In step 4 of Build Your Marketing Machine we evaluated and decided on what tactics to use in order to generate leads coming into the business. The tactics used needed to be aimed at the right target client and promote a consistent message. With so many tactics available to choose from, is there any other…
If you have been following this series of posts on building a solid marketing machine for your business, you will know that we have so far been focusing on putting the 3 critical foundation legs in place before going any further. Those 3 legs are: segmentation (focus on your target), differentiation (stand out from your…
In this third posting of the series about building a marketing machine for your business, we introduce the third of our foundation strategies. Imagine a tripod or 3-legged stool. All the legs need to be solid and of equal length to be effective. The same applies to our 3 key strategies in our marketing machine. You…
My last post introduced the issue of the Tradesmen’s Death Spiral and how building a systematic marketing machine was ONE way to help arrest the downward spiral and start to build a better business. In step 1 we discussed FOCUS. Pick who is your ideal target. Study their needs, fears and aspirations in great detail…
There is a problem in the building trade. It has affected many business owners in recent years and although the horizon is looking a little brighter going into 2013, the problem still exists. A typical story goes like this: You miss that job you thought you would get. The phone is not ringing as much…
The renowned business strategist and author, Tom Peters visited NZ a few years ago. Typically his writings are aimed at bigger businesses, however this time he presented a paper in which he outlined 56 ideas that any and all companies should consider incorporating into their culture, to create a sustainable aim of EXCELLENCE. Here are…
Here is a post by Janine Popick on the Inc.com website that I loved and thought I would reproduce it here. I hope she doesn’t mind. I like to watch Gordon Ramsey pull businesses apart, improve them and put them back together again. Through the magic of TV it can be done in 30 minutes,…
Chances are you use, pretty much, the same materials as all your competitors and follow similar construction techniques to complete projects. How then can you stand out from your competitors, that doesn’t take a million dollars to achieve? One idea is to develop an MVA for your business and make it part of your daily…
When you think about it, renovating a house is much like what I do in helping you improve your trades business. And when you look at it this way, using an outside advisor makes sense. How so? Scoping. When you look at a reno project you visit the site (I hope) and check it out. …
Your business can be viewed as a bucket. In the top your pour revenue, which comes from your sales process, then deduct the direct costs of producing that revenue. Unfortunately everyone’s bucket leaks and so the amount left over (as net profit) is often a lot less than it could be and what is required…