Chef Marketer or Cook Marketer
Which Are You?

How would you like those fried or boiled? ... It's not a question you'd ask of a 'chef marketer'. But it is the sort of question you'd get asked by a cook marketer in a simple cafe where you popped in for a quick bite.

You don’t have great expectations as to what will appear on your plate... You just hope it will be edible. It was the last time you were 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 lunchtime on weekdays.

The former 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 latter is the flip side of the coin. The chef has honed 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 flavors and experiences.

There are cook marketers out there... And 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, well-known 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 toward 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 and get to design the stories that we tell.
We get to set our own expectations. The businesses we create attract the ‘diners’ who match those expectations.

That's why the way it looks, the way it feels, and the way we talk are so important... They set those expectations and attract the customers we want to work with.

Working with a chef-marketer isn’t for everyone.
Many aspire but few are accepted.

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 their clientele is the ambition of every fine dining restaurant. Quantity is what the pizza joint around the corner is after.

This 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 B2B experts (lifestyle coaches and consultants) who have unique business ideas. They have a ton of experience not to mention expertise that has been well-honed. And they are looking for a chef marketer like me to position them in the marketplace.

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 because 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 Amanda).

They are ready to invest in themselves and get things done.
They've bought a few online courses so have a nose for the right mentor.

Either way, they want to get rich slowly

Post Script

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 🙂


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.


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

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 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

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

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 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

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

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

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

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

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
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