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

There’s plenty of shiny bells and whistles in marketing today, but first question shouldn’t be “how”…

i.e. how do I do YouTube ads?

Start with “where” instead…

i.e. Where is my company on the business chess board? Where do my clients hang out? Where are they currently sitting… at the top of the funnel (low trust) or the bottom of the funnel (high trust)?

Then based on this, move onto “what”…

i.e. What medium should I engage in? email marketing, Facebook, Adwords, Linkedin, etc.

And finally. move onto “how”…

How do I best engage with this medium to maximise results?

Or as James Schramko and Dean Jackson say… ask who.

Who can do this for me?

Perhaps I can be your who?

Posted by Scott Bywater in Psychology Mar 17th, 2018 | No Comments »

Almost every time I have played the ‘long game’, I have won.

Almost every time I have played the ‘short game’, I have lost.

Very few, if any exceptions.

Finally discovered this just before I hit 40.

So what is the long game, and what is the short game?

Here’s my definition:

The long game is studying every day.

The short game is working hard at projects without scale.


The long game is spending time with your kids.

The short game is focusing purely on work to make a dollar today.


The long game is paying for your colleagues lunch.

The short game is scrimping and saving.


The long game is regular exercise.

The short game is eating what tastes good.


The long game is building systems into your business.

The short game is going ‘ad hoc’


The long game is to always be marketing, daily

The short game is to just focus on getting the urgent work done


The long game is meditation

The short game is watching TV


The long game is writing a book

The short game is scrolling through your social media feed


The long game is focusing on “what can I give?” in a relationship

The short game is focusing on “what can I get?” (and also ridding

yourself of any takers)


The long game is taking downtime to look after your mental health

The short game is working through it, and slamming your adrenals


The long game is holding your temper and being assertive

The short game is losing your temper, and burning bridges


I could go on and on, but I think you get my point.

Oh, and just one more thing.

The long game is putting together a marketing plan that gets you

Leads and clients week in and week out.

Posted by Scott Bywater in marketing Mar 15th, 2018 | No Comments »

One of the guys in my office does triathlons, so he’s up there with all the latest fitness technology.

Last year I was chatting with him, and he’s telling me about this thing called HRV, or heart rate variation.

Anyway, I decided to look into it.

I bought the strap to monitor my heart.

I downloaded this app called Sweetbeat HRV from the App store.

And I’ve been checking it every morning.

Now in a nutshell, higher HRV is good, it means you’re feeling more vital and healthy.

There’s more to it than that obviously, but I’m not a sports scientist and there are plenty of articles you can read about it online.

Anyway, when I start doing it, he says…

Try taking a cold shower in the morning after measuring it…

Then measure it again.

So I did.

And my HRV jumps up almost every time.

For instance, this morning it jumped from 52 to 67 after having a shower. Yesterday it jumped from 49 to 54 after the shower. And on Tuesday it jumped from 66 to 74.

What does all of this have to do with your business?

2 things:

#1. You are the machine driving your business, so it may be worth tracking and checking your HRV yourself… as what measures tends to improve.

#2. When you measure what you do and can see improvements, you’re far more likely to repeat the exercise over and over again.

So with this in mind…

What can you start measuring in your business today?

Maybe the amount of leads you generate each week?

The potential clients in your pipeline?

The amount of time you invest in marketing?

Why not create a HRV for your business which you measure regularly?

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