The Growth Blog

5 Reasons I’m Resisting this Barbie Doll AI Trend

I sincerely hope this trend is on the decline. 

If you’ve been under a digital rock somewhere and are not aware of what I’m talking about, people are asking ChatGPT and other forms of AI to turn themselves into Barbie dolls.

These action figures can be customised with outfits, accessories and special edition labels designed by the AI that highlight each user's uniqueness. Some people create Barbies based on their professions, some use them to make jokes or make fun of different stereotypes and scenarios.

Needless to say, the trend has gone viral. There are thousands (perhaps millions) of these images and videos clogging our digital feeds daily, with many creators saying they wish they could purchase their dolls in real life.

So why am I staying the hell away from this trend?

1. I know what is on brand for me. Trend or not, as a brand expert, I know what’s on brand for me and what’s not. This self-indulgent time waster is not something that is on-brand for me.

2. I believe in being where your competition is not, trends are noisy and crowded. And while you’re often motivated by thinking it’s unique and different, it just ends up as a big wave of same, same. 

3. I won’t willingly put myself in a box.  Nobody puts Baby in the corner, and nobody, especially, Linda, puts Linda in a box… I am a decidedly out of the box thinker.

4. It’s a waste of time.  While I’ll admit it’s an interesting exercise to see what is possible with AI, but there are so many others that are far more productive. I have better and truly more creative things to do with my time rather than jump on a very busy bandwagon and do what everyone else is doing.

5. It lacks professionalism. These take time to create  and when you’re doing that instead of working, and doing it publicly (especially on LinkedIn), it can be construed as a waste of time. Then you clog your network’s feed by sharing them and I personally see this as disrespectful and a waste of my time being on the receiving end. Many are drawn to creating them because they’re curious, they can also be seen as just another superficial example of how we’re obsessed with feeding our greedy egos. We need less ‘me’ and more ‘we’.

For me, this trend can’t end soon enough!

"Man Up" and Other Questionable LinkedIn Marketing Advice

The interesting advice you receive on LinkedIn.  This little gem came from a recent LinkedIn exchange with a stranger. For what this exchange highlighted about what constitutes strategic marketing practices and how this colourful conversation transpired, please read on…

It started off simply enough Mar 21, 2024

Hi Linda, Tony here from < HIS CO NAME> Seen that you are also part of <NETWORKING GROUP> and thought I could connect with you. Hope we can connect and potentially collaborate on something soon!

My response, simple but positive…

Great. Thanks, Tony. Great to e- meet you. 

Collaboration is something I’m always considering, so maybe there’s some promise here.  

The conversation progressed Mar 22, 2024

Hey Linda, great to connect! Love meeting people who are passionate about what they do. I'm curious to learn more about you and what keeps you busy. How about catching up on Zoom sometime?

I didn’t respond. Give me either a compelling reason or a CTA and maybe.

Silence for a few months.

Starting 2025, Tony must have made some LinkedIn biz dev goals, so our conversation restarted Jan 6, 2025 with his message

A friend challenged me the other day to come up with 10 things he could change on his site to get more sales.

I easily found 10 and I loved doing it.

I’m wondering if you’d like me to do the same for you?

Not quite seeing how this is really about me. Great that Tony loves his job and is doing work for his friends, but, how is this specifically relevant to me? I’ve not even been asked one question around my growth goals.

I did not respond.

Then I received what was obviously #2 in the LinkedIn Outreach Strategy messaging Tony is implementing…Mar 19, 2025

This offer is so hot please dont show it to your significant other

Thanks for reading on, I like you even more already

Here's the offer

Brand new website and lead management for just $97 p/m !!!

10 spots only

Normally this would cost $10,200 per year

This means you will save $9036.

You are probably wondering why I'm offering such a substantial discount.

It's simply this, we win work on referrals and this is a great way to grow our referral network.

Would you like one of the spots?

PS. Prices exclude gst.

PPS. To see the sort of site you get you can view my portfolio here:

Hmmm… not using my name, spelling errors, poor punctuation, sounding spammy.  While I agree that growth through referrals is a sound strategy, you shouldn’t have to entice the client so aggressively to get the work in the first place. 

The more I thought about this, the more red flags went up. What do your work decisions have to do with your ‘significant other’? Found this a very odd statement. This just seems to be all about Tony. There is no well articulated benefit statement for me. The only criteria that’s being referred to is the $ cost. And the whole pitch is skewed to the benefit for … yep, you guessed it, TONY!

The strategic marketer in me felt obliged to call out this approach. I’m so tired of spammy practices giving sound marketing a bad name.

So, I responded simply with 

Please don't spam me like this again.

An almost immediate reply came in

We are connected so its not spam. It's a very generous offer. 

Not spam?  Just because we’re connected doesn’t give you permission to waste my time, disrespect me, make assumptions about my needs, or  fill my inbox with info that was never requested. I responded in a bit more detail…

It's spam if the first thing you do before asking me anything about my business is hit me with an offer I didn't ask for! 

