I’ve noticed something about consultants. Most of them have the same frustrations when it comes to social media. I work with a lot of consultants and hear the same issues over and over again. Do any of these sound familiar? “I’m putting a lot of time and effort into social media, but not getting any meaningful results.” “I feel stuck, my business is stuck, and I don’t know what to do to get unstuck.” “I don’t really have any plan for how to use social media so I’m just randomly...

People who grew up with Andy Warhol's art, music, and films will remember him for his famous line: In the future, everyone will be world-famous for 15 minutes. Those who knew him personally recall a different message from the artist. "In order to survive," he reportedly said, "everybody will have their 15 minutes of fame." Nevertheless, I feel that those who are still well-known at the 16-minute mark are most worth paying attention to. The people who fit this bill best are those who have...

When your marketing arrives in front of a prospect – email into an inbox, direct mail in the post, at somebody’s door or waiting room, a pattern interrupt on social media or as an advertisement; it can be perceived as either being an annoying pest or a welcome guest.  You are working from home Imagine you are sitting, working from home. It’s around midday – and you hear knocking on your front door.  Chances are it’s someone like an Avon lady or the Jehovah Witness. Because you have not...

Most business owners and marketers do NOT know their enemy. Recently I have been looking to do some work for a financial advisor and I came across a comprehensive survey of 600 financial advisors, where they ranked their biggest obstacles to acquiring clients: (1) Competition from other advisors 64% (2) Financial misinformation, free advice, competing services, reviews, etc. online 16% (3) Interference by family and friends 13% (4) Client’s own fears, past disappointments with advisors,...

It might seem strange, but you're better off appealing to a small group of loyal customers than trying to attract everyone. There's a fundamental rule in marketing that takes some discipline and some getting used to, but it's undeniably true:  You can't be everything for everybody. It is a mistake to try and be all things to all people.  In fact, it is a mistake to simply swell the numbers (for number's sake) – in many cases, growth is not automatically profitable, and in most cases,...

If you Google the term marketing consultant, you will get 748,000 results pop up. Each describing themselves as a marketing consultant and each attempting to describe themselves slightly better in one way or another than the other 747,999 of them. What a tough gig – what a failing proposition. So if you are a marketing consultant you have no choice but to put some energy into differentiation. You do not want to be what all the others are. So my first problem if I was touting for business...

Why is scarcity powerful? The girls all get prettier at closing time. At least according to American country music artist Mickey Gilley in his 1976 hit. As opportunities, and the items they present, become scarcer, they are perceived as more valuable.  This principle accounts for studies showing that:  Tasters rated cookies as more desirable when they were scarce rather than abundant;  Consumers rated phosphate detergents as better once their use was prohibited by government decree;  ...

Sales are like legs day. Hard and brutal. Punishment! Yet, when you work out legs, you're also activating muscle fibres in the rest of your body, arms, shoulders and even back. Just the same fashion, when you work in sales, you're activating muscle fibres in your marketing skillset as well. So, the best advice you could ever give a business owner is to start doing some sales. The tension between marketing and sales In most struggling organisations, there is tension between the sales team...

Look at business like a play or a music concert.  You create the show, hire the actors and the producer and the director, build the set, and perform three or four times in your hometown city. You’ve spent all this time and energy putting on an awesome performance.  What happens next? You take the show on the road. Podcast TranscriptLook at business like a play or a music concert. You create the show, hire the actors and the producer and the director, build the set, and perform three or...

If you wonder why everything made is defective, why everybody makes so many mistakes, why nobody can concentrate, why people seem stupid, and why productivity sucks, here is the very simple answer: according to recent research reported in Business Insider, the typical person checks their smart-phone at least 2,617 times a day. Also, 72% of people grab their phones immediately after waking up.  In a 16-hour day; hours awake, there are 960 minutes. That’s all. If the stop, check something on...

Everybody thinks that in their business they have to be immediately and constantly accessible. I say they are wrong. Listen to this podcast to find out why!  

Taylor Swift puts Travis Kelce on the map After months of rumours, speculation, and internet detectives using circumstantial evidence and the tiniest of bread crumbs to determine the validity of Kansas City Chiefs' tight end Travis Kelce's romance with pop star Taylor Swift, the 33-year-old megastar finally showed up to a game. Though this does not confirm the rumours, Swift's presence right next to Travis's mom, Donna Kelce, and enthusiasm as Kelce pointed to her in the stands as he ran...

