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Customer avatars: Do you know who you’re talking to?

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Do you know the things in life they’re hoping for? If not, why not? Having a complete picture of a specific ‘ideal customer’, or persona, can help you to develop the right products and services just for them. If you know exactly who it is that you are dealing with, your business can be much more strategic in its approach to catering for their needs. Understanding their values, and what drives them, will make it easier to present them with solutions that fit their daily lives. Basically, you want to ... Read More »

How to get your ideas to spread: Seth Godin

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In this video, a TED Talk for entrepreneurs, Seth Godin reminds us that in order to stand out we need to be ‘remarkable’ Be remarkable. Safe is risky. Being very good is one of the worst things you can do. Everyone has heard the expression “The best thing since sliced bread” but did you know that for 15 years after sliced bread was invented it wasn’t popular? The success of sliced bread, like the success of anything, was less about the product and more about whether or not you could get ... Read More »

Getting your marketing right – the first time!

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In our digital age of engagement and two-way conversation, many small and micro-business owners recognise the need for marketing to create a strong brand presence and promote their business. Maybe you are currently at this stage yourself, where the referrals – which have provided you with the vast majority of your business to date – have started to dry up? Maybe you’ve reached the tough decision to leave your local networking group as you’re not meeting as many new customers as you’d like? Or maybe you are doing a roaring ... Read More »

You want to win more business – so what are you so afraid of?

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Unless you are a time-served, battle-hardened sales person, there is a good chance you will have struggled at various points in time, to overcome your fear of rejection when it comes to sales meetings. It might be difficult to admit, but there are plenty of times when ‘us small business professionals’ allow sales opportunities to slip away, because we’d rather move past any potential awkwardness and get ready to tackle a new challenge somewhere else. Tough at the top And this isn’t just a problem for small business operators or ... Read More »

Want to market effectively? Here’s the one person you must meet

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There is a seemingly endless list of action steps you can take to market your business. From adding content to your website, to growing your email list, from posting on LinkedIn, to following more people on Twitter, from designing flyers, to attending networking events and from blogging to uploading videos, there are never going to be enough hours in the day to get everything done that could be done. But rather than adding even more to your marketing To Do list, there’s a smarter way to focus your marketing efforts. ... Read More »

Is branding really essential for a business as small as mine?

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In my business, I always get asked…What is branding and is it really essential for a business as small as mine? When small business owners approach me after hearing that I’m a Branding Consultant, they will often ask me to design a logo for them or re-design their website. ‘But they are just visual representations of your brand you understand?’ I say ‘What’s your strategy, what’s your brand all about?’ To which I’m often met with blank faces. Coming from a corporate background myself, having worked for some of London’s ... Read More »

How to create the right route-map for your 2015 marketing journey

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As we say goodbye to the delights of Christmas and look ahead to the fresh and exciting possibilities of the New Year, many minds turn to planning. The festive break has hopefully recharged and refreshed us, and for some, there’s now an eagerness to create a better outcome in the year ahead. In terms of our businesses, that may mean winning more customers, generating better quality or more profitable sales, or simply protecting the customers we have. And in selecting that overarching goal for our 2015 horizon, we’ll also have ... Read More »

The secret sauce to selling on social media without selling

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Imagine the scene. Thousands of people in one place, socialising, enjoying some light relief, looking to be educated, entertained and informed. There’s a real buzz. It’s an exciting sensory overload of people, noise, colour, music and creativity. Competing for attention. Jostling for position. All wanting to be heard! I’m talking about social media, right? Actually, it’s the Edinburgh Festival, where we enjoyed our annual fun-packed festival extravaganza back in August. Selling might not be the first thing that comes to mind when you visit the Edinburgh Festival, but the similarity ... Read More »

Why testimonials are business gold: and how they can do your marketing for you!

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Want marketing to feel easier? Let’s get testimonials doing the work for you. Testimonials are golden Whether you’re still in the early days of business and have only worked with one practice client, or whether you’ve served hundreds of happy clients, testimonials are one of the most important pieces of marketing copy to get up on your site. Do this as soon as possible, do it in the right way, and testimonials can be doing a lot of the marketing work for you. A great testimonial can move a potential ... Read More »

Pitching for new business? Avoid these 3 common mistakes

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Pitching for new work is an expensive business activity. Done well (and to have a decent chance of success), it requires a lot of time, a lot of effort and can take people’s focus away from other important areas of the business for an intense and possibly prolonged period. When you tot up the time (and money) businesses invest in participating in pitches, it’s an expensive activity to undertake. Of course the winnings justify that effort and expense, I hear you say. And yes that can be right – if ... Read More »

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