Information vs. Action

If you ask me you can never give away enough information.

I am happy to share a great deal of ‘information’ for free, because I know that for it to be effective, for it to ‘do’ what it’s shared for, it needs to be put into action.

The difference between information and action is why people buy from you. And this makes a huge difference to how you market and ‘sell’ what you do.

Continue reading...

Even the best hairdresser can’t cut the back of their own head

Sometimes we think that because we can do a good job on others we can do it for ourselves. But that’s when we forget 2 things:

1. It’s on the end of our nose which, of course, we look straight past so don’t actually SEE it
2. Cobbler’s children: we’re SO busy doing our Thing for other people that we completely forget or neglect to do it for ourselves…

Continue reading...

The pushmi-pullyu of marketing

It’s not just you that’s part of your marketing—there’s also the person you’re marketing to.

If you are constantly marching forwards with your marketing, and there’s no ‘thinking’ space or ‘feeling’ space where someone can make a decision that suits them and, worse still, they feel like they’re being led blind in a direction they don’t want to, that’s when your sales will suffer.

Continue reading...

The Marketing Merry-Go-Round

Your marketing plan should be a nice ride that people stay on until they’re ready to get off.

You don’t decide when they get off—they do. And when they do get off they either head straight over to you and say “I’m ready—let’s go” or they say “Thanks so much for the ride” and walk away. You don’t want them jumping off and running away to escape your marketing, you don’t want them being forced off either—especially if they were enjoying the ride—and you also don’t want to suddenly change the ride into something they don’t want to be on.

Continue reading...

Customers are always right (except when they’re wrong)

The adage is the customer is always right and yes, they are always right in that it’s their decision to buy or not to buy, BUT they might not always ‘be right’ about what they need to buy.

Continue reading...

And the secret ingredient is…

Belief.

Honestly, this is what makes the difference.

Yes, having great, compelling copy will help. Yes, having a clear offer and packages that show what’s possible works. It’s important you say clearly what it is you can do for people. It’s also important that you have a way for people to try you out, or connect with you. But above everything is belief.

Continue reading...