"Why does a dog wag its tail? Because the dog is smarter than the tail. If the tail was smarter, it would wag the dog."
~Wag The Dog, movie trailer
~Wag The Dog, movie trailer
Unless you are buying media by the hundreds of millions of dollars, you are an underdog in today's mass media. Marketer and author Adam Morgan calls underdogs Challenger Brands. Entrepreneurs have Challenger Brands. Adam Morgan wrote the seminal book on challenger brand strategies.
If you are like most entrepreneurs, you feel a constant need to get smarter, because you are a small fish trying to eat the lunch of the big fish. Eating The Big Fish is a worthy read, if you are a reader.
Here's one of the eight credos Adam Morgan explains as a profitable strategy for challenger brands, by being "The Beacon" to their prospects.
Being The Beacon means that with a single touch your prospect hears you reflect their needs, wants and desires. eCommerce store owners have been doing this with article marketing for years. Getting smarter about being "The Beacon" just got easier.
Good news! Getting smarter doesn't need to involve studying or writing better. Getting smarter is as easy as using smarter tools.
Before I begin this blog, for the record, the link below is an affiliate link where I get a sales commission if you buy. Also, there is no business connection between WagTheDog.TV and the movie of this same title. Fortunately for me, you can't copywright a movie or book title.
"The Beacon" metaphor detailed below is from Eat The Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan. Now let's get smarter together... My fiancé and I just got Ross Goldberg's Traffic Magnet and we want you to come learn along with us hear <= click, then enter password: beacon Last summer I co-created a product with Ross Goldberg we called Wag The Dog.TV
WagTheDog.TV = Ben's Branding + Ross' Software and we sold it for $297.
Everyone was happy. Literally, we had zero refunds. Ross will correct me if I'm wrong on that. I'll ask him tonight on a Q&A call we're doing tonight, Thursday February 25, 9pm Eastern / 6pm Pacific <= Click there and use password: beacon WagTheDog.TV taught eCommerce store owners how to wag more, and bark less. What this means is that you get more attention paid to your article marketing, you get more eyeballs on your videos and you get more distribution of your multi-media content submissions.
Ross Goldberg & I are media ecologists. We are traffic experts. Ross specializes on leveraging how to say things where, and I specialize in what gets said. What we gave our customers was what to say and how to get the word out there using Ross' semi-automated software.
Something exciting has just happened! Ross has upgraded his software to a new cloud platform and he's practically giving it away at $37. This is a no-brainer. So much so, that Audrey and I are willing to pay you for your time if you test-drive the software and you don't see increased traffic.
WAG THE DOG = Smart Marketing
What this means to you is that you can be the beacon for your niche customers. Being the beacon means that you are the obvious solution for fulfilling their needs, wants and desires.
Look, we all know you can't be all things to all customers. Smart marketing means you leverage your unique points of difference, speaking directly to the needs, wants and desires of your target audience. That's what your Legend Platform gives you, your 3-reasons-to-believe that prospects will get the glory story they buy. Ross has a training program for a $60 upsell where you get our $297 Wag The Dog.Tv course as a free bonus.
WAG THE DOG = The Beacon
How Challenger Brands Can Compete Against Brand Leaders...
Adam Morgan says to Become The Beacon.Beacons are Idea-Centered. Your communications are keyword optimized because your brand is keyword optimized. Once you discover the focus a legend platform gives you, you will see just how much farther you cast the rays of your brand's Beacon.
Beacons are lights of safe harbors, where you customers feel safe in not only coming, but sending their friends and touting how much they adore your store. Beacons attract new customers in a single touch because your target audience feels as though you are speaking directly to their needs.
If you are like most eCommerce store owners, you already have that safe harbor, what you need now is a way to get your beacon's light to be seen by more folks! You need more traffic.
Your Beacon = Your Content + Traffic Magnet