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Victor Urbina’s Minding Your Business: How To Have No Competition

Finding new customers is hard. Especially if you’re trying to generate them on the internet. The amount of junk people slosh through online is dizzying. Pop-ups, free offers and a Sheikh emailing you for help getting his fortune out of the country.

We see so many ads that we’ve become desensitized to them and suspicious. We think there’s always an angle. And marketers are going to greater lengths to get AND hold your attention. They wish for the days when they had little or no competition. Which is exactly why something my wife received in the mail got my attention. I’m going to tell you all about it, but first let me tell you a story.

Baby Talk

My wife and I are expecting our first child, a boy FYI. After trying unsuccessfully for eight long years we finally got lucky. But that’s a story for another time. Naturally, my wife is tired ALL the time. Making a baby apparently does that to you. Who knew?

Because my wife is so tired I’ve had to pick up the slack around the house. Don’t get me wrong, I took care of my fair share of things before, especially in the mornings. One of the new responsibilities I had, albeit briefly, was cooking dinner.

This was a problem.

We’ll Starve!

My experience in the kitchen is probably on par with most busy entrepreneurs. I make a kick-ass ham sandwich, a mean bowl cereal and can order take-out with the best of them. Translation, I’m a complete buffoon in the kitchen. Which led us to a conversation about signing up for a recipe delivery service. You know like HelloFresh or Blue Apron.

After some discussion, we decided not to sign up. My inability to follow even the most basic cooking instructions was the final straw. So why am I sharing this story with you then? Excellent question, here’s why.

One week later, almost to the day, we got this in the mail.

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The timing was impeccable. To be honest, it was almost scary. I’m convinced the Amazon Echo we have in our kitchen listens and sells our information. But what I absolutely loved about this piece of mail was this. An online company is using an offline media channel to generate new customers. This is brilliant and something you should swipe!

Called It

I’ve been saying this for years. The online world is saturated with competitors. Google “recipe delivery services” and you’ll get results for Blue Apron and eight competitors. That means half of the page one search results (paid and organic) are competitors of Blue Apron. You think it’s gonna be tough for them to generate a new customer?

But people’s mailboxes are getting less full. As an example, this is the ONLY recipe delivery service mail piece we’ve EVER received. So, at the mailbox Blue Apron has NO competition!

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Once you open the mail piece they tell you what to expect when you sign up. They also make you a pretty good offer, $30 off your first order. I’m willing to bet the $30 they give you is much less than their online CAC (customer acquisition cost). Not to mention that the LCV (lifetime customer value) is probably a lot higher. If you’re not sure what CAC or LCV is, see my “The Value of Customers” post for a crash course in customer math.

What’s The Big Deal?

It’s a big deal because your business probably has NO COMPETITION in people’s mailbox. Sure, you need a good mail piece to make sure people buy. It needs the three key components: a strong offer, a deadline and a way for people to respond to your offer. If you can do that, then you’re sure to have success. So which would you rather have, NO competition or LOTS of competition?

Walking Into Traffic

If you insist on marketing online at least tip scales in your favor. Work the system so you step in front of existing traffic. If you want to learn more about how to do that email me at me@victorurbina.com. I’m putting together a special training on how to step in front of existing web traffic for next to nothing.

Before I forget. If you try what I recommend and have success, please let me know. I would love to share your story with readers of this column.

Remember, “Life is a series of missed opportunities so go for yours.”™

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Author: Victor Urbina

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