Blog Posts

A Customer Profile: 5 Infallible Steps B2B Experts Use to Define One
Bringing on board new business clients presents a huge opportunity for B2B experts (coaches, consultants, speakers) to increase their income without spending more time working. The trouble is that they often fail to be specific enough when it comes to defining a customer profile.
Customer Acquisition Costs: The Top 5 ways to Blow Them up
If you try and talk to everyone, you will talk to no one. Defining your ideal client avatar will help you attract the people who will be a joy to work with. The downstream impact of this is profound both for you and your clients. You may have heard terms like buyer persona, customer profile, or ideal customer as alternative descriptions of this mystical person. No matter. They are all talking about the same thing.
Client Avatar: 9 Steps to defining your ideal client
If you try and talk to everyone, you will talk to no one. Defining your ideal client avatar will help you attract the people who will be a joy to work with. The downstream impact of this is profound both for you and your clients. You may have heard terms like buyer persona, customer profile, or ideal customer as alternative descriptions of this mystical person. No matter. They are all talking about the same thing.
Marketing coach – 5 tips for picking the right one for you
When hiring a marketing coach, look for someone who has experience in your industry and can provide real value. By way of introduction, let's consider the type of expert business you wish to own. There are two types. 1: A competition-driven business 2: A story-driven business. The first wants to crush it (oh, how that phrase makes my skin crawl). They want to be number one. They want to beat the competition. They want to be the biggest and the best. And they don't care so much about how they do so...
10 Hard-Won Tips For Growing a Coaching Business to $10k
Growing a coaching business is hard just like any other business. It takes commitment and consistency not to mention resolute determination to follow through. Sorry to drop you into an ice bath right there in the first sentence but if you're not ready to buckle up and do whatever it takes, it is best not to start.
Win Clients With Belief Shifting Customer Journey Mapping
The mismatch between your content marketing efforts and where your prospects are on their journey to find the solution they seek is sabotaging your effort to draw potential new customers into your world. It is no longer good enough to search out long-tailed relevant keyword phrases, make groups of the ones that work together and then link the resulting article to your money page.
The Volume Control Marketing Strategy
The Volume Control Marketing Strategy is a way of thinking holistically about how, where and when you acquire customers...
Storytelling, Myths and Legends – Video
Stories, myths and legends hold our nations together and in just the same they attract clients to our business if we use them in our marketing... In this 27 minute video I talk about why stories are so important and give examples that cover 1000s of years.
Email Marketing: Permission Before Promotion
Asking for permission before doing a promotion is essential if a marketer wants to retain the trust and attention of their audience. The majority assume that once people have subscribed to your email service, they have permission to do almost whatever they choose. They could not be more wrong...
Use This 3 Word Writing Tip to Captivate Your Reader
Use this 3 word writing tip to captivate your reader. It's simple. Easy to remember and most of all reliable... when it comes to grabbing the attention of your ideal clients because it speaks to the challenge they are facing right now...
Let’s Talk About The Difference Between a Product And a Solution
Let's talk about the difference between a product and a solution and why it matters if you want to write awesome content that not only gives great value but also moves folks towards the point where they can make a buying decision...
Emotional Marketing Builds The World Your Business Inhabits
How do you generate a very specific kind of customer who feels an emotional pull to **want** to interact with us? ... Watch the video and understand there’s a world of difference between generating a customer (through any means possible to maximise sales), and a very specific customer who feels an emotional pull to **want** to interact with us more intimately...
Why The High Ticket Business Model is Best For Expert Businesses
One is simple, direct and requires only one truly amazing skill. The other takes time, money and tech skills... The one that is most suitable for you depends on where you are in the lifetime of your business...
How To Create Content That Converts
The one reason folks engage with your content but don't actually buy from you has nothing to do with those elaborate explanations people give such as... "The vibration of the message is never as powerful as the vibration of the messenger." OR "You're not projecting enough authority!" OR "You're giving too much away!" OR "It's your energy!" No, it's much simpler than that...
The Best Lead Magnets Are Never Ethical
It's time to talk about free lead magnets and why high ticket coaches or consultants, should never bother with them. Conventional thinking says you must build an email list, nurture the people on it and eventually convert them into buyers... And the way to do that is by offering an "ethical bribe' to get them to give you their email address. That is thinking is flawed.
5 Step Client Attraction Marketing Guide
To onboard 1 > 2 new high level clients every week, may I suggest you articulate the value that they put upon the result they seek... That starts, of course, by articulating the burning problem that they would dearly love to be able to overcome. The more impossible the problem appears to be. The more urgent the solution becomes.The more valuable is the result...
The Belief Shifting Story Framework (VIDEO)
The belief-shifting framework is not about generating leads. It is about generating one pre-qualified ideal prospect willing to pay you in full. All they will want to know is "How do I give you my money?". NO sales call necessary. If people see that they're not getting those specific results, they know there's something they're missing. They will want to reach out to you...
For B2B Experts Not Getting Traction
You may want to read this... I run into people who have this problem all the the time. They are either just starting on line or have been doing their best to build a second income on the side while working a full time job. Their goal is to quit working for the man and WFH full time. Trouble is taking on new clients is proving to be an uphill battle so to be honest they don't really have a business they can call a business YET.
How to Build a Meaningful Relationship With a Prospect
To understand this we first have to define what the relationship between a business and its customer is based on. The customer has to know, like and trust you. They have to have a problem that needs solving now. They have to know what you do and why it works so well. They have to be confident that your offer will solve their problem. And they have to have the where-with-all to pay the price you are asking...