Then things rumbled around a bit in my head and I got put off by the bro-marketing arrogance of his response, especially as it made no attempt to communicate a benefit for me, the prospective customer. His approach was an example of what, as a marketer, I think is wrong with so many current marketing practices. So thought I’d claim this as a teachable moment Mar 20, 2025

And, your messaging comes off as aggressive and manipulative and smacks of inauthenticity. This is not the kind of marketing that actually works especially with business professionals. And the fact that you didn't take ownership and apologise for the intrusion once pointed out and just jumped to defend yourself tells me about your priorities... 

And PS spam is unwanted and unsolicited outreach over the internet to a large number of users for the purposes of advertising, etc... so, yes, Tony, this is spam whether you care to admit it or not.

Tony, did NOT like this! He definitely had more to say…

I don't have time for fluffy marketers and fluffy people. If your in business then man up and be business like. Too much of this sensitive precious bullshit. I'll pass your comment onto the professional writer I used. If anything is unauthentic its this constant pretending we are all friends and lovies because how very dare you sell to me attitude when all everyone is actually doing is trying to sell. I don't want friends who pretend they are friends so I might pass work to them, I want customers who want results. I have friends who I get from enjoying stuff. Its total bollocks. The great thing about this direct approach it attracts genuine business people who see the value of the offer. We are doing business after 2-3 connects instead of hours sharing coffee and twee how are you's have a nice day pretending we are friends. You can tell my new customers it doesnt work! More I read your comment the more angry I get. I'll stop before I really lay into you.

I’m not quite sure where he got the fluffy friends narrative, but he obviously has some issues. All his response did for me was to reinforce my first instinct about Tony’s approach to business and marketing  - it was aggressive, self serving and not respectful or client centric in the least.

And if this is Tony stopping before he gets angry and this is him exercising restraint, there are some real issues here.

Oh, and Tony the phrase “man up” is not the compliment you think it is. If this is your idea of ‘manning up’ I have no interest in that especially because I’m a woman who is quite happy honouring that in my approach to business.

I have a writer’s heart, so I do love a powerful ending, so I responded to Tony with a brief final message. For him to understand to really get it, I made sure it was about him and it was direct, clear and succinct. So I simply said…

You are a unique kind of a$$hole. Do not communicate with me again.

Then I blocked  him. Admittedly, not my best writing, but it had to be said. 

This exchange reminded me of a few of my core beliefs:

• We have to trust our instincts!

• In marketing, it’s never about you and always about the customer

• Be clear on your values so it’s clear which strategies are aligned with you and how you want to do business

• Communication is key - speak up and speak your truth even if it’s uncomfortable to do so

• Seize the teachable moments - when people know better most of them do better

• Learn from your experiences and share the knowledge when you can

While some zebras will never change their stripes, there is much growth to be had in a well tended garden.

NOTE - Please note that any typos in the exchange are intentional and reflect the actual original communications received

Book Publicist vs. Strategic Book Marketer - Decoding the Roles for Author Success

The following article is specifically aimed at subject matter experts, those business focused voices of authority, the thought leaders, the non-fiction book writers, the entrepreneurial types who are also choosing to don that emerging author hat. 

Fiction and memoir writers, you will likely gain some insight from the words below, some of the comparisons below may not be relevant, but please read on.

First off, a hat tip to you if you have chosen to share your expertise with the world through books. The power of storytelling and sharing is immense in our collective learning.

Books are an enduring content creation choice, so let’s keep writing them! 

Manoeuvring the Landscape of Support

Navigating the world of book marketing and promotion can feel like getting lost in a dense forest. Authors, often focused on the craft of writing (duh!), find themselves facing a complex landscape of marketing terms and professionals all promising some form of success.

Two roles that frequently cause confusion are the book publicist and the strategic book marketer. While both aim to increase book visibility and sales, their approaches, timelines, expertise  and range of impact differ significantly. Understanding these distinctions is crucial for authors seeking to build a successful book launch, long-term readership, improved visibility and even business growth (if that’s their goal).

The Book Publicist - Amplifying Your Voice and Visibility

Think of the book publicist as the architect of your book's media presence. Their primary focus is generating buzz and securing media coverage. They are masters of crafting compelling media releases, pitching stories to journalists, bloggers, and influencers, and securing reviews in relevant publications. A skilled publicist builds trusted relationships with media contacts, understands what makes a story newsworthy, and knows how to position your book to capture attention.  

A publicist's work typically centers around the book launch period, although some campaigns can extend for several months. They may arrange interviews on radio, podcasts, and television, secure features in newspapers and magazines, and coordinate book reviews. Their success is often measured by the volume and quality of media mentions your book receives.  

Key Responsibilities of a Book Publicist

• Publicity planning

• Crafting press releases and media kits

• Pitching stories to journalists, bloggers, and influencers  

• Securing book reviews

• Media training

• Coordinating author interviews and media appearances

• Managing media relations and enquiries

• Reputation management

• Coordinating book signings, launch events and book tours 

• Building trusted media relationships

• Staying updated on the changing media landscape

• Media tracking, analysis and reporting

The Strategic Book Marketer - Building Your Long-Term Strategic Growth

The strategic book marketer takes a broader, more holistic approach to book promotion. They are concerned not just with immediate media attention, but with building a long-term marketing strategy that will reach your target audience and drive sustainable book sales. They analyze market trends, identify your ideal reader, develop a marketing plan with specific goals and tactics, and implement strategies across multiple channels.  

