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5 steps to a winning Executive Summary : Strategic Bidding

Sun, 10 April 2011 12:00 GMT

Writing a bid, pitchbook, or proposal? The most important page to get right is the Executive Summary - the single page at the start of the bid document that summarises the key points.

6 ways to cut through the noise I

Thu, 21 October 2010 12:00 GMT

There is so much noise out there - unless you make it easy for customers - they won't take action. As simple as that. But what is the thing that will motivate people to take action. From experience - there isn't a magic bullet that will work every time. But there are six things that will help you cut through the clutter... Here's the first three:

6 ways to cut through the noise II

Tue, 16 November 2010 12:00 GMT

Okay, you've built a foundation of relevance, credibility & evidence! What next? Communicate! Keep talking to your customers! Make sure you're not talking at your customers - but try to engage in dialogue. Keep them interested. In this context mass communication is dead. To win, you need to focus on the person. Here are three tried and tested communications tools to help you cut through the noise:

A Case for Case Studies

Wed, 17 September 2008 12:00 GMT

Case studies have long been seen as an effective way for companies to tell their story. To let people know what work they do, who they do that work for, and importantly, what their customers think about the end-result!

April Fools Marketing

Thu, 17 April 2008 12:00 GMT

We've seen a rash of April Fools this year. Some better than others. But, one thing is sure, telling tall stories is a serious business. April Fools can be very good for business. However, it has to be exceptionally done well. And needs to follow the simple rules of communication. Your Apil Fools' campaign needs to:

April Fools: Where Like Minds Meet in Jest?

Thu, 1 April 2010 12:00 GMT

Once again, we've seen an avalanche of April Fools today. However, you need to be really clever to stand out - or be so obscure - that only your tribe will get it. Telling tall stories is a serious business. April Fools can be very good for business. However, it has to be exceptionally done well. And needs to follow the simple rules of communication. Your April Fools' campaign needs to:

Brand new website for aardmaan

Wed, 16 February 2011 12:00 GMT

The day has arrived! Today is the day we launch our brand new website. A content managed website. I must say it is a joy to use. I didn't want a fancy website, but one that I could take control of - add content as and when I wish! I absolutely love it!

Case Studies: Tell your story ...

Thu, 19 June 2008 12:00 GMT

There is nothing more powerful than a good customer case study. It provides you with a credible testimonial. It can also help to build strong client relationships.

Create an edge in your market

Sun, 22 April 2007 12:00 GMT

Previously I've spoken about being Number One in a market and how that can create a competitive advantage. But, here's what you can do to create a competitive edge. There are some easy tactical things you can do that will begin to set you apart from the rest. And, if you hadn't guessed - it's the little things that count.

Customer Hot Buttons

Sat, 23 June 2007 12:00 GMT

There a number of fundamental things you need to get right in business. Getting to know your customers is the No. 1 Business Essential. Having a clear understanding of who your customers are will help you communicate more effectively, connect with your market and drive more business and revenue.

Customer motivations: What drives people to do business with you?

Mon, 14 June 2010 12:00 GMT

Found this great Dan Pink video about what motivates people: related to performance and how to motivate your employees. The interesting discovery is that the larger the reward - the lower the performance. Fascinating!

DIY email marketing with live reports

Fri, 27 February 2009 12:00 GMT

A number of clients have asked about sending their own email campaigns. We now offer an easy-to-use and cost-effective eComm management system - suitable for any size of company or campaign.

First Prezi - a presentation game-changer

Fri, 24 June 2011 12:00 GMT

Have known about Prezi for a while, but haven't tried it out. What a revelation. Really don't know why I didn't give this a try before. It's fabulous!

Get your customers to say I do

Thu, 14 February 2008 12:00 GMT

Getting people to buy isn't a simple process.

You sell but your customers buy. You have a sales process and your customers have a buying process.

How do I create a great CV : stealing ideas from marketing

Tue, 12 April 2011 12:00 GMT

Want to create a great CV that gets read and people take notice of? You can, using some very simple marketing techniques. We've helped a few friends to hone their CVs and land fabulous jobs, by using common-sense marketing techniques.

