Fripp Tips for Marketing Success

All I've ever wanted in business is an 'unfair advantage.' Before you raise your eyebrows, let me define the term. An 'unfair advantage' is not lying, cheating, or stealing. It's exactly the opposite. An 'unfair
advantage' is doing everything just a little bit better than your
competition. And even if you've been in business for many years
and you're at the top of your profession, in today's competitive world
you also need to do everything just a bit better today than you
did it yesterday. That's your 'unfair advantage.' It's not always easy. Do you remember the movie STAYING ALIVE, the sequel to SATURDAY NIGHT FEVER? It's about how the John Travolta character pursues a career as
a professional dancer, all the highs and lows (with a little romance
thrown in.) The last scene is an incredible dance routine. As my
friend Kookie and I danced out of the theater afterwards, I had a
revelation: the trouble with life is that it's just too short to be good
at very many things! The dedication and discipline that the
Travolta character needed to become a great dancer didn't leave
him much time for anything else. That's the problem with working
and being in business today.

The future belongs to those who are competent in many different
areas. To be successful in any industry, you need to be a
technically adept, charismatic communicator with exceptionally good
work habits, good people skills, and an abundance of healthy energy.
(And it doesn't hurt if also you look good and dress well.)

There's an old saying, "If you build a better mouse trap, people will
beat a path to your door." That was true once, but not today. Having
the best product or service does not automatically guarantee you success.
That's because:
1. People do business with people they know.
2. People do business with the people who do business with them.
3. People do business with people their friends talk about.
4. People do business with people they read about.
As my friend David Garfinkel says about every business success,
"Do your customers know?"

Start now to develop your own unfair advantage and build your client base.

FRIPPERCISE
1. What one thing can you do better than your competition?
How can you let the world know about your advantage?
2. What one activity can you improve on? Decide whether this
improvement is worth the energy it will require. If so, what one
step can you take this week?
3. Are you collecting stories and quotes from your satisfied
clients?
4. If the answer is "Yes" are you using them in your sales presentations,
letters, web site, emails, sales letters, brochures?


ARTICLE TAGLINE FOR PATRICIA FRIPP, CSP, CPAE

Patricia Fripp, CSP, CPAE is a San Francisco-based executive speech coach, sales trainer, and professional speaker on Change, Customer Service, Promoting Business, and Communication Skills. She is the author of Get What You Want!, Make It, SoYou Don't Have to Fake It!, and Past-President of the National Speakers Association. Meetings and Conventions Magazine named Fripp "one of the country's most electrifying speakers!" PFripp@Fripp.com, (800) 634-3035, http://www.fripp.com

We offer this article on a nonexclusive basis. You may reprint or repost this material as long as Patricia Fripp's name and contact information is included. PFripp@fripp.com, 1-800 634 3035, http://www.fripp.com

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