1,000 True Fans: A Lake, Not An Ocean

A few years ago I was working with a client who was at the top of their industry… …At least he USED to be. He had amassed a big following – 10,000’s of fans – but over time, everyone had bought everything they needed from him. Without an ongoing stream of fresh new leads coming in, his business was stagnating …

True Fans Require Untrue Fans

In 2008, Kevin Kelly made a bold statement that fundamentally shifted our creative culture. He wrote: “To be a successful creator you don’t need millions. You don’t need millions of dollars or millions of customers, millions of clients or millions of fans. To make a living as a craftsperson, photographer, musician, designer, author, animator, app maker, entrepreneur, or inventor [or …

It’s about the shoes, not the box

I’m blessed to work with incredibly smart people – led by Bec (my sometimes-astrophysicist, always-incredible, Abbie-parenting, Trek-loving, tea-sipping, event-managing, outcome-driven, voice-of-reason-speaking Number One.) She changed my perspective on something recently. It was exactly what I needed to hear at the time – and maybe it’s what you need to hear too. — Abbie struggles to fit into the neat little …

Top 10 Tactics to Spur Vaccination From a Marketer’s Perspective

Vaccinating a nation isn’t just a MEDICAL problem… It’s a MESSAGING problem too. People aren’t good at doing what’s good for them. But there are some well-researched psychological and marketing tactics we can use… 1. Use Simple, Presumptive Language Rather than asking people if they’d like to receive the vaccine, tell them they’re *DUE for it* in simple, plain language. …

Australian Facebook Changes and Their Impact on Your Marketing

How interesting that the day after I talked about having a “Plan 2”, Facebook blocks access to a HEAP of pages in Australia. In blocking “newsworthy content”, they’ve blocked a whole bunch of businesses (from Virgin Australia to Harvey Norman to local stores) as well as non-profits and local organisations from their platform too. This isn’t the first time a …

Single point of failure (Plan 2)

There’s a line that I love from a comic book (Uncanny X-Men Vol. 1 #541, for the geeks out there):     Mayor Sadie Sinclair: So.. Plan B?     Cyclops: No. Not Plan B. Plan 2. “Plan B” implies we only have 26. If there’s one lesson anyone leading a business should take from COVID-19, it’s that relying solely on a “Plan 1” …

Marketing Myopia

A friend recently returned from a Tasmanian holiday with a weird story… When COVID hit, car rental companies sold 50-70% of their fleet. As a result, one of the biggest barriers to a tourism-led economic recovery in Tasmania is simply having enough cars to match the hotel and tourism capacity. It’s a macro example of a problem of short-sightedness that …

Copying Other Peoples’ Marketing

I love this quote by Mark Twain: “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are …

Eye-Catching

Eye-Catching and Sales-Making I spent two decades of my life honing my copywriting skills – writing everything from classified ads for real estate, to political campaign copy, to scripts for online infomercials, and just about everything in between. I wholeheartedly believed that the words a salesperson says (or copywriter writes) make all the difference. In some ways, I believed that …

Environment is Outcome

In personal development circles, there are two schools of thought on what creates success. One school of thought says “consistency creates success”; The other says “intensity creates success”. I reckon environment plays a bigger part in success than either consistency or intensity. If intensity is about tilling the fields and planting the crops… And consistency is about watering the garden daily… …