John Eustace profile image

John Eustace
Top 10% Sales and Marketing

Principal / Communications and Media Strategist at

Member Since March 2015

Clayton, VIC, 3168

SHARE

3.5K FOLLOWERS

John believes in strategy-first, then aligning content with intent. Having worked for 40 years across multiple marketing disciplines and in all creative media, John understands the value and roles of informed and persuasive engagement.
His wide ranging skill set, and the experience he shares enhances the strategic advice and practical marketing assistance he provides. Importantly it ensures that what you gain from Bells and Whistles actually aligns with your real-world commercial possibilities.

Reputation

Top 10%
Sales and Marketing
Top 10%
Search Engine Optimisation (SEO)
Top 10%
Social Media
Top 10%
Offline and Direct Marketing
Top 10%
Market Research
Top 20%
Digital Marketing
Top 20%
Public Relations (PR)

John Eustace answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Sales and Marketing

How to use pricing strategies in your marketing?

A pricing strategy that I liked a lot was encountered when I was invited to the “Wall Street” bar in Kuala Lumpur.
 
Wall Street is a bar in the heart of Kuala Lumpur's business district. Its drinks prices fluctuate every few seconds, like shares listed on a stock market: when demand for a certain beer increases, so does its price; when vodka is not selling too well, the cost of a shot comes down.
 
Management never let the prices get too high so they are unaffordable. Nor do they let the cost of a drink slip below their basic profit margin, except perhaps during a market crash. A few times each evening, prices of certain drinks, plummet to “record lows”, as if they were unpopular shares on the Malaysian stock exchange prompting a surge of buying activity.

John Eustace answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Copywriting and Content Marketing

What's the difference between a copywriter and an SEO copywriter?


The differences between a Copywriter & an SEO Copywriter
Whilst essential wordsmith skills are shared by both and many practitioners cross-over between the two publication mediums, there are a number of individual disciplines that business owners should be aware of.
 
A copywriter writes the words that communicate an idea or details about either a business, product, service, personality or cause. The copy is most often utilised to inform, advertise or promote the ambitions and/or interests of the copywriter's client.
 
A proficient copywriter (whether SEO aligned or not), will always possess the essential skills of fully comprehending each client’s purpose to align their output to a defined marketing and communications strategy. They will acquire a sound understanding the target readership’s knowledge, issues and industry characteristics. An accomplished copywriter must become a genuine expert in their client’s field of influence so that they can realise and pre-empt opportunities to contribute creatively to conversations relevant to their client’s marketing objectives.
 
Their copy can be published discreetly in the form of a letter or broadcast widely in print advertising or public relations (PR), newsletters & company profiles, video or telemarketing scripts, on brochures, posters & billboards, television commercials (TVC's) and radio advertisements. A copywriter's objective is to inform, educate, engage and/or convince readers and viewers through the art of wordsmithing.
 
Someone who adopts the nomenclature of "SEO copywriter" is a wordsmith who understands that their output serves two masters, the human site visitor and the popular search engine algorithms who view their published words totally differently. They are an individual who specialised in preparing their client's copy for online publishing where it is encoded on to web pages and its "Search Engine Optimisation" (SEO) is most often an additional prerequisite. Online copy options include blogs, social media profiles and posts in addition to every word on a web page.
 
An SEO copywriter creates copy that enhances their allied contributors' SEO, they must work closely with all graphic webpage contributors including designers, artists, videographers and photographers to ensure that all forms of published web content are optimised for the search engine's indexing and ranking algorithms.
 
SEO copywriting techniques include crafting beneficial Metadata in addition to incorporating the most effective keywords to ensure that web crawlers recognise what each page's content is about, and can index its relevance to anticipated search words and phrases. Accomplished SEO copywriters will invariably insist on "long-form" copy (1,000 plus word count), as algorithms always rank them above pages with fewer words.
Keyword research was once the exclusive realm on the SEO expert; nowadays SEO copyrighters have adopted a combination of wordsmithing and SEO abilities to provide a comprehensive service.
 
