Sonja Jefferson

Contrary to popular belief, marketing is not just about generating new leads. As one of my favourite US marketing bloggers, Sonia Simone puts it:

"So many businesses think ‘marketing’ is the same thing as ‘lead generation’. In other words that marketing equals chasing down strangers so you can wrestle them through the conversion process and turn them into […]

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Great businesses have a clear purpose; something bigger than just revenue or profit; certainly something better than what was there before. For me this is one of the things that separates the great from the run-of-the-mill.
I’ve been lucky enough to work for a couple of these ’super companies’ recently (see examples below). I know when I’ve found […]

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"SO, WHAT DO YOU DO?"
If a potential customer asks you to describe what you do, what do you say?
In my experience, the usual response is a literal one:

"We’re IT developers. We build web-enabled retail systems."
"I’m a builder. I renovate old houses."
"We’re a recruitment company. We source contractors."

This is all very well; it’s part of the answer, but […]

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Want to be seen as an expert in your field? Traditionally, you had to either hammer down the door of a well-read industry magazine or tread the boards on the conference speaking circuit. Luckily for today’s consultants and professional companies, it is now far easier. If you want to take the first step on the […]

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Selling professional services is tough. With no physical ‘product’ to demonstrate it is really hard to prove your unique expertise and set yourself ahead of the competition. Just saying you are ‘market-leading’, ‘cutting-edge’ or ‘quality-driven’ is not enough. There are hundreds of other companies in your field pushing the same empty buzzwords. How can you […]

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