How To Compete With Big Brands
There is a certain appeal to visiting small establishments without the “big name” corporate franchise persona attached to it;
In fact, I’ve noticed more and more of these businesses and less of “name-brand” businesses as soon as you leave the heart of Toronto. The corporations seem to be a minority outside of the malls…
And something about entering a local book store brings a level of aura that you don’t get from big brands.
A message from the moment you enter that says, “We care and are part of your community.”
With rapid urbanization, I predict more people will visit local businesses, close to walking distance from their location and avoid ‘big brands’…
We all like finding a ‘hidden gems’, in plain sight.
Branding is one thing, but without the years needed to establish a reputation and trust in the e-commerce space… you need something else;
Something that makes you feel like the ‘hidden gem’…
And the easiest way to do that is to get personal,
When everybody zigs, we zag…
Thats one thing I did for a client of mine,
In our Sales Letter, I added a “letter from the founder” with his personal email and phone number to reach out if our customers need anything…
Another thing, instead of the beautiful and highly edited “Abandoned Checkout” emails on Klaviyo, I set up sequences that look like it came from the founder… in plain text asking if they had any questions…
They now do close to a million dollars per month, spending less than $30,000/month on ads.
…because I made it PERSONAL
People buy from people.
It’s why the newest, hottest thing at the end of 2024 is content marketing in my space…
So, if your brand isn’t getting as many sales as you like ask yourself, “How can I make it personal?”
Everybody wants to FEEL like theres a human at the other end of the screen.
And yes, AI is the new rave for anyone trying to sell you anything for you business;
But I think we’re forgetting the OPPOSITE side of it…
That you, as a founder have a unique story and reason for starting your business. That you care about your business —and by extension your customers.
Have all the bells and whistles of an 8-figure brand, but remember to bring it down to earth and humanize yourself as well…
This could be:
Email Flows without all the fancy images and funnels that look like mass-produced corporate magazine ads — instead, a plain text email from a founder reaching out and asking if they needed anything
A personal story about yourself (not your brand) on your website — but it can be about why you created your brand in the first place
Replying & adding your own personality to your social media comments
AI & technology will replace a lot of things, but it will never replace the PERSONAL touch that comes from selling…
That’s why we have all these influencers making videos of products all over social media…
Now’s your chance to get ahead on that while everyone “zigs” to implement AI chatbots and a bunch of other robotic features into their company…
And to add something that makes people feel like “you are a part of their family”…
I’m not sure about you, but whenever my friends or family start a business, I don’t price shop or ask for deals. I’m proud of them, and I’m proud to support their business by buying from them…
And, I wouldn’t buy from anyone else or even think to look anywhere else…
In business, we call that brand loyalty; but it really is ‘personal-loyalty’… I don’t care what their brand name, brand color, or brand mission is… I care about THEM
Get Personal.
Make people feel like they have a relationship with YOU, not your brand.
Until Tomorrow,
Shakoor