In the 1987 film ‘The Untouchables’ there’s the following scene between the characters played by Sean Connery (as Jim Malone) and Kevin Costner (as Elliot Ness). Elliot Ness is asking how he can ‘get’ Al Capone.
Here’s the transcript of what Jim Malone tells Elliot Ness:
“Here’s how you get Capone,
He pulls a knife, you pull a gun. He sends one of yours to hospital,you send one of his to the morgue! That’s the Chicago way!”
So How Does ‘The Chicago Way’ Apply To Online Business
Obviously I’m not suggesting that you take a gun to one of your competitors or anything like that. But there’s an important principle contained in those few sentences that you can adapt to your marketing efforts for your online business.
The principle is simply one of being prepared to do more than your competitors.
So let’s change the scene. Imagine it’s you and me in a bar. I’m there as your business coach. You’ve got a competitor – let’s call him Big Steve – who you want to ‘take out. ’ (Virtually, of course 😉 ).
Here’s how the scene might play out.
You: “I don’t know what to do. I’ve got this competitor called Big Steve. And he’s higher in the search engine rankings than me. He’s got more of a profile than me. How do I get ahead of him?”
Me: “Here’s how you get ahead of big Steve. He writes an article, you write an article and turn it into a podcast. He records a podcast, you record a video.He records a video, you record two videos AND syndicate them via TubeMogul. He releases an eBook, you release a Multimedia Training Course. That’s how you get ahead of Big Steve – that’s The Chicago Way.”
Reverse Engineering The Chicago Way
If we take a closer look at The Chicago Way, what we’re really doing by applying this philosophy is always being prepared to go one step farther than our competition.
That one step farther can be either be by doing something that has a higher perceived value than our competitor is prepared to do, or by doing the same as our competitor but doing more of it.
Apply this approach over time, throw in the magnifying effect of compound interest (which we’ll look at in a future article), and the day will come when we do overtake our competitors. Once you overtake your competitors if you continue with this approach you’ll distance yourselves from your competitors and will gain greater market share and/or expert status.
All of which should make a favourable return to your online business.
How To Implement The Chicago Way
To actually integrate this philosophy into your online marketing approach, you have to first identify a website or person who you consider a competitor. And then watch them closely for 4 to 6 weeks. Set up Google Alerts for their name, or the name of their business, and Google will email you every time they make a move.
And you can get a good idea of their content publishing schedule and what kind of content they publish.
Once you have an idea of what their schedule is, you can then make a content publishing plan that will ‘take them down’ over time.
What you should be looking to do is either publish the same amount of content, but take advantage of the ease of recording in multimedia formats for greater perceived value to website visitors in your market. Or publish twice as frequently in a given time period.
Of course if you do BOTH, your business is going to grow in ever-bigger increments.
The Chicago Way is a simple business philosophy that when applied ruthlessly over time will allow you to outstrip and overtake your competitors. Adopting this approach will also take you into the higher reaches of your market – with a corresponding effect on the performance and profits that your online business generates.
Whenever you find a competitor, remember Sean Connery’s snarl:
“He pulls a knife, you pull a gun.
He puts one of yours in the hospital, you put one of his in the morgue.
That’s the Chicago Way!”