Transcript
Welcome to the vision2success digital marketing workshop. These are our regular workshops that are designed to help you take your vision and realise it in a successful business.
The overall structure for the next hour will be short introductions to who we are and what vision2success is all about. And then we’ve got an educational presentation, this time to do with the practical steps to creating a marketing strategy. We’re doing a soft launch of our vision2success app, which will be available for you to use afterwards.
Please feel free to have the chat open here. And anybody on the Livestream, Rachel will be picking up those questions and putting them into chat. So it doesn’t matter whether you’re on the live stream or whether you’re in the zoom, you can ask your questions and we’ll be happy to answer them for you. And then if we’ve got time, ask any questions about digital marketing or marketing in general, and we’ll look at things in a bit more detail.
So let’s, let’s get started.
For those that don’t know me, I’m a Business and Marketing Coach, got qualifications of the founder, and managing director of KUB, which is a marketing agency and then vision2success is our coaching, and support learning arm.
I was joined by my daughter, Charleh some years ago to grow the agency, we now have eight full-time staff, and three remote plus freelancers and partners.
And I personally have worked with over 500 companies. And as an agency, we’ve worked with quite a few of those.
I’ve been on social media a long time, I work with technology, so got connections pretty much full-on LinkedIn, and worked with technology since 1984.
So what is the purpose of these? It takes quite a bit of effort to run them and we do them free of charge. We do it for a variety of reasons. Now we want to help you guys compete in the digital world, and we recognise how complex it is. And for us, it’s easier to work with somebody who understands what needs to be done, and so this is a general process for raising awareness of what digital marketing is, and what knowledge you need as a business in order for you to succeed. And we’re looking to build a community to support marketing.
Vision2success run free Wednesday morning workshops, 11 to 12, running every two weeks. We have a book, which I’ll go onto in a minute, we’ve got a couple of courses on social media and LinkedIn lead generation, as we do quite a bit of training in that area. And so to help people, we just put it online and charge a few dollars for it.
We’ve got the app which you’ll be seeing today. And then we, as a consultancy service, provide a thing called route to market strategy implementation plan, where we’ll do everything for you in terms of working out what you need to do, and how much it’s going to cost.
So this is the book. If you just search for drive sales with digital marketing and look for this book cover. You’ll see us on Amazon and a lot of other stores as well. It’s got 60,000 words, it’s six years’ worth of my life putting this together and working with Charlie and the clients so that this is real stuff, it works, too. We’ve got three chapters on the overall process and then seven chapters on practical application in the key areas that you need to list out.
And we’re also on net hub, the new network relationship management system. And we have our group on there, we find this group easy to manage, rather than, say LinkedIn groups or Facebook groups.
And so this is our group on here. So if you want to find out more, please go to vision2success/community or go to our website under Services. And you’ll find out a bit more about that.
We also have a WhatsApp group for communication with everyone. So please email, Rachel at kub/uk.com and give her your mobile and we’ll add you to the group.
Okay, so that’s the background over, let’s get on with the job at hand.
So I’m here today to talk about practical steps you can take for strategy development. I’ve done a lot, as I say, I’ve worked with over five hundred businesses, and I guess one of my frustrations is that I’ve seen clients pay a lot of money for consultancy reports, and people just basically empty the book of digital marketing or marketing into the report.
As an implementer, I mean, it’s great for, you know, this is what we should be doing, guys, from a big picture perspective, we don’t have any issues with that. The problem I have with a lot of these is that they’re written by consultants who have not, don’t actually have practical applications.
So it tends to be quite generic, or you need to do a bit of Twitter, you need a bit of social and so forth. Well, as you’ll see in a minute, digital marketing, or marketing in general is way more complex than that.
For example, I’ve been starting to get my head around TikTok. You might think it’s all about funny jokes and things like that, well, the Prime Minister, whether you like it or not, has just started a TikTok channel. And to be fair, you know, he’s obviously using professional help. He did a very good introduction to his TikTok channel. So, you know, when you see people like that on it, you get to realise that it’s now going mainstream.
And it’ll be interesting to see whether Twitter can survive that kind of thing. Because celebrities love that kind of stuff. And they’re used to being in front of the camera. And I know Twitter’s used for that kind of thing at the moment, but it’ll be interesting to see where Elon takes that. So you can see the dynamics are changing quite rapidly.
