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One of my favorite subjects is “no-brainer” marketing.  I call it no brainer because even though it is fundamentally easy, so many business owners simple DO NOT DO IT!  Now there are internet gurus out there that will tell you that the attention paradigm has shifted, that the consumer wants […]

AIDA – No…not the opera, it’s a marketing strategy!


Client Nurturing Programme Remember Perceived Indifference? Well Client Nurturing is a systemised way to show your customer that you do indeed ‘care’ about them. Most businesses will say and do nice things, but it won’t be planned nor organised and especially, it won’t be effective. A Client Nurturing Programme is about ‘systemising’ […]

WOW! Customer Service. Does it Exist?



    When ‘selling’ something whether it be by direct face to face, over the counter, print or vision or so on, no matter what medium, you must ensure that you follow the principle of FAB: Many small business owners will let them selves down at this point because they […]

Features…Advantages…Benefits = “Chi-Ching”


Host Beneficiary In my opinion, and if done well, Host beneficiary or HB promotions have the potential to be the best type of marketing that anyone can instigate. The way they work is simply, one business approaches another business that has a similar but non-competitive client base and promotes their […]

The Perfect Host


Commonly referred to as USP, the Unique Selling Proposition can also be known as Unique Selling Position, Unique Marketing Advantage, Competitive Edge Analysis, or any number of ‘tri-letter’ acronyms. The bottom line is that, whatever it’s called, the USP is the thing which sets you apart from your competitors: Establishing the […]

Differentiate or Die! Discovering your USP!