The document discusses how to gain an unfair advantage over competitors by targeting their customers. It recommends acknowledging competitors but differentiating yourself by creating blue oceans with uncontested market space. A 6-step formula is provided: 1) Acknowledge competitors, 2) Throw away comparisons, 3) Highlight superiority, 4) Dominate calls-to-action, 5) Substantiate claims, 6) Offer the best deal. Creating landing pages focused on differentiation and strong offers could yield conversion rates 2x the average at half the cost per click, resulting in a 4x return on investment.

1. BRICE MCBETH
Snagging Sales from Your
Competition

2. THE UNFAIR ADVANTAGE

3. Who wishes their (bigger)
competitors didn’t exist?
THE UNFAIR ADVANTAGE

4. THE UNFAIR ADVANTAGE

5. Who has a different
(better) version of
something that already
exists?
THE UNFAIR ADVANTAGE

6. THE UNFAIR ADVANTAGE

7. THE UNFAIR ADVANTAGE

8. THE UNFAIR ADVANTAGE
Blue
Ocean !!

9. WHY LOVE YOUR COMPETITION
❏ 3rd Party Competitors rarely compete in this space
❏ 50-50 Proposition
❏ CHEAP Clicks
❏ Frame of Reference / Looking for Second Option
❏ Mid-Bottom of Funnel (More Ready to Buy)
❏ 2-8x Conversions
❏ Formulaic Approach!
THE UNFAIR ADVANTAGE

10. Who is ready to STICK IT
to their competition?
THE UNFAIR ADVANTAGE

11. WHAT WE’LL COVER
❏ The 6 step formula
❏ Blue Ocean Strategy Canvas
❏ Your 2 key buyer personas for The Unfair Advantage
❏ The Unfair Advantage Worksheet
❏ How to promote your new landing page
THE UNFAIR ADVANTAGE

12. What We Obsess
About
What We SHOULD
Obsess About

13. CONVERSION RATE OPTIMIZATION | What an AB Test Looks Like

15. BriceMcBeth.com/competitor-edu-wrapup
Copy of Today’s Slides
Download The Tools / Worksheets
Copy of Book Salon Chairs Don’t Sell Themselves
Upcoming Event Links

16. Individually-Tailored Recommendations
1. Copy of Book - 21 Lessons From My Startup
2. Personalized DIY Ideas Each Month
Same coaches who manage our $5,000/mo clients
With Access to Network of Resources
Or Quick Quote Option
1. Mid-Month Accountability Check-in
2. Cancel Anytime
$0 LIMITED
BETA USERS
Register with Mackenzie

17. THE UNFAIR ADVANTAGE

18. UNFAIR ADVANTAGE
TOFu
How to Start a New Salon, Salon Floor Plans, Salon Design Ideas
MOFu
Salon Chairs for Sale, Salon Furniture Packages
BOFu
Standish Coupon Codes, Alternatives to Minerva
High Conversions / Low
Volume
Crowded / Competitive /
Expensive
Get the LEAD! Uncertain
Outcome

19. THE UNFAIR ADVANTAGE

20. 1. ACKNOWLEDGE
2. THROW AWAY
COMPARISONS
THE UNFAIR ADVANTAGE

21. 3. DIFFERENTIATE /
SUPERIOR VALUES
4. EASY BAIL OUT
Leave
4+. DOMINATE CTA
THE UNFAIR ADVANTAGE

22. 5. SUBSTANTIATION OF
CLAIM
THE UNFAIR ADVANTAGE

23. 6. STRONGEST OFFER
AVAILABLE
THE UNFAIR ADVANTAGE

24. THE 6 STEPS
❏ Acknowledge their frame of reference
❏ Provide throwaway comparisons
❏ Highlight superiority to create the unfair advantage
❏ Dominate CTA (with optional / easy bail out option)
❏ Substantiate claims
❏ Best offer available
THE UNFAIR ADVANTAGE

25. COMPETITIVE
- Researching other options
- Price aware / deals & offers
- Value-sensitive
- What’s DIFFERENT?
METHODICAL
- Researching ALL options
- What’s missing?
- Details… will look for it and find it
- Strong assurance that I’m not
making the wrong choice
SPONTANEOUS
- Scan for highlights
- Give me a reason to get it done
- Offers with urgency
- Assurance that it’s not a
mistake
HUMANISTIC
- Imagery
- Experience FEELS right
- Testimonials
- Bryan Eisenberg

26. 1. ACKNOWLEDGE

27. 3. DIFFERENTIATE /
SUPERIOR VALUES
5. SUBSTANTIATION OF
CLAIM

28. 2. THROW AWAY
COMPARISONS
3. DIFFERENTIATE /
SUPERIOR VALUES

29. 4. EASY BAIL OUT
4+. DOMINATE CTA
6. STRONGEST OFFER
AVAILABLE
?. Persona - Price?

