Why you should target a market

Marketing is about convincing someone that they should consider your product or service instead of: either not using anything, or selecting an alternative option. But how many people can you convince simultaneously? Or more accurately, how many different people, or organisations, can you convince at the same time? You’ll agree with me that every time…

The secret to marketing magic

Marketing can do miracles. It’s a black art that can magically generate leads… This is how many entrepreneurs think of it. I get calls from business owners hoping for the unbelievable. Like the guy who recently wanted “…thousands of leads, instantly, using R25,000…”. This is the stuff of fairy tales. The marketing community is guilty…

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…

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…

lone tree on a dry hill

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.…

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…