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A Dose of Watertight Wisdom
We have a back catalogue of over a decade of posts, almost all of which are still relevant and useful today.
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Creating an organisational marketing capability
As any in-house marketer will tell you, there will come a time when you might need to use external specialists. There are all sorts of factors involved in deciding what to keep in-house and what might need outsourcing.
What to insource and what to outsource
As any in-house marketer will tell you, there will come a time when you might need to use external specialists. There are all sorts of factors involved in deciding what to keep in-house and what might need outsourcing.
The important role of critics and champions in your business
My daughter and I have been singing the Strictly Come Dancing theme tune to each other with excitement all week. We’ve watched it together since she was born and we’re looking forward to this year’s launch show tonight. Chatting about the judges, she said “It’s only Craig that really judges it properly, the others are just being kind.” It got me thinking about which voices to tune into in your business, the critics or the champions?
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Seriously, you should put that on a poster!
There are some things that we find ourselves saying time and time again. You know you’re onto something when you see people write it down, or tweet it. So, here are the ones that pop out of Bryony’s mouth so often that we’ve put them on a poster! Help yourself to the PDFs to print out for your office wall as a gift from us.
Do you have a compelling narrative for your numbers?
When I ask the leadership team of a growing business about their vision for the next 3-5 years, I will almost always be given a revenue number they want to reach. For me, this is like talking to people about a road trip by junction number. It’s practical, but not compelling. In this post, we explore how a marketer can narrative to really bring things to life.
Creating an organisational marketing capability
As any in-house marketer will tell you, there will come a time when you might need to use external specialists. There are all sorts of factors involved in deciding what to keep in-house and what might need outsourcing.
#WatertightWednesday Write-ups
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Find all of the write-ups here
Building a Marketing Team
How good marketing supports your investment pitch
The businesses that get the most from using the Watertight Marketing methodology to structure their marketing operations, and get a common language into their organisation, are typically those looking to seriously scale things up. This is where...
How to get marketing done when you simply don’t have time
Of all the grumbles we hear from people in growing businesses, making time for marketing is chief amongst them. It's vanishingly rare to find someone who doesn't have enough marketing ideas. It's having the time to implement the, frankly endless, numbers of marketing...
How to scale the solo entrepreneur’s marketing mountain
When I wrote Watertight Marketing I had the MD of a £2m business in my mind. Someone looking to scale their business up. It was to some surprise that the book and Masterplan programme has developed a bit of a following amongst single-person businesses. So,...
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
Is it time to Validate Concerns rather than Overcome Objections?
< Back to the Blog It’s received wisdom amongst many sales professionals that a key part of their role is to overcome the objections that people may have to buying what they have on offer. Indeed, many a training session and book can be found on the skills involved...
Will this new client energise your business?
< Back to the Blog Saying no to new clients is one of the most important things you need to do to grow a healthy business. There's a lot written about creating a profile for your 'ideal customer'. We think it's as important to truly understand, and have the...
Can you grow a business without spending money on marketing?
< Back to the Blog This post is also available over on our PodBlogWe help people to out-think, rather than out-spend, their competition. In fact, a number of business owners come to us saying that they spend no money on marketing at all. This is either because...
Touchpoint Leaks™
The 3 Cs of What you do – clarity, consistency and context
At a recent client workshop we worked on a key issue that people knew of them, but for something they now only do a little of. The mental filing in the collective minds of the market was out of date. Certified Practitioner, Peter Baynes, joined...
Three ways to pay (not what you think!)
< Back to the Blog I'm not talking about PayPal or invoices here, I'm talking about what people exchange with you in return for value at different stages of a buying decision. If you can crack this, your marketing will almost always deliver for you. As someone goes...
3 examples of effective video marketing from zero budget upwards
Video is quickly moving into the 'must-have' category for even the smallest of businesses. In Touchpoint Leak 8 - How detailed in my book, Watertight Marketing - we talk about a six part matrix for ensuring your content is presented for the way people's brain's are...
Logic Sandwich
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The Time Triangle
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Influencer Icecream
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Profit Purpose Matrix
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Posts by Touchpoint Leak™
The Touchpoint Leaks™ framework is introduced in Chapter 2 of the Watertight Marketing book. You can use this to create a Touchpoint Leak™ Traffic Light Report to find your focus Leak. Then please use Part Three of the book, and these posts to #tweakyourleaks
"Watertight has made a massive difference to me and our business... I’m a sales person but knew we needed the support of marketing to further our growth. We’ve achieved 500% growth in 4 years; I attribute a lot of that success to working with Watertight."
Leak 1: Forgotten Customers
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Leak 2: Poor On-Boarding
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Leak 3: No Emotional Connection
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Leak 4: No Gateway
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Leak 5: No Critical Approval
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Leak 6: No Proof
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Leak 7: Information Overload
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Leak 8: How (format)
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Leak 9: Where (channel)
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Leak 10: When (timing)
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Leak 11: Who (Influencers)
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Leak 12: What
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Leak 13: No Emotional Impact
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