Posted by Scott Bywater in marketing Jun 26th, 2018 | No Comments »

The other day I had an opportunity to chat with a billion dollar
CEO for a client project I am working on.

And there was one thing he said in this meeting which really
stood out for me. It was this:

Task orientation is a form of laziness. It’s easy to get attached
and make excuses for working on the detail.

That really popped for me, because I often fall into this category.

How about you?

Are you being a “busy fool?”

Are you being lazy, when you think you’re being productive?

Posted by Scott Bywater in Content Marketing, marketing Jun 23rd, 2018 | No Comments »

The other day I received an inquiry from a real estate agent.

He wanted to know how to get more listings, and was thinking
of offering a prize to anyone who sold their house with him.

I didn’t like the idea – not to grab someone’s attention.


Because if I’m going to list my home with an agent, a bad negotiator
or poor photo of my property could cost me way more than a holiday.
I don’t want a holiday, I want to know I can trust him.

So instead, I suggested (which would apply to anyone advertising
In a small geographic area)…

Saturate the area with content on Facebook.
Run a different video every 4 days.
Make an offer on each piece of content, softly.

And then do a direct pitch, to put someone into your funnel, only
to those who have watched your video.

Once you get their email address, continue to follow them up.

But start with content. Build trust. And go from there.

Posted by Scott Bywater in marketing, Strategy Jun 20th, 2018 | No Comments »

You want results from your marketing, and you want them fast.

But your client isn’t in a hurry.

They will buy when they’re ready.

So how do you get around this?

It’s simple.

You build trust with lots of people all at once.


With content.

By posting content where your clients are.

It doesn’t matter if they’re hanging out on Linkedin, on your email
List, Facebook, Instagram, etc.

Whether you’re using organic or paid content…

You want to be where they are, distributing content which is world
class and cutting edge.

That’s how you get trust.

And once you’ve got trust, then you can reach out directly.

Look at who’s liking and viewing your posts. Look at who’s reading
your emails.

Then either wait until they reach out to you.

Or if you want to speed things up and maximise your results, reach
out to them.

It really is that easy.

Don’t go cold.
Build trust first.

Then go direct.

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