Want to attract the kind of client best suited for your expertise? You may need more distinctive positioning. Steve works with service-based businesses that have trouble getting the right message to the right people. You may be stuck talking about what you DO (the process), instead of what prospects GET (the results). Smarthinking can help you attract and keep new customers with efficient, effective marketing systems.
SmartStart – Low-cost startup packages
Project-based creative services to extend and maintain your on- and offline marketing – naming, logo, stationery, website, content, advertising, print collateral, sales letters. Comprises: 3 x 2hr One-on-one weekly sessions; flexible service levels: business strategy, sounding board for ideas and tactics. Ideally suited for: launches of new products or services, businesses wanting to reposition themselves
SmartPlan – Strategic plan
A concise marketing strategy for service-based businesses. Marketing recommendations that analyse your market, your business and your competitors to arrive at the best positioning, target market, core marketing message and promotional mix. Mandatory for all ongoing engagements
SmartMap – Creative Plan
An important optional adjunct to the Strategic Plan. Ideas and concepts for marketing messages and campaigns are prepared as rough sketches or written drafts. These ideas may manifest in various applications including (but not be limited to): on- and off-line advertising, landing pages, websites, reports, articles, posts etc. Optional for ongoing engagements
SmartSystem – Implementation
Flexible program of up to 10 modules, allowing the choice of self-fulfilment, incorporation of existing suppliers, or complete ‘hands-off’ engagement. Time is needed for measurement and refinement of campaigns. After a minimum engagement period of six months, SmartSystem services can be adjusted or cancelled with no penalty
Damien Elsing I've worked with Steve on a number of projects and have always found him to be extremely knowledgeable and diligent. He really cares about getting the best outcome for his clients, and goes the extra mile to ensure they get great results.
Part 2 of 3 Four Colours of Buyers The first studies of personality types were done around 400BC... read more
Part 3 of 3 How to influence buying behaviour Will an understanding of the Buyer Group Colours... read more
Part 1 of 3 Problem: There’s plenty of interest in your services and consequently you’re getting... read more
Content warning: don’t read any further if you’re happy to accept prevailing branding... read more
Your marketing sucks. No? Wait… yes it does. I’ve seen it. In the twenty-five years I’ve been... read more
Forget branding. Unless you sell soap. Or cornflakes. Or petrol. Businesses; services;... read more
How can I encourage students to book in for these workshops?
More background required please, Tiffany. What is your current strategy for attracting new business? Which tactics have been successful and which less so?
How much should I capitalize my business with at the beginning?
Enough to enable you to carry out the formative aspects of your business plan, plus a 3 month contingency.
Is Your Bookkeeping And Accounting Done By The Same Company?
Like Steven, I see nothing intrinsically wrong with having one company handling both aspects; a case could easily be made for the advantages. A client of mine does exactly that–she runs the bookkeeping business and her partner the accounting...
An Online Survey, Have Your Say And Help Me Understand You Better
Recently shopped at Harvey Norman for new kitchen appliances: wall oven, stove top, dishwasher. My responses:1. a2. a3. aProcess could not have been easier. We got exactly what we needed, at a price we were happy with, with no upsell sales pitch.
Has anyone here been successful at generating low cost or what i call smart traffic?
Michael"Low cost" is a relative term. It depends on the expected/achieved ROI (Return On Investment).For example, I may spend $10 per click on a PPC campaign to gain a 10% conversion rate, on a product worth $100. That's a poor ROI.The same $10 and...
Is There A Rule In Using Google Images For Flyer Advertising?
Yes. The rule is: don't do it.If you do not own the image, it is not yours to use.See above answers for copyright-free alternatives.
Why Do Some Services, Coaches Or Retreats Priced Where They Are?
By showing them proof of your value. Demonstrate your results. The ROI must be clear for your prospect. My general rule of thumb for demonstrating value to service-based business prospects is between 6–10x. Any less, and the "indifference lever"...
How Do You Deal With Business Owners Sensitive To Criticism?
