Present Better And Win Disproportionately

I just googled “swimming technique” and got 313,000 results. Clearly there’s a lot of websites out there talking about swimming! Whatever your line of coaching, product or business, there’s almost certainly a lot of competition out there vying for attention.

So how do you stand out from the crowd? One extremely effective way is to do a better job of structuring, packaging and presenting your materials than anyone else. You might do this with some (or all) of these elements:

- Better writing skills
- Engaging story telling
- Intuitive visual layouts
- Clear simple explanations
- Creating interesting diagrams
- Cutting to the chase with less hype and fluff
- Carefully selected photos (or even a dedicated photo shoot)
- Unique video

At University, if you spent five times longer working on an assignment you might get a 10% better grade. But in the highly competitive world of business, if you spend five times longer working on presenting your idea or developing your product, you will get much more than five times the response.

Hard Work

On this blog I’ll be giving you ideas and suggestions for how to get better at each of those items on the list (and others) but I can’t do the work for you, it will require effort on your part, which is kind of the point. 99% of people chuck stuff out there with little planning or forethought. If you can do the hard work for your customers to make things easier to absorb, more insightful and less confusing, you win disproportionately.

You might have looked at the list above and thought but I can’t write or I don’t know how to take a great photograph. I would say that if those skills are going to be of ongoing use to you in the future, then make the effort to start developing them now. Choose the ones you need the most and are the weakest at, and get to work.

Copy And Steal Everything

I think it’s fair to say that Swim Smooth have the best quality swim coaching video out there, it’s something Paul and I put a lot of effort into and has made a large difference to our business.

In fact, we’ve just completed six weeks of intense filming in Perth. We’ve tried really hard to move the needle on the professionalism of the production and to make the coaching more ‘live’ and engaging. I’m very proud of the results and confident we’ve taken things to the next level, even beyond our Catch Masterclass DVD.

How did we do this? In lots of small ways, with ideas and techniques we stole from all sorts of sources. For instance, over the last couple of years, whenever I watch a movie I’m always looking at the camera work and the editing. I know when Paul watches TV he notices the presenters, how they talk to the camera, show their passion and engage with the viewer.

My girlfriend thinks I’m pretty sad when I notice a nice panning shot in the middle of Sleepless In Seattle but I just can’t help it, I’ve become a filming geek now. Once you’ve decided to become better at something your brain starts noticing things and learning from them. So, perhaps the most important thing is to decide what you need to become better at and START, that decision is the most important thing and not making it holds most people back. Just decide to start and the rest will follow.