Thought we'd share some of that learning here.

Infographic : Changes in way we communicate

Fri, 20 May 2011 12:00 GMT

The world of communications has changed. Is changing. Fast. Just how well are we adapting to these changes - as consumers and as content and media creators?

Just a thought

Fri, 28 October 2011 12:00 GMT

Who do you really think drives your business success? Is it your direct paying customers? Or their customers? The people who actually use your product or service.

So, who do you focus on? Where do you put all your effort? Pleasing the customer or creating something that users will rave about? It's simple really, if you don't excite users, your customers (the guys who sign the cheques) won't get excited either. Users drive sales. Customers only buy because they see there is a ready market - and they're onto a sure thing. They're only really interested in the bottom line and making a good profit. If users aren't going mad about your product or service - where's the incentive?

So, how do you treat the users of your products and services? Do you engage them? Talk to them? Or, ignore them?

LATI Case Study project: Thank you event for successful MBA students

Sat, 20 March 2010 12:00 GMT

The LATi case study 2010 project has been a huge success. A select group of MBA students from the University of Leicester took part in the project - working with local businesses and their customers to create customer case studies - which could be used as marketing material, on websites, in customer proposals, and in presentation material.

The successful completion of the project was celebrated with a game of skittles at the Beacon pub in Loughborough this week.

LATI case study project: what it's all about

Wed, 3 February 2010 12:00 GMT

The LATI case study project is in its second year. The project is limited to ten students - usually MBA students - who need to apply to get a place on the sought-after course. The project requires real student commitment and dedication to see the project through. However, provides rich rewards for both students and LATI members.

March tweets: intriguing, obscure and thought-provoking

Fri, 26 March 2010 12:00 GMT

Here are a selection of tweets twittered in March, which you may find useful, intriguing, or simply interesting. Designed to be a quick and easy way for you to find articles and information related to B2B marketing, copywriting, email marketing, powerpoint presentations, innovation, organisational structure, social media and creativity

NewCo to ?? : How to launch a new business in three months

Sun, 8 January 2012 12:00 GMT

It has been quite a week for aardmaan.

We celebrated our tenth year in business, supported the World Record attempt to get a record number of comments on a blog post in 24 hours (see #comment24 on twitter) in support of RNLI.

Completed finishing touches to website in time for launch of a new company and worked on a major web project.

(However, the 5:30 to 22:30 (Monday to Saturday) these last few weeks, aren't our usual hours!)

Should B2B techs twitter?

Wed, 22 October 2008 12:00 GMT

The social media phenomenon of twittering is spreading over into the business world. If you work in high-tech, chances are if you don't twitter, somebody may be twittering about you...

Six things that have changed our world

Thu, 21 August 2008 12:00 GMT

The world is changing faster than ever - thanks in part to the web. It affects the way we communicate, who we communicate with, how we communicate and the media we use. Communications has become an exciting arena to play in ... because we've been given some wonderful toys and tools to play with.

Speak with a human voice

Thu, 22 February 2007 12:00 GMT

When did you last have a conversation with your customers? A meaningful proper dialogue? About them and not about you? Engaging customers in conversation should be an integral part of the business strategy.

The 7Ps are dead - long live the customer

Sun, 20 May 2007 12:00 GMT

For decades marketing students have been taught the 4P's and the 7Ps of Marketing. You know them: Product, Price, Place, Promotion, People, Process, and Physical evidence. There are even more Ps if you are really interested. Not that they aren't important - but they are simply elements in the execution of the bigger marketing picture.

What's in it for your customers?

Thu, 24 July 2008 12:00 GMT

So you think you are the fastest, the smartest, the smallest, the brightest, the best ... so what! What does that mean to your customer? He or she probably isn't interested. They're only really interested in WIIFM ... "What's In It For Me?"

Would you hand over your marketing budget : to one client?

Thu, 5 May 2011 12:00 GMT

Here's a question! What would you do if an important and valuable client asked you to do something you felt uncomfortable with? In effect, asked you to "donate" a quarter of your marketing budget to their cause? With no discernable ROI if you did!