The Austrian Oak’s Brilliant Positioning Secret

People think that Arnold was the luckiest bastard alive especially considering his “subpar,” acting in his earlier movies and somehow he became famous overnight.

But that’s not the case at all.

His first movie was Hercules in New York and that movie was horrible but I digress.

Let’s get to it.

Arnold moved to the US in 1968, couldn’t speak a lick of English, became a world champion bodybuilder and then an iconic movie star.

But yet what people don’t know is that when Arnold landed his first movie role he was already damn successful.

He had a brilliant mind for business that no one could match.

When he was 21 Arnold started his first business in the Hollywood Hills.

He noticed a demand for bricklayers around the high-end homes and also noticed the “keeping up with the Jones,” mentality.

He formed his own bricklaying company with his bodybuilding friends and demand for his company skyrocketed.

His business wasn’t much different from the other bricklaying companies around YET they couldn’t get the same high paying gigs that Arnold got.

And that brings me to ANOTHER point…
… Arnold charged MORE for his bricklaying services and people PAID for them.

There was nothing special about what Arnold’s business. They did the exact same work as other bricklaying businesses…
… YET..

HE STILL CHARGED MORE.

AND…
… PEOPLE WERE WILLING TO PAY!

Why?

Why did Arnold get more business than the other bricklaying companies? He wasn’t known among the other bricklayers.

Why was he able to charge more?

The answer…
..Positioning.

Positioning allows ANY business the ability to compete in an evergreen cut throat market.

Now more than ever as more and more businesses pop up, having a damn good position is more important than ever.

It’s no longer enough to just launch a product and hope for the best.

Right now if you are a business owner, you aren’t thinking about positioning but you’re about your competitors sweeping in like a thief in the night and stealing away your business.

So here’s a quick easy way to establish a fast Position in your market..

STAND OUT.

Arnold’s Bricklaying business stood out because he positioned the business as a European Bricklaying Company.

But it wasn’t just how he positioned his company as a European Bricklayers, he hired his bodybuilding friends. Now imagine a group of large muscle bound men laying bricks in and around the neighborhood. That’s an image that stands out!

HIGH PRICES.

People believe that high prices means HIGH VALUE(including yours truly.) Depending on the market and your product you can charge a higher price.

In Arnold’s position he could have charged whatever he wanted and people would have still paid for it.

He worked around the Hollywood Hills area and we all know how slick and rich that place is.

Arnold KNEW the market around that area and knew that people would be willing to pay for a European Bricklaying Company.

Even if Arnold couldn’t become an action star he had he business chops and know how to fall back on.

He’s said it in the past that he probably would have built several multi million dollar companies if he wasn’t acting.

How To Know When You Need A New Advertising Agency

Even though many of us don’t own or run our own businesses, we know that times can be pretty rough in the business world. In order to stand out and compete, businesses will take on the services of an advertising agency so that while the business focuses on having a solid product or service to offer, the advertising agency can focus on making the business a consumer juggernaut.

In practice, this sounds great. In fact, the argument can be made that this is the way to go for businesses looking to stay ahead of the game versus their competition. Far more often than you’d think, businesses will try to take on advertising internally, figuring that no one knows their business better than they do. The problem with this is that at some point, you’re too close and drawing conclusions on advertising strategy is being done based on emotion rather than analysis & assessment. In the same way you can’t really tickle yourself, it’s hard to handle your own advertising.

But, sometimes the job isn’t getting the job done. What was once an exciting partnership isn’t quite as productive, and you wonder what the future holds. Moreover, you hope you see the signs of decline before it starts affecting your bottom line.

How can you tell it’s time for a new advertising agency? Well, that be harder than you think. Here are a few tell-tale signs it’s time to part ways:

You Encounter Nothing But “Yes” Men – A business owner may find the idea of uniform agreement pretty nice simply because it makes you feel as though you’ve got all of the answers. The problem is that an advertising agency needs to be able to challenge their client to think differently.

You Lose Track of the Numbers – How advertising dollars are spent weekly, monthly, quarterly, or yearly helps a business know where they stand financially, where they need to re-group, and how best to move forward. Transparency is key, but if an advertising agency isn’t keeping communication about these numbers open, the business who hired them is flying blind.

Your Advertising Agency is Missing in Action – When things are new & exciting, the advertising agency you hired for your business is maintaining regularly scheduled communication, providing a breakdown of all that is happening with your account. Over time, though, the communication becomes less frequent, and the business starts feeling left out and less important. Tension can fester, making subsequent meetings with the agency feel forced and uncomfortable. Both sides may dread appointments. It’s time for a change.

The one thing businesses need to keep in mind when working with an advertising agency is that in order for plans and strategies to play out, it takes time. Each side plays their part in achieving goals & milestones along the way. However, keep in mind that an advertising agency works for your business, and if they aren’t cutting it anymore, you have to find an agency that will.

The Truth About Menu Boards

Digital Menu Boards are utilized in less than 20% of restaurants in overall nation. The other 80% are needlessly missing out on some incredibly easy and effective ways to increase the bottom line.

What’s today’s special?

Over half of restaurant customers look to menu boards specifically to find out what’s on special. But incredibly, almost half the time the very information that these eager customers were looking for, literally with their money in their hands, was nowhere to be found! For the 80%, it’s easy to see why. Imagine how difficult it would be to change static chalkboard signage every time you change your special. For owners of digital display systems, what’s on your display can be changed at the touch of a button, with the changes automatically reflected in your POS system, too.

This disadvantage is especially crushing if your major target consumers are younger. The Millennials, perhaps the most important demographic for QSR establishments, are less set in their ways about everything, including the food that they eat. They are looking for new food experiences and your meal specials are prime candidates. Why would you want to miss this opportunity?

One picture is worth 1000 words:

QSR customers are in a hurry. They won’t take a time to read lengthy explanations. That’s why pictures are essential, especially if you’re promoting a new menu item. A tantalizing vision of your latest promotional special, in all its mouthwatering glory in living color, will have your customers reaching for their wallets far faster than any verbal description. While posting great pictures is as easy as a few taps on a keyboard for operators boasting digital display systems, it will present much more of a challenge for those still stuck with chalkboard or painted signage.

Greater control with digital signage:

For franchises or other types of multi-site operators, what customers see on menu boards can be centrally controlled. A new limited time offer and new pricing can be made to appear at all your locations, whether they are on the other side of town, or on the other side of the continent. And, if you’re spending millions on advertising that great new blockbuster offer on the web and on TV, you want to make sure that what your hungry, eager customers see on your menu signs is in sync with the expectations that you spent so much time, effort and money in creating.