Posts on the Logic Sandwich
Fancy a regular dose of marketing clarity by email?
Marketing In Action: Receipt Bank turns happy customers into a sales engine
< Back to the Blog Mobilising the goodwill of happy customers is so powerful. I've recently started using Receipt Bank, and there's a little thing they do that I thought I'd share with you. Now, we have nothing to do with this bit of marketing cleverness, but it does demonstrate some of the...
How to structure a marketing case study
< Back to the Blog The marketing case study is an essential part of your toolkit . They have an essential role in proving your credentials and overcoming any concerns that a potential buyer might have. So, I've asked Certified Practitioner, Cheryl Crichton, to give a quick run-down on...
What are the real triggers in a sales process?
< Back to the Blog As buyers we are exposed to more and more messages that fight for our time. As marketers, it’s often tempting to emphasise the unique features and logical prowess of an offering. But, the mind doesn’t work like that. There’s more to engaging the buyer and, while there’s a...
The storage company that made room for new marketing ideas
SME Marketing Case Study | George Spence, MD of Redspot Storage was one of the first people to complete an end-to-end journey through the Chapter Companion courses on Watertight Webschool. He as partnered by Cheryl Crichton, and has embraced the methodology whole-heartedly. He credits the approach for helping him maintain focus and confidence when his the landowners of his Bristol location forced him to close his most successful storage site.
You can’t logic someone out of love
Building an emotional connection with customer all the way through to loyalty is key to long-term profitability. It reduces service costs, keeps the competitors at bay, gets them talking about you to anyone who’ll listen and means they want to spend time (and money) with you.
Does your content deserve a visual?
One my favourite books is ‘Information is Beautiful' by David McCandless. He powerfully demonstrates how the way you present information has a direct correlation to how much people engage with it. Whilst this isn’t a new idea, the content marketing world has recently...
Nailed your killer marketing message – what’s next?
Drop the elevator pitch to win more salesIf you just nail that killer marketing message the leads will come rolling in.Right?I’m not so sure.You’ve probably been told that you need a powerful one-liner on the tip of your tongue, ready for that moment at an event when someone asks what...
Are you serving up a Logic Sandwich™?
This is the second in a series of posts looking at The Watertight Marketing Framework. Today we're looking at your marketing messaging, i.e. what to say to people, and when. Marketers will often talk about finding your killer message or ‘unique selling point’. This supposes...
What is Watertight Marketing?
All this week I'll be introducing the Watertight Marketing Framework - giving you the headlines on the key concepts explored in Part Two of the the book. Understanding how real people really buy things is central to getting your business onto an upward curve. Your products...