A proficient SEO copywriter will make sure that all your online publications share six essential copy elements:

  1. Relevant & attention-grabbing headlines that respond to browser search criteria;
  2. Metadata that identifies the search results relevance and value;
  3. An introductory sentence that encapsulates each page's individual core message
  4. A concise introductory paragraph that establishes the publisher's credibility and instructs the reader what to do next (Call to action).
  5. Are "word-rich," having at least a thousand words incorporating high ranking search terms (keywords) to heighten their SEO relevance ranking.
  6. Text hyperlinks to relevant related material within your site or elsewhere on the web. Backlinks remain important as long as they are only from other high ranking and relevant sources (avoid questionable offers of providing large quantities of backlinks to boost your SEO).

 
Finally, once your website is published there is the matter of ongoing SEO; this is often not the role of a copywriter but a technical skill best managed by dedicated SEO providers. However, as additional communications are added to your site, and page content updated, it remains just as important to have your SEO copywriter prepare copy in keeping with your site's established content strategy and navigation structure as ad-hock additions can very often dilute the subject page's SEO.
 
John Eustace in a communications consultant (and wordsmith) who believes in strategy-first, then aligning content with intent. Having worked for 40 years across multiple marketing disciplines and in all creative media, John understands the value and roles of informed and persuasive communications.
 !
 

 

John Eustace answered this question

Jake O'Keefe

Asked this question - Advertising

How to get my name out there?

Jake, I wish I had a
dollar for every time I have been asked this question! There are literally tens
of thousands of options that could “get your name out there,” however as a new
market entrant your first priority is to develop a profile within your local Ipswich
area. And focus on developing some positive local word of mouth. Join your
local BNI chapter (if there is a vacancy for a furniture removalist). Look for
other local groups who would benefit on your involvement (and pro-bono access
to you well branded truck), look for opportunities to assist someone who needs help,
could be following a fire or flood. Then make sure you get the attention of the
local media and some positive PR. Become known as a reliable and compassionate
supporter of locally supported issues (providing they are not divisive or
politically motivated). Don’t get carried away, be selective and contribute to
activities that will gain the most positive word of mouth. Once this begins to
generate some income get some professional help with your website and start to
support local PR with some paid advertising.

Become very aware of exactly
what your competition is doing so that you have the ability to preempt any
steps they take to retard your progress. Because most of your early work will
be business they will have lost, established competitors will not roll over and
let you win so be prepared to fight for every job.

Remember, it is always
other people who will get your name out there, so make certain they have plenty
of good things to say about you and your companies work.

John Eustace answered this question

Jamie Ryan

Asked this question - Customer Retention

What else can I do to get clients to use my service?

With any new self-storage business you have to have researched and positioned your mobile service differently to the existing competition. How have you achieved that initial step, what comparative advantage are you offering?

It is almost impossible to start any commercial exercise without a marketing budget So immediately attribute at least 12% to 15% of your gross revenue to your marketing budget.

You claim to have an optimised website, send me a link and I would be happy to review it and its optimisation for you.

Your Facebook page may be of value, but don't place too much reliance on Social Media.

What community groups have you joined? Networking will very likely be you most effective low cost marketing activity ( on-line community groups however will contribute next to nothing to your bottom line)

What platform "like Gumtree" have you posted on? Most of the free listing sites are invariably ineffective

Direct mail has a fairly predictable response rate, so what you generate as enquiries is determined by the quantity of letterboxes you delver to (as well as the attractiveness of the offer your mailer contains)

By definition "clients" are people who already use your service Jamie. So I presume you are looking for prospects. Prospects respond well to a professional approach containing a persuasive offer and obvious call to action, a solid testimonial will always make your proposal far more acceptable.

Your activities as outlined in your question, sounds as if you have fallen into the trap of believing you have a business, when what you have actually have is a website, a Facebook page and some freebie directory listings. None of these are likely to attract any custom (unless you are vary lucky), without some strategically directed marketing funds.

My question to you is what have you got to sell or how can you go about attracting some investment capital so you can afford to advertise?

John Eustace answered this question

Miky Kens
Miky Kens, at Patriot Electric

Asked this question - Startup Branding and PR

How did your brand and identity survive 2012-2013?