So, we have covered this in a previous workshop. So I’m just going to skip over this, but I wanted these slides in this deck. Because this slide deck will be available to you later for download. There are a few tools that are kind of useful. The whole presentation is if you look for marketing strategy in the free workshops on the menu, and then just hover down and you’ll see what previous ones and then scroll to the bottom of those.
So the first one is a PESTLE analysis. Years ago, people didn’t really take this very seriously. And now we’ve had a pandemic, a European war, and global supply chain shortages. Bizarrely labour shortages, whilst we’re in an inflationary environment. You can’t make this stuff up anymore. It’s not, as far as I can see, following cycles anymore. It’s just highly disruptive.
You’ve got political things going on, you’ve got economic factors. And on top of that, you’ve got all the technological change. And the social things like hybrid working, I mean our businesses is a hybrid working business. And we’ve had to make technological changes and so forth to make sure that we can keep delivering the best we can through new technologies.
And we’re also talking to small companies about implementing agile in a digital marketing agency style. So, you know, in each one of these boxes, we can tick changes that have happened that we’ve experienced as a business.
The money that’s been sucked out of people’s purses, due to the energy crisis. And the inflationary pressures are just going to compound. So we’re all heading for a quite challenging period ahead.
And then we’ve all been used to going into a room or buying a new car and haggling with car people to get a better price and so forth. Well, at the moment, you know, there’s a supply chain, a shortage of chips to drive these cars and so forth.
I have no idea what the war in Ukraine is going to do to the car supply chain. There are a lot of manufacturing automotives in Ukraine. And also all the impact of the food because they produce or allegedly produced 40% of the world’s food, wheat crops. So you can see it within, you know, 12 months, we’ve gone from trying to get the best deal to can we actually buy what you want.
I mean, I built a house during the lockdown, which was hard, but I wouldn’t like to build a house now with all our increases in timber and so forth. And shortages – somebody was telling me they couldn’t get any 38 by 18 mil sawn timber. I mean, that’s ridiculous. That stuff’s bread and butter in things like wicks, and so forth. So, you know, you need to revisit what’s changing.
It’s interesting, although there’s a lot moved to hybrid working, the trains are still filling up quite a lot. And if you’re a city-centre cafe, you’re used to quite a lot of traffic and so forth. Now that cup of coffee is actually being drunk at home. So you’ve got that.
Porter’s Five Forces. And again, we’re sitting down working out who has the power now? Do you have the power, do the buyers have the power or are your suppliers holding you to ransom?
A company I was working with early this year were trying to get some silicone compound out of China and having a horrendous time. They missed Chinese New Year – If you don’t get your stuff out before Chinese New Year, it can be two or three weeks before you will then get it on the other side. So look at who has the power, look at any opportunities arising out of that.
Quickly looking at the Boston matrix, so working with the client couple of months ago, and we went through all their products and services, identified who the stars, who the question marks needed more work, the stars need more promotion, and the cash cows you leave alone to just to generate the cash, and then which products to quietly drop or stick the prices up so that they become more like into the cash cow box, no marketing, but generating cash.
And the other thing – so we will be concentrating on a strategy to do market penetration, which is low risk existing products and existing markets. But if you are developing new products, then sell those to existing markets. So if you’re developing new markets, then use your existing products and don’t go into diversification.
And the other thing is a digital marketing transit map, it’s been around for quite some time. But this is all stuff as an agency, we have to think about when we’re talking to people. And we do a lot of this stuff in here when working with clients. Not every client obviously. And small clients need a lot less of this. But larger clients, we can be touching on quite a lot of other stuff.
And this map will be in the slide deck and you can also download it. It just gives you an idea of all the things that need to be thought about when you’re thinking about your marketing strategy.
So we’re going to use an example because it’s easiest to understand an example. It’s not easy to develop new products and services. This vision2success took us 12 months to develop and launch, get the website done, get the ideas done and so forth. And you know it’s going to take the rest of this year to really get it embedded in. So that’s two years’ worth of work to get to where we believe we need to be.
We work with a lot of companies that have limited knowledge of marketing and also have a limited budget for marketing as well. So it’s about how you cut your cloth so that you get the results you want, using the resources that you have. And we’re going to assume that we’re going to sell more to the same of the same. And the focus on stars, getting them to perform better and then fixing the question marks.
So maybe it’s a new product, and you’ve introduced it into your existing marketplace, it’s about how you get then traction on that. So we’re going to choose a company selling services to large companies, this is generally a lot of the companies that we work with.
