5th January 2012

UBC Post 2: Breaking out of a Niche: Belgian Sake anyone?

That's the thing about brands: they're more often based on the associations and notions attached to a brand rather than on reality.
3rd December 2011

Videos that say “I’m the expert”

If you want to see how to show your audience how much you know without being salesy or pushy, I really recommend that you rent the DVD and watch the extras.
31st October 2011

Competition is good for you

A lot of my mentoring clients come to me terrified of competition. It's easy to understand why - I was there myself at one point. We've all been hypnotised into thinking like consumer brands. For a consumer brand, competition *is* bad. Here's why. In a typical consumer Market there's limited demand and over supply: in other words too many vendors chasing not enough buyers. So the law of supply and demand pushes prices down. And many coaches put themselves into the same position by not specialising enough. But imagine you were the marketing director of Aston Martin, eager to sell more cars.
25th July 2010

Quick Growth Tip #7: Model Successful Marketing

Think of the times when you've bought something that you wanted but didn't necessarily need. Your world is full of examples of successful marketing, so keep your eyes and ears open.
24th July 2010

Quick Growth Tip #6: Show Your Clients a LOT of Love

Your clients have certain expectations of you. They expect you to turn up on time. They expect you to listen. They expect you to deliver on your promises. Yes, they even expect you to help them with the issue you told them in your marketing that you can help them with! They consider all of these as "standard". Which means that when you deliver it, all you're doing is meeting their expectations. Guess what, meeting expectations doesn't get you very far. In fact, all it really does is keep you in the game. If you want your clients to refer you on, if you want them to give you a glowing testimonial, if you want them to LOVE you then you have to give them a reason to do all that.
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