Got a great product or service? Know exactly who you need to target? But are having trouble getting through? We live in a world of information overload. Constant bombardment of emails, Texts, [...]
Conceptually all marketing can be broken down into a simple formula. Market, Message, Media match. i.e. You find a market which wants what you provide. You create a congruent marketing message that [...]
Google gets searched over 5.5 Billion times per day! And every search is typed in by a person with an itch they want to scratch. i.e. They have a problem they want [...]
How many times have you been to a business event where you’ve met someone who expresses interest in what you do and exchange cards. You walk away thinking, “Here’s a live one”. [...]
Years ago I heard a talk by the editor of a local newspaper talking about how businesses wasted their advertising dollars when placing ads. In short his argument was a one shot [...]
One of the biggest ways you kill a sale is by not explaining or articulating the value of what you’re selling. I’ll get to why in a moment, but first let me [...]
Want to become a brand leader? Have prospects want you over the competition? Give a balls nailed to the wall guarantee. Something that makes you sweat and go, “Oh no! I could [...]
Ever met a truly great persuader? The archetypical, “Could sell ice to Eskimos”. You might think they’re great salespeople, but the irony is you can’t actually sell anything to anyone. People only [...]
Over 20 years ago in Switzerland, Barbara had, in her words, one of the best dance partners ever. Hans was legally blind, but that didn’t stop him participating in life. Hans went [...]
Would you keep using a leaky bucket? Of course not. You’d either fix it or buy a new one. The equivalent in businesses is throwing more money at lead generation and not [...]
We’re working with a number of clients who operate in highly competitive markets. When doing competitive research the first thing we notice is the emphasis on price. There are quote calculators, and [...]
Have a great product or service but simply can’t get traction in the market? You’ve tried advertising, going to networking functions, cold calling, sending out emails or even physical mail. But nothing [...]
You have a problem. You search in Google and hit the first likely search result. Be honest, how much time do you spend on a website if you don’t immediately understand what [...]
The American Super Bowl is famous for two things. Obviously one is the football itself. The other? The half time entertainment – including the extremely high priced 30 second advertising spots. Companies [...]
Nobody and I mean nobody wants to buy products or services. Whether it’s toothpaste, soap or high priced accounting services, no one cares about you or your product. They only care about [...]
We wanted to see whales. More than that, we wanted the whales to come close to us and check us out. It was an extremely chilly morning. Clear skies. Barely 6 degrees [...]
The biggest mistake advertisers make is they get sick of their own advertising. So they either pull it or change it. Most often before it has time to get traction with their [...]
When I was growing up the only “bearded ladies” were in circuses. And frankly, they were there for their “freak” value. So who’d have thought that last year’s Eurovision Winner could be [...]
“Ta Dah, Bing, Cuckoo”. Being bombarded with often hundreds of messages a day it’s no wonder it’s almost impossible for you to get your message opened and read by your prospects. Unless… [...]
Fish where the money is… Infamous American bank robber Willie Sutton when asked why he robbed banks quipped, “That’s where the money is”. So what’s the difference if you’re looking for clients? [...]
Star Wars has just broken the one billion dollar mark in worldwide box office sales, beating Jurassic World in the fastest climb to that mark. I didn’t contribute to either of those [...]
There’s a new Bond film out. If you’ve watched some you’ll know they all follow the same proven, highly profitable formula. It’s no different with a Romantic Comedy or the Star Wars [...]
How would you feel if you went out of your way for someone and got no acknowledgement? Or you gave a present and got no thank you? Chances are you’d wonder about [...]
A.C. Nielson reports a referral is up to 4 times more likely to buy than someone who comes to you cold. But best-selling author of The Referral Engine, John Jantsch found that [...]
Do you attend a lot of networking functions? Exchange cards. Pocket them and move on to the next person. Then wonder why no business transpires? All business is ultimately done on the [...]
Want to sell more? Here are two insurmountable truths. Buyers are increasingly sceptical about anything you say and want proof you’re the real deal. And it takes multiple exposures to what you [...]
What do Coca Cola, Kellogg’s, BMW, Johnson & Johnson, FedEx, Disney and MacDonald’s have in common? They all feature in the top 20 most trusted brands, worldwide. Consumers buy from them because [...]
Sitting on the train the other day I had a lovely “conversation” with “Gidget”, a youngish, black lab cross guide dog and her owner. Which reminded me of how well charities like [...]
Today, more than ever, your prospects will do extensive research on you before they pick up the phone and call. 94% of your prospects will go online to research you, your company [...]
There are two types of businesses in this world. The first commands premium prices and has loyal customers who stay with them for life. The other? Constantly find themselves competing on price. [...]
Every business needs to answer 3 fundamental questions. Who is your market? What message from you will make them sit up and take notice? Can you get traffic? i.e. get your message [...]
We live in an age of massive choice. No matter what business you’re in, you will face strong competition. If you want to cut through and engage your audience, you need to [...]
Who are you more likely to listen to? An authority figure you believe is an expert in their field. Or someone off the street you know nothing about. Obviously, the former. It’s [...]
Have you ever applied for a home loan? Maybe a line of credit? A mobile phone contract? Every industry has its own set of hidden rules. Rules outsiders can fall foul of [...]
I’ll never forget one of the core messages drilled into me by a multi-millionaire mentor. No matter what business you think you’re in, you’re not. You’re actually in the business of marketing [...]
What do you really know about your customers? What makes them tick? What makes them feel special? Why do they buy from you over everyone else? Over time I’ve realised the vast [...]
There are certain timeless principles in business. Some of the best marketing advice has been written 100 years ago and you can learn a lot from studying this classic material. A great [...]
Ever had a product recalled by the manufacturer due to a defect? It’s a pretty common occurrence no matter what industry is involved. Everything from kid’s toys to Jindee Cheese and cars [...]
It was a beautiful balmy afternoon in Paris. A young woman walking past the cafes on the Left Bank came across Pablo Picasso sketching the people walking by. Excitedly, she walked up [...]
In sales, one of the fundamental questions you need to ask yourself is, “Why should someone buy from me rather than my competitors?” Or indeed, “Why should a prospect do anything at [...]
