“If you are writing an academic paper, designed to be read by experts then you want a specialist, if you are writing a book that explains your product or service to outsiders then you want someone who can bridge the gap between your expertise and their ignorance.” ~ Debra Hilton Grappling with Concepts? I talk […]
Always Start (Marketing) with a Plan
“It has ceased to surprise me, but it never ceases to annoy me when businesses think that a the place to start marketing is with media.” ~ Debra Hilton Would You Build a House Without Planning it First? I saw an episode of Grand Designs where a couple started with a piece of land and […]
What Sets Your Business Apart?
“If all you do is copy your competitors, then they have nothing to worry about.” ~ Debra Hilton Just Make Me Sound Like Everyone Else in My Industry I remember one prospect asking me if I could just rewrite his Competitor X’s website and change the wording enough so that neither the competitor nor Google […]
6 Ways to Beat Your Competition without Spending a Fortune on Branding & Advertising
“Most of the time it’s not what you say in your sales pitch that sways decisions, it’s the trust and authority you build before you even start to talk.”~ Debra Hilton Right now, Black Friday is over and we’re in the thick of Christmas promotions. If you haven’t launched yours yet, don’t despair… unlike retail […]
Are You Running Your Christmas Campaign Yet?
6 Actions That Will Get Results “Too many business owners are throwing away 20% of their income every year by giving up on December and January.” ~ Chandell Labbozzetta It’s the middle of November and I notice that many non-retail businesses have already shut down their marketing campaigns on the assumption that no one is […]
Playing the Long Game in Business.. Direct Response Marketing that Builds Relationships
“Not everything in business and life is a revenue event but everything is a relationship event.” ~ Brian Kurtz Is your business transaction based… or relationship based? When I ask this question, sometimes the person sitting across the table looks at me as though I’m crazy, “Every business is based on transactions. If you don’t […]
Why Your Videos Should Not Replace Your Book
“The power of video is greatly overestimated… probably because we insist on putting everything in binary terms: either … or, rather than both … and.” ~ Debra Hilton The Danger of Binary Thinking (in Business and in Life) I realise that time and economics are often the driving factors when businesses consider what media they […]
Direct Marketing Magic for Every Business
“You can spend your energy complaining about things you can’t change, or you can change the things you have control over. One path creates frustration and unhappiness, the other creates momentum.” ~ Debra Hilton I don’t spend much time on Facebook, but recently I noticed a thread with the question: “What is one thing […]
What to Expect from a Book Ghostwriter
“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 […]
