Don’t do marketing. Build relationships!

I suggest that in 2017, when we use the word “marketing”, we automatically think about “building relationships”. The moment you do this, it’s as if everything about marketing becomes much clearer. Let me show you what I mean by revisiting a few nagging questions I often get from entrepreneurs… Question: Why is marketing so fluffy,…

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Avoid those ice-cold calls

When you start your business, you try to keep things simple. You cut as many corners as you can. You do things fast and keep it lean. One place where this preference for simplicity shows up first is in how entrepreneurs drive sales. Where do they start? With friends and family and the odd personal…

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An obsession with bigness

The end of 2016 also marks the end of the second full year of doing “my own thing” and I am asking myself: what have I learned? Now, clearly this isn’t a marketing post, but rather a generic overview of what’s on my mind. Call it my annual letter to entrepreneurs! Trump coined the word…

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Have a little marketing faith!

There’s a part of marketing that will always be fluffy. You can’t be 100% sure that a specific transaction was necessarily driven by your latest advertising. There’s always an element of doubt involved. A part that is faith-based. But the job of a good marketer is to try to shrink this faith-based element to the…

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Entrepreneurs are from Mars, agencies from Venus

It never works, does it? The entrepreneur and the marketing agency never get along. It’s like night and day. The entrepreneur quickly wants a website; a year later the agency is still busy building it. The entrepreneur wants a new logo; the agency repeatedly gets it wrong. The entrepreneur wants social media; the agency doesn’t…

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Build a two-stroke sales engine

Essentially a marketing person and a sales person attempt to solve the same problem, but from different angles. Both try to grow sales, but the marketing person uses a “pull” strategy, whilst the sales person uses a “push” strategy. The pull strategy of the marketing person is focused on creating market awareness and subsequently inducing…

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