With the advent of the internet, many businesses are evolving into winner take all industries.
There aren’t natural barriers to expansion such as human capacity or geographic barriers.
You’re competing with the kids in India, the corporation in Australia, and the scrappy entrepreneur in your backyard.
It’s a global playing field whether you realize it or not.
It’s no longer enough to be ok or even good. To survive and thrive, you need to be preeminent.
This article focuses on the principles of preeminence that can be applied to almost any business as well as how to spread your message faster.
What is preeminence
Preeminence is defined simply as the fact of surpassing others. Superiority.
It’s an incredibly simple definition that’s hard to accomplish. How do you out compete everyone in an industry?
It starts by getting rid of the competition mindset.
Preeminence happens when there you’re in a league of your own. It occurs when you’re so far out ahead of the competition that they don’t register on your radar.
Companies like Google, Amazon, and Ikea are preeminent.
You don’t get there by ripping off features or adapting their messaging to your situation.
You get there by looking inward first to find out what it is that makes you different. What makes you unique in your marketplace? After you figure it out, you deliver that service or product better than anyone has ever done or ever will.
ConvertKit is a popular email marketing service used by bloggers and creatives. When the company started, they were just another email marketing service trying to sell to anyone and everyone.
It wasn’t until they looked inwards, found out they were the best solution for bloggers, and spread that message that they grew to an eight figure business.
The other aspect of preeminence is a commitment to empathetic and superior service.
Think about the people you listen to and trust. Most of them will have experience in a specific domain and you’ll genuinely feel they have your best interests at heart. When they give you a recommendation, you believe it’s in your best interest.
Customer service and customer satisfaction should be a part of the fabric of your organization. When people appreciate what you do for them, they spread the word. A recommendation from a friend or even a neutral party is trusted more than what you say about yourself.
Don’t just talk about what you stand for and what you do, embody it. Let other people experience it and share the message.
When you get on a sales call, don’t just try to ram your message down people’s throat. Instead, focus on understanding them to the best of your ability. Focus on helping them to the best of your ability right now and in the moment. Be fully present.
To recap, there are two steps to preeminence:
- Figuring out how you’ll become the best in your industry by focusing on a specific aspect then build a track record.
- Deliver superior and empathetic service to your customers and clients.
The second part is, arguably, the most important. We do business with people we know, like, and trust. Human nature doesn’t change no matter how much our technology advances.
True selfless service is rewarded. It’s hard, especially in the beginning, but it pays dividends for years to come.
What do you do after you’ve established the road to preeminence?
You spread your message far and wide.
Podcasting is a growing industry with 50% of American houses listening to at least one episode every month. That represents tens of millions of people.
Almost every industry is represented and it’s a unique medium because people get to hear your voice and can detect the excitement and sincerity behind it. It’s also a great way to spread your message.
The people who tune in to listen to you and the podcast host are trying to enrich their lives in some way. They either want entertainment, practical knowledge, or a look into your own experiences. Remember, you’ve decided to be preeminent so you’ll give them a bit of everything.
Reach out to podcast hosts that regularly create content for the people in your target market. Let them know what you bring to the table – your secret sauce. When you get on the show, don’t be afraid to reveal everything. Deliver so much value the listener has no choice but to go to your website and learn more about you.
When you can do that successfully, you’re well on your way to winning the competition wars.
Blogging is another effective way to spread your message far and wide. When most people blog, they do keyword research, try and rank posts, and watch the traffic roll in. This can be an effective strategy but every niche is getting more competitive and you need to bring something new to the table in order to stand out.
What is that something? What will make you different?
If you’re not focused on preeminence then this can be a hard question to answer. The good news is that you have made a commitment to being the best – right?
This can be illustrated with an example.
Groove is a customer service software provider. When they decided to start blogging, they avoided articles like “10 ways to improve your customer service satisfaction.” Instead, they focused on content like “the process we used to improve our customer service satisfaction by 20%.” It’s the same topic but different approaches.
In the end, this blogging strategy took them from zero to over ten million dollars in revenue. It wasn’t because they wrote longer articles, it was because they had a different perspective and put their audience first.
The last method to share your message is video marketing. It’s unique because people are able to see and connect with the individuals behind the business. Too often, organizations don’t have a face and a culture people can relate to. With video marketing, that’s no longer a concern.
There’s an important thing to consider when doing video marketing. Many people who are doing it full time and have amazing production standards. You don’t have to buy the most expensive camera or hire a camera crew but you do need to achieve a baseline.
Of you can’t push out HD quality video then it may be better to hold off on this strategy. If you do decide to go ahead, understand that video will reveal you warts and all so be ready for the good and bad that comes with it.
Preeminence isn’t optional in this day and age. It’s essential if you want to stand out from the crowd. This article has laid out what it is and how to spread your message further and faster.
Now, it’s up to you to decide whether or not you’re going to make the commitment to being the best or whether you’ll just be good enough.