How to launch a new idea

Let’s assume you have a new idea and want to launch it. What is the main challenge you face? Often entrepreneurs think that their most immediate problem is one of “marketing communications” – i.e. how to tell people about the new product. They think that if they can achieve product awareness, they will achieve product…

Marketing is like fishing

Two decades ago, as a small business, you couldn’t do much marketing. It was simply too expensive. Printing ten thousand leaflets and dropping them in people’s mailboxes? Advertising on the radio? Promoting on a billboard? All too expensive. All you did was rely on your Sales department. They were responsible for meeting potential customers and…

Mind the gap

Where is the gap in your market? That’s the crucial question, isn’t it? Do you know? The gap in my market – let’s call it the market for marketing services – is the mid-sized company wanting to grow bigger. These companies struggle to get quality marketing advice at an affordable price. You could argue that…

Marketing no man’s land

On the one hand marketing is very practical. A website, social media, brochure, business card, logo, events…packaging. Can any business do without this? Does anyone doubt this part of marketing? But this is where the certainty stops, and doubt begins: Does marketing boost my sales? I don’t know. How much should I spend on marketing?…

Attack the market!

That’s right. Attack it! Most businesses I deal with don’t. They wait for an opportunity to approach the potential customer; for the phone to ring or an email to arrive. Only then do they jump into action mode. This is a “sales dominant mind-set”. It says: “give me a lead THEN I will go and…

Stop selling

  I find myself saying this a lot these days. Just stop selling! Your sales process is killing your sales. Why? Because there is a fundamental problem with “sales” – it is focused on the product, not the customer. The result is nervous business owners trying to push product down the throats of irritated customers.…

Don’t just build a website!

  Many business owners want to grow their businesses but don’t know how. They create websites just to be found on the internet. If you are only creating, you are doing it all wrong- THINKING is crucial! Search Engine Optimisation (SEO) helps business owners make the best of their websites and grow their customer base,…

Is your business a work of art?

Can one get from A to B without a strategy? Only if there are no obstacles. For me a strategy, whether written or in someone’s head, is what sets a business apart from the rest. Companies that are managed strategically are the ones that outlive the rest. I sometimes come across small or medium-sized businesses…

Where is your competitor?

Many business owners do not like the idea that they have competitors. They are quick to suggest that what they offer is unique and don’t really have opposition. This approach ignores a law of commerce: if you have customers, you also have competitors. It’s like “what goes up, must come down”. It’s how things are,…