Field Notes

Tips, guides and articles on marketing, sales and operations to help you grow your business

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Are you offering a free download?

Offering a useful free downloadable document through social media is a very good way of attracting and engaging with potential customers. It provides evidence of your expertise and you are already adding value even before the customer buys something. Examples are guides, tip sheets, checklists, infographics (like the one above) and anything else that is genuinely useful in itself, and is not a sales brochure. Here are four tips to

Saatchi Gallery Tutankhamun Exhibition

How Tutankhamun connects with customers

There are a lot of very good videos and articles on LinkedIn and other social media. They provide evidence of the author’s expertise or skill, but many stand alone, with no links to anything else. If you are selling your services, this is a missed opportunity. Every buyer is on a journey. Customers don’t wake up in the morning, reach for their phone and buy something. They go through progressive

How to make a follow-up call from first contact

This can be a bit awkward if you are not used to it. Also, even if you are used to it, it can have unsatisfactory results. Imagine you were at a networking event or you were exhibiting at a trade show, and you had a conversation with someone who seemed to be a likely customer for your business. You probably also exchanged business cards. The follow-up call A few days

How Frederick the Great Marketed the Potato

I love historical stories of great marketers who weren’t actually marketers ( Cicero , Aristotle   Cave Men ). This week I discovered Frederick the Great’s Marketing Problem. He ruled Prussia from 1740-1786 and although he is probably best known for his military activities, he was also a great moderniser for social improvement and wealth creation. When there was a risk of famine in Prussia, he introduced the potato which had only recently been

Where to go for Brexit help

During October you will be bombarded with “help” to prepare for Brexit, from the DIT to anyone who wants to climb on the bandwagon. Having sat through DIT presentations and seen what other organisations are planning, I can save you a whole lot of trouble. All they will do is signpost you to https://www.gov.uk/find-eu-exit-guidance-business because, quite simply, nobody has a better guide, and nobody has any information on how it will

How to protect your pricing –

– and avoid giving things away! Pricing is always a sensitive topic. Customers want to know how much something costs before they buy it, and suppliers don’t want to tell everyone (including their competitors) what something costs because often “it depends”. Unless you are selling a commodity product where the price is known at the start, there is a debate about whether you should expose your pricing structure early on