A book marketer's work extends beyond the book launch (and often beyond the book!) and often involves ongoing efforts to build author brand, engage readers, and drive traffic to online platforms. They may manage social media campaigns, create targeted advertising, build email lists, optimize your website for search engines, and explore partnerships with other authors or businesses. Their success is measured by metrics like book sales, website traffic, social media engagement, and email list growth.  But, they also create success in areas beyond the book itself (more on this below).

Key Responsibilities of a Strategic Book Marketer

• Setting clearly defined objectives and goals

• Developing a comprehensive marketing plan

• Building author brands

• Identifying target audience and reader profiling

• Conducting market analysis and reader research

• Managing social media campaigns

• Creating and running targeted advertising

• Building and managing email lists

• Developing core messaging and providing copywriting support

• Optimizing website and online presence

• Exploring partnerships and collaborations

• Creating pre-order and bulk order strategies and campaigns

• Tracking marketing performance and ROI

• Coordinating launches, events, and book tour 

• Managing and integrating the efforts of specialists, like the publicist, graphic designers, and other digital experts

• Reviewing marketing plans and refining them

The Comparison

Comparing the Roles -  Short-Term vs. Long-Term

One key difference between a publicist and a marketer lies in their focus: short-term visibility versus long-term growth. A publicist is like a spark, generating immediate attention and excitement around your book. A marketer is like the fuel, providing sustained energy to keep your book's momentum going.

Comparing the Roles - Tactical vs. Strategic

Publicists are tactical, focusing on specific media placements and securing immediate coverage. Marketers are strategic, helping you to define your goals, developing a comprehensive plan and implementing the tactics required to achieve your goals across multiple channels and achieve your desired long-term results. 

Comparing the Roles - Just the Book vs. Beyond the Book

If you’re an author who has written a non-fiction book you want to launch a successful book. But, that book doesn’t exist in isolation. It is part of your business growth strategy and you want to accomplish that growth as well as book sales. When you want and need help in integrating your efforts and ensuring that you create success for you, your book, your profile, and your business, you need the strategic nous of an experienced marketing consultant.

The marketing consultant understands your broader business challenges and can recognise growth opportunities. They are trained to integrate and connect your various efforts so that they can work together to accomplish all of your goals, including your greater business growth goals.  

Publicists are experts in amplifying your voice and visibility and their expertise goes deep.Their focused attention is on the book, its message and you the author. 

The marketer looks more holistically at the power and potential of that book as just one of your growth strategies, thinking about and planning for the doors that book can open for you. 

Which Role is Right for You?

Ideally, authors should consider working with both a publicist and a marketer, especially for significant book launches. A publicist can generate initial buzz and media attention, while a marketer can build on that momentum and create a sustainable marketing strategy while keeping you on brand throughout all of your efforts. 

However, budget constraints often dictate choices. You may need to choose ‘buzz’ over ‘impact’. This is where defining clear goals from the beginning is so important.  Ask yourself what you want more, do you want to sell books or grow your business? Are you in it for the long game or a short one? Is your book’s content more suited to making an immediate impact or is it more enduring? How do you define success and what is an ample ROI of your book writing efforts?

Ultimately, understanding the distinct roles of a book publicist and a strategic book marketer will empower you to make informed decisions about your book promotion and build a successful path to reaching your readers. It’s about finding the right mix of expertise to amplify your voice and connect with your audience and accomplish any other related strategic goals.

Author Success Starts with Taking Action

Want to explore the strategic potential of your book, or talk growth in general, schedule your free discovery chat here: https://calendar.app.google/ursuxL6U8gz1Y7py7

Reflection Is A Powerful (yet often overlooked) Growth Tool

As I took my after work beach walk taking in the puffy clouds reflected in the rolling waves I found myself reflecting on the strategic growth power of reflection. I also reflected on how overlooked a tool it is.

Taking the time to pause and reflect on your past year, quarter, week, can provide some telling growth indicators. But if you’re like most business owners, you don't take the time regularly to do this. You're running from one task to the next. You're putting out fires. The fiscal or calendar year in all of their busy-ness can slip by so quickly that it all becomes a bit of a business BLUR!

We often start the year with boatloads of great intentions, aggressive growth goals, ideas for improvements, and we’re armed with the sincere belief that this is the year that we make BIG GROWTH happen.

But was this our reality?

So, how did you and your business do this past year? This past month? This past week? Did you meet your goals? Did you even have them? Do you know what was a successful use of your time or resources and what wasn't? Have you identified what you need to do more/less of to accomplish your growth intentions?

If you're keen to grow this year, I encourage you to spend time reflecting. Bake this into your regular routine. Ask yourself the tough questions (and if you can't, hire someone like me who will) and then learn from them. Learn from your experience and learn from the time you spend reflecting.

You may well be surprised at the incredible growth potential that resides in reflection!

Borrowing a phrase from a woman I truly admire Kate Merryweather, here's your reflection-related 'action-takey tip' - Book in 30 minutes of reflection time into next week's calendar. During that time, do a review of your recent marketing efforts. Look for what resonated. Look for proof of what worked. Or, ask yourself why it didn't. Reflect on what was and make some decisions to apply to what will be.