My approach is to set myself up as the harbinger of Doom right from the start. I make it very clear that my communication style is one of simple, unadorned, straight-talking language and that I don't mince words.I make sure the client understands...
Would You Attend Training Workshop Run Over 5 Consecutive Days?
Definitely 1 day a week for five weeks, rather than five classes in five days. And that assumes the class is for no more than 2 hours per session. There is no way everyone will attend over 5 consecutive eight hour days. The reasoning is that no-one...
What Do You Suggest For A Font For A Picture Book? Helvetica?
I suggest the reason Helvetica appears popular is because it's common and easy to specify due to lack of choice. The best of a bad bunch, not necessarily because it's the right font for the job.If the type for your picture book is to be set in a...
Is It Possible To Have 2 Invoice Templates With Different Logos?
I'm by no means an expert with Xero – a user only, but I can confirm that it is possible to set up your invoice templates to carry different corporate identification. In fact, that's exactly what we do when billing to different client groups.Once...
At what point should I cut off slow paying account customers from additional credit purchases?
Probably depends on what kind of relationship you have with your client; how crucial they are for your overall revenue; what proportion of total revenue they make up and whether you want to retain them or not.Personally, I ditched offering credit...
Should I send an introductory email in the first instance, and then follow up with a phone call?
VijayaMore info required please. What kind of business? What kind of product or service? What kind of prospect do you want to attract?Different industries have different accepted ways of making cold calls. However, all are based on making a...
I would love to know what stops you from using a maintenance service?
PeterSame reason we no longer have petrol attendants and are happy to pump our own. We've been conditioned to do the basics ourselves, at little or no cost.If you can demonstrate a clear and compelling reason to use and pay for such a service, you...
Someone said 'consultant' is a bit wishy washy these days. Thoughts?
PeterBusiness naming is a perpetually interesting subject. There are as many different approaches as there are different kinds of names. And there are many traps for young players. Seeking professional advice can often mean the difference between...
How feasible is 30-40k a month doing web design and SEO as a new company?
It's totally unfeasible, unless you have a client. Either several high-paying, or lots of low-paying. What is your marketing strategy for attracting these clients? You're entering such a saturated, highly competitive, price-driven market that your...
For those who attend expos, what do you take that I might not have thought of yet?
Hannah, tell us what you've thought of already and we'll tell you what you're missing.I've designed/consulted on many expo stands across several industries and have a basic laundry list of do's and don'ts, standard requirements and duties. To avoid...
How do I measure customer interest in the planning stage of a startup?
If you're not already aware of it, Steve Blank (The Lean Launchpad, The Lean Startup) has a great phrase he uses for every startup in the same position as yours. "Get out of the office."https://steveblank.com/tools-and-blogs-for-entrepr...Meaning,...
How do you convert a physical piece of artwork/picture into a digital one?
Depends whether the desired output is 2D or 3D. And what you want to use it for.If two-dimensional, you photograph it and digitise the file into the format you require.If three-dimensional, you convert the file into a hologram or set it up for CAD...
What is the number 1 marketing effort a very new B2B SaaS has to focus on?
In my view, the company/product's value proposition is the No.1 item on the marketing agenda for a new business offering. All marketing messages are derived from the value proposition, particularly the flagship positioning statement. It's difficult...
How do I find potential clients interested in software development and management?
Figuratively, you find out where they live. Then use a combination of appropriate inbound and outbound tactics to reach them and convey your message.
How much should I pay someone to develop a website using Squarespace Shift?
Hi YeeBecause SquareSpace is a self-managed, or DIY platform, I'm guessing your plan is to be very "hands-on" in the site building process. You probably want the ability to change designs and page layouts on the fly, and see alternatives before...
Would a self-drafted contract with an individual, not based in Australia offer any protection?
AllisonRebecca Carroll-Bell and Jenny Tse are two of the legal minds here on Savvy who could undoubtedly answer this question more fully. From my own observation, this looks like a straightforward proposal confirmation document requiring agreement...
What is your take in regards to neuromarketing as an advertising technique?
