Content Marketing

The Leaky Bucket Theory

The leaky bucket theory is a model that seeks to describe “customer churn”.

In order to grow a business you need more new customers than you are losing to your competitors – the difference is the churn.

Guess what the prescribed magic fix is? Customer relationship management. Just three words.

What if you have thousands of customers? How do you maintain a relationship with 10,000 people, when you battle to manage a handful of relationships with friends and family?

The short answer is that you can’t have a relationship with that many people in the ordinary sense.

An insurance broker, who has 100 clients, might be able to maintain a personal relationship with all of them, but he can’t scale his business. If he wants to get bigger he risks losing the personal touch that made him successful to begin with. That’s why small businesses remain small.

But the small insurance broker might have the last laugh.

The small insurance broker knows one thing that big business doesn’t – relationships count more now than ever before.

If you sell any product or service, there will be a point where your customer looks at a competitive offer and might be tempted to test the waters.

The only thing that will be standing in their way is the trust that you have managed to build in that relationship, up until that point.

  • If no trust exists you will lose them
  • If some trust exists they might test the waters and be back
  • If trust exists they aren’t going to budge

Happy customers don’t leak out of the bottom of the bucket, they invite their friends and family to jump into the bucket with them. The only way you know if they are happy, is to ask.

The one thing you can guarantee is that they all have an email address. Why not try reach out and say “Hello” before you competitor does.

Get in touch if you want more information on how we can help you talk to your customers via email.

Until next time.





Content Marketing

Should Your Email + Content Marketing Be Outsourced?

If you have a braai at your home, would you outsource the actual braaing to a friend or family member?

It would depend on your braai skills, wouldn’t it?

If you like to braai, and there isn’t much risk of you offering up a “burnt sacrifice” to your guests, why hand the tongs over to someone else?

Some guys like to braai and others don’t. It all about confidence and your abilities.

It’s the same in business.

Any function that is outsourced is done because the business feels the outsourced partner is:

1. Better
2. Cheaper
3. Faster

If you have a sense that content marketing (and let’s throw email marketing into this as well) is something your business should be looking at, you have two choices.

1. Build out the business function in-house.
2. Outsource the marketing function.

If I was in your business I would start with this:

1. I would identify the best story teller in the marketing department.

2. I would ask that person to come up with a great piece of content which you could include in your current marketing initiatives.

Maybe that person exists in your business. You should find out.

If they don’t, contact us and we’ll send you some more information about how we can become that person in your business.

Until next week.


Content Marketing

Find Out How A Pool Guy That Was Bankrupt Cracked The Internet

I’m reading an interesting book by a guy called Marcus Sheridan.

He had a pool business in the US that was failing after the financial crisis unexpectedly hit in 2008.

He had a decision to make.

Close the pool business and file for bankruptcy or reinvent his business.

This is what he decided to do.

He sat down at his kitchen table and wrote out the top 100 questions his clients had been asking him about fibreglass pools:

  • How much does it cost to install a fibreglass pool?
  • What are the pitfalls of a fibreglass pool?
  • What are the ongoing maintenance costs?

So he decided to build a website and started answering these FAQs online.

He had one mission – Be the go-to-guy online when it comes to fibreglass pools.

Turns out it was a stoke of genius. Nobody was playing in this space online and to cut a long story short 10 years later he owns the online pool business and is a multi-millionaire. Nobody sells more fibreglass pools than Marcus Sheridan.

70% of people who make purchases nowadays have already made up their mind before entering your store.

And in most cases they are going to the internet for answers to their questions before deciding how they are going to spend their money. If you think content marketing is just a buzz word you are missing the point.

What are the pressing questions people have about your service or product?

Are you doing enough to answer these questions? You know your business better than anyone. If you’ve been asked the same question a thousand times, there is a good chance a thousand more people want the answer to the same question.

Until next time.



Content Marketing Email marketing

Why Big Business Is Like An Anxious Teenager Trying To Make Small Talk

I don’t know about you, but I pay over thousands of Rand a month in the way of insurance premiums to some of the biggest brands in SA. I’ve also financed a few cars and a house, have cellphones, DSTV, armed response and all sorts of other subscription services just like most South Africans.