To further qualify your question Miky, 4 to 5 years after the event what difference douse a retrospective on a brand identity's survival make?

John Eustace answered this question

Denis Homez

Asked this question - Budgeting and Forecasting

How much would be our budget to advertise our webplatform?

Some sound advice here already Denis. The “How much” question you ask is being applied to an expense
item ‘advertising, when it can only have any context when you first apply it to
the revenue side or your business model. ‘How much’ will your enterprise need
to generate as turnover and profit. Only when this has a quantified value can
you define a reasonable and effective budget to achieve your projected return.

There are dozens if
services similar to your brief description popping up every month so it is a
crowded market and effective differentiation is paramount if you are to heard
above the increasing promotional noise.

I have visited your
website and whilst interesting looking the navigation is far too confusing for
most casual browsers To extend your reach and appeal there is some platform restructuring
I would recommend prior to considering any advertising expenditure.

John Eustace answered this question

Daniel Landerson

Asked this question - Sales and Marketing

How to use Social Selling for an arts and crafts business?

Social Selling has two quite different interpretations depending on who you are connected to, one can even be independent of any technology platforms. So best to define and scope your objective as Malissa suggests. Then when you have your arts and crafts business plan, you can consider whether or not one of the forms of Social Selling will be relevant to its achievement. Never decide on a vehicle before defining your destination.

John Eustace answered this question

Maggie Zhang

Asked this question - Sales and Marketing

What are the best ways to market for a community-based cafe?

Well Maggie that all depends on how you define a community-based cafe. What is it that makes the cafe in some way different, special of relevant to said community? Does it have any specialities specific to the community it intends to serve? Is it located within a community hub, are there competitors? When all is said and done it is impractical to determine a way to market without that market (i.e. the community) being well defined and fully researched.

John Eustace answered this question

Animal Emergency Service
Animal Emergency Service, The Animal Emergency Service is a specialised veterinary pra at Animal Emergency Service

Asked this question - Market Research

How can I get to know more about my audience?

It is easy to suggest generalities, however what has proven popular on social media has little
bearing on fiscal reality and your practice’s commercial aspirations. You will
find that there is a great deal of emphasis placed on technology and rather obvious
communications platforms, and whilst they may eventually be considered relevant,
it is what you say and to whom that must dictate the avenues you subsequently select.Your business requires
some effective differentiators, possibly one or two may have already been
identified. Look at what other Vets are doing and analyse what you can do that will
eclipses them. Set out to establish a business that the others will need to
compete with, rather than following any fad driven trends. There is little
point in publishing cutesy photos or using your valuable time on a blog that
will likely only ever be read by your immediate family!As far as getting to know
more about your audience, that initially mandates that that your niche market
entry point (and the audience that represents), must initially be aligned to
your specific skill set and then identified.

Copywriting and Content Marketing

Plagarisim in Journalism | Unmasked as a fraud – All too easy!

Some naive individuals forget that a person researching business information and insights on-line browses through enormous quantities of content, almost on a daily basis. It is astounding to me just how many times I come across material claimed and publishes by an individual that is almost identical to items I have viewed before. I recently looked at a piece about the importance of personal brand...

John Eustace answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Sales and Marketing

How to use pricing strategies in your marketing?

A pricing strategy that I liked a lot was encountered when I was invited to the “Wall Street” bar in Kuala Lumpur.
 
Wall Street is a bar in the heart of Kuala Lumpur's business district. Its drinks prices fluctuate every few seconds, like shares listed on a stock market: when demand for a certain beer increases, so does its price; when vodka is not selling too well, the cost of a shot comes down.
 
Management never let the prices get too high so they are unaffordable. Nor do they let the cost of a drink slip below their basic profit margin, except perhaps during a market crash. A few times each evening, prices of certain drinks, plummet to “record lows”, as if they were unpopular shares on the Malaysian stock exchange prompting a surge of buying activity.

John Eustace answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Copywriting and Content Marketing

What's the difference between a copywriter and an SEO copywriter?


