Can you charge a premium price?

Every product, and every service has an expected, or established, price. Unless you are offering nothing short of a miracle, like the iPhone 1 was, odds are you’re selling something that someone else is also selling. The offering exists, its functionality and features are determined and the price expectations are set. So how do you break through all…

Judge your marketing this way

With the change in American presidents, I have been reading up on the United States Secret Service – the bodyguards protecting the president. It is fascinating stuff! For me the most interesting thing is how they approach their work. They work in a parallel world to that of the president. They separate themselves from the…

Just a second longer…

The number 1 problem with most failed or ineffective marketing efforts is that they lack a brand. It’s like sitting next to someone without a personality at a wedding reception – you end up moving seats (I did it this past weekend). The brand is that thing in your marketing that makes people sit up…

A roadmap for more business

Here’s an interesting one! It’s common practice to separate marketing and sales, especially in B2B environments, and yet, as a marketer, I often get enquiries from B2B companies wanting my help with “getting new clients”. Essentially, they are phoning the marketer to help with sales! Obviously “marketing” and “sales” are two different divisions in most…

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,…

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…

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…

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…

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…