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 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

Why Your “Why” Matters Far More Than The “What”


The Golden Rule of communication is the following: What you have to say matters far less than why you are communicating.

Our job as marketers is to identify the “why” and to make sure we relay that information to our audience effectively.

Here is an example:

MyPet is an insurance company that specializes in hospital cover for dogs and cats. We currently have 5000 pet insurance policies on books and we are underwritten by Floyds of London. Our offices are located in Johannesburg and Cape Town.


Everyone at MyPet owns a cat or a dog. And it’s for that specific reason that we get up everyday and come to work. Our mission is simple: Make sure every South African pet owner can get a good night’s sleep knowing “Fiddo” or “Jinxy” is getting the best medical treatment possible.

It’s pretty obvious to spot, right? The first bit of copy focuses on the “What”.

  • This is what we do
  • This is what we sell
  • This is what our underwriters name is

The second bit of copy focuses on the “Why”.

  • This is why we do what we do

Even if you don’t own a pet, you would need to lift your hand and say that the second bit of copy was far more compelling. Why is it that so many companies are still telling us what they do, rather than why they do what they do?

People don’t just buy what you do, people mainly buy why you do it!

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 🙂


Email marketing

Be Cool, Not Everyone Is Gonna Read All Your Email

What type of email marketing do you subscribe to? Mine is a combination of my personal likes and some industry experts (basically people and businesses I find interesting)

• Yes I subscribe to a few online retail mailers
• Yes I subscribe to a few deal-a-day mailers
• Yes I subscribe to a few travel mailers
• Yes I subscribe to a few music blogs
• Yes I subscribe to a few people I find interesting (like Seth Godin)
• Yes I subscribe to a few businesses I find interesting

Do I get around to reading each and every email I subscribe to? The answer is “No”.
Have I therefore decided to “unsubscribe” from any of the mailers I follow? The answer is “No”

So what conclusions can we draw from this?

• Very few people are going to read every bit of email communication you send to them.
• Most people will engage with your email communication once in a while, when their interest is sparked.
• Very few people will unsubscribe unless you bombard them with too many emails or your content becomes stale.

If you are an email marketer and people are allowing you to send them emails, then you are winning.
If more and more people are unsubscribing, then you are losing.

It is that easy.

Until next week


Email marketing

How We Sold Legal Cover Via Email At A 20% Conversion Rate

A client of ours recently tasked us with generating Legal Cover leads for them. Using our cool SMS4Email™ email product, we knocked out the leads at a 20% conversion rate. The client is super-stoked with the result, and we thought this campaign would be an excellent case study.

Watch the video below:

If you need any assistance with your email marketing, drop us a line.

Until next time.

The lads at Manalytics

Email marketing

As Marketers We Still Don’t Ask Direct Questions

We are all selling something, right? Then why is it that we are so afraid to ask simple, yet direct, questions, in order to generate sales?

  • Are you in the market for a new laptop?
  • Does your company need back-up software?
  • Do you need pet insurance?
  • Do you need chemicals to keep your pool blue?
  • Would you like to get away to the bush next weekend?

Let’s look at the last question for a second: Would you like to get away to the bush next weekend?

Ask yourself that question right now.

Here are the most likely answers your mind will ping back, without you even thinking about it:

  • No thank you
  • Yes, where can I make a booking
  • Yes, but it depends on…

Now, the “Yes, it depends on…” might come with a few conditions. Those conditions could be affordability and accessibility, but you’ve already made up your mind and provided you can get the deal to work, you will probably find yourself in the bush next weekend.

The mind has 80 000 thoughts a day. Seems odd, that if you have a marketing message, you wouldn’t get straight to the point. We are all so busy these days, that if your marketing message isn’t specific & addressing a direct need, it will get lost in amongst the 79 999 other thoughts the brain is juggling.

But as marketers, we don’t do that, do we? We don’t ask simple questions, because that would seem too easy. We’ve been taught to identify target audiences and sell benefits and use subtle, persuasive techniques to generate wishy washy interest.

Does this sound familiar?

Book a 3 night stay in the bush, which includes all your meals & a free game drive!

There is a flaw in the logic.  How can you start pushing benefits when you haven’t established interest?

At Manalytics we believe tradition email marketing is kaput. Nobody makes money sending boring promotional email anymore. Watch our 90 second video about our innovative email marketing product called SMS4Email™

We ask direct questions in an email marketing message and wait for email audiences to reply “Yes, I’m interested”

Here is a direct question.

Would your business like to make money from email marketing?

Drop us a line if you need any assistance with your email marketing.

Until next time.