The Most Beautiful Marketing Strategy…

There’s a quote often attributed to Sir Winston Churchill: “However beautiful the strategy, you should occasionally look at the results.” When was the last time you reviewed your marketing strategy? Are you happy with the results? “This is the way we do things around here” It takes time (and often a lot of trial-and-error) to develop a strategy that works, …

No Surprises, Please

A friend is an Executive Chef at a fantastic Melbourne restaurant. Last week he made a tiny little tweak to his menu… …And this one change led to a 400% increase in sales for his most profitable menu item. Are you ready for it?… Instead of calling his fancy rustic Mediterranean dinner pastries “pides”, he now calls them “pizzas”. This …

Customers Can Find The Money, But Struggle To Find The Trust

Recently I’ve noticed that money isn’t the obstacle for making sales. It’s trust that’s the obstacle. In my industry (online marketing), people can see the need to improve their marketing and sales results. They can see the potential returns (e.g. the average 24,518% return on investment). And – although for the majority of businesses, cash flow is tight as they …

Google, Amazon and Facebook Do This – And Your Business Should Too

The true war on the Internet has never been the war for your dollars. It’s been the war for your data. The word for collecting data is literally “mining” – because it’s a gold mine. Facebook was built as an excuse to mine your demographic data. Google was built as an excuse to mine data on what you think about. …

95%+ of Your Marketing Budget Is Wasted – And Here’s How To Spot It

The department store and advertising pioneer John Wanamaker once quipped: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” These days we have the technology to track which “half” is wasted – and what we’ve discovered is it’s not “half” at all… The actual figure is MUCH worse. Up to 48% Wasted …

The Motivation Loop [Focus Friday]

You draw back the string on your bow… Let go… …and… PLING! The arrow sails to its target – landing smack bang in the centre of where it was aimed! When the right motivation, right action, and the right goal all align – everything just works. We can adjust our goal, or actions easily. But adjusting our motivations is much …

Why You Should Ignore 90% of All “Proven” Marketing Advice

Most Popular Posts This Week On The Blog: The Moleskine Habit How Weakness in JUST ONE of These 3 Areas can KILL Your Business Where Do You Get a 24,518% Return on Investment? Niche Marketing, and Creating “Profit Loops” Why You Should Ignore 90% of All “Proven” Marketing Advice Who do you trust with your marketing? You probably get a …

Is Your Website Starving At The “Google Traffic Buffet”

When people start thinking about Google, SEO, and keyword research… their IQ seems to drop 20-30 points. They imagine the billions of people using Google every day – and how many “free” customers their site will be inundated with… But they don’t stop to think about whether (or how) their customers are actually using Google. So they charge towards SEO …

How Weakness in JUST ONE of These 3 Areas can KILL Your Business

A while ago, I had a client who nearly went bankrupt. It wasn’t because they were unprofitable (they made 30% margins on each sale); It wasn’t because they couldn’t find anyone to buy their product; It wasn’t because they didn’t have any leads (they had thousands!); It wasn’t because they somehow “faked” their numbers somehow; …It was because their average …

Lessons from Luxury and High-End Marketing – When Fewer Sales Are Better

Last year, the luxury British shoemaker Jimmy Choo was sold for a staggering $1.2 billion dollars. It revealed the huge value there is in luxury brands. These traditionally very private brands seem to defy traditional business logic – actively turning potential customers away, making themselves less available, and growing while remaining scarce. Traditional logic for retail, ecommerce and direct response …