Get SMART With Your Goals!

25 Goal Setting Prompts To Help Set More Meaningful Goals For Growing Your Service Business

Client Acquisition & Growth

1. Increase new client acquisition by X% over the next [timeframe].

2. Target and attract [number] new clients from your ideal segment.

3. Develop and implement a referral program to generate [number] new leads per month.

4. Reduce client churn by [percentage] by improving post-sale support and satisfaction.

5. Expand your service offerings to cater to a new client segment.

Marketing & Branding

1. Increase website traffic by [percentage] through SEO optimization and content marketing.

2. Grow your social media following by [number] and increase engagement by [percentage].

3. Launch a targeted paid advertising campaign to reach X potential clients.

4. Run a successful [type of marketing campaign] to generate X leads/sales.

5. Refine your brand messaging and visuals to better resonate with your target audience.

Operations & Efficiency

1. Streamline [specific process] to save X hours per week.

2. Implement a project management system to improve client communication and delivery.

3. Outsource X tasks to free up time for higher-value activities.

4. Invest in technology or tools to improve client onboarding and service delivery.

5. Reduce operational costs by [percentage] through cost-saving strategies.

Financial Goals

1. Increase overall revenue by X% compared to last year.

2. Improve profit margins by [percentage] through [strategies].

3. Secure X new partnerships or contracts to diversify your income streams.

4. Develop a pricing strategy that optimizes value and profitability.

5. Create a budget and track your financial performance regularly.

Personal & Team Development

1. Complete X professional development courses to enhance your skills and knowledge.

2. Attend X industry events to network and learn from peers.

3. Implement a performance management system to track employee progress and goals.

4. Invest in employee training and development to improve client service and team efficiency.

5. Foster a positive company culture that promotes collaboration and innovation.

Bonus prompts

• What do you want your legacy to be?

• What is one area of your service you can significantly improve to attract more clients?

• What would be the single biggest impact you could make on your client's success?

• How can you leverage technology to create a more personalised and valuable client experience?

• Who are your biggest competitors, and how can you differentiate your service offering?

• What can you do to make more time for your family, friends, and loved ones?

• What have you learned from your mistakes? Is there anyone else who needs this knowledge?

Remember, the key to creating actionable goals is to be specific, measurable, achievable, relevant, and time-bound (SMART). Use these prompts as a starting point and tailor them to your specific service business and goals. 

Goal setting is one of the most critical aspects in drivinig growth. It's often overlooked because it's easy to get lost in the weeds of day to day operations and to lose sight of the big picture and therefore lose direction. But with clear goals, it is possible to measure progress, to guide it and to accomplish the dreams and vision that these goals represent. 

Want To Maximise Bottom Line Impact? Get Clear On Your Business Vision!

Ever feel like you're just sprinting from client meeting to conference call, with no compass to guide you? You're not alone. Many business owners get caught in the daily grind, forgetting to ask the big question: where the heck are we even going? And, more importantly, Why?

That's where having a crystal-clear vision for your B2B service business comes in, shining brighter than a disco ball in a cactus patch. Think of it as your North Star, your personal Everest, the reason you jump out of bed every morning.

You may be wondering, is this vision thing really so important?  

Ah… that’s a ‘hells ya it is’ from me.

So, why is this vision thing such a big deal? Let me tell you:

1. It's Your Roadmap to Riches

Without a vision, you're basically driving blindfolded, hoping to stumble upon El Dorado. With a clear vision, every decision becomes a strategic step towards your dream. Marketing campaign? Check, it aligns with your target audience and brand image. New hire? Done, they're a rockstar who embodies your company values. It's all about purposeful growth, not just throwing spaghetti at the wall and hoping something sticks. It’s the filter that every decision goes through to ensure it’s progressing you forward and not pushing you back.

2. It's Your Secret Weapon for Motivation

Remember that feeling of getting so close to a huge goal? Whether it’s scaling a mountain, the wind whipping through your hair, the summit within reach or crossing the finish line in your first 10K or half-marathon.  That's what having a vision does for your team. They're no longer just cogs in the machine, they're fellow adventurers on a shared journey. Every challenge becomes a hurdle to overcome together, every success a shared victory. Motivation levels? A clear well articulated vision has team members soaring like an eagle with jetpacks.

3. It's Your Magnet for the Right Clients

Visions can be like delicious smells wafting through the corridors. The right clients, ones who resonate with your values and goals, will be drawn in, they’ll sniff you out. Wether you look at your vision like either a magnet or a mirror, it helps the right prospects to see their own aspirations reflected in yours, creating a bond stronger than any signed contract. Suddenly, your ideal customer base isn't just a pipe dream, it's a thriving ecosystem of passionate partners that share and then spend to participate in that shared vision.

4. It's Your Compass Through Crisis

Storms will hit, that's inevitable. But when the wind howls and the business world shakes, your vision is your anchor. It reminds you why you started, what you're fighting for, and how to weather any storm. It's the voice in your head saying, "Hey, remember that epic mountain you're climbing? Let's keep our boots on and keep trekking!" A clear vision helps you make quick decisions that are aligned 

So, how do you cultivate this magical vision?

