Posts on the Touchpoint Leaks
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Accept it. Embrace it. Marketing is messy!
I love a good diagram. They're great for simplifying ideas. But, it is worth remembering that the world doesn't really look like that. Especially in marketing. In my recent post, Sales funnels don't exist, I made the point that even the best marketing operations are a...
The only 5 things you should be doing in social media
< Back to the Blog Social media marketing can seem like a bit of a minefield. It can also seem like there’s a dizzying amount to learn before you can even get started. But, it really breaks down into four activities and one core skill – which are common across almost all the platforms in some...
How to turn 2% effort into 127% improvement
There's a thing that happens with business books. We don't always do anything as a result of reading them. We nod. We smile. We think 'ah, yes!'. But, when we get back to our desks, we often do nothing about it. Even if we loved the book. Hey, I think David Allen's 'Get...
How to incorporate a Gateway Product to win more business
Getting from general awareness to a new paying customer is a stepped journey in most business settings. Indeed, for many it’s a delicate dance akin to an intricate Quickstep. One of the most important stepping stones is the one that sees a person handing over their...
Get luckier… do more marketing
Have you ever noticed how when you ask people how they landed a big client, they’ll often say it was just luck that they were in the right place, at the right time. Ok, so sometimes luck plays a part… but you can be a whole lot luckier if you know where the right place is, and when you...
Should you be saying ‘No’ to new business?
< Back to the Blog This post is also available over on our PodBlogDoing the wrong kind of work is so damaging, I've included it as one of the Four Foundation Foundations in Watertight Marketing. Which means that learning when, and how, to say no to a potential new customer is an important skill...
What do your visuals say about you?
I've just come off a coaching call with a client, we're working on stemming Leak #3: No emotional connection and we got to talking about their visuals. There are two areas I ask clients to look at when considering their company's visual identity - the concept and the consistency. What concept is...
How many people have an opinion?
I blogged on Monday about how your business builds up its Commercial Karma through the way it conducts itself with every person it encounters. I often use this phrase, and people seem to like it, but perhaps don't take it as seriously as they could. I'd probably say that taking some...
How’s your Commercial Karma?
It can seem like successful marketing is about continually getting more and more people to notice you. But, what about the people your organisation has already touched in some way? What legacy does your business leave in its non-marketing communications and interactions?...
Three sales-boosting tips for your business blog
This is the fourth in a series of five blogs on blogging this week. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen Touchpoint Leaks. It acts as invitation information and a stepping stone between knowing who you are and checking...
How to bring some personality to your blog
This is the third in a series of five blogs on blogging this week. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen Touchpoint Leaks. It acts as invitation information and a stepping stone between knowing who you are and checking...
Business blogs – the good, the great and the gratuitous
All this week, I’ll be blogging about blogging – sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen Touchpoint Leaks. It acts as...