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Communications

Don’t be afraid of sharing

April 27, 2018  |   Communications,Marketing tips,Sales,Social media  

Don’t be afraid of sharing

When it comes to sharing knowledge or advice, I often hear people say “I don’t want to give away too much information. I’m jeopardising my sale”. But actually the reverse is true. There is so much information available at your fingertips now, that if you don’t share knowledge, people will just go elsewhere to find it.

Should you take a stand at an exhibition?

February 27, 2018  |   Communications,Marketing tips  

Should you take a stand at an exhibition?

For small businesses, exhibitions and conferences can be a great way of building up contacts. How do you decide whether to make the considerable investment that is usually required? 

Ask yourself these questions first…

Is your commute more valuable than you think?

January 26, 2018  |   Communications,Marketing tips  

Is your commute more valuable than you think?

As an independent marketing consultant, I normally work from my home office, or at clients’ offices, typically within a short drive from home so I don’t have a regular journey to work. A couple of times a month I travel into London by train, and I’ve realised that I enjoy that time to catch up on my personal twitter, read a magazine or browse some articles that I normally feel I don’t have time to read. (I’m lucky enough not to have to travel at rush hour).

Coincidentally, I just read a post this week about somebody lamenting their lack of commute – that opportunity to switch mode from ‘home’ to ‘work’ and using the journey time to mentally adjust to the next phase of the day, putting the previous one behind you.

It’s too easy for me to switch straight into ‘busy mode’ as soon as I get downstairs, and I often work until the last minute when I need to be doing something else, such as cooking dinner, leaving little or no time to switch off! So I’ve decided to try a fake commute, using the time between getting up and arriving in my home office as pretend travelling time. I will find myself a seat somewhere in between bed and office, flick through twitter without purpose, read a book, listen to music or catch up on some articles I’ve been meaning to read … or maybe even just stare out of the window.

Downtime (or ‘switching mode’ time) is important – what do you do to make sure you get yours?

 

 

 

Facebook done military style – with a twist!

Facebook done military style – with a twist!

I’m always a bit dubious about facebook for business, as it’s a bit of a hit and miss environment. Most people are on facebook for a bit of light entertainment, and don’t really want to see work-related stuff. 

But where facebook comes into its own is when it involves a group or community, so it’s perfect for a business that relies on a group of people interacting. 

One in particular stands out for me as actively engaging everybody, being genuinely informative and most of all fun. 

It’s for a military fitness club and it manages to do all of the following: 

  • Provide information 
  • Provide entertainment 
  • Impart a sense of fun and belonging 
  • Encourage members to turn up to the classes and participate 

The pitfalls of writing a sales letter

The pitfalls of writing a sales letter

It’s no easy task, putting together a letter to a prospect. You don’t know their personality or their current situation so you are making a lot of assumptions. But if you make assumptions about people and get it wrong, it can backfire. 

There are always several schools of thought on the ‘right’ approach, but in my view you should imagine yourself receiving that email and how you would respond to it.  

This was forwarded to me recently  

“Joe Bloggs our CEO asked me to introduce myself should you require any assistance with *our service* in the future. I have also signed you up for our alert service to assist with any needs you have in the future. You will not receive any junk mail or sales calls on the back of this, it is just a service offering which Joe thought you might find useful. Please do let me know if there is anything I can help with in the future.  

Have a great week,  

Fred Smith, Head of Sales” 

… which prompted the response below  

Every company needs a boiler plate. But do you know what it is?

Every company needs a boiler plate. But do you know what it is?

It’s essentially the written equivalent of your ‘elevator pitch’ – the one minute summary of your business that helps people understand what you do.

It lives on your website and the bottom of your press releases to provide an ‘at a glance’ explanation of what you do, who you do it for and how you do it.

Although it may seem obvious to you, anyone arriving at your website can easily see whether the service you provide is relevant to them or not.

For instance, imagine you run a website selling chocolate. It’s pretty obvious right?

A smart start

A smart start

Breakfast cereals go in and out of fashion don’t they? There are the old favourites like cornflakes and Weetabix, and I distinctly remember muesli becoming very fashionable for a while. Then it kind of turned into granola (basically toasted muesli).

But what about all the other variations on wheat, oats, corn, rice, honey, sugar, chocolate, dried fruit. At the end of the day, breakfast cereals are essentially created out of the same basic ingredients. But it’s the packaging and the way that they are presented that dictates who they appeal to.

If your audience is bored they’ll move on!

If your audience is bored they’ll move on!

While videos can be a great tool for communicating a message, they can also be a disaster.

I recently watched one (when I say ‘watched’ I mean ‘skipped through’) that was 4 and a half minutes long, giving safety tips on driving in winter. It was a single camera shot of a gentleman talking very calmly to camera with the following advice:

Who cares?

November 18, 2016  |   Communications,Email marketing,Marketing tips  

Who cares?

I regularly work on customers’ newsletters and the brief is often: “we need to tell our customers about our new website” or “we need to let people know about our new service”.

The problem with that approach is that your customer’s aren’t necessarily that interested. They might even say “so what?”

So how do you tell them about what you’re up to without simply shouting at them and hoping they’ll listen?

The most overused words on social media

The most overused words on social media

Reading through my twitter feed, I suddenly became aware of the repetitious status updates. I am ashamed to admit I’m guilty of it myself! What are these words….?

They are ‘lovely’and ‘great’ along the lines of:

“Had a lovely afternoon doing XYZ”

“Thanks for a lovely XYZ”

“What a great start to the day”

“Had a great meeting with … “

It reminded me of my English teacher telling us to find alternatives to the word ‘nice’ – well those alternatives appear to be ‘lovely’ and ‘great’! So here are some different words to use. My challenge to you is to use them every time you are about to type one of those boring words. Have I missed any? Let me know! 

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