Cornish Marketing Consultancy

27/09/2024

The powerful marketing lesson hidden in a sample of gin...

Most people will:

- Try a free sample (any food or drink, not just gin!)
- Think it's just a taste
- Feel a subtle nudge to buy
- End up purchasing more than planned

They won’t realise that free samples aren't just about taste testing. There’s a powerful psychological principle at play.

Because humans are wired to give back when they receive something.

It's called reciprocity.

It's like a universal itch we need to scratch.

So that little sample I enjoyed at the food festival today didn’t just give me a tot of gin; it gave me a sense of obligation to pay back.

Now, if you’re thinking: "But I don't sell gin - how can I apply reciprocity to what I do?"

You can stop worrying, this works for services too. You just need to get creative with your "samples".

If you’re in the service industry, try these small gifts instead:

↳Share some advice
↳Do a quick favour
↳Give a bit of your time

The power isn’t about the gin (or the advice, or the favour)….

It's about that little voice in your recipient's head saying: "I should give back."

PS: What's the cleverest "free sample" you've ever seen? Drop it in the comments - I'm always looking for inspiration!

06/09/2024

I'm embarrassed to admit it.

Some books in my bookcase stand out.

Faded post-its stick out everywhere.
The pages are dog-eared, and their covers are a tad tea-stained.
They're the books I revisit the most.

So, rather than National Read a Book Day, how about: National Read a Book Again Day

I'll start...

Here are my recommendations for my most "re-read" marketing wisdoms:

↳Influence - Dr. Robert Cialdini The psychology of persuasion. Always worth revisiting.

↳Building a StoryBrand - Donald Miller. Because clarity trumps cleverness every time.

↳Online Influence - Bas Wouters Behavioural science that actually boosts results? Yes, please.

So, what are yours? I'm always up for a good book recommendation. Please share 👇.

04/09/2024

The unexpected power of storytelling

This week, I had the honour of running a workshop with the incredible Careers Hub - Cornwall & Isles of Scilly team.

Our mission was to craft a compelling external message.

We defined the problem they solve.
We articulated the difference they make.
We dug deep into the scale of their impact.

In doing so, something unexpected happened.

Clarifying their external message changed the way they feel internally, too.

I see this time and time again because telling your story isn't just for others.

↳ It's a powerful reminder of why you do what you do.
↳ It highlights your impact.
↳ It motivates you and makes you excited to share your message

It's like the old adage: "Beauty starts from within."

Hats off to Careers Hub - Cornwall & Isles of Scilly for their amazing work inspiring the futures of young people in Cornwall.

PS: How has refining your message impacted your team's perspective? Share below!

17/08/2024

Want marketing that attracts like a magnet?
Then, act like a magnet.

Here's the thing about magnets:
One side attracts. The other repels.

Not everyone will like what you say.
Not everyone is your customer.
..And that's okay.
So, you need to get comfortable with being uncomfortable.
If you try to please everyone - you'll end up pleasing no one.
(I'm a people-pleaser, so this is a tough one for me.)

Bold marketing polarizes. It turns some off. But it turns the right ones on. That's not an easy mindset.

But it's one to grasp as it's the difference between mediocre and magnetic.

P.S. What bold marketing moves have you made? Share below!

02/08/2024

It's not about the words. It's about the shift.

Ever wonder why some teams seem to attract clients magnetically whilst others struggle?

The secret isn't catchy slogans or flashy websites.

It's how every team member communicates your message - consistently and authentically.

I have had the privilege of working with Solve Web Media to unlock this potential in their team.

The result? A team-wide transformation that's already making an impact.

Needless to say, this review has me smiling all the way to the weekend.

Let's end this week on a high note. What are your wins for the week?

01/08/2024

I've been hanging out over on LinkedIn lately (come find me there if you haven't already!), but not everyone is over there. That means I've neglected my Facebook following somewhat. Sorry!

So, I'm back over here sharing marketing tips and stories more regularly.

03/01/2022

While New Year’s resolutions are common, they are seldom kept. Why not create a New Year’s revolution for your business and follow through to make some big, meaningful changes? Read the rest of the article...

Is it time for a New Years' revolution in your business? I show you the 5 steps to transforming your business beyond your dreams.

05/08/2021

My friend's two year old sometimes
struggles to find the right words to make himself
understood. The solution of a toddler? Shout louder.
Don’t take the same approach with your marketing.
Spending more money on an unclear message causes
frustration, not sales. Start with the right words. It’s
the best way to get heard.

Want to find the right words for your business? Sign
up for a free discovery call

14/07/2021

Often we think we're being clear about what we do, only to find that that's really not the case. So, go ahead and ask 4 people in your organisation what it is that they thing you do. It's likely you'll find that you'll have a number of different answers.

Let's face it. If you're a customer, that's confusing. Now imagine that you had a standard (and compelling!) answer to that all-important question. Cue confidence and clarity. Right?

Want some help to answer the one question that everybody asks, and make your company money doing it? Book a free discovery call.

13/07/2021

People don't buy stuff. They buy transformation.
At the camping shop, it's not the tent that you're buying. It's the transformation it brings - the ability to become an adventurer in the garden.

Stop talking about the stuff you sell.
Don't talk about the tent. Talk about the transformation. It's way more powerful.

12/07/2021

Over 500 years on and the Mona Lisa still engages audiences as one of the most famous paintings ever. What marketing lesson can we learn from her? Mona Lisa enchants audiences by inviting us into her story with the illusionary movement of her eyes.
The best marketing messages are the same. Invite a customer into a story, and you will win.
If your customer sees themselves in your brand story, they are more likely to like you, trust you and buy from you. How do you do this in the marketing sense? Show your customers that you understand what they want and you exist to help them solve their problems. Create copy so that when a prospect comes to your page they think "yes, this brand understands me, I want to buy from them."