30. UNFAIR ADVANTAGE
RED OCEANS are highly contested space
where you must beat your competition - ie.
commodities (scarce opportunity)
BLUE OCEANS are uncontested spaces
where you make your competition irrelevant
(abundant opportunity)

31. UNFAIR ADVANTAGE
NOT IMPORTANT
- Terminology
- Snobiness
- Aging
- Prestige
- Complexity
OPPORTUNITY
- Easy to drink
- Fun
- Experiential
- Price
- *Demystification

32. UNFAIR ADVANTAGE

33. UNFAIR ADVANTAGE
NOT IMPORTANT
- Lions
- Aisle Concessions
- Ring Leader
OPPORTUNITY
- Uniqueness
- Themed Shows
- Story Lines
- Refined
- Good Music

34. UNFAIR ADVANTAGE

35. UNFAIR ADVANTAGE
REDUCE
- “Cheap” COGS
- 2 Variations
- 2 Brands
CREATE
- Experience
- Ambiance
- Unique Drinks
- Vineyard Prestige
ELIMINATE
- Bottomless
- Diner
RAISE
- Taste
- Large / Venti
- Convenient / To
Go
- $0.10
- Taste Complexity

36. Set & Forget
Reply Tools
DOMINATE CTA
Video!

37. ACKNOWLEDGE
THROW AWAY
COMPARISONS
DIFFERENTIATE /
SUPERIOR VALUES

38. DOMINATE CTA
SUBSTANTIATION
OF CLAIM
STRONGEST OFFER
AVAILABLE
How to Succeed

39. BOLD CLAIM
DOMINATE CTA

40. UNFAIR ADVANTAGE

41. TRADITIONAL LANDING PAGE
Miserable 2% Conversion
Competing with the masses
$2 CPC
$100 investment per sale
$500 average order value
35% Gross =$175
$1.75 Return per $1 Invested
UNFAIR ADVANTAGE
UNFAIR ADVANTAGE
Not about getting 100%!
How about 6%?
600% better than average
3x better than your landing page
<$1 CPC
$17 Investment per Sale
$500 ave order value
$175 Gross
$10 Return per $1 Invested
-vs-

42. STRONGEST
OFFER AVAILABLE
ACKNOWLEDGE
THROW AWAY
COMPARISONS
DOMINATE CTA
Strong
Differentiators?

43. STRONGEST OFFER
AVAILABLE
ACKNOWLEDGE
THROW AWAY
COMPARISONS
DIFFERENTIATE /
SUPERIOR VALUES
EASY BAIL OUT
DOMINATE CTA
SUBSTANTIATION
OF CLAIM

44. UNFAIR ADVANTAGE
Minerva Beauty
Celebrity Endorsements
Direct Manufacturer → Consumer
The original online store
Huge showroom
Great designs
Huge showroom
Awareness / Trust
USE + Import Combinations
Studio available, pass savings to you
Most online reviews in industry
$389 Avant $349 Draper

45. UNFAIR ADVANTAGE
Kaemark
Video Product
Reviews
Video Testimonials
Customer
Appreciation
Program
Freight Shipping
Rates
<Ask Ryein>
4 (15) 4.5 (53)
4.5 (22) 4.3 (18)
3.8 (7) 4.8 (75)
Video
X
Social, Guarantee
X
20 Brands, BBB,
Loreal,
X
FREE SHIPPING!
“Minerva”

46. UNFAIR ADVANTAGE

47. QUICK BREAK
STRONGEST
OFFER AVAILABLE
ACKNOWLEDGE
THROW AWAY
COMPARISONS
DOMINATE CTA
Strong
Differentiators?

48. UNFAIR ADVANTAGE

49. UNFAIR ADVANTAGE

50. QUICK BREAK

51. QUICK BREAK

52. QUICK BREAK

53. WHAT WE COVERED
❏ The 6 step formula
❏ Blue Ocean Strategy Canvas
❏ Your 2 key buyer personas for The Unfair Advantage
❏ The Unfair Advantage Worksheet
❏ How to promote your new landing page
THE UNFAIR ADVANTAGE

54. SUMMARY
JUST REMEMBER...
❏ Be thankful! Love your competition.
❏ Stop competing in RED OCEANS.
❏ Remember that you’re catering to Competitive Buyer Personas.
❏ Create BLUE OCEANS where competition is irrelevant.
❏ Provide your best offer available.
❏ Not about 100% conversions.
❏ Promote via Search, Facebook, Twitter to start.
❏ 2x average conversion rate x ½ CPC = 4x ROI!

55. Individually-Tailored Recommendations
1. Copy of Book - 21 Lessons From My Startup
2. Personalized DIY Ideas Each Month
Same coaches who manage our $5,000/mo clients
With Access to Network of Resources
Or Quick Quote Option
1. Mid-Month Accountability Check-in
2. Cancel Anytime
$0 LIMITED
BETA USERS
Register with Mackenzie

56. BriceMcBeth.com/competitor-edu-wrapup/
Copy of Today’s Slides
Download The Tools / Worksheets
Copy of Book Salon Chairs Don’t Sell Themselves
$100 Coach (Personalized Newsletter)
Upcoming Event Links
JANUARY: MIND-BLOWING GOOGLE ANALYTICS REPORTS TO DRIVE NEXT ACTION!

57. The $5 Marketing Budget