Level the Playing Field
May 14, 2010
We all like it when other people “play fair.” In sports, there are referees and umpires to make sure everyone follows the rules. In NASCAR, there are very specific and strict rules about what you can and can’t install in one of the race cars. We have lawyers, judges, and entire legal systems to help make sure the government’s rules are applied fairly.
But I have to say that in the world of business and marketing, I’m not a big fan of the “level playing field.”
I believe that if a business is better at marketing itself, selling its products, and delivering a superior level of customer service; if it invests in infrastructure and education; and, of course, if it obeys the laws and regulations that apply in its specific industry, then it should make more money.
In that sense, I wasn’t at all excited about all the government bailouts that were granted in 2009 – these businesses took dangerous, unnecessary, and, in some cases, reckless risks, and had someone else step in and rescue them from the fate they had earned.
But none of this has to affect you. Remember, you can do almost anything in your marketing as long as it’s not illegal, immoral, or unethical.
And so your job should be to do everything within your ability to create a playing field which is not level at all, but instead, tilted decisively in your direction so that all the business you want flows naturally in your direction.
You can do this by having sales letters, post cards, and web sites that are far superior – and far more effective – than those of your competitors. You can identify a unique position for your products in the marketplace that helps you stand out and avoid being perceived as a commodity. You can create a level of loyalty and long-term value with your existing customers that will help you to get maximum value from every new customer, member, or client you acquire.
I like to have a relatively level playing field on a tennis court or bike ride. But in business, I want the playing field tilted in my direction, and so should you.
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