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.

Marketing your business in our age of mass empowerment

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 […]

Why bookstores have coffee shops and what that means for your website

Can you imagine trying to persuade Lady Gaga of anything? She is, after all, a clearly determined and opinionated individual. You would be facing up to a fairly formidable personality – you don’t get to be an international superstar by being quiet and open to persuasion. Maybe the reason that Lady Gaga is successful is she prefers tea to coffee. Lady Gaga is one of several […]

The Power of Persuasion

The ability to influence and persuade others is a critical skill if you’re in business. Some people seem to have an inborn ability to influence others. Those lucky few, who appear able to very skilfully and elegantly engage others are often unable to explain how they have come to possess such an important and essential business skill. But if we consider influence as a science, something else happens: something much more empowering and efficient.

The Influencing Skills of Barack Obama

The seven critical skills that make the US president so influential. Barack Obama is undoubtedly one of the greatest influencers of modern times. His accomplishment in going from a relative unknown to the most talked about person on the planet in less than 18 months provides a lot of valuable lessons to anyone marketing a product, service or person

Create an avalanche of qualified leads

Identifying prime prospects for your product, service or expertise can be like searching for a needle in a haystack. But that’s an easy challenge to overcome when you employ “Packaged information offers” in an effective manner, writes Robert Clay of Marketing Wizdom. Packaged information offers are one of my all-time favourite low-risk/high-return strategies for generating

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.

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

How to be credible when you connect on LinkedIn

Do you automatically accept every connection request you receive on LinkedIn? I hope not because the value of LinkedIn comes from the quality of the connections you establish, NOT from accepting every connection request that comes your way. In a world full of potential spammers, there are several things you should look for whenever someone tries to connect with you. It should start with a personalised connection request that gives a good reason for connecting […]

Why start-up culture matters

Company Culture

Much of the job growth in today’s economy is spurred by start-ups. Entrepreneurial ventures often have the energy, talent, and passion necessary to run with creative new ventures. While a good idea and a dedicated CEO are essential to start-up success, corporate culture—the tone and atmosphere of the overall organisation and the relationship between its employees—is also essential. Many fresh-faced entrepreneurs overlook corporate culture, figuring it will work itself out once things get up and running. But experts agree that being intentional about culture is one of the best ways to ensure success.

A treasure trove of articles on social media metrics and ROI …

Social media in its various forms is now a mainstream way of communicating and building relationships with your prospects, clients and advocates. But how do you measure the effects of social media and calculate your return on investment? This post carries my hand-curated links to a treasure trove of excellent articles that tell you almost everything you need to know about social media metrics, measurement and ROI. I hope you find it useful. Enjoy! […]

A Sister’s Moving Eulogy for Steve Jobs

In this post I want to share with you the most touching of the many tributes I’ve read following Steve Jobs’ sad passing. It was a eulogy written and delivered by his biological sister, Mona Simpson, during his memorial service on October 16, 2011 at the Memorial Church of Stanford University. What can I say about this amazing eulogy? It was one of the most powerful, touching, intimate and heartbreaking pieces I’ve ever read. It is a must-read piece that almost ranks right up there with Steve’s own famous Stanford address […]

5 Hidden Habits of ineffective people

Do you ever allow yourself to get distracted? Do you ever allow others to set your agenda for the day? Do you ever find your day being consumed by tasks that take you no closer to your end goal or objective? Do you know which tasks are important for reaching your goal? For that matter, can you even state your goal? I ask because I read a superb post today on Quora by Chris Wake the founder of Spotwag a new startup in the San Francisco Bay Area. His piece is titled “Hidden Habits of ineffective people” and I couldn’t resist sharing it with you […]

How I use Twitter

After many requests I’ve finally written this article on how I use Twitter. It covers such things using Twitter to add to my knowledge and learn from people; the tools I use constantly; the topics I tweet about; how I plan my content sharing; who I follow and why; how I follow; and how I deal with spammers. So here goes … I use Twitter as a news source, to add to my knowledge, to maintain cutting edge awareness in my areas of expertise and to discover, learn from and engage with people globally who share similar interests. I also use Twitter as a publishing tool to share knowledge and information I come across which I believe will be useful to any aspiring market leader, entrepreneur, or anyone involved in […]

5 Ways to Get Results on LinkedIn

This is the third in a series of well received posts on how to grow your business using LinkedIn. It focuses on: setting up your personal profile; connecting with people you know; giving and getting recommendations; setting up your LikedIn company page; and joining selected LinkedIn groups. LinkedIn, just in case you’ve been hiding under a rock for the last few years, is now by far the world’s largest professional network. It has rightly been said that if you’re in business and not on LinkedIn you may as well not exist. The fact that 499 of the Fortune 500 companies are represented by director-level employees and above just reinforces that point.

Is your brain damaging your business?

Why do so many senior people struggle to delegate key tasks even when they know they are limiting growth by being the bottleneck in their business? The latest scientific evidence shows that it’s not only down to skill; it’s their brain getting in the way. There is always a lot more to be done in a day than you can achieve by yourself, and the key to success is knowing what to let go of. But letting go creates uncertainty, and your brain hates uncertainty almost more than anything else.