Penetrating the armour of your ideal client

Think of your ideal client as an armoured vehicle. Your job is to speak to the driver, the big chief inside, who can decide whom will be chosen to fight alongside his army. You want them to choose you as an ally, but first you’ve got to talk to them, and convince them of your…

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Give structure to your marketing

Why you should plan your marketing Generally I have two types of client. One type embraces the idea of formalising his/her business by putting processes and structure in place. The other type resists it. Obviously, how you choose to run your business is none of my business. But what is my business is to provide…

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Dumb down your marketing

There is a difference between a marketing message and a sales message. Your marketing message is aimed at gaining as much attention as possible from as wide an audience as possible. The sales message, on the other hand, is aimed at converting a handful of truly interested people into clients. It’s a difference often missed…

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What does your business brand stand for?

Your business should take a stand on the things that matter to your customers I appreciate what Donald Trump is doing in American politics. And what Julius Malema is doing here in South Africa. Both stand for something in a sea of foggy politics. There is no doubt about what they represent, and to whom.…

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Be careful not to outsource your marketing thinking

Have you ever sat down and given some serious thought to the marketing efforts of your business? Busy entrepreneurs and small company owners quite understandably abdicate marketing implementation to others, either a middle manager or an admin person internally, or a consultant or freelancer externally. The problem is that often, and unknowingly, they outsource more…

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Why do so many small companies neglect marketing?

It is surprising how much of the business world is about marketing. To prove my point, I went to the websites of some of the top consulting companies and looked at what they are writing about. Here’s a sample: On the Bain & Company website, they feature nine articles, of which three are marketing related:…

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