On Being a Chef-Marketer

How would you like those… Fried or boiled?

That’s the sort of question you might get asked in a simple cafe when you’ve popped out for a quick bite to eat.

You don’t have great expectations as to what will eventually appear on a plate in front of you but it might just be edible. It was the last time you ate there… and it wasn’t expensive.

Eating establishments attract the diners they deserve.

Set up a simple cafe (or food truck) with no airs and graces that serves OK food at OK prices and you’ll attract a good lunchtime crowd provided you are downtown in the business district.

Across the street, might be a fine dining establishment with a whole other clientele… also busy at lunch time on weekdays.

The first would be run by a cook. He or she wouldn’t dream of claiming the title of chef. After all, they never went to a culinary institute. Have never worked in a Michelin starred restaurant and have no ambition to do so.

The second is the flip side of the coin. The chef has learned his craft in different kitchens around the world. He or she is passionate about creating inspiring dishes that leave diners’ taste buds tingling with delight.

They insist on buying only the best organic ingredients and pay attention to the ways these combine and interact to create extraordinary flavours and experiences.

My point is that there are cook-marketers out there and there are also chef-marketers too.

The cook-marketers spin you the latest hacks and recipes. They are journeymen and women who tread conventional paths. They attract like minded customers seeking a simple solution on a budget.

Like Pizza Hut attracts customers seeking an average predictable dining experience on a budget.

Chef marketers offer an entirely different experience. One might say an exceptional experience driven by the desire to serve their clientele to the very best of their ability and expect nothing else in return.

They go back to first principles. 

Spend half a lifetime testing and perfecting their expertise.

They do not follow anyone in particular.
In fact the guru marketers discreetly follow them.

These chef marketers attract clients with the same expectations.
They’ve never followed a crowd in their lives.

They move on the instant they find they’re in the wrong place.

Clients naturally move towards marketers with similar expectations just like you naturally choose a place to eat based on your own expectations at that moment.

The good news is that…

We get to choose who we wish to work with.
We get to design the stories that we tell.
We get to set our own expectations.

The business you create will attract the ‘diners’ who match those expectations.

The way it looks.
The way it feels.
The way it talks.

All contribute to attracting the right customers.

Being a chef-marketer isn’t for everyone.

Many aspire but few are called.

It’s an infinite game with no winners or losers.
It’s about remaining in the game for the right reasons.
It's about talent, hard work and practicing your craft.

… and never quitting.

So it’s about WHO first.

Then WHY.

And only then, can you talk about the WHAT and the HOW

The desire to improve the quality of your clientele is the ambition of every fine dining restaurant.

Quantity is what the pizza joint round the corner is after.

Which is why I spend so much time with clients positioning them in their market, deciding on the world they want to build for themselves and understanding the ideas and beliefs that their ideal prospect needs to have assimilated BEFORE they are ready to work with them.

These clients are usually expert service providers who have a unique business idea. They have a ton of experience not to mention an expertise that has been well honed.

The good news is that they love to write about what they do and give insights that are actionable now, to people out there in client land.

They hold nothing back cos they know that information is free but hard won experience is like a well cut diamond… worth good money to the people who want results fast.

My ideal client is a guy called Chris (but if she’s a she, she’d be Amelia).

She’s ready to invest in herself and get things done.
She’s bought a few online courses so has a nose for the right mentor.

Either way, they want to get rich slowly…


PS: You may be wondering why I chose the ‘Chef/Restaurant’ theme for this post. Here’s why…

I trained at the Cordon Bleu Culinary Institute in Paris so the world of fine dining is one that I am familiar with. In fact, when I had finished my training, I worked for a while in the kitchen of the French Ministry of Foreign Affairs in the patisserie section making desserts for the heads of state who were visiting the President.

It was one of the best experiences I have ever enjoyed 🙂


I strongly recommend Rory as a strategy and marketing coach for his candid and skilful approach. He’s currently helping me to set up my business and I am finally making good progress with it. Methodology is clear and straightforward and every conversation with Rory represents a major step forward in my journey as he helps me focus, make informed decisions, and move closer to my goal.

Valeria Rosignoli - VR Coaching

Rory is an extremely patient and very expert. He is helping me with my sales funnel and I am learning so much from him. He has a way of keeping things simple and profound. I would highly recommend him!

Chengi Tobun - Black Swan Management Group

Rory has a great marketing insight, offers constructive feedback and also helps you better understand your customer so you can more effectively speak to them. His approach helps you focus on what's important and not get caught up in the unnecessary details so you can get your product launched quickly.