The differences between a Copywriter & an SEO Copywriter
Whilst essential wordsmith skills are shared by both and many practitioners cross-over between the two publication mediums, there are a number of individual disciplines that business owners should be aware of.
 
A copywriter writes the words that communicate an idea or details about either a business, product, service, personality or cause. The copy is most often utilised to inform, advertise or promote the ambitions and/or interests of the copywriter's client.
 
A proficient copywriter (whether SEO aligned or not), will always possess the essential skills of fully comprehending each client’s purpose to align their output to a defined marketing and communications strategy. They will acquire a sound understanding the target readership’s knowledge, issues and industry characteristics. An accomplished copywriter must become a genuine expert in their client’s field of influence so that they can realise and pre-empt opportunities to contribute creatively to conversations relevant to their client’s marketing objectives.
 
Their copy can be published discreetly in the form of a letter or broadcast widely in print advertising or public relations (PR), newsletters & company profiles, video or telemarketing scripts, on brochures, posters & billboards, television commercials (TVC's) and radio advertisements. A copywriter's objective is to inform, educate, engage and/or convince readers and viewers through the art of wordsmithing.
 
Someone who adopts the nomenclature of "SEO copywriter" is a wordsmith who understands that their output serves two masters, the human site visitor and the popular search engine algorithms who view their published words totally differently. They are an individual who specialised in preparing their client's copy for online publishing where it is encoded on to web pages and its "Search Engine Optimisation" (SEO) is most often an additional prerequisite. Online copy options include blogs, social media profiles and posts in addition to every word on a web page.
 
An SEO copywriter creates copy that enhances their allied contributors' SEO, they must work closely with all graphic webpage contributors including designers, artists, videographers and photographers to ensure that all forms of published web content are optimised for the search engine's indexing and ranking algorithms.
 
SEO copywriting techniques include crafting beneficial Metadata in addition to incorporating the most effective keywords to ensure that web crawlers recognise what each page's content is about, and can index its relevance to anticipated search words and phrases. Accomplished SEO copywriters will invariably insist on "long-form" copy (1,000 plus word count), as algorithms always rank them above pages with fewer words.
Keyword research was once the exclusive realm on the SEO expert; nowadays SEO copyrighters have adopted a combination of wordsmithing and SEO abilities to provide a comprehensive service.
 
A proficient SEO copywriter will make sure that all your online publications share six essential copy elements:

  1. Relevant & attention-grabbing headlines that respond to browser search criteria;
  2. Metadata that identifies the search results relevance and value;
  3. An introductory sentence that encapsulates each page's individual core message
  4. A concise introductory paragraph that establishes the publisher's credibility and instructs the reader what to do next (Call to action).
  5. Are "word-rich," having at least a thousand words incorporating high ranking search terms (keywords) to heighten their SEO relevance ranking.
  6. Text hyperlinks to relevant related material within your site or elsewhere on the web. Backlinks remain important as long as they are only from other high ranking and relevant sources (avoid questionable offers of providing large quantities of backlinks to boost your SEO).

 
Finally, once your website is published there is the matter of ongoing SEO; this is often not the role of a copywriter but a technical skill best managed by dedicated SEO providers. However, as additional communications are added to your site, and page content updated, it remains just as important to have your SEO copywriter prepare copy in keeping with your site's established content strategy and navigation structure as ad-hock additions can very often dilute the subject page's SEO.
 
John Eustace in a communications consultant (and wordsmith) who believes in strategy-first, then aligning content with intent. Having worked for 40 years across multiple marketing disciplines and in all creative media, John understands the value and roles of informed and persuasive communications.
 !
 

 

John Eustace answered this question

Jake O'Keefe

Asked this question - Advertising

How to get my name out there?

