definitely a level of shiny new object. But the first thing you have to think about is, is my market there, right? So that's probably where you should start. So like, if a platform is purely teenagers, and you sell to 50 year old adults, then it's not the right fit. But this is why you want to brainstorm to think, is there is my Market. And this is where you have to truly understand who you're going after? Is my market, actually, on these platforms? Or where they're at? Right? Does that make sense? Yeah. So what you want to be thinking about is like, first understand your market and then go, where are some places that they are at that my competitors are not? Right, or they're not thinking about? Mm hmm, you see what I mean? And so if you do that, what'll end up happening is, you're basically playing a game with no competition. And then your goal is to as quickly as possible on that real estate, because the competitors will show up. As soon as people see anyone making money at anything, there will be competitors, brea