1. Grab a shovel and do some soul-searching 

What makes your heart sing? What kind of impact do you want to leave on the world? Write it down, draw it out, shout it from the rooftops!

2. Get your team involved

Brainstorm together, bounce ideas off each other, create a vision that resonates with everyone. Remember, it's not just your dream, it's a shared masterpiece.

3. Hire an expert to guide your visioning journey 

You don’t know what you don’t know. And, the expertise and objectivity of a trained vision strategist can help you to expand, clarify, and operationalise your vision.

4. Keep your vision visible:

Post it on the wall, share it with clients, weave it into your onboarding, team training, your external messaging like presentations, websites, etc. Bring it to life in your social content strategy.  Make it a living, breathing part of your company culture so that people have no confusion about who you are, what you do, why and why it matters

5. Don't be afraid to adjust 

Visions are meant to evolve as you grow. Embrace new possibilities, tweak your course when needed, but never lose sight of your ultimate destination. It’s a good practice to ensure vision reviews are a part of your yearly planning processes.

Remember, B2B bloomers, having a vision isn't just about warm fuzzy feelings, it's about fueling growth, attracting the right clients, the right team, the right affiliates and building a business that thrives with purpose. 

So dust off your metaphorical binoculars, find your North Star, and get ready to conquer that B2B mountain!

Strategic Marketer Or Sophisticated Spammer?

Are Your B2B Marketing Efforts Spam or Strategy?

B2B service marketing can walk a fine line between sound strategic outreach and superficial spammy annoyance. 

With email list brokers a dime a dozen, AI generated nurture sequences generated with a single prompt,  multifunctional CRMs and inbound marketing software containing premade email templates and other digital outreach tools, it’s so easy (I think, ‘too easy’) to become spammers not strategists.

So, how can you tell if your efforts are truly building relationships or flooding inboxes with digital junk? 

Here’s a first step… consider that it might be a possibility. Stop. Look at what you’re doing. Take a few moments to evaluate what it might feel like to be on the receiving end of what you’re putting out there… then, take your process and run it through the 10 red flags below to see how it stands up to ‘a spam audit’.

10 Red Flags That Your ‘Strategy’ Might Be Leaning Towards The Dark Side

1. Generic, Goofy, or Gimmicky Messaging

"Unlock your sales potential with the power of synergy!" - If your content reads like a fortune cookie gone rogue, it's probably not adding value. Ditch the buzzwords and focus on clear, concise communication that speaks directly to your audience's needs and reflects your brand DNA.

2. Cold Calling Blitzing

Sure, cold calls can still work, but not when they're a barrage of robotic pitches interrupting people's lunches, stealing valuable work time (even worse, taking up the all too short personal time). 

Cold calling has its place, but it’s definitely not where you start. And do not cold call with a canned pitch! There’s no surer way to turn off a prospect than that.

What can work is personalising your calls, doing your research beforehand, or calling to do some quick research that you can then use to personalise you're next outreach. 

Whenever you cold call, please offer actual value and maybe even go one better and don’t even mention your services.

 3. The LinkedIn Connection Conundrum

Inviting everyone remotely connected to your industry to "connect" isn't networking, it's spamming. 

Engage with genuine interest, offer insights, and build meaningful relationships on some obvious common ground before clicking that connect button. 

When reaching out here, add an introductory note and do not, I repeat, do not lead with a pitch!  Strategic foreplay is a requirement in building a meaningful relationship.

4. Content Carousel of Clichés

"5 Tips to Boost Your ROI" - yawn. Stop churning out generic content that rehashes the same tired old topics. Dive deeper into industry-specific challenges, offer unique perspectives, share real life experiences, and showcase your expertise in action.  

And, here’s an idea!  Ask you're prospects/clients what they need - include their input  in your content creation plans 

5. The Automation Avalanche

Automated emails might save you time, but they rarely build trust. Look at your outreach from the recipient’s point of view. Personalise your outreach, segment your audience, and craft messages that feel genuine, not robotic. 

And for heaven’s sake, just because you can send 20 emails in a week with a couple of keystrokes, does not mean you should! EVER!

6. Social Media Misfires

Spreading the same self-promotional messages across all platforms isn't social, it's self-absorbed. It’s EGO at its worst! 

First, tailor your content for each platform, engage in conversations, and offer value beyond your own services. 

Again, flip the script. These messages are not about YOU! They are about your prospect/customer and what is valuable to them. Refining your content marketing efforts by running them through the client-centric filteris a game-changer! 

7. Quantity Over Quality Obsession

Pumping out endless content just to "be active" is a recipe for noise, not impact. Focus on creating high-quality, meaningful content that resonates with your audience, even if it means less frequent publishing. 

Less is actually more. Especially when it’s actually useful!

8. Data Blindness

Ignoring your marketing analytics is like driving with a blindfold. Track your results, analyse what's working and what's not, and adapt your strategy based on data. And, do this often.

Don't just keep throwing spaghetti at the wall and hoping something sticks. HOPE IS NOT A STRATEGY!

9. The "Spray and Pray" Approach

Broadcasting the same message to everyone is a guaranteed way to reach nobody. Deeply define your target audience, understand their needs, wants, annoyances, hindrances, dreams, and desires and tailor your marketing efforts to resonate with them specifically.

