9 things a professional marketer will get from reading Watertight Marketing

9 things a professional marketer will get from reading Watertight Marketing

Ok, so forgive me, this post will read a bit like a sales pitch. But, I’ve been asked this question a lot lately – so I thought I’d pen a reasonably complete answer. If you don’t work in marketing. And/or, you’re not interested in what marketing professionals might get from this book… please stop reading….

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Why marketing is a load of old twaddle

Why marketing is a load of old twaddle

Ok, that’s the polite version of the headline. Feel free to make an internal translation on that last word. Because that’s what people do all the time. What you say isn’t always what people hear. They interpret your words with their own experience, bias, knowledge, etc. This is one of the reasons that so much…

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When is a marketing consultant not a marketing consultant?

When is a marketing consultant not a marketing consultant?

Over the last few weeks I’ve been on my soap box ranting about the term ‘marketing consultant’. There’s the inexperienced marketer whose medical peer would be the student or junior doctor rather than the consultant. And, then there’s the distinction between the implementor and the strategist. Today, I want to distinguish between breadth and depth….

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The three types of marketing consultant

The three types of marketing consultant

I got a bit excited recently and may have over-egged my analogy when I said that marketing consultants are killing small businesses. What I was saying, in essence, is that inexperience can be extremely dangerous. I wasn’t saying that all marketing consultants are charlatans, nor that there aren’t some recent grads doing excellent freelance marketing…

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Marketing consultants are killing small businesses

Marketing consultants are killing small businesses

Consultant. A job title available to anyone with, well… nothing much really. Tag it on to anything and charge a fortune. Right? Let’s just take a moment to think about where the name tag comes from. In the medical profession you’ll typically spend 5 years at University, then about 8 years in practice before you’d…

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