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Although they may be able to outspend or outadvertise you, you can certainly outwork them by using social media, personal visits, mail, e-mail, networking, and so on. Create campaigns using the resources you do have. There is no shortage of energy, effort, creativity, or how much you can make contact with your clients. Use variations of campaigns of offers, information, video, links, third-party validation, mail, e-mails, phone calls, and personal visit combinations to counter the expensive and often wasteful ad campaigns used by the bigger players. Warning: When using activity to counter
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Andy Grove, one of Intel Corporation's first employees, coined the saying, “Only the paranoid survive.”
Any action that is not adding wood to your fire would be considered wasteful
the best way to even the score against those who have it in for you is to make yourself so well known that every time they look up—each morning when they wake and right before they go to sleep at night—they see evidence of you and your success.
“If it is to be, it is up to me.”
Get yourself and your colleagues to the point where responses like “Can do, no problem—we will handle it!” become the norm—and nothing else is even accepted.
The people who know me would probably also tell you that when I embark on a project—whether it is writing a new book, creating a seminar program, developing a new product, starting a new workout, improving my marriage, or spending time with my daughter—I go at it completely. I'm all in, fully committed, like a hungry dog on the back of a meat truck.