Actually, test this out with some ideal clients profiles so that you know you’ve got the right mix.

10. The "It's All About Us" Attitude

Marketing isn't a monologue, it's a conversation. And if there is a premier focus it needs to be on the customer, not you! Focus on your audience's needs, offer solutions to their problems, and build relationships based on mutual value. 

Remember, it's not about you, it's about them. 

I urge you to look at your communications - any communication will do and count the number of “I”, “we” and “our” statements versus the “you” and “your” statements and if the latter isn’t winning by a long shot, rewrite until you’ve created communications that clearly articulate client benefits and are distinctly customer focused. That’s the recipe for resonating with your people!

By identifying these red flags and proactively correcting them, you can ensure your B2B communication and marketing efforts are strategically building relationships, not just generating digital trash and perpetual busy-ness. 

So, you’re ready to ditch the spam, embrace the strategy, and watch your business thrive with meaningful connections and genuine value. But how, you ask?

Read on Grasshopper!

Evolving From Glorified Spammer to Strategic Marketer in 5 Steps

As we’ve identified above there are reasons why B2B service marketing often gets a bad rap. 

We're bombarded with cold calls, generic emails, and LinkedIn connection requests that scream "glorified spammer" more than "trusted partner." 

But here's the thing: strategic marketing isn't just for flashy tech startups or consumer product giants. It's essential for every B2B service business that wants to build meaningful long term trusted relationships, generate qualified leads, and ultimately, close deals and create raving fans!.

So, how do we shed the spammer label and embrace strategic marketing in our B2B service world? 

Here are 5 actionable steps:

1. Know Your Ideal Customer

Stop casting a wide net and hoping something sticks. Take time to understand your ideal customer's pain points, challenges, and decision-making process. Who are they? What keeps them up at night? What language do they use to describe their problems? Once you have a clear picture, you can tailor your marketing efforts to resonate with them directly.

And, here’s the bonus step - look at everything you do through their eyes! Now that you understand them, put yourself in their shoes.  Look at the interactions with you and your company through their eyes. I guarantee this will have you rethinking your approach!

2. Content is King, But Quality is Queen

Creating content is great, but churning out generic blog posts and white papers won't impress anyone. 

Focus on high-quality, valuable content that addresses your ideal customer's specific needs. Share insights, offer practical tips, and showcase your expertise through real life examples. Remember, it's about providing value, building trust and establishing yourself as a credible thought leader, not just pushing your services.

3. Personalisation is Key

No one wants to feel like they're just another number on a mailing list. Use the power of personalisation to make your marketing efforts stand out. 

Segment your audience, personalise your outreach emails, and tailor your content to specific customer profiles. Show your potential clients that you understand their unique needs and challenges. And, yes, include them!  Ask them for input, take polls, conduct market research, engage them in conversations and then, LISTEN!

4. Build Relationships, Not Just Leads

Marketing isn't a one-way street. Nor is it a one-night stand! Don't just focus on capturing leads and closing deals. 

Invest in building genuine relationships with potential clients. Engage in meaningful conversations on social media, offer helpful advice without expecting anything in return, and participate in industry events and community initiatives. 

95% of your potential buyers are not ready to buy today.  They need to be courted and brought along on a journey where you establish trust.  The number of interactions, touchpoints required to get a B2B buyer to actually buy is now around 25!

Remember, trust takes time to build, but it's the foundation of any successful B2B relationship. Be patient, but be present!

5. Measure and Adapt

Marketing isn't set-it-and-forget-it. Track your results, regularly analyse what's working and what's not, and be willing to adapt your strategy based on data. 

What content resonates most with your audience? Which channels are generating the most qualified leads? What topics make your prospects the most vocal? Use this information to continuously refine your approach and ensure your marketing efforts are delivering real value.

By embracing these steps and ensuring they’re built into you're planning and strategy efforts, you can transform your B2B service marketing from a spammy afterthought into a strategic weapon that attracts the right clients, builds trust, and drives sustainable growth. 

Remember, it's all about being customer centric, offering value, building relationships, and proving you have the expertise to help your clients.. 

So, ditch the spammer hat, put on your strategic marketing crown, and watch your B2B business strategically shine!

Forming Strategic Alliances Is Like Planting A Diverse Growth Garden of Benefits! 

Forming strategic alliances with your professional peers expands your network of business besties, reduces entrepreneurial isolation, and helps keep things interesting. It also offers other very strategic benefits that you as an SME may be able to realise.  

The creation of a solid strategic alliance is a marketing strategy that delivers a plethora of growth benefits, if done right.  

A strategic alliance could be as basic as having a referral program in place that pays out a referral fee for newly referred business, or as complex as offering a shared service, combining CRM databases, collaborating on new product/service development, and ongoing communications, to creating a whole new business partnership. 

The Benefits Of Strategic Alliances Include

1. Increased reach and market share. By partnering with other businesses, SME service businesses can gain access to new markets and customers. This can help them to grow their business and increase their market share faster than they can do alone.

2. Cross-selling and referral opportunities. Strategic alliances can provide SME service businesses with opportunities to cross-sell and refer their services to each other's customers. This can help them to generate more leads and sales while providing their clients with greater service options and an expanded experience

3. Shared resources and expertise. By pooling their resources and expertise, SME service businesses can offer a wider range of services to their customers and improve the quality of their services and improve customer retention, while maximising customer lifetime value..

