Category Archives: Books

Content Marketing, the Preneur Hierarchy & a 5-Minute Business

5 Minute Business - Mark Middo

5 Minute Business – Mark Middo

Content marketing. It’s the buzzword of now. Content marketing this, content marketing that.

But here’s the problem: If you’re doing content marketing in hope that it goes viral, you are not going about marketing to “reach people when they are actively trying to solve a problem, with their wallets.”

As we discussed during PreneurCast037, and I wrote in my first book:

The key to effective marketing is not large headlines, bright colours or an eye-catching image. Sure these things will help attract attention to your ad, but the aim of a marketing campaign is not simply to have people notice the ad, the aim is for them to notice the ad and then purchase from you. The first step means nothing without the second. The key to successful marketing is reaching the right people with the right message using the right advertising at the right time for your business.

I’ve since refined this to be:

All you need to do in business is find a group of people with a problem, figure out where they proactively go to search for a solution (with their wallet), and do everything you can to position yourself there.

Simple as that. Nothing more, nothing less.

The people you want to reach are searching on Google, and yes some people are still looking in the Yellow Pages.

The so-called content marketing strategy that most people use is the modern version of billboard advertising… Plastering your message everywhere, in hope that one person, one day, after seeing your content 7 times, decides that the stars are aligned, opens their purse.

However, as I was reading one of the chapters of Mark Middo’s new book, 5 Minute Business, he indirectly gave another take on it.

It’s not explicit, but

Can you find the one take on Content Marketing, that made me open my mind?

Here’s the excerpt from Marks book…

Pricing A Theme Park For Profit

If you’re a regular around here, you’d know by now that I don’t know the first technical thing about phone systems – In know how to market and sell them, but that’s where it ends. 

And boy was this emphasised a few years back – after spending 3 or 4 days sitting through presentation after presentation at the Alcatel-Lucent global conference in Paris, France.

I’d been flown over by the Australian Distributor, due to the amount of units my company Infiniti Telecommunications was moving at the time, which was a great honor. And except for the keynote presentation from James Surowiecki, author of The Wisdom of Crowds, everything that was said at the english speaking conference, may has well been in French.

As soon as the conference ended, and I had a spare day or two, I couldn’t wait to jump on a train and hit up EuroDisney.

I’ve always had a fascination with amusement parks, and try and visit DisneyLand or Universal Studios each time I’m in LA for an extended period of time… so spending the day unwinding, and dealing with stuff more on my intellectual level was a welcomed relief from the onramp 10 port mix board conversations I’d been thrown into at the conference.

So when I came across this fantastic cases-study by Peter Hill, author of Pricing for Profit: How to Develop a Powerful Pricing Strategy for your Business on the work he did with Dr Fun’s Amusement Park, I had to republish it here. It’s a great real world look, at a number of pricing for profit strategies, implemented successfully in a UK theme park Peter worked with.

Enjoy…

How You Can Charge More When You Guarantee Value

When times are tough, and the pressure is on to perform, the instinct for a lot of businesses unfamiliar with the 7  Levers of Business,  may be to drop your pants and discount, price check to undercut the competition, or just promote through price and price alone. Yet these are often the last things businesses should be doing. As we talk about a lot here, there are 7 key drivers of profit for a business, with pricing being just one.  In fact if you drop your prices by 10%, you better hope it increases your conversion rate by 12% – as that is what

Harnessing the Power of Word of Mouth

I don’t think it’s any secret that I am a lover & purveyor of top shelf direct marketing, heck it’s the been the backbone to almost every business or project I’ve been involved with.

None the less, the fact remains that 92 percent of people trust recommendations from friends & family more than all other forms of marketing.

In the same study, Nielsen’s Global Trust in Advertising Survey, of more than 28,000 Internet respondents in 56 countries shows that while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011.

This is a big issue for traditional advertisers, and just one reason why it’s critical to have some sort of ‘word of mouth marketing’ strategy in place.

