Last night I was watching the local news, and amidst all
the typical doom and gloom stories the media loves to
share, there was a fascinating interview that took place.
The Royal Canadian Mounted Police (RCMP - the
way-over-made-fun-of guys in red with funny looking cowboy
hats) blatantly egged on the Hells Angels. The RCMP officer
being interviewed actually blamed the Hells Angels on
pretty well all of the crime in Canada
You name it... they are to blame.
Now, I don't condone what the Angels do, but I will say the
RCMP are absolute morons to believe crime would disappear
if the Hells Angels disappeared too.
There has always been crime and there always will be crime,
it's one of the facts of life. There will always be people
who take advantage of others, and those who thrive off the
underground money making activities.
The Hells Angels did something VERY surprising they went on
television too. They actually asked a local Calgary News
reporter for an interview to counter this officer's claims.
#1 - for them to voluntarily give a TV interview is
extremely rare.
#2 - they are upset
#3 - they publicly stated they are upset - and they issued
a challenge to the RCMP. Prove to the rest of the world
that the Hells Angels are completely responsible for 100%
of the crime in Canada
And prove to them that if the Angels were to disappear,
crime would too.
They made the RCMP's claim look as ridiculous as it is.
Yes, The Hells Angels do commit crimes they never said they
don't. But to go on national TV with a ridiculous claim
like this is a challenge and the Hells Angels countered the
challenge.
So what does this have to do with advertising and marketing?
Lots!
Robert Allen issued a challenge to the skeptics put him in
a city he doesn't know for 72 hours with only $100 to his
name and he would own at least one piece of property after
72 hours with NONE OF HIS OWN MONEY.
A big challenge to prove his system works.
And he delivered; actually he bought 4 properties in 72
hours with no money down.
He became massively famous by throwing down the gauntlet
and challenging the media.
How can you use the challenge technique?
Challenge your customers to provide the best video
testimonial of the benefits they have received from using
your products (all kinds of corporations are using this
idea now). You will get incredible video footage you can
use in commercials, advertising, marketing campaigns, lead
generation campaigns, etc.
Challenge your competitors to a dual. Southwest Airlines is
famous for major media challenges and EVERYONE benefits.
Challenge your suppliers to help you decrease your supply
costs, best proposals win a year long exclusive contract
Challenge your employees to come up with one new business
improvement idea a week. The top ones can be implemented by
the person recommending them, and are rewarded with status,
even prizes and publicity.
Challenge the media with a big claim you make and that you
will prove that claim once and for all in front of the
world.
Find a challenge and try it out.
I have a challenge and a contest coming up for the most
creative marketing techniques being used (not ideas but
ones actually used with favorable results). There will be
cash prizes, rewards, and a ton of publicity for the
winners. More to come.
Everyone LOVES a challenge... give it to them.
----------------------------------------------------
Troy White, The Marketing Results Mentor and Expert
Copywriter helps clients achieve HUGE growth surges in
their business in very short periods of time. He is a very
sought after marketer and advertising specialist who has
helped launch some of the world's most profitable marketing
systems. For more info visit White's site at
http://www.SmallBusinessCopywriter.com or sign up for his
Free Cash Flow Surge Newsletter at
http://www.CashFlowSurges.com
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