I think I’m a customer of at least 15 of SA’s top brands (maybe more)

You know what’s interesting?

Even though we shell out buckets of cash to these companies, I can’t recall ever being wowed by their post- sale communications, can you?

Let’s put it this way:

  • I’ve never taken out a medical aid plan and ever received a piece of communication on how the plan works and how to get the most out of my monthly contribution.
  • I’ve never taken out a cellphone contract and had any additional information on what I could bundle on, or how to manage my minutes and data a little better.
  • I’ve never taken out an armed response contract and every received any tips or advice on how to make sure my family is a little safer.

Billions of Rand is spent on marketing, trying to acquire you as a customer, but once you are on the books the communication ceases to exist.

Why is that?

Why can’t a multi-million Rand business manage to work out a basic post-sales communication strategy?

I think I’ve worked it out.

  • It’s not because they don’t think it’s important (they aren’t that naïve)
  • It’s not because they don’t have the money (let’s get real)

Here it is:

They don’t know how to talk to you anymore

Think about it – big companies have become masters at marketing and new client acquisition. They have their profit margins waxed and their brands placed strategically everywhere we look.

Sell, Sell, Sell!!!

But they have forgotten how to engage with their customers. It’s the reason they re-brand as often as they do, and change up their tag lines 🙂

Today, forever, together, whenever becomes What’s your big dream today?

One-on-one relationships held by bank managers have been replaced by call-centres, outsourced to India. The guy you used to be able to call when you needed a line of credit has been replaced by this guy

0861 789 8191919 19 – Option 9 to talk to an operator.

Your medical aid scheme doesn’t know who you are. Your bank knows everything then need to know about your finances, but they don’t know you. Your cellphone carrier could listen in on every call you ever made, but they still don’t know you.

As a result, its super-awkward when they try and communicate with you.

They know it, they just don’t know how to go about fixing it.

The solution is simple – communicate with us like humans and take some of that massive profit you make and invest it into a post-sales communication strategy.

Until next time.




Content Marketing

I Have A 1 In 70,000 Shot At Grabbing Some Of Your Attention Today

Here is an insane statistic to wrap your mind around – the average human has between 50,000 and 70,000 thoughts rattling around in their head every single day. That’s pretty interesting, but not great news if you are a marketer trying to grab someone’s attention, let alone hold it for a minute or two.

Smart marketers don’t like the long odds.

Smart marketers understand that the chances of hitting you with one marketing message (when you have 70,000 thoughts to contend with everyday) and winning is completely unrealistic, and just a race to the bottom.

So how do you win? How do marketers have a chance against all the mind clutter?

You stay top of mind and relevant. And that is the best you can possibly hope for.

Do you think the insurer that’s always promising “You get something OUT” runs those TV adverts with the dude in the car over and over and over and over again because they think it’s worth spending tens of millions of Rand?


They do it because they know the repetition is what works over the long-term.

They don’t want your business today (of course they get enough new business as a result of their ongoing initiatives everyday), but ultimately they are playing the “top-of-mind-game”.

At some point you might be in the market for insurance, and hopefully they have done enough to have their brand spring to mind when you pick up your phone to make a call.

Maybe your business doesn’t have millions of Rand to throw at top-of-mind TV advertising. But you do have a product or service, otherwise you wouldn’t be in business. You also have clients and potential prospects walking through your virtual or physical door everyday.

Are you creating a prospecting pool? Are you reinforcing why you and not your competitor?

It costs 1 cent to send out an email. It costs a little more in time and energy to craft a good story (but it doesn’t cost millions of Rand)

Keep telling your story and use a cheap, but effective, marketing channel like email to reinforce it.

On average it would have taken you around 2 minutes to read this entire blog post. In the time it has taken you to read this, I needed to contend with almost 100 thoughts that were fighting for your attention and looking to barge me out of the way.

If I’ve managed to succeed, perhaps you might want to get in touch to find out how we can use email and content to craft a story for your business.

And if today isn’t that day, I’ll be top of mind next week again. You get the idea, right?

