You can’t target everyone. One of the biggest mistakes that most businesses make in their marketing plan, is by thinking they can. They believe that their target market is defined as the people they want to sell to. So they cast their net too wide, thinking “I want to sell to everyone”. Let’s re-frame that….
A good marketing plan should be as much about defining what not to do, as it is about deciding what you should. When in the planning phase, one of the hardest things is to decide which action to take going forwards. You’ve brainstormed lots of ideas, but if you chase them all, you’ll likely be…
Your words matter. Clear marketing messaging is the key to business growth. Yet, less than 1% of businesses are estimated to be able to clearly state why they should matter to their customers’ lives. Being able to explain this clearly and succinctly makes your products and services easier to sell. It’s your route to growing…
In today’s COVID world it is more important than ever to make the most of any marketing opportunity and build relationships with customers that endure over time. Small businesses have to figure out what works so that their precious resources (time and money) are spent in all the right places and building loyal relationships is…
Sadly, a lot of marketing today is a waste of both time and money. The reason is this: businesses start their marketing campaigns by planning what they are going to do, rather than what they are going to say. It’s all too common to hear: “Let’s do a video.” “We’ll run a Facebook advertising campaign.”…
Do your brand communications suffer from your “curse of knowledge”? Have you ever visited a website or watched an ad and thought to yourself, “I have no idea what this business sells,”? If so, whoever wrote that copy had likely fallen victim to the curse of knowledge. It’s when a business speaks in a way…
We always assume that the best products and services are the ones that will win in the market place. We believe that as long as we offer the best services to our customers and clients that they will buy from us. This simply isn’t true. Here’s why. The simple fact is that many great products…
What is a sales funnel? Sales funnels aren’t as intimidating as they sound and trust me if you haven’t already got a sales funnel. You need one. Regardless if you are a start-up or an age-old business, a sales funnel equals survival. Why? Marketing is about building trusted relationships with your clients. Simply asking people…
When was the last time you reviewed the marketing message on your website? More importantly, when was the last time you reviewed your website through the eyes of your customer? If there is one thing you do today to improve your marketing results, this is it. Website viewers are busy; with so many things competing…
Confucius said, “You can’t pick up a book without learning something.” But it’s not just about what you learn, it’s what you do with the knowledge from the marketing books that matters. That’s why I recommend these five. Each has influenced what I do, the way I market, and the advice that I give. Building…
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These 11 questions will give you the focus you need:
No thanks, I’ll let my competition get ahead instead