Obviously, it’s a bit different for eCommerce businesses and so forth – but the principles are the same. So if you’re selling services, hopefully, you are professional, you’d like to be a thought leader, you make sure you educate yourself and your team, and you build through that process.
So part of it is a bit like we do with digital marketing where people say, oh you just a bit of social media, we’ve got our website, it’s not quite working. Sometimes you have to say we’re doing these in these workshops is well, I think you have a problem because there’s more depth to what you’re trying to do. And then can you fix the problem.
So the symptoms we often see are the marketing is not working, their not sure what approach to take agenda and there’s generally a lack of time and marketing knowledge.
Creativity is huge. In our business, there’s me who’s very technical. And then we’ve got the rest of the team are all creative people. Creative, if you like, is the new asset. Without creativity, you can’t break through the marketing noise.
And the other thing, we’re working really hard on and working with growth co who are the Manchester support agency on refining the project management side of things, using a thing called Agile Scrum, Kanban and lean, it’s a mixture of that. And we’re just a moment, honing that.
We use a thing called monday.com to manage all our client projects, and all our clients, should they wish, can have access to that board so they can see where we’re up to. The other big issue we find is not knowing what budget to allocate, but we’ll address that later.
So in terms of understanding your requirements, developing a marketing strategy requires you to think about a number of things we’ve already talked about what services and products you should be doing, and who you should be selling to. The key bit that most people don’t spend time on is where I think we’ve spent the last five or six years really working on honing, is if you’re going to sell more to the existing, you’ve really got to know who your customers are.
I would say, selling new products to an existing market is a lot easier than selling your existing products to new markets. What we’ve generally found is that to sell successfully, you’ve really got to understand what your target market is really looking for.
And we’re going to show you in the app, how we help step you through those questions. The reason why we record this session is that you could have this recording open and then use the app to one side. The app we developed is in what’s called MVP state. i.e. it’s a minimum viable product, but it is free. And it does work. We use it with clients already. So this is the app.
So why did we create the app? Well you know those console reports that we have seen that are good tend to have a lot of words in them. And that means somebody has spent a lot of time writing words. And what I found in over 20 years of being a business coach is that those words are pretty much useless.
I was never a great fan of business plans in terms of lots of prose. I was always very keen on mind maps. Originally, my business plans were mind maps and spreadsheets. And so I wanted in the app because there’s a lot of information to convey to think about you saw that diagram. Well, all that needs to be thought about.
So how do you make it easy to collect that information? How can we present it so that we can use keywords or short phrases rather than prose? How can it be systematic, and make it easy for others to share information? So if you are working with a marketing strategy consultant, they can actually work with you and present the information in an easy to access format. But equally, make it easy to update. You know, if you’ve got a report, which is all written in prose, that’s quite hard to update.
We are working on an extremely dynamic version. And then in September, we’ll be launching a paid-for version. So we’ve got this workshop, which is on part one, part two, we’ll be looking at all the components that go into the implementation plan. And, and then in September, we’ll be showing you how to use it so that you actually create a budget.
So if you go to HTTPS/V2S.Prestontech.com. This is our developer press Dawn tech. They are based in Preston, if you’ve not noticed a similarity, it will be vision2success, when it launches, the full version. The data will be saved, so if you do work on it now, it will be moved over to the new domain when the paid-for version goes live, any data you enter in today’s is part of the free version. And it will last forever.
You can register as a user using this link here. It will send you an email, you’ll need to confirm it, and then you’ll be able to log in and see the screens because we’re going to take you through them. And I was going to be brave and do this live, but I’ve already done this presentation to a smaller group and realised that it’s better to do screenshots and talk you through it rather than trying to do it live.
You’ll then have this presentation run alongside it as a video so that you can step by step and use it to do your own work. And what I will do if you are keen to use it and have started it but get a bit stuck, I’m offering a 30-minute free session with you to take everybody through it if they need it.
This is the first screen you come to. Fill the executive summary in afterwards, but I have to put some things in it first to show you what’s there. So once you’ve looked at the products and services, what you want to do look at where you want to be. So for example, this example business wants to grow to employ 10 people selling services to large customers throughout the region.
So this could be an accountant wanting to grow to 10 people selling to medium-sized businesses in the northwest. And then what is the strategy? Well, the strategy, if this was an accountant, is to use digital marketing to build a trusted brand and drive sales.
