A few years ago, Hudson,Ink moved into a brand-new, freshly renovated office space. I’m not sure who made all the decorating decisions, but the final result is a very eclectic mix of artwork, form with modern functionality, and pop culture references scattered everywhere. It’s the culmination of professional and fun, creating a space best described as “marketing-y.” But my favorite part of our office is a mural that covers the entire back wall. Standing tall and throwing a punch with a fist that measures probably 4 feet x 3 feet is, “The People’s Champion,” Muhammad Ali.

Most people brush this off as being just another random (and extremely cool) piece of decoration, but while I don’t know who picked it, I find it too perfect to be completely accidental. Every day when I come in it’s a wonderful reminder of the power of words to change our culture.

Most know Muhammad Ali as a famous boxer, but what’s even more fascinating is that he was even more well-known for his mouth and self-promotion. The man was funny, brash, and had to be a publicist’s dream, regularly turning pre-fight press appearances into headline news. He did so much trash talking before a fight that tickets basically sold themselves. When asked how he was preparing to fight George Foreman in 1974 he said, “I’ve wrestled with alligators. I’ve tussled with a whale. I done handcuffed lightning, and throw thunder in jail. You know I’m bad. Just last week, I murdered a rock, injured a stone, hospitalized a brick. I’m so mean, I make medicine sick.” I think it’s safe to say the man was confident.

He also had these gems: “If you even dream of beating me, you better wake up and apologize,” “Not only do I knock’em out, I pick the round,” and, “I’m so fast that last night I turned off the light switch and was in bed before the room got dark.” He built a character, and many times Ali’s opponents were so intimidated and starry-eyed thinking about facing the myth he built that they were defeated before they ever set foot in the ring.

Contrast the bold, confident, and entertaining (albeit wildly exaggerated) approach Ali used to promote himself with the snooze-inducing marketing messages you see coming out from most contractors. While Ali is beating his chest and proudly proclaiming, “I am the GREATEST!” most advertisements seem to whisper quietly from the corner, “Hey, I’m an option too… I don’t want to make too much noise or upset anybody, but please don’t forget about me either…” .

The part of Ali’s story that is most often overlooked is his quick rise to fame. He garnered attention almost immediately, and it wasn’t mostly because of his domination in the ring. It was because this new kid was talking such a BIG GAME. Ali got the necessary shots to make a name for himself quicker than hundreds of other fighters who’d been doing it much longer, mostly because he made himself impossible to ignore. Some good fighters spend their entire careers and never get a chance to prove themselves against the best, but Ali wasn’t content to just wait in line and hope he got an opportunity. He didn’t want to be just A boxer, he wanted everyone to know he was THE boxer. So, from day one his messaging rattled cages, got on nerves, and made promises that he intended to keep once his moment arrived.

Far too many contractors are happy being nice, civil, and quiet in a market that will return the favor by steamrolling right over them. Don’t get me wrong, I’m not advocating anyone to start trashing their competition or resort to dirty business tactics here. Ali never bashed his opponent publicly. He wisely figured out that if he promoted his opponent as formidable too, it made him look all that much stronger when he defeated them easily. There’s nothing wrong with a little twinge of arrogance (read as confidence if that sits better) in what you do, in fact, it’s necessary for survival. If you aren’t proud of the work you do and can’t say with all conviction a homeowner SHOULD chose you for reasons X, Y, and Z, then you might need to find something else to do.

Ask yourself, “If I’m not sold that I’m the best choice, then why in the world would I expect anyone else to choose me?” And if you are willing to stiffen your backbone and poke out your chest a little to that point, where does your marketing, image, and brand convey this message to your customers? Does your website scream, “I AM the most professional around”? Does your social media show testimonies proving, “I WILL take care of you better”? Do the words you use through emails and mailers get noticed enough for you to have opportunities to prove you’re the best? Does anything you’re doing set you apart or make eyebrows raise?

Ironically, Muhammad Ali also said, “I don’t like fighters who talk too much.” That seems like a pretty funny statement coming from a man who threw as many jabs with his mouth as he did with his hands and supposedly talked all through his fights to get in his opponent’s head, but his point was clear. If it’s all talk and no substance, it’s not worth saying at all. Ali was often accused of being arrogant and vain, but he simply responded with a smile, “It’s not bragging if you can back it up.” Obviously, his mouth wasn’t writing checks his rear end couldn’t cash. When people spent money to see him fight or placed a bet on him, they were rarely disappointed. Don’t be afraid to put yourself out there with some bold claims that will get eyes placed on you, just as long as you are ready to fight to back them up.

And here’s MY bold claim: Hudson,Ink has the best turn-key, automated marketing programs and the most experienced and helpful coaches for strategy and implementation available for in-home contractors right now (that was a mouthful). We can help improve your marketing. Hands down, it’s not debatable, we’re the easiest and best solution there is. Forward this on to all our competition if you’d like, I’m throwing down the gauntlet and accepting all challengers.
If you’ll partner up with us and take our simple coaching suggestions built on close to two decades working only with in-home contractors like you, you WILL see results… guaranteed. I would not make those claims if I didn’t 100% believe them and have seen the contractors whose businesses have changed.

The right messaging can change how your market perceives you. Stop being one of 50 options sitting quietly with your hand raised just hoping you’ll get picked out of the group. Stand up, stand out, and prove why you’re the obvious choice.

“Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.” – Muhammad Ali