4. Reduced costs. Strategic alliances can help SME service businesses to reduce costs in a number of ways, such as by sharing marketing and sales costs, negotiating better rates with suppliers, and pooling resources for research and development. When budgets are tight, this is a great growth strategy that requires minimal cash outlay.

5. Improved innovation. By working together, SME service businesses can share ideas and collaborate on new products and services. This can help them to stay ahead of the competition and meet the changing needs of their customers. The shared learning and brainstorming opportunities from a sound alliance are endless.

6. Increased brand awareness and recognition. By partnering with other well-respected businesses, SME service businesses can increase their brand awareness and recognition. This can help them to attract new customers and build trust with their existing customers. This works especially well with alliances that share ideal client profiles for it’s not just about raising awareness among the masses but among ideal clients that makes for the win!

7. Improved customer service. By working together, SME service businesses can provide their customers with a more seamless and integrated experience. This can lead to improved customer satisfaction and loyalty. Onboarding a new customer can require a lot of work, if that’s already been done, you can focus on delivery and service.

8. Reduced risk. Strategic alliances can help SME service businesses to reduce risk by sharing the costs and risks of new ventures. This can make it easier for them to experiment with new products and services and expand into new markets. Not only is the risk shared, so is the responsibility so that it’s easier to experiment and hopefully tap into some fresh potential.

9. Improved sustainability. Strategic alliances can help SME service businesses to become more sustainable by sharing resources, reducing waste, and improving their environmental impact.

10. A source of learning.  We all learn different things, in different ways at different times.  A strategic alliance partnership can provide an opportunity to tap into each other’s expertise, skills and knowledge. You can both teach and learn from each other from your combined experiences. 

11. More fun. As a solo-preneur, it can get lonely working on your own.  Alliances provide another source of interaction, learning, and hopefully a few laughs along the way! 

The benefits are undeniable. Overall, strategic alliances can provide a number of benefits for SME service businesses. By carefully selecting your partners and structuring the alliance effectively, you as a SME service businesses can reap the rewards of these benefits and grow your businesses more quickly and successfully.

Some Considerations

There is no reward without risk, but our job as successful entrepreneurs is to minimise the risk wherever possible.

When forming strategic alliances with their peers, SME businesses should consider the following:

• Compatibility: It is important to choose partners that are compatible with your business in terms of values, culture, and goals and ideal clients. This will help to ensure that the alliance is successful and maximise its potential benefits..

• Complementary skills and resources: Look for partners that have complementary skills and resources to your own. This will allow you to offer a wider range of services to your customers  and improve the quality of your services, while giving you a chance to grow your own experience base and learn along the way.

• Shared risks and rewards: Make sure that the alliance is structured in a way that shares the risks and rewards fairly. This will help to build trust and avoid conflict between the partners with a balanced approach in place.

• Communication and collaboration: It is important to establish clear lines of communication and collaboration with your partners. This will help to ensure that the alliance is running smoothly and that all parties are working towards the same goals. Strategic alliances are not a set and forget growth strategy. They require ongoing commitment.

• Exit strategy: It is important to have an exit strategy in place in case the alliance does not work out as planned for whatever reason. This will help to minimise disruption to your business and protect your interests.  Your exit strategy doesn’t just affect the partnership. It’s important to build in the exit strategy for your shared clients.

Some Specifics

In addition, SME businesses may also want to consider the following specifics:

1. Legal implications: It is important to have a lawyer review the alliance agreement before signing it. This will help to ensure that the agreement is fair and enforceable. The bigger and more lucrative the alliance, the greater the need for legal advice.

2. Intellectual property: Make sure that the alliance agreement addresses ownership and licensing of intellectual property created or used by the partners.

3. Confidentiality: It is important to have non-disclosure agreements (NDAs) in place with your partners to protect confidential information.

4. Data protection: Make sure that the alliance agreement complies with all applicable data protection laws and regulations.

By carefully considering all of these factors, SME businesses can increase the chances of success and shared growth from their strategic alliances.

Final Tips

Some final tips for SME businesses forming strategic alliances are:

• Start small. It is better to start with a small, well-defined alliance than to try to do too much too soon or with too many! Start with one campaign with one partner, learn from the experience and go from there!

• Be clear about your goals. What do you hope to achieve with the alliance? Make sure that your partners are aligned on your goals.

• Set realistic expectations. Alliances take time and effort to build and maintain. Don't expect to see results overnight.

• Be flexible. Things don't always go according to plan. Be prepared to make adjustments to the alliance as needed, especially in the beginning.

• Communicate regularly. Communication is key to any successful relationship. Make sure to communicate regularly with your partners and keep them updated on your progress.

SME strategic alliance formation can be a winning strategic growth strategy and increase your opportunities for realising scalable and sustainable growth.

And, isn’t that what we all want?

You’re on a limited budget, but you still want more clients?  Here’s how!

What’s the most powerful EOFY Growth Tool for Your Business? 

A review and reflection on this past year holds incredible strategic insight that you can apply to the upcoming financial year!