So for example, I was working with an accountant based in the Northwest with about 10 people during the first COVID lockdown, and I said well, you’ve got to get yourself online. You’ve got to educate people. And so they teamed up with a business that specialised in providing webinar services for accountants and they use that to get five or six people in the room to who they could talk to.
And other big things. Finding somebody in the team who’s going to own the marketing, that can be incredibly difficult sometimes, and the sale – well we use an agency, you know, we’re an agency. But sometimes it might be that well, actually, you just hire, maybe a digital marketing coordinator or even an apprentice, and maybe with support from an outside agency.
So there are different ways of thinking about this, but somebody has to own the marketing. And then we always insist that people put in their objectives, what do they actually want to achieve? So in this accountancy practice, they want to grow sales by 25% a year, they want to expand the geographical area – they can get to leads from the Northwest, and with hybrid and zoom, they want to tackle the M62 corridor. And they’re a bit fed up with doing the auditing services, which every accountant does, for compliance, and they want to do some business support and advisory services, so very complimentary.
So they want to expand their services, but to the existing marketplace. And they want to increase profitable services, which tend to sit in the less competed areas of our business support. And so that’s the first screen. If any of you are fans of traction by Gina Whickman, you’ll recognise the data that’s collected. It’s, it’s honed down a bit. But it’s very much from the traction book, Gina Wickman, you’ll find it on Amazon, it’s about a tenner. It’s a brilliant book for how to grow your business.
So then we come to the services. So on the previous screen, there was an ‘add your product’ that should say add your products and service, I guess. And this brings this tab up here. And at the moment on the free version, you can have many, at some point it will be restricted. So you are better getting online before we placed the restrictions on it. Because we are planning to be a free forever service. But obviously, we have servers and so forth to pay for. And so the paid-for version will restrict you on how many products you can add, and how many buyers you can add.
Here we have the products or services screen so that you can put in accountancy services, it could be a legal service, it could be a marketing service, or something in there. If you’re selling products like ours with a metal enclosure manufacturer, then that’s what you’d put up there. And then a description so that you understand what that belongs to.
It’s always important to understand your competition. We never recommend following your competition or copying your competition. But like good research, if you pinch ideas from six of them, then you might be able to use the best of the rest. And so it’s worth it.
There’s a book, for any Simon Sinek fans out there. He wrote the infinite game, in which he’s got the thing called worthy rivals. And I love that phrase. So for example, Microsoft and Apple, a few years ago, were worthy rivals. As a customer, you really had to think about which route you went down. And they both did the same thing, but they did it differently. And it’s who in your marketplace do you think, you know what, they’re really good.
There’s a guy as a coach called Hamish Hamilton. He’s a fantastic business coach. I’d never copy him because it’s not my style. But there are things that I could learn and hopefully, he felt the same about the things I was doing.
So now I’m going to get to this next stage. So this is really important. So you can have the best strategy. You can launch a product or service, but if you haven’t done the analysis, the launch isn’t going to be as successful as it could be.
This stuff, I think is relatively new – I’ve not been to any workshops or seen people talk about this. It’s under the thing called the value proposition canvas designed by Strategiser. And if you type in empathy canvas into Google and buyer persona, you will recognise it.
So what I’ve done is to make it easy for people because I’ve run workshops and each of those, but the problem is they’re quite time-consuming and there are quite a lot of crossovers. And so in order to make this accessible I’ve distilled what I believe are the core components.
We’ve got a spreadsheet covering these. So if you do book the 30-minute session with me, I will take you through the spreadsheet and give you a copy of the spreadsheet ahead of the 14th of September.
So who are we selling to and what do they want? So for this presentation, these will be other businesses rather than consumers. The programme does handle consumers. So if you split the questions it’s slightly different. But the key questions which we’ll be dealing with here are the same because the process is the same. So from that slide, these are the different fields that we need to fill in, we need to sort out who the prospect title is going to be, the size of the businesses you can target, sectors and so forth down the screen.
So we’re going to step through each of these, and they correspond to a field. So selling to other businesses. So we need to know their prospect title. This is key, what is their functional role within the business? Now obviously, if you’ve just got a director, that’s not particularly useful. So ideally, it needs to be a sales director or marketing director or operational director or CIO, CTO, CEO, etc.
These are essential when you’re using Sales Navigator on LinkedIn, or whether you’re buying business contact data. And yes, for those who are thinking about it, you can still buy business contact data, because, under GDPR, there is a thing called legitimate interest. And as long as you believe what you’re emailing is of legitimate interest it’s ok.
