Advertise what you’ve really got

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We’ve just stayed in an AirBnB townhouse on holiday and there were a couple of features–specifically 2 very nice red deckchairs in the cute garden filled with cactus plants–that made me want to stay there. But when we arrived, the lovely deckchairs were no where to be seen…

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Lifetime Value. An oldie but a goodie.

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Lifetime value is not a new concept in marketing and business but it often astounds me (in a slap-on-the-forehead kinda way) that many business owners don’t ‘get it’.

Lifetime value is the ‘number’ you need to have in mind when you are evaluating your marketing, when you’re working out your investment into how much to spend (time or money or both) in getting a new customer.

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Where can be as important as what

Where I do my Thing is hugely important to me. And it might be for you to.

The way you know it’s important is how you feel when you’re doing your Thing in different places. If some places don’t feel right, or you don’t feel you can fully ‘do’ your Thing there, then you’re probably a ‘where’ person too.

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How many times does it take?

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Marketing (folk?)law says you need to ‘touch’ a prospect 7 times before they will respond. By ‘touch’ here be clear that I mean a message touch-point—so an email, Facebook post, a video, a talk, a letter, etc. There are exceptions to every rule as sometimes you can get a response the very first time someone sees you—I know I’ve had this happen when I’ve spoken at an event or met someone at networking. It’s more likely the ‘one touch’ conversions happens in person but it’s not always the case.

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Who are you here for?

We all have our own style and attitude and approach, and I am sure you aren’t the right person for every single business or consumer who needs your Thing. You might be too loud (or too quiet), too complicated or too simple. You might be too casual or too strict, too friendly or too standoffish. What if you’re the chalk and they want the cheese? The black and they are looking for white?

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What I know

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I don’t know everything. I am always learning, always finding more ways to solve things, and discovering more ways to share what I know.

What I do know is that I know enough. In fact I know plenty. What I know is that what I know is of value to other people.

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