3 Sales Objections Resulting From Marketing Failures
Are your hot prospects blowing you off at the end of sales calls with the classic “I have to speak to my partner before I can make a decision on this” or similar? No doubt, you believe that’s because your sales ability is lacking. OR That you are not showing up to serve your prospect’s as best you can. Well, those things may be true. But, it’s equally likely to be neither of those things at all.
High Ticket Coaching is Not For Everybody…
You’d never believe that if you spent 5 minutes reading my Newsfeed. There are coaches pushing the idea that you could be raking in 10, 20 or even 50 thousand a month. Just by bringing on board one, two or three clients. There's more to it than they make out...
Why Building a Community is THE one hinge your marketing swings on
The need to belong is in us all. 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?
How to Structure a Story in 5 Amazingly Simple Steps
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
Techniques 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...
Marketing Makes Connections – It is The 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.
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.
Delivering Value For Money Before The Sale
Delivering value to your prospects is the most IMPORTANT thing you do. So how can you do it in a systematic and logical way? ‘Spray and pray’ is the most popular strategy. That is - Just post something, anything, as long as you are consistent...
Private Relay Block Tracking Pixels in Apple Mail
Private Relay Block Tracking Pixels in Apple Mail just made knowing how well our email campaigns are doing even harder. And they just made creating Facebook audiences from our subscriber’s list harder too. This is yet another brick in the privacy wall Apple is building...
World Building Beats Branding For Its Immersive Experience
World building beats branding Branding is about strategy and vision. Marketing is about tactics and goals. Imagine building an immersive experience, a world, in which your branding and your marketing takes place. Before you can tell a story, you describe the world in which that story is set.
Revenue from Facebook Ads Will be More Than Halved
What if Mark Zuckerberg is right in saying that revenue from Facebook Ads will be more than halved thanks to App Tracking Transparency and the digital privacy war started by Apple? The digital world we live in is in the midst of a major disruption but in our heart-of-hearts, we know that digital privacy is a good thing, if not for us, then certainly for our peeps who are fed up with intrusive Ads being shoved in their faces.
Stories Keep us Safe – They Allow us to Try on New Ideas
Stories keep us safe... They allow us to try on new ideas without having to commit to them first. They allow us to explore them and find out whether they are a good fit. Given we agree with the premise of the story, we absorb it into our belief system and in so doing expand our boundaries. Imagine being able to do this in a systematic way.
Growing Your Coaching Business – 5 Key Points of Confusion
Do You Ever Feel Like Throwing In The Towel? You know those moments when everything seems to be conspiring against you... When something drops out of a clear blue sky. BOOM. All your hard work is for nought. You feel like throwing in the towel. But you don’t. Because you know it’s not an option for you. You’ve never quit on anything in your whole life. When you set out to move your business online, you realise that it is not going to be all smooth sailing. That there will be bumps in the road. That anything worth having is worth fighting for.
Attracting Customers Can be Hard. Great Marketing Won’t fix that
Not attracting the new clients you want? It’s not your marketing. It’s your product. That is - no matter how good your marketing is, you will only get modest results if your product/ service is not tuned to your ideal prospect’s needs and desires. If you have a great product - one that is well positioned - you don’t have to be good at marketing. Just tell the people you built it for what it does for them and they will be queuing at your door cash in hand.
The Coach Client Relationship  is Built on Trust
I’m NOT interested in taking your money.... The coach client relationship is a 2 way street. I was talking to a guy yesterday who said this... “I'm a member of other marketing groups and there’s lots of strategy people around that say they can deliver. But I'm not paying thousands of dollars on blind trust to find out. “. That makes a lot of sense to me.
Humans Think in Stories, The Simpler The Better
"Humans think in stories rather than in facts, numbers or equations, and the simpler the story, the better." That's from the lips of Yuval Noah Harari. And it's why storytelling is so powerful. By telling a story you are able to deliver your message in the way that your readers will find easy to assimilate and engage with. That makes sense, doesn't it? The question I find myself answering most often is... How do I tell stories in a simple way?
Chef Marketer or Cook Marketer- Which Are You?
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.
Pick The Best Marketing Practices For Small Businesses
Stacking one best practice on top of another does not produce a best in class marketing system. Far from it in fact. The results we achieve are often underwhelming. Yet we are encouraged to do this by expert marketers every single day...
6 Steps To Telling a Powerful Brand Story
A brand story is your company’s backstory and explains your big WHY. The reason you started on the quest you did and what drives you to do better everyday. Crafting a compelling brand story will help your ideal client identify with you and feel aligned with your beliefs and values. It is the mirror to your hero's story. Together, they show you! care. Make you memorable. And ultimately, build the connection needed to start a conversation.
Marketing Not Working? You Skipped The Most Important Step
Do you have a website? ​If so you probably spent a ton on time designing and building it. ​​Then you launched it. And nothing happened. No visitors to speak of No flood of new clients either. The fact is, Google and Facebook don't exist to send people to your site for FREE. ​You have to pay to attract new visitors. ​​Either in time (content marketing) or money (paid ads).
Unique Unfair Advantage – The 9 Step Process
The 9 Step Unique Unfair Advantage Process is a force field that protects from you from the competition. Companies have one. Products do too. It’s baked into their DNA so not necessarily visible to anyone else. Google has its algorithm. You can’t see it but it is certainly the force field that has kept them protected from their competition. It’s the super power behind their successIt’s their unique unfair advantage
Heart-Centered Coaching Business – 4 Baby Steps to 5 Figure Months
These 4 Baby Steps to growing a heart-centred Coaching Business, will ensure attract clients come to you because they already love what you do, how you do it, and why you do it. When you started your coaching business. You put the word out among friends and family. It was a good way to attract your first clients although you realized it was never going to be a long-term solution. Which is why you're now looking for just that...