Quincunx April / May 2018
Marketing for Change: Marketing Design for Beginners
Most Things Don't Work!
Why is it most marketing methods don't work? Almost certainly, you are capable of following your chosen method. Also, proven marketing methods work when applied in favourable circumstances. So, why don't they work for you?
The issue is whether you use the right methods for the stage of development your business is at. You must do essential groundwork to prepare for more advanced methods.
If you are an experienced coach with proven expertise, your first priority is to package your offer so that you have something you are confident you can sell. This is the stage where you make strategic decisions to apply consistently and frequently in your marketing.
Then you can work out how to market your business and sell your offer. Marketing is how you get people interested in your business and sales is how you get them to commit to a specific offer. Each refusal provides you with more information about what works, so that you can improve how you deliver your message.
These are the first two stages of the business development model I describe in the video. The model helps us understand the priorities of the stage we are at and the tools we need to complete that stage.
Watch the video and read on to find out more about Marketing for Change.
Take time to write down your answers to these questions. If you write them down you are likely to be more thorough, have a record for future reference and something to share with others.
- 1What is your business origin story? Write it down and don't worry about whether it is interesting. You can decide whether to share it later.
- 2Write down what it would be like to reach step 5 and be an authority in your chosen business. How does this possible future help you make decisions in the present?
- 3Think about the marketing tools you have used so far or considered using. At which step in business development do you think they would be most effective?
Now share your answers below or else share what you have learned from answering the questions. If you have any questions yourself, ask them here. I shall respond to all relevant comments.
Join "Marketing for Change"
Marketing is never easy, especially when you’re starting out. The number of options on offer, often expensive in time and money, is bewildering. The truth is most marketing methods work well when applied in the context for which they were designed. But even some of the most popular approaches were not designed for business start-ups. Methods like search engine optimisation or email-lists are unlikely to work for you during the early stages of business development, although it may be wise to plan for implementation later.
It is possible to earn income during early stages of business growth but most marketing techniques will not deliver for you at that stage.
The early stages of your business are a great opportunity to (1) interrogate your business ideas and design a few saleable packages, (2) upgrade your business ideas so you have a transformational vision for your business and (3) design a marketing plan that works and you enjoy doing.
Your plan needs to be:
Membership is for coaches, consultants and freelancers who are starting out or having trouble finding a marketing plan that works for them. Each month we shall explore some aspect of relational marketing and take opportunities to share your journey with others, online and in-person.
Sign up for this monthly newsletter with challenging questions to interrogate your business. In addition:
From time to time, I shall add new features to this membership offer. So long as your membership is unbroken, you continue to pay at the rate you signed up at.
If you received this newsletter from a friend and would like to become a member, book a one-to-one with me. Call or text Chris Sissons on 07887 352841.
This section is for participants in Marketing for Change. Normally, it features:
Enter your business features below each month, adding for example, new events or offers. Remember the better people know you, the more likely they are to introduce you to good prospects. To add your details or change something, please email me with your content.
Market Together offers coaching to freelance business owners, who need help understanding marketing and how they can be effective in the marketplace.
As well as M4C, I offer coaching packages that work in depth to interrogate your business, upgrade your ideas and design a marketing plan that works for you.
Twice a month I run Telling Stories: Making Business, where business people listen to a story and provide feedback.
Telling Stories: Making Business
Meets every second and fourth Thursday, 12.15pm, The Rude Shipyard. There is no disabled access and so please let me know in advance if you are likely to have difficulty. Fee is £5 to cover my costs, including the story-tellers lunch. You need to order from the cafe for your lunch, too. Here are this month's meetings:
Follow the links to find out more about each meeting and register with Eventbrite. Registration helps me and the cafe prepare for the meeting. Visit the Telling Stories web page for the full programme, testimonials and past meetings.
This section shall contain details of other events of interest to the members plus details of members' events.
Your Questions Answered
If you have any questions about marketing or M4C, text them to me and I'll answer them here.
In the meantime, here are some testimonials:
Using a Story as Platform for My Business
I knew that I had a story, but hadn’t managed to work out how best to use it and that has been key. You have helped me understand how I can use my story as a platform for the business.
Doing the questionnaires gave me focus, thinking through each topic. Some questions were difficult and some I didn’t feel relevant – generic questionnaire – sometimes difficult to make it fit. It has given me a structure that has provided an analysis of the business and how I am developing it.
It is the first time I’ve been able to see how they fit together.
Thought-Provoking Engaging Conversations
I've enjoyed attending a fascinating talk Chris did on the cornerstones of marketing at Sheffield Coaching Exchange. I then went on to have a couple of thought-provoking, engaging conversations with Chris about marketing my coaching, training and facilitation business. They've given me food for thought. Thank you.