So if you’re a marketing agency selling to marketing managers or a branding agency signed to marketing managers, and you write them about branding, then it’s not unreasonable to expect that the marketing manager may be interested in certain parts of their job role to be interested in that.
So that’s the processing of the data. And then the PECR personal Electronic Communications Regulations, they are for what you can email to people. So you need consent, and you need to process that data. Whereas with business data, you can still use a soft opt-out in your emails. But they must be clearly marked so people can easily unsubscribe.
So you need to know what size of business because every type of business behaves differently. So a micro-business, less than three people, or less than five people, depending on your definition, will behave differently to a 40 or 50 people business, which will behave differently to a 100 person business, which will behave differently to 250 and so on.
I’ve got quite a clever chart that went to a presentation quite a few years ago now. And I’ve watched it because I’ve worked with businesses between nought and about 20 million. And it’s just fascinating to see the different behaviours that you have as those businesses mature. So you need to be very crystal clear on your own.
So for example, ours, we do work with smaller businesses, but in terms of the agency side of things, as a coach, I work with startups right through. But as an agency, we tend to target the five to 50 when we’re being proactive, but obviously, we work with smaller businesses as well. So be crystal clear on that.
What stage of maturity are those businesses at? What scale are they at? And what services will they need with that?
Market sectors are really important for you to understand. And there are sectors within sectors. So for example, you might say, Oh, we’re targeting education. Well, compulsory education buys differently to say, colleges who buy differently to universities.
So the idea is that you break your customer base down to customers with similar needs and desires so that you can then give them a consistent message. So if you talk to one business, that you’ve decided is different to another one in that sector, you’re going to adapt the message that you’re sending out to resonate with them.
We work with a telecoms company. And they broke it down into three or four really key sectors. And they made sure they spoke the language because the insurance sector talks differently about things and has slightly different needs. They all need phone systems, but there needs to be an emphasis on those needs that are different.
So between a legal sector, a law firm, an insurance company, or a call centre, for example, yes, they all need a phone system, pretty much the same phone systems. But the emphasis of how they use it is different and the language they use when they talk about clients or customers and so forth are different.
So now we get into the nitty-gritty of actually really understanding what a person wants. One of the challenges if you say, for example, as a wholesaler is that you don’t actually get to speak to the end customer. And that is a real problem. In the past have spoken to wholesalers, where they’re not actually sure how they use their product. And that seems bizarre. But because they don’t have that data they contact, it’s actually really hard for them to find that information out. Because if they go direct to the customer, their retailers, their supply chain, they’re going to get hacked off.
And so, therefore, we have to think of very innovative ways to get the end content consumers involved with the wholesaler, so we can find that information. Not to cut out the details, although, we are seeing that as well by companies setting up a website and selling direct purely because the supply chain isn’t performing as they would hope them to.
So we think of somebody selling an accounting system to a business, and you’ve got to think of all the tasks that a bookkeeper does, then you need to write those down. And then you’ve got a clear idea of what those tasks are. So that with your accounting system, you should have features which then address that, but you do it for every single sort of type of customer you’ve got. And because you’ve got to be crystal clear on the day to day tasks that these people do.
And this is very much from the value proposition canvas designed by Strategiser – trying to get inside the minds of the people trying to do the tasks, and you just write the tasks down, not features of your product, but of the tasks which they need to achieve. The more time you spend on that, the more holistic you are. So you incorporate tasks that maybe don’t quite relate to what you do. They’re better to understand that consumer and where that customer and where their issues are.
Values are becoming more important. I’ve grown up in a sort of more material because my parents were war parents. So for them, it was all about survival, having a job and so forth and food. My generation was all about material gain. But we’ve made a lot of advantages and we don’t didn’t have all the issues that I have as a kid. You’ve probably all heard of Maslow who has been a bit discredited, but I still like that as a concept that once you’ve got your shelter and you’ve got the food and you’ve got the basics, you can do what you want to do then you start saying, Well, what else can we do? And so the younger generations are very much about values.
And certainly, if you’re selling quality, then you need to be very clear on what your values are. Now it’s interesting because I’ve done obviously working with companies and talking about their values. They all resonate. So it’s about being professional, about a quality service, about being the best you can, etcetera.
person peer group. And they’re each doing their values, and we’ve got to this one, and I thought, they’re all the same. And they hadn’t copied each other, they’d all gone back to the workforce and done it properly. But it’s very interesting. So you’ve got to be in tune with the values of your customers.
