One of the most famous musicians alive, invisible to a whole audience. What Kanye and Paul McCartney teach us about being seen.
Neil Martin · Beats, Business & Life
Marketing
Stop selling at hello
Most businesses try to sell before anyone has properly said hello. Marketing earns the conversation. Sales comes after.
The dangerous obsession with marketing tactics
I asked Rory Sutherland, Drayton Bird, Daniel Priestley and Andy Bounds what still matters in marketing. None of them started with tactics.
Before you ask for the sale, earn permission
Marketing earns permission. Sales earns commitment. Get the order wrong and everything feels heavier than it needs to.
Lead gen isn’t a one-night stand
Most businesses are brilliant at getting attention and terrible at keeping it. Why your marketing needs a second date, and a third.
Full fat milk is 96% fat free
Full fat milk is only about 4% fat, so it’s 96% fat free. Nobody sells it like that. What milk can teach you about the story you tell.
Page 53: never say “we”
A marketing book I first read over 20 years ago has one rule on page 53 that most of us still break every day. Here is the test.
Good marketing makes you look clever. Great marketing makes the customer feel clever
An AI summary of my masterclass picked out three lines I said. Here they are, and why the middle one matters most.
Drop the corporate BS
Phrases like “here at XYZ agency” put people to sleep. If you would not read your own corporate copy, why would your audience?
What Key Person of Influence taught me about people buying people
Why the people who get the best opportunities aren’t always the best at what they do, and the five steps Daniel Priestley uses to change that.
How estate agents can prepare for a tougher housing market
On Christopher Watkin’s sofa in June 2022 I said agents had had their summer. My advice was to market like it was already winter.
Magnetic marketing and the other end of the magnet
On Christopher Watkin’s Letting Agent Podcast I asked what the other end of a magnet does. Why good marketing pushes the wrong clients away as clearly as it pulls the right ones in.
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About
Hi, I’m Neil
DJing since 1987, three decades in business, and the author of Done Beats Perfect. This is where I write it all down.