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Marketing Study Lab - Actionable Marketing Knowledge


Hello, I’m the Lego Master of Marketing! 

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together: peter@marketingstudylab.co.uk

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand at marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this. 

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity to develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days
Mentoring
Tutoring

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, not only carves out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This changes your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches'.

Happy Marketing
Peter

www.marketingstudylab.co.uk

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly - peter@marketingstudylab.co.uk

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Nov 6, 2018

When entering an exam, did you know that if you can understand the time you have and how it is broken down it can help you maximise the potential to gain the most marks. If not, don’t worry, we’ll be covering it later.

Before we get to all that, let’s talk to John Espirian, a freelance technical copywriter who has the nack to make the complex, simple. Not only that, but he shares a wealth of knowledge at every single touch point, just checkout his website – espirian.co.uk, which is jammed packed with guidance on a whole host of topics, not just copywriting, of which some of these topics and a link to the website can be found in the show notes, so you know John will be bringing the same level of knowledge from these to this eposide.

Go check it out: espirian.co.uk

 

Takeaways

I told you John was full of hints, tips, guidance and knowledge…. So how do you unpack all of this, hmmmmm. Here are my top takeaways from this chat:

- John Espirian’s 5 fundamentals for starting as a copywriter are:

- Find your niche and don’t be generic

- Make sure you have a web presence (obviously ) – choose one social platform and do it well

- Connect with peers and help each other thrive

- Connect with your ideal client (like, comment and share…. Stuff)

- Invest in yourself and learning what you need to learn

- Write down everything  - Even if it makes no sense, then go back and edit as it’s the editing that can be the hard part. John relates this to baking. You need to leave your copy to prove, before going back to edit it to make sense.

- Always be thinking of the call to action while writing. Why are you writing what you are writing and what is the intent behind this? Is it sales, download, contact? And this can be related to your assignments or exams and writing to make it easy for the examiner to give you marks – see we do provide you value as well as stimulating chats!

 

Top Tip - Time, is on your side (exam timings)

So let’s get mathematical. Say your exam is 3 hours long and is worth a total of 60 marks. If we look at the July exam there were 5 questions in total all with different levels of marks attributed to them.

Now for the science bit (it may be worth looking at the show notes for this one to make some sense of it all) :

3 hours = 180 minutes

180 / 60 total marks = 3 minutes per mark

We can now work out how long we should spend on each question, so:

If the questions is worth the following marks:

10 marks = 30 minutes

15 marks = 45 minutes

20 marks = 1 hour

If you can worth this out in the first few minutes of any exam then it will pay dividends as you will be able to keep on track and shouldn’t run out of time!

I hope that make some sense.

Links
John Espirian:
https://espirian.co.uk
https://www.linkedin.com/in/johnespirian/
@espirian - https://twitter.com/espirian

Using Social Media to Get Copywriting Work:
https://espirian.co.uk/can-social-media-help-you-get-copywriting-work/
Freelancing: https://espirian.co.uk/freelance-copywriting-work/
Writing Tips:https://espirian.co.uk/10-writing-tips/
Proof Reading Tips:https://espirian.co.uk/top-10-proofreading-tips/

Books:
Deep Work – Cal Newport : https://amzn.to/2KpcUD2
Selling the Invisible – Harry Beckwith: https://amzn.to/2vAGAaS

App:
BB Edit (Bare Bones): https://www.barebones.com/products/bbedit/
Snagit: https://www.techsmith.com/screen-capture.html

Brain Toss:
https://itunes.apple.com/us/app/braintoss/id576226036?mt=8
https://play.google.com/store/apps/details?id=com.braintoss.app&hl=en_US

Theory:
The Scientific Process: https://www.youtube.com/watch?v=BVfI1wat2y8