“Holy crap, this guy is insane.”

That’s what I said the first time I saw UFC fighter Conor McGregor give an interview.

He’s loud, arrogant, funny, and swears like a sailor who just stubbed his toe.

Here’s an interview he gave immediately after becoming the first UFC fighter to hold championship belts in two weight divisions at once:

If you’re thinking, “This guy sounds like a crude, cocky jerk,” you’re supposed to. This is the type of personality many UFC fans respond to… and McGregor knows it.

Despite his sometimes crude and Neanderthal-like behavior, McGregor is a savvy marketer—one of the best I’ve seen in an athlete.

McGregor’s marketing acumen makes him the UFC’s richest and most popular fighter. And it’s not even close. With an annual salary of $22-million per year, he’s the only UFC fighter to ever make Forbes’ list of richest athletes.

McGregor’s eight-figure salary allows him to live an extravagant lifestyle:

• He regularly drops $10,000 on custom-tailored suits.
• He recently spent $100K at a high-end jeweler on a whim.
• He once rented and stayed at a seven-bedroom, 12,000-square-foot mansion in Las Vegas leading up to a fight in the city.

When the guy spends, he spends BIG.

Maybe too big in some folks’ eyes.

But guess what?

He’s making $22-million per year, and they’re not. He doesn’t give a flying fart what people think.

Here’s the point…

When you’re the best in the biz—not only at what you do, but MARKETING what you do—you make giant stacks of cash.

So much cash that you can spend it however the heck you want… and still have stacks on stacks to spare.

• Want to splurge on 50-yard line tickets to Super Bowl LI? You can.
• Want to take multiple Caribbean vacations a year? You can.
• Want to build your dream house in your dream neighborhood? You can.

The question is, how do you take your marketing to this level?

It’s not easy; thousands of business owners and contractors try to “crack the code” every year… and fail.

But, unlike you, they don’t have me in your corner going Mickey Goldmill on you.

So allow me to reveal Conor McGregor’s 5 Big Secrets To Unparalleled Marketing Success:

1. Be Bold

You don’t need to be over the top like Conor McGregor, but grabbing people’s attention and getting noticed is a big part of the marketing battle.

Most UFC fighters are the same ol’ boring meatheads who can barely string together two sentences. McGregor, however, ALWAYS has something interesting to say. The fact that he’s not a lifeless lunkhead is enough to set him apart and make UFC fans love him.

It’s the same with home improvement contractors. Ninety-nine percent of them say the same ol’ boring crap that no one cares about:

“Expert craftsmanship.” “Quality service.” “Great results.”

Yawn.

How about instead of saying, “We deliver great results,” you say this instead:

BAM—how refreshingly candid, different, and attention-grabbing is that? In an industry where every company parrots each other’s talking points, saying something like this is all it takes to stand out.

2. Be Confident

Conor McGregor is incredibly confident. He truly believes he can beat anyone, even guys twice his size. And he’s not afraid to say it.

When you’re marketing yourself, you need to have this type of confidence and let others know about it.

Why?

Confidence is contagious.

When people see you’re confident in your abilities, they believe you can do what you say.

Let’s use copy from one of our client’s—Miller Home Improvements—homepage as an example:

“We’re a team of creative masterminds who provide extraordinary, one-of-a-kind remodels. We live for challenging, distinctive projects other contractors wouldn’t touch with a 10-foot pole.

Bring us your most challenging project idea—even a downright crazy one—and we’ll formulate a plan to make it happen… then flawlessly execute it to deliver exactly what you dreamed up.

If you’re a homeowner, reading this can’t help but make you feel ultra confident that these guys can provide you with an amazing remodel.

3. Have Passion

Conor McGregor LOVES punching people for a living. You can see it during every fight and in every interview. He pours every waking hour into becoming a better fighter because that’s his PASSION.

You need to have that same passion for YOUR craft. Not just for designing and building projects, but also for helping people. And then you need to communicate that passion in your marketing. Let everyone know you love what you do.

Because, when you get down to it, helping people is what home improvement is all about. If you have a passion for that, it will show in your work… and elevate you to amazing new levels of success.

4. Have An Identity

McGregor’s “shtick” is that he’s blunt, loud, and extravagant. And UFC fans (McGregor’s market) eat it up. His identity has become so powerful that it has now become synonymous with the UFC.

So, what does YOUR specific market respond to?

Do they want a low-stress project? A remodel on a budget? A high-end renovation that costs six figures? Someone who will just plain do the job well for a reasonable price?

Once you figure that out, package it into a powerful, passionate identity you use in all your marketing. The goal is to make your specific market instinctively think of YOU when they need a project.

5. Be Great

If you’re going to say you’re awesome, you better be able to back it up.

McGregor is the first UFC fighter to hold championship belts in two weight classes at once. His record is 21-3, and he’s only lost one fight in the past six years (and that was when he moved up a weight class to fight someone a lot bigger than him).

McGregor backs up his brash talk… and then some. If you’re going to talk a big game in your marketing, you need to do the same.

If you say you provide amazing installation, you make sure every last nail is hammered and every caulk line is 100% straight. If you say you deliver great customer service, you better make sure every single customer gets the “King of England” treatment from start to finish.

Because if you fail to deliver on the promises you make in your marketing, word that you’re a phony will spread like wildfire.

Now Go Knock Out The Competition

Follow the “Conor McGregor” marketing blueprint, and you’ll be on your way to becoming one of the biggest, baddest, and richest contractors in your field.

And if you need someone experienced in your corner to help, you know who to turn to.

P.S. Would you get mad at your personal trainer if you didn’t get washboard abs in two weeks? No, because expecting results in that timeframe is silly. But if you stick with it, you absolutely will get the results you want—and they’ll likely be better than you could have imagined.  It’s the same when you work with MYM, and in my next post I’ll tell you why.

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© 2017, Rich Harshaw. All rights reserved.