A tripwire offer is something that’s so amazing, so good, and so super cheap that people feel compelled to buy it. A lot of amateur marketers spend so much time on their big profitable offer, they leave the crumbs for the low-end offer. That’s a mistake. Podcast Transcript A tripwire offer is something that’s so amazing, so good, and so super cheap that people feel compelled to buy it. A lot of amateur marketers spend so much time on their big profitable offer, they leave the crumbs for...

Each year, in Lahore, Pakistan, the Punjab Youth Festival features a variety of extreme and odd competitions. In one, martial arts practitioner Mohammad Rashid set a new speed record for breaking walnuts by smashing his forehead on them, the walnuts lined up on a table, he smashing his head down from a leaning position: 155 walnuts shattered in 60 seconds.  I hold the slow record for banging one’s head against things.  It’s a fair description of much of my business life. But it is also an...

Having a USP is one thing, using it effectively is another. In this episode I take you through some of the genius of radio creative Garry Dean from NOVA 93.7 in his use of the USP for the WA's Big Butcher launch ads. Podcast Transcript Big Butcher (Grand Opening)   *MV has a big, deep voice Sfx:                  Large butcher’s knife being sharpened MV:                 Big Butcher here …                         No prizes for guessing how I got my nickname.                        ...

A strong USP provides a solid foundation for differentiating your product and giving you a leg up on the competition. These famous USPs have worked well to promote products and services successfully. Podcast Transcript A Unique Selling Proposition (USP) is a unique selling point or slogan that differentiates a product or service from its competitors. A USP may include words such as the "lowest cost," "the highest quality," or "the first-ever," which indicates to customers what your product...

A razor sharp USP sets you apart from your competitors. It is your point of difference. It is what do you have to do to have your clients easily talk about you and recommend you to others. And how can you best describe your business, service, or your offering so that it resonates best with potential clients. Podcast Details This podcast is audio extracted from a video I have created on the topic. To watch the video please visit my website CLICK HERE If you would like more training on...

All people are not created equal. That’s a philosophical or religious belief ie. opinion, but  any doctor can disprove it in minutes. There’s this thing called genetics. LeBron James  and I was not created equal. But it’s not an important argument, if it can be won.  Genetics and innate talent impose certain real limitations, but most people stop way  short of those limits in their own ambition, initiative and attempted achievement.    People make themselves unequal in all sorts of...

Welcome to another episode of "Marketing 24-7," where we explore the world of marketing, business and entrepreneurship. I'm your host Peter Gianoli, and today we'll be discussing an important aspect of running a successful business: the power of focus.  In a world filled with shiny new ideas and trends, it's crucial for entrepreneurs to refuse distractions and stay focused on what truly matters.  Today, I present to you three essential mandates to live by: count, count constantly, and count...

Hello, fellow marketers and entrepreneurs. Welcome to another episode of "Marketing 24-7"  Today, we have a very special topic to discuss – the eight greatest words to become a marketing success. So grab a pen and paper because we're about to dive into the world of infotainment and its power to revolutionize your marketing strategy. Now, we all know that capturing and maintaining the attention of your audience is crucial in marketing. Whether you're a copywriter, a marketer, or an...

In the 1800’s, 95% of the Australia population worked on farms. Today, 5%. The industrialisation of the nation. Today, farming itself has been industrialized, and we eat more industrial chemicals than we do food. Yet our life expectancy has lengthened, due to the industrialisation of medicine.  My early years were in an area dominated by market gardens – lettuce, tomatoes, other produce, grown in the rich loamy soil.  People mainly migrants Italians and Croatians worked, hard, during work...

One of the most profound concepts I came across recently was attributed to a Ty Cobb quote (arguably one of the best baseballers ever) that is easily applied to marketing and business: "Speed is a great asset; but it's greater when it's combined with quickness and there's a big difference." He was talking about positioning yourself in a game, so you don't have to be necessarily fast, but you are already "there waiting" before the pitch because you are gifted enough to read the cues. But in...

The Baby Boomers are once again proving they are ready to spend.  Despite central governments and banking institutions making a concerted effort to slow the economy and rein in inflation by raising interest rates. Baby Boomers are still proving to be a major source of consumption in the current economy.  Baby Boomers – generally referring to those aged 55 and over – are a demographic targeted by many businesses as they possess the financial resources to purchase goods and services.  ...

Welcome today we are doing a deep dive into the world of rebranding and explore why it’s necessary, the benefits it brings, and what you need to take care of during the process. So, let’s get started!   If you take a look at this podcast album cover you will see that we have undergone our own rebrand.   It is in 3 parts : 1) my new look 2) the highlighting of Luxe Marketing and 3) a more modern look and feel.   Rebranding is a process that many businesses go through at some point in...