Posted by Scott Bywater in marketing, Sales Aug 10th, 2017 | No Comments »

I had dinner with a mate this week – and one of the conversations we were having
was about diving deeper into the mind of the customer.

He gave me an example of a client he helped, where they were wondering why
they were losing sales.

He jumped on the phone and called the clients to ask them.

Turns out it all boiled down to the accounts girl, who was calling up customers who
hadn’t paid yet and being hard core.

His advice: swap the accounts payable girl with the accounts receivable.
(something nobody in the organisation had even considered)

What happened: sales soared.

Generating more cash in your business is not always about Facebook ads, funnels
and retargeting.

Sometimes it’s about making a phone call.

Posted by Scott Bywater in advertising Aug 10th, 2017 | No Comments »

Facebook ads are all the rage right now, yeah?

Well, that concerns me. Whenever EVERYONE starts doing the same thing, that thing
becomes more expensive. The leverage drops.

Anyway, I was chatting with my mate about this the other night – who’s a Google
Expert – and his opinion is that Google Display works better than Facebook right now.

He shared some results…

My jaw dropped.

And he’s like, yeah, everyone dismisses it.

Just remember, when everyone else is zigging – perhaps it’s time for you to zag?

Posted by Scott Bywater in Content Marketing, marketing Aug 8th, 2017 | No Comments »

Content marketing works, there’s no doubt about it.

Research from Demand Metric (Demand Gen Report, 2016) also backs this up…

Content marketing costs 62% less than traditional marketing and generates about 3 times as
many leads.

47% of buyers view 3-5 pieces of content before engaging with a sales rep.

But there’s a problem with all this content. Depending on which study you read…

The Amount of Available Web-Based Content
(the Supply) is Doubling Every 9 to 24 Months

I’ve noticed it. I used to be one of the few posting out regular content via email.

Now it’s far tougher to stand out and get noticed. I call it “burger economics” and if you want to
get big results over the next decade (and avoid wasting your time on the ineffective), it’s something you must understand.

Let me explain: Imagine for a moment all the content in the world is made up of burgers, which we consume by eating…

Initially you, as a consumer, were eating ½ a burger.

2 years later, you’re eating one burger.

4 years on, two burgers.

That brings us to now. And the future, isn’t looking pretty…

In two more years, four burgers. 4 years, eight burgers. 6 years, sixteen burgers. 8 years, 32 burgers!

It’s a scary thought, isn’t it?

Truth is…

While Content Creation is Soaring,
Our Capacity to Consume it isn’t


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