Until next time



Content Marketing

“What’s In It For Me?”

As marketers we often forget that this is the question our audience will be asking whenever they receive our communication – “What’s in it for me?”

In actual fact, it’s a question we all ask ourselves on a daily basis, without even being fully aware of it:

  • “John wants me to join him at his sales meeting. But what’s in it for me?”
  • “My wife wants me to help with the shopping on Saturday morning. What’s in it for me?”
  • “Frank needs a hand moving his stuff this Sunday afternoon. What’s in it for me?”
  • “These guys from Manalytics send me information about email marketing, but what’s in it for me?”

Let’s be honest for a second – as much as we try, we are seldom moved to action if the action doesn’t have any tangible upside for us. What are you selling? What makes your offer so special? What’s in it for the consumer?

These are questions you should be asking yourself every time you send out any marketing communication. Anyone can get a snazzy email template built, get a Mailchimp account and call themselves an email marketer.

What’s in it for you? Why should we be handling your email marketing? Because we are a bunch of email marketers who don’t charge for work. We back ourselves to make money building you an email marketing strategy and then we share in the profits.

Drop us a line if you are looking for a serious email marketing partner.


Content Marketing

Nobody Cares About Your Product Or Service :(

When you finally understand that people don’t care about your products or services, and that all they care about are their needs, you will turn the proverbial marketing corner.

It’s a helluva tough pill to swallow, isn’t it?

Our role as marketers isn’t to sell people products or services. Our role as marketers is to identify with customer pain points and to provide solutions.

Case in point:

I’ve recently started playing a lot more golf. The long walks and occasional great hole keep me going back for more. Unfortunately I’m at that stage every golfer reaches where I’m battling to improve my score (mid 90s) and my long iron play, which sucks, is compounding my misery.

My pain point in a nutshell:

I can’t reach the green in two shots because I can’t hit a long iron to save my life!

  • It wouldn’t help trying to sell me a complete new set of golf clubs.
  • It wouldn’t help trying to sell me a golf lesson.
  • It wouldn’t help trying to sell me a set of long-distance neon golf balls designed by Elon Musk.

But if you happen to have a 4 iron hybrid club that could enable me to hit the ball 180 metres,  I’m looking to buy it today.

I found the exact club I need, because it turns out a specific golf manufacturer has identified with my pain point and they came up with a solution for ‘useless’ golfers like me.

So what is the take away?

People have specific pain points and as a marketer our job is to tap into those needs. Nobody is buying golf clubs. Everyone is buying the solutions the golf clubs offer.

Has the club helped? Sure it has.

But now my short game has gone to hell in a handbasket 🙂



Why I Failed Miserably At Content Marketing

Content marketing sucks! And the reason it sucks is because it involves a tremendous amount of work, that’s often really tough to monetize. But everyone is going APE about content marketing, right? I could bore you will all types of stats that support the fact that every digital marketing department, around the globe, is in some shape or form talking about implementing a “content strategy”, but it would be far more interesting if I told you how I failed at content marketing.

I mean who doesn’t like a story about failure?

I started a cool blog for guys a few years back and invested a year into it. It got pretty good traction, pretty quickly and it was “cool” to talk about content marketing and how I was getting it right in a space that few played in.

But it ultimately failed.

  • Not because I wasn’t able to knock out reasonable copy
  • Not because I wasn’t able to drive traffic to the site
  • Not because of a lack of trying

It failed because I failed to work out the monetization logic. You see content marketing is worthless if you cannot work out this piece of maths.

How does one create a piece of content that is interesting, get’s people to engaged and take action?

The “take action” part is the monetization step.

I thought I had an idea of how I was going to make money from my blog. Turns out, I was the only person interested in what I was selling.

Failing isn’t easy, and that is why few people stick their neck out and prefer to do the easy work.

I have another blog and this month it should turn over close to R200K.

I’ve used everything I’ve learnt about my failed 1st attempt to do a better job this time around and it seems to be working.

If you want to know how I am using a simple email strategy to deliver value to people and make money at the same time, drop me a line. I’m happy to meet for a coffee to chat about my learnings.

Until next time