Jake, I wish I had a
dollar for every time I have been asked this question! There are literally tens
of thousands of options that could “get your name out there,” however as a new
market entrant your first priority is to develop a profile within your local Ipswich
area. And focus on developing some positive local word of mouth. Join your
local BNI chapter (if there is a vacancy for a furniture removalist). Look for
other local groups who would benefit on your involvement (and pro-bono access
to you well branded truck), look for opportunities to assist someone who needs help,
could be following a fire or flood. Then make sure you get the attention of the
local media and some positive PR. Become known as a reliable and compassionate
supporter of locally supported issues (providing they are not divisive or
politically motivated). Don’t get carried away, be selective and contribute to
activities that will gain the most positive word of mouth. Once this begins to
generate some income get some professional help with your website and start to
support local PR with some paid advertising.

Become very aware of exactly
what your competition is doing so that you have the ability to preempt any
steps they take to retard your progress. Because most of your early work will
be business they will have lost, established competitors will not roll over and
let you win so be prepared to fight for every job.

Remember, it is always
other people who will get your name out there, so make certain they have plenty
of good things to say about you and your companies work.

John Eustace answered this question

Jamie Ryan

Asked this question - Customer Retention

What else can I do to get clients to use my service?

With any new self-storage business you have to have researched and positioned your mobile service differently to the existing competition. How have you achieved that initial step, what comparative advantage are you offering?

It is almost impossible to start any commercial exercise without a marketing budget So immediately attribute at least 12% to 15% of your gross revenue to your marketing budget.

You claim to have an optimised website, send me a link and I would be happy to review it and its optimisation for you.

Your Facebook page may be of value, but don't place too much reliance on Social Media.

What community groups have you joined? Networking will very likely be you most effective low cost marketing activity ( on-line community groups however will contribute next to nothing to your bottom line)

What platform "like Gumtree" have you posted on? Most of the free listing sites are invariably ineffective

Direct mail has a fairly predictable response rate, so what you generate as enquiries is determined by the quantity of letterboxes you delver to (as well as the attractiveness of the offer your mailer contains)

By definition "clients" are people who already use your service Jamie. So I presume you are looking for prospects. Prospects respond well to a professional approach containing a persuasive offer and obvious call to action, a solid testimonial will always make your proposal far more acceptable.

Your activities as outlined in your question, sounds as if you have fallen into the trap of believing you have a business, when what you have actually have is a website, a Facebook page and some freebie directory listings. None of these are likely to attract any custom (unless you are vary lucky), without some strategically directed marketing funds.

My question to you is what have you got to sell or how can you go about attracting some investment capital so you can afford to advertise?

John Eustace answered this question

Miky Kens
Miky Kens, at Patriot Electric

Asked this question - Startup Branding and PR

How did your brand and identity survive 2012-2013?

To further qualify your question Miky, 4 to 5 years after the event what difference douse a retrospective on a brand identity's survival make?

John Eustace answered this question

Denis Homez

Asked this question - Budgeting and Forecasting

How much would be our budget to advertise our webplatform?

Some sound advice here already Denis. The “How much” question you ask is being applied to an expense
item ‘advertising, when it can only have any context when you first apply it to
the revenue side or your business model. ‘How much’ will your enterprise need
to generate as turnover and profit. Only when this has a quantified value can
you define a reasonable and effective budget to achieve your projected return.

There are dozens if
services similar to your brief description popping up every month so it is a
crowded market and effective differentiation is paramount if you are to heard
above the increasing promotional noise.

I have visited your
website and whilst interesting looking the navigation is far too confusing for
most casual browsers To extend your reach and appeal there is some platform restructuring
I would recommend prior to considering any advertising expenditure.

John Eustace answered this question

Daniel Landerson

Asked this question - Sales and Marketing

How to use Social Selling for an arts and crafts business?

Social Selling has two quite different interpretations depending on who you are connected to, one can even be independent of any technology platforms. So best to define and scope your objective as Malissa suggests. Then when you have your arts and crafts business plan, you can consider whether or not one of the forms of Social Selling will be relevant to its achievement. Never decide on a vehicle before defining your destination.

John Eustace answered this question

Maggie Zhang

Asked this question - Sales and Marketing

What are the best ways to market for a community-based cafe?

Well Maggie that all depends on how you define a community-based cafe. What is it that makes the cafe in some way different, special of relevant to said community? Does it have any specialities specific to the community it intends to serve? Is it located within a community hub, are there competitors? When all is said and done it is impractical to determine a way to market without that market (i.e. the community) being well defined and fully researched.

