How to Win in Business By Being Obnoxious (Sometimes)

Most people think being everywhere is annoying.

They're right. And that’s exactly why it works.

Repetition is the dirty little secret of marketing. If your content doesn’t show up again and again (and again), your prospects won’t either. 

So yeah, be a little obnoxious. 

Be the Texas Hammer of your niche. Because if they don’t see you, they won’t trust you. And if they don’t trust you, they won’t buy.

Transcript

00:00:00:05 - 00:00:27:21
Often talk about saturating the market. Being everywhere all at once. Omnipresence when I talk to my clients. And this is especially useful when I'm talking to my law firms, my legal clients, or prospects. When we're talking about how to approach the idea of marketing their business. And they understand this intrinsically because that's what they've been indoctrinated with, and that, frankly, that's how we as consumers see every single day.

00:00:27:22 - 00:00:51:03
We look outside, we drive anywhere, we go anywhere. There is perpetually marketing and advertising for law firms. Now that's great. And that's something that I help my clients with, is something I specialize in. However, there is another, group of clients that I'm working with now that don't see the value in that or don't think they see the value in that.

00:00:51:05 - 00:01:15:00
I actually had someone I was talking to recently that shared with me, and she's a smaller, she's actually a law firm, but she, she's a smaller practice one, one person. She might I think she has one assistant that's herself and one assistant. And she says to me, you know, I see this particular, I don't know if he's a competitor, but she sees this, this other individual in the marketplace, and I'm everywhere.

00:01:15:02 - 00:01:40:12
I see him everywhere. It's kind of annoying. I can't stand it. It's too much. And it made me smile because, of course, I'm nodding my head like, that's kind of the point. As he's on Instagram, he's this. He's there, he's sharing this, he sharing all types of things everywhere. And I let her finish because obviously this is her experience that isn't valid.

00:01:40:14 - 00:02:03:21
But then I, I said to her, you have to understand that if you really want to stand out and be selected, you have to be everywhere, and you have to be willing to be annoying, obnoxious, even to some people, especially, especially if they're not in the market for that message. And this is true for whatever you're marketing.

00:02:03:23 - 00:02:28:12
If I consistently see. But let's imagine, a brand that's talking about breastfeeding and I see her all over the place on my feed everywhere, advertising maybe are advertising terribly, but maybe. Maybe not. Maybe she knows that in the near future, I might be a dad. Right? But let's imagine that I see this over and over again, and I don't breastfeed.

00:02:28:12 - 00:02:56:20
I am not I don't have a child in my home, and I see her everywhere talking about this. I'm going to find that incredibly obnoxious. I'm going to be annoyed by it. But the truth is, for people that are in the market, if that's what we're trying to do, we're trying to target people in the market. That message is going to resonate with me, because if she's doing a good job, this individual or you as a, as a as a brand and, law firm or business owner, you're doing your job.

00:02:57:00 - 00:03:20:22
Every single piece of content is addressing an objection in that client's mine and that prospect's mine. Now, you now you as an attorney, her, for example, going back to her or myself as a male who doesn't have a child and doesn't have not is not breastfeeding. We're going to continue scrolling. Then obviously, we're going to be turned off and the message is not going to hit the same.

00:03:21:00 - 00:03:41:09
However, you have to be willing to do that. And I said to her that at the end of the day, he's doing his job. Whoever is working with him is doing their job. And the trick with marketing. And I said to her, even at a small scale, which is what we're going to do with her, is what we're we're still going to repeat the message over and over again.

00:03:41:10 - 00:04:04:08
We're going to put marketing messages in front of her target audience again and again, and again at a much smaller scale, with the idea being the same. And you have to be willing to be a little noxious. And I use the example of, a couple of law firms here in Dallas that, are doing it at scale.

00:04:04:10 - 00:04:30:21
I don't particularly find myself ever using them. But I tell you what, if the moment comes up, I'll probably remember the Texas hammer or the guy who's won $1 billion for his clients. He is everywhere. It him specifically. He came in out of nowhere and he put money into this area, in this this market and is everywhere. But it works.

00:04:31:02 - 00:04:52:19
It works because branding, repetition and marketing it frankly, if I had to sum it up in one word, is that's his dirty secret of marketing is the repetition. One message, one time is not going to be enough that they maybe just meet you in that first time, that you present that video to them, or that, poster, that you may have written.

00:04:53:00 - 00:05:11:04
You might be one time, but if that's all you're counting on, then you need more bats, frankly. And the best way to do that is through marketing, advertising and the repetition. That is the dirty secret of marketing. Because if you see it over and over again, it seems a little more believable that you might actually be able to solve their problem.

00:05:11:06 - 00:05:38:02
And I would like to think that with the people that I work with, that's exactly what we're doing. We're solving their problems. And at the end of day, you have to be willing to be a little obnoxious and a little annoying. But remember this two year target audience is going to be perfect. You can be answering all their questions, and when they're ready, they're going to call you or DM you or send you a carrier pigeon asking you to please help them with their problem.

00:05:38:04 - 00:05:51:04
So don't be scared. Get out there with a small, big or massive Do it. And if you need a personal help, feel free to reach out to me. My name is Steve, the marketer, and you just been informed by.