What are the steps in a buying decision?

What are the steps in a buying decision?

A Watertight Marketing operation has a tool, technique or activity that acts as a stepping stone for each of the thought processes in a considered buying decision. But, what are they? The model I find most useful, and use as the basis for the Watertight Marketing Framework is based on one originally devised by Dr…

Read Article →
Is their team on your team?

Is their team on your team?

This is the fourth in a series of posts looking at The Watertight Marketing Framework. Today, we’re looking at your audiences, i.e. who do you need to talk to. Buying decisions, particularly high-value or complex ones, are not made in isolation. An enthusiast might spend time on a forum and reading reviews, a husband might…

Read Article →
Are you earning the right to time?

Are you earning the right to time?

This is the third in a series of posts looking at The Watertight Marketing Framework. Today, we’re looking at your marketing timing, i.e. how to get people to spend time with you. A person’s time is precious. It’s a person’s gift to allow you time to tell them about your offer. So, whilst the right…

Read Article →
Are you serving up a Logic Sandwich?

Are you serving up a Logic Sandwich?

This is the second in a series of posts looking at The Watertight Marketing Framework. Today we’re looking at your marketing messaging, i.e. what to say to people, and when. Marketers will often talk about finding your killer message or ‘unique selling point’. This supposes that there’s one magic message that will get people to…

Read Article →
What is Watertight Marketing?

What is Watertight Marketing?

All this week I’ll be introducing the Watertight Marketing Framework – giving you the headlines on the key concepts explored in Part Two of the the book. Understanding how real people really buy things is central to getting your business onto an upward curve. Your products and services can be the most innovative, effective, beautiful…

Read Article →
A look inside: Watertight Marketing uses cartoons to set the scene

A look inside: Watertight Marketing uses cartoons to set the scene

Working with Simon Ellinas on the cartoons that kick off each of the four Parts and most of the eleven chapters in Watertight Marketing was so enjoyable. And, I’m delighted to have had feedback already from people telling me how refreshing it is have such a serious and practical business book that also has a…

Read Article →
A look inside: Watertight Marketing's conceptual imagery

A look inside: Watertight Marketing’s conceptual imagery

Working with Lizzie Everard on putting my ideas into pictures was a fantastic process. I speak in visual analogies, so seeing this come to life was just brilliant. She challenged me to make it as clear and engaging as possible, and together I think we’ve made something that will make the ideas in the book…

Read Article →
↓