The most expensive (and exciting) 13 seconds of my life

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Last December I spent approximately $3,000. 

This, ultimately, was for just 13 seconds of wild entertainment.

That comes out to about $230 per second.

Now, you might think that seems like a lot. And, I’ll be honest, it is. But would you think I’m crazy if I told you I’d spend it again in a heartbeat?

Of course, the location of this manic spending was none other than Las Vegas.

The event: UFC 194.

The biggest fight night of the year.

Where my fellow Irishman, Conor McGregor, would face off against the reigning, defending, undefeated, featherweight champion of the world:

Jose Aldo.

In the world of Mixed Martial Arts (MMA), there hadn’t been another fight as hyped as this fight. After being built up with an extensive marketing push for over a year, including 2 world tours and a reschedule due to injury, the fight was finally happening. Just in time to ring out the end of 2015.

For the company running the show — the Ultimate Fighting Championship (UFC) — this was expected to be their biggest payday, ever.

And it was BONKERS.

I don’t know if you’ve ever been to Vegas. 

Before last July — when I first went to see McGregor fight — I’d never been.

I’d only heard whispers through friends of the absolute madness that went on there — be it for stag parties, lads’ weekends or good ol’ conference “networking”.

The funny thing was, while I was there, the whole of Sin City acted like they’d never seen the Irish before. 

To be honest, Vegas didn’t know what hit it.

The town was Green.

We’re a funny people, the Irish. If there’s one thing we do, it’s leave an impression.

And Vegas didn’t quite know what to do with 10,000 Irish fight fans cheering, chanting, and singing our boy to victory.

Conor McGregor — for those of you who don’t know him — is a brash, cocky, loudmouthed showman. He’s also the biggest star in the UFC, who has catapulted himself to international fame by doing two things:

1) Saying what he’s going to do — loudly, proudly, and with sugar coating on it.

2) Going out and doing exactly what he said he was going to do.

So, when he said he was going knock out Jose Aldo — who hadn’t been beaten in 10 years — there were a lot of folks doubting him.

To stir the pot even further (as we Irish like to do) Conor confidently predicted he was going to put his opponent away within 1 round (a humiliating defeat).

Something that had never done to Jose. Ever.

So, when Conor knocked Jose out with his first punch — 13 seconds into the fight — the reaction of the entire arena was electric.

The Irish fans screamed with delight, overtaken with the adrenaline fuelled joy.

The doubters sat there, slack jawed in disbelief, crumpling their useless betting slips between their white knuckles.

And the rest of the crowd just stood and cheered because of the sheer brilliance of the performance.

There wasn’t a single person who didn’t care about the result in the building.

Everyone had chosen a side.


Everyone was invested in the result.

Why?

Because Conor McGregor is a master of marketing.

He’s a man who has crafted many Unique Selling Propositions for himself. He has given everyone who comes across him a compelling reason to choose him.

Each one differs, depending on who his ideal customer is.

For the 10,000 Irish Fans there, they chose to follow Conor McGregor because he’s the first ever successful Irish UFC Fighter

For the doubters, they chose to follow Conor McGregor because they wanted to be there when finally got defeated.

And for all the rest, they chose to follow Conor McGregor because he’s the most boldest and most exciting fighter in mixed martial arts today.

That’s why, while I was spending $250 per second to watch the fight, Conor was earning $1.3 million PER SECOND during that exact same time.

(His earnings were about $16 million for the whole event.)

Not bad work if you can find it, eh?

If you’d like to get a better handle on your USP — and nail down exactly why your customers should choose you — head on over to this link and let’s get ready to rumble:

https://calendly.com/rossolochlainn/usp-exploration

No obligation. No fee. Let’s just talk.

“Iiiiiiiiit’s TIIIME!”

Meet the Author

Ross O'Lochlainn

Hi, I'm Ross. I set out on an adventure to understand what really makes prospects convert into customers, but I quickly become fed up with the barrage of dishonest and unethical marketing tactics touted by so-called "experts" online. So I created Conversion Engineering -- a site that shows you the systems, structures and copywriting techniques that ethically (and repeatedly) generate sales.

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