Posted by Scott Bywater in marketing Feb 20th, 2017 | No Comments »

You’ve probably heard of the catchphrase, Big Data.

It’s being used for everything these days – from marketing, to catching criminals, to where to position products on a grocery aisle.

However it has it’s limits.

Just take a look at this quote from the book Buyer Personas, by Adele Revella…

It’s true!

For instance, recently I was looking at a webinar funnel. From the data, I could tell how many registered, how many attended, how many signed up, etc.

But I couldn’t find out why they weren’t buying.

I couldn’t know what was really appealing to them, and which points resonated.

The ONLY way I could know this was by picking up the phone and talking to them.

Yes, just as you can’t know what the culture of a big company is like by looking at spreadsheets (you actually need to walk the hallways and listen in)…

You can’t know what’s really going on with your customers unless you engage with them.

Of course, there’s layers to this.

There’s a structure.

In fact, there’s 5 insights of buying behaviour to look into which can have a major impact on whether you a) grab the attention of your target market b) structure your offer to close the sale.

If you sell cheap, impulse buys this is less relevant.

However if you’re selling something complex, where there are many decision makers, and there is a lot on the line with each decision… then you want to pay close attention to what’s going on behind the scenes with your customers.

It’s a deep process. It’s not inexpensive.

But it really should be at the core of your marketing – and can make everything you do…

From SEO, Google Adwords, Facebook ads, etc…

… more effective.

Posted by Scott Bywater in marketing Feb 18th, 2017 | No Comments »

Recently I asked one of my clients what his biggest marketing
frustration was.

And he said it was overwhelm.

There were too many potential things you could do as a
marketer, the market was so splintered, it was almost
impossible to know what to do.

He was confused to the point of being frozen.

Anyway, I am very good at strategy and cutting through
to the bone of what’s required…

So I decided to offer him a different service.

I created a marketing strategy plan for him, and prioritised
the steps so he knew exactly what to do first, second
and third.

In a way, I helped him put the giant 21st century marketing
puzzle together.

Since then, I’ve done this for several other clients and it’s
quickly becoming one of my most in demand services.

I don’t do many of them though. It’s time consuming. It’s
complex. And it requires a lot of “deep work” thinking.

The message here is: listen to your customers, and you might
just find a way of coming up with your own new product or

Posted by Scott Bywater in advertising, marketing Feb 16th, 2017 | No Comments »

I stumbled across this packaging when I was out at the shops recently,
for a fitness tracker…

I really like the headline here, “track what you’re made of, not just your steps.”

It’s the whole focus on here’s the benefit we offer and it’s better than our

For instance, a good naturopath could say “fix the core of your health problems,
not just the symptoms.”

A digital marketer could say, “We guarantee an ROI, not just likes and clicks.”

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