That’s why I reached out to Paul Rand, author of Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business to share his word of mouth experience with “Disneyland of Diary”

Built to Sell: A conversation with author John Warrillow

I wrote about one of my favourite books of 2011, Built to Sell by John Warrillow, on the blog while ago. (You can check out the review here.) It’s such a fantastic book for any entrepreneur building a business, whether you want to exist via a sale or just have a business that can work without you.   As I said in the original post: In Built to Sell, he tells the story of a hypothetical business owner, Alex Stapleton, owner of the Stapleton Marketing Agency, a graphics design house. Alex is just like most service-based business, struggling for leverage,

The 20% Doctrine: a conversation with author Ryan Tate

Google must be doing something right…. They came up a lot in my recent conversation with Tony Wagner on Creating Innovators and again in a conversation I had with Ryan Tate, author of the new book, The 20% Doctrine. Obviously, Google is the pinup boy for this new approach: letting staff take 20 percent of their time to work on ideas that interest them personally, ultimately leading to the creation of both Gmail and Google News. And with many other companies, especially in ‘the Valley’ embracing this concept and trying to “harvest innovation from the margins,” it must be good

Taking the 7 Levers to the Next Level

If you’re proactively working through the 7 Levers in your business, then when you really break it down to increase almost every lever, you’ll realise you need to be able to pitch and negotiate. Opt-Ins and Conversions = You’re obviously pitching Items per Sale = You’re pitching upsells Avg. Price per Item = You’re positioning your offer effectively Margin = A lot of this is pitching or negotiating deals with suppliers Now, as you know, we’ve talked a lot about Oren Klaff’s fantastic book, Pitch Anything, on the PreneurCast podcast. (If you haven’t read the book, make sure you do

iBook Author: A Warning

Absolutely; it’s very cool. Absolutely; it makes publishing easy. Absolutely; it’s takes reading to a new level. … but all it is, is a new ‘conTEXT creation tool’ Don’t get distracted by the multi-touch, drag and drop, widget embedding features, and confuse it with a ‘conTENT creation tool’ You’re content still needs to be great and engaging in it’s very own back & white written word right. … oh and don’t get me started on the need to actually market your book if you want it to go anywhere. If that eBook you paid a freelance writer to whip together

Pressfield’s Do The Work [A Review]

Steve Pressfield’s ‘Do The Work’ was the first book I’ve ever full read on my iPad… I know right ?!?

I normally like the tactility of a real book, or the effectiveness of an audiobook; but I decided to support Seth Godin’s Domino Project and grab the free Kindle version.
… and it was good. Both the book and the kindle experience.

So, in an effort to keep focused and ‘Do The Work’, I’ve decided to simply list the best of my ‘Kindle Highlights’ and encourage you to go a grab your own copy of this awesome book over at Amazon.
 

John Warillow’s Built To Sell [A Review]

It seems like a lot of people are talking about the re-release of John Warillows book Built To Sell. I only heard about the orignal about 6 weeks ago from my good buddy Mike Rhodes during a mastermind meet-up a few Melbourne marketing nerds and I do every few weeks… as it turned out John was in the process of re-releasing the book and everywhere I looked the book seemed to be. It was probably just good marketing, but I put it down to serendipity and tracked down a copy of the original book that Mike had recommended; as I

about-pete
Pete Williams is an entrepreneur, author, and marketer from Melbourne, Australia.

Before being honored “Australia’s Richard Branson” in media publications all over the continent, Pete was just 21 years old when he sold Australia’s version of Yankee Stadium, The Melbourne Cricket Ground For Under $500! Don’t believe it? You will! Check out the story in the FAQ section (it really is our most asked question).

Since then, he’s done some cool stuff like write the international smash hit ‘How to Turn Your Million-Dollar Idea Into a Reality’ (+ the upcoming ‘It’s Not About the Product‘) and he’s created a bunch of companies including Infiniti Telecommunications, On Hold Advertising, Simply Headsets and Preneur Group.

Lots of other people think he’s pretty good too! He’s been announced as the Global Runner-Up in the JCI Creative Young Entrepreneur Awards for 2009, the Southern Region Finalist in the Ernst & Young 2010 Entrepreneur of the Year, and a member of SmartCompany’s Top 30 Under 30.

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“Now that I've got the rights back from the publishers, if you enter your email address below, you can instantly download a free audiobook version of my first book, How to Turn Your Million-Dollar Idea Into a Reality.” - Pete
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