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Episode #302
Why Unique Abilities Require Unique Marketing | Ben Altadonna
Did you know that Unique Abilities require Unique Marketing? In this episode of I Love Marketing you’ll discover how to connect your Unique Ability®1 with Unique Marketing to transform your business, the unique marketing triangle and more.
Ben Altadonna is the top trainer of marketing and strategy for the chiropractic industry. He’s the President of Altadonna Communications and has helped many great doctors survive and thrive in their practices.
1 Unique Ability® is a concept created by Dan Sullivan and is a registered trademark of The Strategic Coach, Inc.
Here’s a glance at what you’ll learn from Ben in this episode:
- How to connect your Unique Ability with Unique Marketing to transform your business
- Avoiding Average Marketing: Why strong marketing can help you ward off competitors, idea theft and knock-offs
- What the “Unrealistic Conversion Window” is and how to think more accurately about your business
- The best way to get your prospects to WANT your marketing (Instead of trying to ‘sell’ or push your products and services, do THIS to create ‘invisible marketing’ that causes your prospects to sell themselves)
- The Unique Marketing Triangle: 1. R______ (This is what you’re known for) + 2. R_______ (To do this, create valuable, useful, innovative information and ideas) + 3. R _______ (To do this, communicate often)
- A success principle utilized by Joe Polish, Dan Sullivan, Gary Vaynerchuk and others that helps them create businesses people love
- In 2006, Ben was sued for $21.5 million. 2:29
- Unique marketing allowed Ben to make it through relatively unscathed. 2:54
- Average marketing attracts knock offs. 3:54
- Knockoffs can contaminate a market place. 4:39
- Your average marketing can credentialize your knock off competitors. 5:14
- “Average marketing can only gather low hanging fruit.” -Ben Altadonna 5:49
- “Marketing should be consumed.” -Ben Altadonna 6:24
- Unique marketing is what occurs when your abilities and your marketing converge. 6:49
- “Average marketing is evil.” -Ben Altadonna 7:09
- Understanding your unique abilities. 7:24
- Dan Sullivan, Gary Vaynerchuk and their unique marketing 8:09
- Unique marketing can actually create new categories. 9:39
- “Creating a category you can be first in is easier than trying to convince someone that you are better.” 9:59
- Cirque du Soleil and Uber’s unique categories. 10:14
- The unique marketing triangle. Reputation, Relevance, and Relationship. 11:29
- “Simple can be harder than complex, you have to work hard to get your thinking clean to make it simple, but once you get there you can move mountains.” 11:49
About Ben Altadonna:
Ben Altadonna is President of Altadonna Communications Inc., an extremely successful and well-known multi-media marketing and consulting company.
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