This is the third and final instalment in our series on marketing funnels. In the first two lessons, we talked about how to get attention at the top of the funnel and how to turn that attention into authority in the middle of the funnel. In this lesson, you’ll discover three strategies that you can […]
Welcome! Here you'll find episodes from two shows: Forecast, which features interviews with marketing and professional services leaders; and Marketing Out Loud, a daily podcast where I share marketing advice from the trenches.
In the Part 1 of this series, we introduced you to a 3-part marketing funnel you can use to turn strangers into clients. We also looked at what you should be doing at the top of the funnel, in the attraction stage, to get your buyer’s attention. Now that you have their attention, what’s next? In this lesson, […]
Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” — Peter Drucker In just two and half words, Peter Drucker captures the purpose of […]
Not getting the results you want out of your marketing? If you’re doing lots of “stuff” but none of it is really working… or you have lots of ideas but you’re not sure which ones to focus on… then you need a marketing playbook. A marketing playbook is an “action plan” that tells you what […]
So you’ve done a marketing audit. You’ve identified the opportunities that lie ahead for your firm. And you’re ready to take things to the next level. But before you jump into specific marketing tactics, you need a strategy. Done right, a marketing strategy lays out a roadmap to take your firm from where you are […]
Is it time to take your marketing plan (or lack thereof) seriously? If you don’t have a written plan that guides your marketing activities, you’re either not doing any marketing or you’re wasting a ton of time, money and opportunities. To build a marketing plan, the first step is to evaluate your current marketing activities to determine what’s […]
In this lesson, we’re going to look at the 5th “P” of lead generation, which is “Push”.
This is an uncomfortable topic for many. In a perfect world, you wouldn’t have to sell. Clients would find you and immediately see that they need to hire you now.
In this lesson, we’re going to look at the 4th “P” of lead generation, which is “Proof”.
Now that you’ve got the buyer an irresistible promise, the onus is on you to follow through on that promise with proof.
In this lesson, we’re going to tackle the 3rd “P” of lead generation, which is “Promise”.
The promise is a natural extension of the problem. If you’ve picked the right problem, you’ll have the buyer’s attention for a moment… but you need to follow up with an irresistible promise.
In this lesson, we’re going to look at the 2nd “P” of lead generation, which is “Problem”.
If you choose the right problem to solve, you’ll immediately cut through the clutter and get your buyer to sit up and pay attention. But if you choose the wrong problem, you’ll never get attention… no matter how much money or effort you expend.