This is a large post, but also an important one if you haven’t fully embraced or adapted your marketing approach to today’s vastly changed business landscape. For 150 years mass marketing was about the ONLY economical way to get your message out there. But today we’re living in a new age of mass empowerment fuelled by commercial clutter, the rise of internet, sophisticated online search, social media, broadband, wi-fi and smartphones. It spells the end of mass marketing as we’ve known it for most businesses [...]

Marketing your business in our age of mass empowerment

Ask one question. Evaluate any business
Today I want to share with you a very simple but potent technique for evaluating the potential of any product, service, company or concept, writes Robert Clay of Marketing Wizdom. Net Promoter Score Frederick F. Reichheld is a global authority on customer loyalty. He is also the father of a simple but powerful theory known [...]

What’s your definition of marketing?
What’s your definition of marketing? To a lot of people marketing is marketing is about running an ad tomorrow so you can have sales the next day. If only it were that simple! On one level effective marketing is about seeing everything from your customers’ perspective. On a deeper level it impacts every area of your business from identifying and attracting customers to getting and keeping customers, the only sustaining force in any business. In fact every single role in your business falls within the deeper marketing definition. Marketing should therefore be at the epicentre of your business.

Tell your story and change perceptions
Successful marketers tell a compelling story, and that story creates word-of-mouth. They don’t talk about features or even benefits. They tell a story that we intuitively embrace, buy into, then pass on to other people, writes Robert Clay of Marketing Wizdom. Companies go from start-up to market leadership through the correct use of stories. By articulating [...]

The ingredients of a great story
You need to tell your unique story. So what are the key ingredients? Developing your “behind-the-scenes” story is one of the most powerful and valuable things you can do for your business or organisation, writes Robert Clay of Marketing Wizdom. If you don’t have a compelling story to tell, one that explicitly sets out everything [...]

You have a great story to tell … so tell it!
You have a story to tell in your business. And you need to tell it! If you really want people to buy into your product, service or expertise, it is incredibly important to fully and deeply educate your prospects and clients about what you do.

Please everyone and kiss your ass goodbye
Here’s a fabulous story which illustrates the point that you can’t please everyone. It is adapted from Aesops’ fable “The Old Man, the Boy, and the Donkey.” I often quote it (thank you Michael Port) to illustrate the importance of focusing eveything you say and do only on the niche you’re trying to serve, and [...]
What does Marketing Wizdom Do?
We don’t offer one-to-one consulting, we don’t do marketing for anyone and we don’t provide any marketing services. We do run a 3-day Quantum Leap Workshop where business founders learn how to create breakthrough marketing results. In addition we mentor groups of business founders, drawn from the top 1% of entrepreneurs, into market leadership in their fields. Each group attends a retreat every 3 months, and participation is by invitation only.
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Why 8% of sales people get 80% of the sales June 13, 2009 -
Marketing your business in our age of mass empowerment November 18, 2010 -
Do not use Twitter for business July 9, 2010 -
The forgotten cost of discounting June 23, 2009 -
Million dollar copywriting tips July 2, 2009 -
From temp to business owner … my tribute to an amazing lady July 6, 2010 -
LinkedIn: 100 Million can’t be wrong! July 1, 2009 -
7 steps to a killer social media plan May 23, 2010 -
What’s your definition of marketing? February 15, 2010
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Is your brain damaging your business? June 20, 2011 - Apple’s Final Humiliation Of Microsoft January 27, 2011
- Don’t Dismiss Networking – Instead, Do It Properly « Clintelica – Network CRM: [...] throw away a bad apple from a basket full of...
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Robert Clay: Hi Shayna, Seems like you're very organised, and ...
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Shayna: Granted, my business isn't exactly huge yet, but ...
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Robert Clay: Interesting perspective, Andrew. Thank you for tak...
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Andrew Sillis: This might be useful in some contexts but I wonder...
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Robert Clay: Thank you for your comments, Sarah, and my apologi...
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Robert Clay: Thank you for your comments, Alan, and my apologie...
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Robert Clay: Hi Sheyl, Thank you for your comments, and my apol...
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Robert Clay: Thank you for your comments, Robin, and my apologi...
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Robert Clay: Hi Brian, Thank you for your comments,and my apolo...
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