In order to create share-worthy marketing collateral for your business, follow these basic rules: Decide on your channels Facebook Instagram Linkedin a blog every day/week a newsletter every month online and offline journals professional and trade local community speaking events professional and trade local B2B and B2C Decide on your content 80% stories about the
Read More
The answer to the question depends on what type of marketing you are doing: External marketing – shouting at strangers either in print, via broadcast media or digitally; Internal marketing – whispering to your friends (and their friends) through face to face conversation, in print or digitally. If you are investing in any marketing, the
Read More
The challenge of external marketing is to invest your money in an agency, a consultant or their system and then wait, in the hope that they will do as they promised, stay as much in love with you as they were when you were a first date and measurably produce the goods. By the way
Read More
Marketing is getting simpler – because the world is getting noisier. To paraphrase Seth Godin, you either have to: SHOUT louder than the competition or whisper into the ear of an engaged audience In order to SHOUT you have to PAY. In order to whisper you have to broadcast. SHOUTING and PAYING is what happens
Read More
A fascinating dinner in Harpenden last night with European and UK Audiologist of the Year, Robert Bieny, founder of Hearing Healthcare Practice. In his 5th decade of serving patients, Robert has that calmness and wisdom of experience that has me mentally noting the individual phrases he uses in answer to my many questions. I’ve been
Read More
Let me get straight to the point: 80% human interest stories about the patients whose lives you have changed for the better 15% human interest stories about how you and your team are growing as a result of working in your business (including your CSR) 5% products, services, special offers, open days, education, information, news
Read More
Your brand standard is excellence. Here’s a little lunch and learn for you to try as soon as you can. Ask everyone in your team to define what excellence means to them and come up with three words to illustrate that meaning. Efficient? On-time? Polite? Collect their responses. Post them on a wall. Create a
Read More
I’ve frequently commented that people don’t contact me because they are happy. So when the emails arrive, what is motivating the enquiry? The requests for help seem to fall into three categories: people who want to learn how to do something for the first time I want to learn all about digital marketing and how
Read More
I’m reminded, here in Ireland, that there are some people (patients) from Hale and Hampstead who choose to wear their money on the outside and others, perhaps from Cork and Kendal, who prefer to wear their money on the inside. A detailed conversation with a Jewish client last week educated me that “religious Jews” (his phrase)
Read More
The Empty Quarter is the largest uninhabited desert area in the world, 2/5th of which is in Oman, 1,000km of gravel flats and dunes traversed by a tarmac road that carries HGV traffic from the North to the South of the country. Dotted along the road are gas stations and restaurants, providing fuel stops for
Read More