- July 16, 2018 -

The Internet has become one big dumping ground for monkey see, monkey do marketers.

I remember years ago, we'd get calls asking if we could replicate Brendon Burchard's sales funnel...his landing pages, offer, etc.

The whole shebang...didn't matter what their vertical was. The request was to "just copy it."

Then the trend was to swipe Jeff Walker's infamous "sideways sales letter" funnel without actually spending the money to buy his Product Launch Formula course.

And now you've got coaches teaching coaches...using their method of course.

The conundrum was that we knew what the outcome would be...and no one wanted to be told different.

"If it worked for Joe Blow, surely it will work for me."

Nope. Doesn't work that way in marketing.

Imitation is NOT always the sincerest form of flattery.

Here's why...

A cesspool of copycats breeds commoditization.

Now everyone has a simple "2-step system."

Which gives prospects a lot of choices.

Meaning...they're gonna to go shopping looking for one thing: a deal.

Which copycat has the better price?

So now you've become a commodity.

...something that used to only be a threat to ecommerce businesses selling physical products.

But now info marketers, coaches, service providers are at a risk, too.

Become a commodity and now you've got to deal with the toughest objection that can be thrown at you: "So-and-so is offering the exact same thing as you but for 2K less. What's the best you can do for me?"

Ever get that thrown at you?

You realize that you are attracting nothing more than Walmart shoppers.

And that you are nothing more than a vendor operating in a Walmart society where it's a race to zero.

Where some guy is always willing to go a buck lower.

Unless you're Walmart, the selling-for-less model just isn't sustainable.

So whaddya do?

The opposite of what everyone else is doing.

You want to go hard on what we call the 3 P's: Precision, Positioning, and Personality.

Precision in crafting the perfect message to the perfect audience at the perfect time.

Positioning is where headlines and ad copy and emails and landing pages and videos and sales scripts do their thing.

...and when done correctly, you elegantly communicate who you are, what you do, and who you can best help.

...and what are don't do is run a bargain basement.

Last is personality. Tough to teach. But without it, your stuff reads like something out of Encyclopedia Britannica.

Dry as a bone and boring as all heck.

You'll figure it out. And when you do, commoditization will no longer be a threat.

Or you could just let us do this all for you.

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