“The thing about ghosts is that they’re hard to pin down. They’re also somewhat reticent and don’t go around drawing attention to themselves unless there’s a good reason to find them.” ~ Elizabeth Goudge Clearing up Misconceptions & Defining the Role Like any professional specialty there are ghostwriters and ghostwriters. This is very important to […]
The Curse of Pharoahs… and the Downfall of Entrepreneurs
Pharaohs are Human Too! The Pharaohs had a problem which made them extremely vulnerable… Pharoah: Had immense authority, Surrounded himself with people who thought as he did, And his advisors focused on the same problems and shared perspectives, Was rarely challenged (it was too dangerous! …and so, Pharaoh didn’t have the insight and support he […]
The Power of a Book: Changing Hearts, Lives, (and Businesses)
“Brand Luther: how an unheralded monk turned his small town into a centre of publishing, made himself the most famous man in Europe – and started the Protestant Reformation.” ~ Andrew Pettegree It’s About Influence… The book referred to in the quotation is quite fascinating. It talks about how nothing in Luther’s birth, background, or […]
The Fatal Mistake that Nearly Ruined Everything… (Part 9 of “7 Reasons Why Marketing Fails”)
“If you keep doing what you’ve always done, you’ll keep getting what you’ve always got!” Are You Reading the Signs Accurately? Visible dashboards are important tools that help yoo keep your eyes on key metrics and notice warning signs quickly when something is amiss. However, these metrics need to applied in the context of your […]
Are You Making the Same Mistake that Telstra, Optus, and the Big Banks are Making? (Part 8 of “7 Reasons Why Marketing Fails”)
“Offer for New Customers Only!” Do You Deserve Your Customers’ Loyalty? Most businesses would say they value their existing customers, but their actions give them the lie. The biggest reason why your customers leave is because they feel neglected or actively discriminated against. I’ve lost count of the special promotions that are aimed at new […]
Are You Chasing People Away… or Enticing Them to Come Closer? (Part 7 of “7 Reasons Why Marketing Fails”)
“The filtering system of any person you are speaking to has one primary goal: To ignore your pitch or spend as little time as possible thinking about it. If you can’t get past this natural response, then you will fail to get their attention.” Your Pitch vs Your Prospect’s Response In his excellent book Pitch […]
Maybe You Don’t Need Automation… but Here’s What You MUST Have (Part 6 of “7 Reasons Why Marketing Fails”)
“If you think a marketing system is expensive, just wait until you see the cost of not having one.” ~ Debra Hilton No Marketing System… BIG Problem! Alan has been working with me for several years. We started working together soon after he started his own dental practice. Our first project was a single 4-week […]
I Can’t Believe You’re Asking Me to Do THAT! (Part 5 of “7 Reasons Why Marketing Fails”)
“Make sure your call to action is appropriate to the level of your relationship.” What is a Call to Action (CTA)? A CTA is any action you ask your prospect to take… Read my article Watch my video/webinar Download my lead magnet Book a call (free or paid) Request my book (free or paid) Take […]
Don’t Go Where Your Competitors Go… Unless You Like Playing Against the Odds! (Part 4 of “7 Reasons Why Marketing Fails”)
What happens when your prospect gets ‘interested’? … they start researching and end up confused. Part of understanding WHO you are marketing to (See Part 2) and WHAT will attract their interest (See Part 3) is knowing where you will find them… more specifically where you can find them without having all your competitors fighting for […]
Three Ways to Make People Care So Deeply About Your Message They Can’t Wait to Buy! (Part 3 of “7 Reasons Why Marketing Fails”)
“If your message doesn’t connect with buyers and make them want to know more, then your marketing has already failed.” ~ Debra Hilton Once you know WHO you are marketing to (See Part 2) your next task is to determine WHAT they need to hear that will grab their attention, excite their interest and belief, […]
