Category: Zag Theory
Why Zig when you can Zag. Learn how going against the pack can help disrupt your industry and put you ahead of your competitors.
A marketing plan for tough times
– by Craig Wilson A gloomy global economy means that business owners should be preparing for the worst and creating leaner plans for attracting new business. With that in mind, here is my 7-Point Marketing Plan for Tough Times. 1. Minimise advertising wastage If you can’t measure direct results from your advertising, you really should...Categories: 360 Degree Digital Marketing, Digital, Inbound marketing, Propaganda, Strategy, Zag Theory
The conversation in your prospect’s mind
There is a famous saying in the marketing world that suggests you should “Enter the conversation in your prospect’s mind…” The problem is that most marketing seems to be coming from the conversation in the seller’s or marketer’s mind. Ie. “..you need this so do business with us.” But most people are reluctant to respond...Categories: 360 Degree Digital Marketing, Strategy, Zag Theory
Start charging what you are worth
The vast majority of businesses I meet with just aren’t charging enough for their services. Even though they know they’re worth it, they fear the potential fallout from implementing a price increase. So they continue to undercharge for their services and survive on lower margins, or try to win more clients to make up for...Categories: Strategy, Zag Theory
Don’t sell on price alone
I have been working with a business owner who offers an excellent service, is reliable and gets very good results for his clients. He generates plenty of enquiries for his business and converts them at a very respectable rate. Despite all this, his revenue isn’t where he needs it to be. The main reason for...Categories: 360 Degree Digital Marketing, Strategy, Zag Theory
Ready, Fire, Aim
I am involved in a couple of different businesses, but one of the common denominators is the need for these businesses to generate leads and clients. That’s one of the main things I focus on. So when I am talking to other business owners the question I am usually asked is, “how do you generate...Categories: Strategy, Zag Theory
How to Build Authority by Giving Away Ideas
Many business owners fear sharing information because they think that by giving away their secrets they will decrease the customer’s need for their services. These business owners want to make sure that they are valuable, and their knowledge makes them have value. However, by keeping this information a secret, they are not allowing the consumer...Categories: 360 Degree Digital Marketing, Blogging, Inbound marketing, Zag Theory
Don’t Lower Prices. Add Value.
For small businesses, lowering your prices leads to nowhere. In fact, it often leads to reduced profit margins and a minimal bump in new customers. A better way to grow your sales is often to create more value and actually RAISE your prices. No matter your field, lowering prices should be left to the “big...Categories: Strategy, Zag Theory
Sticky turns 10: reflections on a decade of change
– by Craig Wilson (with excerpts from recent Fairfax column) Sticky turns 10 today. It has been a decade since I purchased a small regional advertising agency and embarked on a journey that has a had more twists and turns than I ever expected. The day I took over I actually had very little agency...Categories: Announcements, Propaganda, Sticky Post, Zag Theory
Zag Theory
Let’s face it, the game has changed forever. Now it’s customers, not companies, who decide which brands live and die. Today’s real competition doesn’t come from other companies but from the extreme clutter of the marketplace. You can’t fight clutter with more clutter. In order to stand out you need a brand and advertising that...Categories: Strategy, Zag Theory