Napoleon Bonaparte is one of my all-time heroes.
First name on my dream dinner table list.
He was fearless.
He implemented liberal reforms, including religious toleration, establishing legal equality, and legalising divorce.
He established the Napoleonic Code, which gave post-revolutionary France its first coherent set of laws.
Contrary to popular belief too, the perpetual underdog, the reluctant warrior constantly dragged into conflicts with endless shifting alliances of enemies who simply could not sleep at night with such a low-born disruptive genius on the French throne.
Now, one of the typically loaded things he said once was this:
Ability is nothing without opportunity.
And he knew that from personal experience.
He had all the ability in the world but if he hadn’t been given the chance to shine (made possible by the Revolution), he would never have risen so high; yes, as soon as he got to the top, he built his Grande Armée on a system of meritocracy whereby blacksmith’s sons could one day become Field Marshalls.
Okay, so what has this got to do with web design, or digital marketing for that matter?
In a word:
Let’s take — for me — Napoleon’s finest hour and The Battle of Austerlitz (1805) to illustrate what I mean and then we’ll draw all the modern parallels you need.
At Austerlitz, Napoleon was — as usual — outnumbered: Napoleon fielded around 70,000 troops, while his enemies had closer to 90,000.
In business terms, he was the upstart on the block.
So what did he do?
First, he cleverly convinced his enemies that he was weaker than he really with an insincere proposal of peace negotiations.
Then, when his allies decided to attack, which he knew was coming, he knew when and where they’d strike and blew them away with an attack of his own at their weakest point.
The victory sent shockwaves through the aristocratic palaces of Europe.
But why was his strategy such a work of genius?
Napoleon’s mantra was always,“faire son theme en deux facons,” roughly translated as "To proceed with two options."
Sure, he had to outmanoeuvre the advances of the allies on the day.
But the “faire son theme en deux facons” strategy he conceived was ready to roll out, day in, day out.
Okay, so you’re probably not the next Napoleon of digital marketing.
You’re too busy running your own Empire for a start.
The key takeaway here is clear.
Napoleon ‘decisively’ won the battle against overwhelming odds because he had a well defined strategy:
- Aggressive out manoeuvring. — STRATEGY 1
- Surrounding his enemies before they even knew he was coming. — STRATEGY 2
All he did was apply this strategy over and over again (when he didn’t, it didn’t work out for him so well).
And the successful agencies, the players with 6, 7 or even 8 figure profits always have a predictable method for generating clients and they know these two numbers.
- Cost to generate a call. — STRATEGY 1
- Cost to acquire a client. — STRATEGY 2
They have a system in place and understand these two simple metrics so if they spend ‘so much’ on marketing they'll get a new client.
They've taken the guess work away from marketing their business.
But it doesn’t end there:
Napoleon was also the master of innovation.
Whilst his enemies fought in a traditional eighteenth-century manner, Napoleon considered and introduced any novel tactic that made their organisation, tactics and strategy outmoded.
As you’ll soon see there is a much better way …
Because, like Napoleon, everything happens for a reason.
It’s all part of a marketing system that gives people ONE choice at ONE particular time and NO distractions and provides a small, single niche entry to your business.
Sun Tzu once said:
Much of the Art of War is devoted to the value of waiting, waiting and waiting for the right moment to strike.
Something Napoleonic like this:
Here's my 3 keys to finding new clients, creating marketplace desire and selling your specialist services.
Use the right distribution channel to attract the right people.
Create awareness with the people who are already likely to engage with your brand and have a problem you can solve.
This is typically delivered as part of your presell content.
You have to feel what your customer is feeling to communicate with them so they actually think, 'wow', this person really gets where I'm coming from’.
The number one thing your client wants in making a purchase is to make sure they’re making the right purchase decision.
So clarify your message so your clients will listen.
Educate and inspire along the user journey.
Your prospects need to be wowed as much by your empathy as with your knowledge.
What’s different about your process/solution that they can’t find anywhere else?
It's also much harder to ignore something if it is personalised super focused on a specific niche.
Encourage the buyer to start to research further.
A preeminent business outshines all others in its category in the impression it leaves.
It is the business that competitors seek to emulate.
There can be room for only one Napoleon in your niche.
Once you've got their attention, keep it.
If you want to be the preeminent empathetic Napoleon sized business in your niche, you must unabashedly put yourself in front of your market and communicate often.
Your goal should be to stay in front of your clients as much as possible.
Inspire new ideas, elicit fresh emotions, move from merely 'liking' to genuinely 'wanting'.
This is known as seeding.
You plant a seed for the upcoming offers as well as educating.
Do so with helpful, educational content.
Don’t be a pest.
But be ever-present.
Stay ‘top of mind’; be part of their personal story and share their vision, not yours, while building up the awareness of your brand.
Follow these 3 Steps and will you be able to out manoeuvre and surround your enemies before they even know you’re coming.
So if you’re not making the income or generating the enquiries that you want in your business ask yourself these two questions:
- How many consultations did you do in the last 7 days?
- But more importantly what did you do in the last 7 days to generate those consultations?
You see in the agency game it’s easy to get distracted by all these new shiny objects and new tricks but the raw reality is that you only need to focus all your efforts into connecting these two things.
And I’ve got the battle plan for all that which will show you how.Join the waiting list