If you’re a discounter, then it is about price, but it’s then that value of haggling. You know, we as a business, don’t haggle, you know, if you want something, yes, we’ll provide you with that service. But if you’ve got to short a budget, we’ll then sit down with you and say, what can you have and what you can’t have, whereas some marketplaces, haggle on the price so that they can still provide everything, but maybe at a cheaper price. So does your brand project your values?
We’re working with a financial technology business, and if it’s going to be very, very high end, they want that very high-end quality. Well, those are their values. And that’s so they can attract people with that kind of money that’s associated with that kind of service.
I’ve got a slide from an old slide deck that one time ago, it’s sort of in the old days, there was a surfeit of information and an abundance of attention. So as an MD of quite a large business, I used to get salespeople in and basically interrogate them. Because there’s so little information out there. And they only want to display enough information to try and get the sale. Whereas, as a person, I like to get more detail, it’s part of my nature.
But now really completely opposite situation where there’s an abundance of information but a surfeit of attention. And you’ve got all these things, you have to think about What are they being influenced by? Who’s influencing them? How much influence do they have? Because that’s going to dictate how you approach them.
What we’ve got to think about messaging strategy is what we’re going to say, how we’re going to say it, and why we’re going to say it. And it’s trying to come up with the right language. It’s where the wordsmith’s really come into play these days, and those people who are very good at video, grabbing your attention, keeping your attention, and getting you to then move on to the action.
You’re gonna see more video adverts, you’ve got adverts on TikTok, Instagram, Facebook, etc. And a couple of times I’ve thought it’s really interesting and clicked on it, especially when it’s got video. Video is going to be huge. And it’s going to be an essential requirement if it isn’t already. You have to look at Instagram a lot more – video stories on there, because it is more engaging than watching an image it’s more engaging than reading text. That’s the way it’s going whether you like it or not.
We very much believe in a thing called pain selling. If you watch our social media links, and how to generate leads on the LinkedIn workshop, the recording is in the directory folder of past workshops, but it’s what are your customer’s pain points? So you now know their tasks, you know what the values are. So what are the things they really need to do to accomplish their tasks? The things that they’ve got to get right the first time every time.
Looking at the tasks that they need to do and looking at what you do, are there any gaps? Are you doing everything you should be able to do? I mean, we’ve grown to eight people quite quickly purely because we’ve had to hire people who could help fill the gaps in our services for our clients. And then for very specialist stuff, we work with a group of digital creatives in Lancashire, who I’ve gotten to know really well. So if there’s any gap in our offering, we can fix it with somebody who can do a really good job.
And you need to do that same analysis. This gives you the right to sit at the table. But the key thing that will help you win over a customer is, what can you do that goes above and beyond? In what ways can you really add value that maybe help them transform their job? Because you’ve understood and analysed their job, what can you do to help transform that job?
And if somebody needs a deeper dive or there at a bigger company, we go back to the value proposition canvas, we do a deep dive into that, to identify what are the gains that they would like to make, not just do what they’re doing well now, but what they’re going to look for in the future. So we then capture those as well. So that’s the first part of the application and the second part is looking at what tools to use.
We’re going to be addressing that in four weeks’ time where we’re going to be looking at a whole myriad of social media, email marketing, etc. and capturing all those. If you want the in-depth, there’s the book and there are the previous workshops. This will be using how to capture that using the app. And we’ll be using a tool called Creately to create a map of the sorts of things that you need to do.
If you’d like to register, the current version will always be free. It’s at the moment unrestricted in terms of how many buyers and how many services you add, the free version will be restricted – we haven’t quite worked out yet, depending on what people need to be able to do the task on the free model.
So let’s bring it together. Be crystal clear on your purpose and vision. What is it you want to do? There’s more help if you go into our previous workshops, or there’s a book called traction from Gina Whickman, and then what are you going to do to achieve it? And most importantly, who’s going to make it happen? Are you going to drive it? Do you have the time to drive it? Do you need somebody else in the business to drive it? And where are you going to get the resources from? You can use an apprentice, a coordinator, a marketing manager or agency, those sorts of things. And what are the things you want to nail that you can then celebrate?
I would like to look at who your best customers are, and what can you learn from them? Why do they use your services? And then you can also talk to them, what are you influenced by, what are your challenges? And then, ask that question, sometimes a bit of a scary question: why did you buy from you?
