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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:

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

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

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 -

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Feb 12, 2019

How important is copy within you Marketing Strategy, well it turns out very - and we’ll find out why later.

But before all that, I’d like to introduce Craig Hannan, the Head of Branding and Marketing at The Anfield Wrap, an award winning, independent podcast, website and radio show all about Liverpool Football Club. It’s Craig’s responsibility to drive growth within the company via subscriptions, live events, merchandise, sponsorship and a whole host of other activities that are focused clearly on a passionate footballing demographic. Now this was quite a lengthy interview compared to some of the Marketing Study Lab episodes. I put this down to the passion we both have for Marketing, Football and Liverpool – So apologies, but no apologies cause I enjoyed it and I hope you do to – If you’re into Marketing or Football, this is definitely the episode for you. But before we get into things, I need to know is purple is the new red?


- The power of a marketing strategy. Most people when they think of marketing think of a comms mix – the front of house (advertising, direct mail, social media, etc) but Craig highlighted that a strong strategy can help to change the culture of a company. It provides a focus for the entire ogranisation, where no other department is in a position to do this.

- Don’t be afraid to get creative and implement your own ideas. But make sure you mix these ideas with actual data to back them up, they hold more relevance that way. Take the Anfield Wrap for example, described as fanzine culture for the digital age. They could have kept to the tradition print fanzine, but spotted a niche, a gap in the market, white space and weren’t afraid to be the first to try it.

- As much as Marketers hate to admit it, word of mouth is one of, if not the best marketing tool we have (damn those mouths) – this is especially so in a passionate industry such as football. Using these loyal fans, advocates, to promote your own products and services, combined with a robust communication strategy can be a powerful combination. And remember to listen to the customer, giving them what they want, not what you want.

How Important is copy?

The short answer is very. You wouldn't be listening to me now if it wasn't for an audio version of some copy and you certainly wouldn't have heard of half of the organisations and brand that you hold dear if it wasn't for copy, be it in the form of a script, blog, social posts, literature, advertising. Basically the majority of the comms channels you can think of, then add some more.

But why? Here are some short snippets to explain:

- It creates trust – If your copy is consistent and correct, this adds a layer of trust

- Words are sharable – Especially on social channels and are more likely to be read than a video is to be listened to (unless the video uses copy)!

- SEO – Digitally speaking, optimisation is all about the copy and as we all know, if you’re not on the first page of Google, you’re not on Google

- It makes for a good UX – Everyone loves a great image and a slick webpage, but if the copy isn’t correct, this can detract from the user experience and leads to clicks away from your site

- And finally, it sells, as it appeals to your target audience, and we’re back to the - know, like and trust theory.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco
Creative Commons License


Craig Hannan
Twitter: @c_hannah7

Shoe Dog - Phil Knight:


The Benefit Ladder:

Mo Salah Goal v Man City: