What’s your problem?
Build marketing messages around your ideal client's problem. When they see or hear it mentioned, they’ll sit up, take note and take action. Remember, they're searching on their problem, not your solution.
How to build an engaged audience
On a whim, I signed up for a webinar. Within less than 10 minutes I’d left. I expect you’ve done the same. This got me thinking about how important it is to GIVE.
What’s wrong with my business?
If you've fallen out of love with your business, there's something out of alignment. Discover 3 areas to fix to enjoy the success and rewards you deserve.
Improve marketing results through marginal gains
I’m reading Matthew Syed’s Black Box Thinking and the chapter on marginal gains has got me thinking. Syed tells a great story about his encounter with Sir David Brailsford, who in 2010 became the general manager of Team Sky. Brailsford’s mission was to win the Tour de France within 5 years. A British team had never won the Tour de France since it started in 1903. His critics thought he was nuts. Brailsford achieved his goal 3 years early. As we know, in 2012 Sir Bradley Wiggins was the first British rider to win the Tour de France. Chris Froome
Are you ignoring your ideal customer?
Beware the yellow We! At regular intervals throughout the year, or at the end of a marketing campaign, it's prudent to review results: What worked really well? Definitely keep that in the plan What showed promise, but with a bit of tweaking results could be improved? What new approach could you research and try? When you look at the customers you've gained during the review period you'll be analysing what marketing activity generated that business. You might see that it's from a favourite networking group, a good referrer, your website, social media, an advert you have in a local magazine,
Watch your language
I recently came across a 1-day marketing course for a specific industry. My initial thought was how great to run such a niche workshop. Then my heart sank as I read the content: Identify the 4P’s of marketing approached by Kotler Identify the components of the marketing mix and extended marketing mix…. Use the marketing triangle as a logical and customer-centred approach to market your business Watch your language This reads more like an agenda for the seminars I used to attend whilst studying for my marketing qualifications. And a picky student would point out that the first two points
3 Steps to improve your marketing results
One reason why marketing campaigns fail is because three crucial steps have been by-passed. It’s an easy mistake to make and one that often happens without you even realising it. To understand why this mistake has occurred, you need to know the difference between Strategic Marketing and Tactical Marketing. Simply put, it looks like this: Strategic marketing focuses on: WHO – is your ideal customer? WHAT – problems do they have that you resolve? WHY – should they do business with you rather than anyone else? Tactical marketing focuses on: HOW – are you going to communicate your message? This is
How do you show you care?
When you’re considering how you would like your business to be perceived by prospects you’d like to attract and customers you’d like to keep, you’ve probably looked at: The types of problems that your customers have that you resolve The products and services that you offer to resolve their problems Hopefully you’ve considered: How you’ve adapted your offering to make it totally relevant to your target audience The appropriate price point that reflects the level of service or quality of product How else can you reassure that you are the one they should choose? Well, you’ll be demonstrating your understanding and