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Consistency is King

Consistency is King

Wimbledon’s on and it still hasn’t rained? What the heck is going on?

The one defining feature of the British weather – a total lack of consistency.

When it comes to marketing, you don’t want to be Britain. You want to be Santa Barbara. Because, in marketing, consistency is what delivers a result.

What Is The Marketing Plan Process?

What Is The Marketing Plan Process?

Ask any marketeer what their marketing plan process is, and you’ll get wildly different answers.

The truth is that, while there are industry-wide, well-recognised techniques for creating a plan, we all develop our preferred way of doing it.

I have honed and refined my process over the years. It now has as its backbone the teaching I received of the Chartered Institute of Marketing (CIM) framework, layered with hands-on experience of creating plans as in-house marketing manager, modified to reflect the challenges that I see business owners facing every day.

Are You Bang On With Your Benefits?

Are You Bang On With Your Benefits?

Here’s an old marketing joke.

Question: When is a benefit, not a benefit?

Answer: almost always.

Okay. So, we don’t do good jokes. You probably aren’t splitting your sides.

But, you might take my point. Ask most business owners what benefit their customers get from choosing to buy from them, and they almost always answer in features.

Perhaps I’ve gone too far, too quickly. I’ll rein back.

Benefits are the crucial facts needed to win any sale.

Marvellous Marketing Spotter’s Guide: KeepCup

Marvellous Marketing Spotter’s Guide: KeepCup

Time for me to bring you another Spotter’s guide. As usual, I wasn’t expecting to find inspiration when I bought this item. I didn’t realise I needed this product until I found it. And, now I think about it, I realise that most of my other Spotter’s Guides have that in common.

Perhaps when the marketing is this good, I can’t help myself but make a purchase? I guess that’s the point.