My take is that neuromarketing is less an advertising technique than a market research measurement tool. Whether the science of studying brain patterns in response to marketing stimuli works or not is a moot point. You either interpret the...
What to consider when looking for a business partner or employee?
There are three separate and somewhat generic answers required here, I think. Because of course, it depends on who you are, what your business is and what your short & long-term goals are. Having qualified my answer, here's what is important to...
What is your best advice for someone looking to start an online retail store?
You could tell her – "Don't."Or if her dream is to make a small fortune, tell her to start with a large one.Of course, free advice is worth exactly what she pays for it, so it's likely she will proceed anyway.In that case, I suggest she start with a...
Aside from LinkedIn, SEO, SMM, SEM, are there other ways to market to potential clients?
Leo, you might try the old-fashioned face-to-face methods. Join a large, local business organisation or CofC and get to know the members. Attend business events in your area and seek out people who are positions of influence. Join a professional...
What is your favourite or preferred project management system?
Maria After looking at quite a few including a couple already mentioned and several highly sophisticated (expensive!) tools, I went with Project Bubble. It fits my main criteria in that it's intuitive to use, shareable and has easily defined...
What can I reasonably expect from venture capitalists for my new startup?
Hi Ling, without knowing what your startup is about, my comments are pretty general. Therefore, it depends. Amongst many other things, it depends on what industry you're in, what the scalability potential is like and how much skin the founders have...
Does Anyone Know How To Actually Sell Something That Is Free?
Hi Michael, as Lisa says, Ripe Near Me appears to have somewhat stolen your thunder. Also, I can’t see anywhere in your model where revenue is going to come from. I have assumed there is an up-sell planned in the future. To answer your question, I...
What is the number one skill required to build a successful SME?
Neil – at risk of over-loading the answer, a coupla years ago I did some research amongst seminar attendees on this very subject. When asked to rate their importance for success, those surveyed ranked the following seven qualities most highly:...
Would you pitch advertising/design/marketing concepts to clients?
Thanks to all who've posted comments so far. Here's a bit more detail on how this might work. The model is intended to attract concepts only, not execution ie. production would not be included in your submission. This is not a 99Designs...
Who Knows How Much Do Copywriters Charge To Write A Web Page?
In our firm, a typical small website project goes like this: We give clients a comprehensive Briefing Sheet containing a wide range of questions about the business, the market they're in, their competitors and their goals. From the answers supplied...
Ever Engaged A Service Provider From A Cold Calling Telemarketer?
Making a sale directly from a cold call is impossible, or if it happens, a complete fluke. it's like throwing a fishing line into the ocean and expecting a whale on the hook when you reel it in. No business owner in their right mind will commit to a...
Is there a difference between a branding and a marketing agency?
Glen, so is branding a sub-section of marketing or vice versa? And is active promotion simply a form of advertising?
How Important Do You Think A Business Logo Is For A Sole Trader?
Julie At risk of upsetting the apple-cart, I suggest the importance of a logo is low on the requirements for a sole trader, particularly in your line of business. Of far greater importance is your business name. It's the first thing...
How To Choose An Appropriate Media For Marketing A Business?
MichaThe answer is... it depends. Of a great many things, here are but three: 1. who you're trying to reach; 2. what you want them to do once you've reached them; 3. what your budget is.Do I detect from the tone of your question that you're asking...
How To Generate More Business For Your Web Development Agency
Michael The answer is the same whether you're a web developer, a financial planner or a plumber. The applicable marketing principles cross all service industries. And you've no doubt heard them all before. Accept there is no shortcut, no silver...
How can I use discounts or promotions to attract more clients?
Kealy, There's a section on Anthill called Antmart that might be what you're looking for. It works by running a heavily discounted offer which is redeemable only when a predetermined number of people take it up. Go...
What are the differences in the way men and women do business?
Answer to both questions: No. I don't buy in to the whole – men/logical; women/emotional debate. It's probably possible to point to generic examples of men being more competitive and women being more reflective, but as both buyers and sellers, I...
Steve Osborne Top 10% Sales and marketing director
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