Amber Briggs

Rory is a great marketer and coach. He’s really helped me refine my marketing message so it resonates with my target market in a powerful way.

Myrna E Arroyo

Rory is currently helping build my Life Coaching business, and that includes identifying a target market that I connect with, learning how to speak their language, creating products and services catered to my target market, and creating a minimal viable funnel that will help me market.

My journey with Rory has been really great. He understands me and what I want to deliver, he is a great mentor by seeing the answers within me, and works with me to bring those answers out. If you are feeling stuck in terms of marketing yourself or product/service, Rory is the go to man!

Lana Maher

Boomer Digital is unique because it breaks mindsets that tell us in an older generation that " normal " for me is time to finish . But I am loaded with ideas and inspiration. Boomer Digital is a coach of my generation roaring to me to finish the race with glory not rust out before the starting gun fires.

Just yesterday I became positively irritated about starting out a business. The only available resources were outside my dreams and interests. Here if I don't find the resources I need I see something close enough.

Alan Bowman

Rory is a savvy marketer who can help you build your digital funnel. What a lot of people underestimate in marketing is establishing the basis. If you don't know what you stand for and who you're talking to, your marketing is a shot in the dark. Rory can help you fix this problem and get you going with clarity.

Hannes Kuehn

I chose to work with Rory for his great personality, clarity and expertise. Still, I got way more than I expected. He coached me through a deep marketing process and my outcome was way beyond what I had expected. It had to do a lot with Rory's strong focus and his ability to understand me and my customers. Rory became a good friend that I will always come back to when I need advice about online marketing and how to build better customer relationships.

Paal Christian Buntz - The Wildman Programme

What I like working with Rory, is his excellent sense for what is important, step by step. He gives me the structure to do the work I need to do, he is giving excellent feedback and at the same time he honors, that in the end I have to decide how the content of my campaign should look like. He is an excellent sparring - partner and a pragmatic coach, who always points to the simple but effective solutions.

Daniela Bomatter

I have been learning the art of marketing with Rory for a couple months now. I have been impressed with how deeply he knows his subject and his ability to make it understandable.

Aman Berry

As a presentation professional, part of my core proposition is that I take a client’s idea and transform it into a compelling story and presentation. This is exactly what Rory did for my marketing messaging. He understood immediately what I wanted to communicate. Rory has a wide breadth of knowledge in all aspects of online marketing. I wouldn’t hesitate to recommend him.

Jan Pochop - Founder/CEO, Pochop Presentations


You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.

About Rory

Rory Ramsden is a retiree living in south west France. A lifelong entrepreneur and traveller, he loves to cook and challenge his boundaries by helping others grow their businesses online.

Related Post

Humans Have a Visceral Need to Belong
We need to feel accepted and valued. We need to feel understood. Acknowledged. It’s in our DNA. Your success is based on your ability to create and nurture a community. The community is your brand. The community is where your customers will germinate. The community is where they start their journey to explore your world. So how do you build a community?
Every Blockbuster Movie Ever Made Has This 5 Piece Story Structure
When you analyse them, you'll find this 5 piece story structure in every blockbuster movie ever made in Hollywood. It is tried and tested in the world of fiction too. That does not mean that you cannot use it when you tell stories to connect with your audience... You can. Find out how now
Psychology of Persuasion: Belief Shifting Stories
There are 2 persuasion technique you can use. One works but is temporary. The other also works but lasts indefinitely. Before we can do this, we should take a deep dive into what we're really doing here when it comes to the psychology of persuasion. Our goal is to awaken 'possibility' in others. If they don't believe that they can really do it, nothing we do or say really matters. Until they believe — deep inside — that they can create real value for an audience...
Your Marketing is The Connection Volume Control
Making Connections allows us to turn the 'volume dial' for our business. Once you understand how, you have the superpower required to create stability, predictability, and (if you want it), growth on demand. To begin developing this superpower, there are three things to understand about Connection.
What’s The Difference Between Branding And Worldbuilding
Brands need to be attached to products. Worlds are brands live. They give context and invite the audience to explore many different paths. There, they discover characters and backstories and inside jokes — and your WHY. Your world is where the stories you tell take place. It’s an ecosystem in which your audience feels at ease. It’s where they can explore and find their own path.
What’s The Difference Between Branding And Marketing
Branding and Marketing are not the same thing. In order to determine what your brand stands for, you need to ask yourself 5 questions... Branding is about building emotional bridges so that your people can Connect with you on a deeper level and eventually become Super Fans of your product.