John Eustace answered this question

Animal Emergency Service
Animal Emergency Service, The Animal Emergency Service is a specialised veterinary pra at Animal Emergency Service

Asked this question - Market Research

How can I get to know more about my audience?

It is easy to suggest generalities, however what has proven popular on social media has little
bearing on fiscal reality and your practice’s commercial aspirations. You will
find that there is a great deal of emphasis placed on technology and rather obvious
communications platforms, and whilst they may eventually be considered relevant,
it is what you say and to whom that must dictate the avenues you subsequently select.Your business requires
some effective differentiators, possibly one or two may have already been
identified. Look at what other Vets are doing and analyse what you can do that will
eclipses them. Set out to establish a business that the others will need to
compete with, rather than following any fad driven trends. There is little
point in publishing cutesy photos or using your valuable time on a blog that
will likely only ever be read by your immediate family!As far as getting to know
more about your audience, that initially mandates that that your niche market
entry point (and the audience that represents), must initially be aligned to
your specific skill set and then identified.

TOPICS FOLLOWED

Online Business

Online Business 9213 FOLLOWERS

Legal

Legal 5854 FOLLOWERS

Sales and Marketing

Sales and Marketing 8628 FOLLOWERS

Human Resources

Human Resources 6614 FOLLOWERS

Finance and Accounting

Finance and Accounting 8109 FOLLOWERS

Information Technology

Information Technology 7525 FOLLOWERS

Startup

Startup 6796 FOLLOWERS

Business Management

Business Management 10910 FOLLOWERS

Ecommerce

Ecommerce 7509 FOLLOWERS

Selling Online

Selling Online 7569 FOLLOWERS

Social Media

Social Media 7659 FOLLOWERS

Web Design

Web Design 7474 FOLLOWERS

Web Development

Web Development 7522 FOLLOWERS

Business Structure

Business Structure 5386 FOLLOWERS

Intellectual Property

Intellectual Property 5341 FOLLOWERS

Buying a Business

Buying a Business 5337 FOLLOWERS

Customer Acquisition

Customer Acquisition 6923 FOLLOWERS

Graphic Design

Graphic Design 6852 FOLLOWERS

Video Production

Video Production 6839 FOLLOWERS

Advertising

Advertising 6963 FOLLOWERS

Branding

Branding 6986 FOLLOWERS

Market Research

Market Research 6885 FOLLOWERS

Digital Marketing

Digital Marketing 7030 FOLLOWERS

Public Relations (PR)

Public Relations (PR) 6893 FOLLOWERS

Recruitment

Recruitment 5439 FOLLOWERS

Outsourcing

Outsourcing 5465 FOLLOWERS

Government Grants

Government Grants 5570 FOLLOWERS

Website

Website 6235 FOLLOWERS

Cloud Computing

Cloud Computing 6148 FOLLOWERS

App Development

App Development 6132 FOLLOWERS

Hardware and Software

Hardware and Software 6118 FOLLOWERS

IT Support

IT Support 6125 FOLLOWERS

Product Development

Product Development 6449 FOLLOWERS

Startup Branding and PR

Startup Branding and PR 6482 FOLLOWERS

First 100 Days

First 100 Days 6450 FOLLOWERS

Bootstrapping

Bootstrapping 6422 FOLLOWERS

Research and Innovation

Research and Innovation 6456 FOLLOWERS

Customer Retention

Customer Retention 7363 FOLLOWERS

Importing

Importing 7255 FOLLOWERS

Business Growth

Business Growth 7364 FOLLOWERS

Market Trend

Market Trend 7323 FOLLOWERS

Business Partnership

Business Partnership 7331 FOLLOWERS

Risk Management

Risk Management 7314 FOLLOWERS

Franchising

Franchising 7262 FOLLOWERS

Business Coaching

Business Coaching 7376 FOLLOWERS

Business Planning

Business Planning 7395 FOLLOWERS

New Business Ideas

New Business Ideas 6505 FOLLOWERS

View more