Your  Own Strategic Growth Reflection 

If you’re like most business owners, the fiscal year in all of its busy-ness can pass so quickly that it all becomes a bit of a business BLUR!

We begin the year with boatloads of great intentions, aggressive growth goals, ideas for improvements, and we’re armed with the sincere belief that this is the year that we make BIG GROWTH happen. Then there's the reality!

So, how did you and your business do this past year?

EOFY is the Perfect Time to Reflect

The financial year end is the perfect time to pause, think, review, assess and consider the year that was!

What did you accomplish? What were your big wins? What did you struggle with? Where could you have done more/better/more efficiently? Did your year meet the expectations you set for yourself at the beginning? Did you exceed them?  Worse yet, did you not have any goals or expectations to start with?

If you smashed it beyond your wildest dreams - CONGRATULATIONS!  Well done you.  The reality is that most of us didn’t achieve all that we wanted.  So we need to look at why.

How were your numbers? Did you smash your sales goals? Or come up short? Did you make the connections you planned on? Did you clarify your messaging and get your brand polished so that it clearly articulates you, your genius and the unique difference you make for your clients? Did you launch that new product, service or bundled offering? Did you hire that staff member? Did you automate your AR, your testimonial requests and referral programs? Did you really dig into your numbers and what they're telling you?

Did you develop yourself? Get your mindset right? Learn new skills? Give yourself a well deserved break? What were your personal highlights? Lowlights? What are you proudest of this year? What dreams did you accomplish?

The Truth Is, Many of Us Never Stop and Take Stock

We continue to play catch up, we get sucked into constantly working 'in' the business rather than 'on' it, we get caught up in the busy-ness of business and don't take the time to review, assess, understand, seek mentorship and required expertise and we end up playing small  and staying small as a result. If that's not what you want, the good news is that with a few hours of strategic review and reflection, you could change your direction and help us to chart a new course with an expanded growth trajectory.

It Pays to Identify Your Growth Gaps

The following list is designed to help you celebrate all that you have accomplished this year and identify future opportunities. It can also help you to set some goals for the coming year AND get a glimpse into activities you may not have even considered that can help maximise your growth potential. 

The most powerful bit of all is that your answers to these questions help you to identify you're GROWTH GAPS, so that you can set some key priorities for filling these gaps for the upcoming financial year/  This exercise gives you a powerful start to this brand shiny new fiscal year, so that you can start F2023/24 from a powerful and strategically focused perspective that will undoubtedly drive great growth over the next 12 months!

Review and Reflect to Refine - Ask Yourself, 

“In the past fiscal year have I…”

• Created a marketing plan?

• Clarified my VISION for what it is I’m building, what I want your business to become?

• Stuck to it?

• Reviewed it quarterly? And, updated it as required?

• Recorded campaign and activity metrics?

• Determined what worked and what didn’t? And why?

• Set measurable GROWTH GOALS for my business?

• Set these goals in other areas other than sales and marketing - like business and resource planning, and the creation of sound foundational growth strategies? 

• Reviewed my PROCESSES and made some refinements to make them more efficient?

• Defined in detail MY IDEAL CLIENT PROFILE? Or PROFILES?

• Leveraged the power of AUTOMATION to scale my efforts?

• Implemented strong SYSTEMS AND PROCESSES to ensure efficiency, consistency and integration?

• Revisited my BRAND ensuring that my messaging, visuals, brand components and strategies all align and create a consistent brand promise?

• Reviewed my MESSAGING, updating it, ensuring it’s client focused, and clearly communicates the benefits you provide for you clients?

• Implemented the core FOUNDATIONAL STRATEGIES that every business should have to create consistent and sustainable growth? 

  • Added a systematic TESTIMONIAL PROCESS?

  • Created an automated REFERRAL PROGRAM? 

  • Calendarised my PLANNING activities?

  • Aligned external and internal brand manifestos? 

  • Built a solidly established digital footprint of SOCIAL PROFILES? 

  • Created an engaging WEBSITE? 

  • Built focused SALES PAGES?

  • Installed a comprehensive CRM? 

  • Used ongoing PROSPECTING/SALES FUNNELS?

  • Implemented replicable and scalable CAMPAIGN PROCESSES? 

  • Developed a rich REPORTING SYSTEM that enables you to make decisions based on facts and data rather than ‘gut’ instinct? 

  • Created a thriving and expanding supporting STAKEHOLDER COMMUNITY?

• Identified and implemented key GROWTH STRATEGIES to maximise both revenue and profitability?

  • Ensured that I have a clear service/product offering?

  • Launched new products/services/bundles to drive new sales?

  • Used the channels that are right for my brand and my customer?

  • Examined my current geographical focus with a goal of expansion?

  • Created ongoing NURTURE SEQUENCES to keep prospects moving toward conversion?

  • Implemented INNOVATIVE CAMPAIGNS to maintain my visibility and maximise sales opportunities?

  • Created and clearly documented understanding of the CUSTOMER JOURNEY?

  • Challenged myself and my team to think beyond the current status quo?

  • Participated in ideation and brainstorming with my clients?

  • Leveraged my existing customers’ ambassador and referral powers?

  • Created a truly unique and competitive offering? 

  • Got crystal clear on my USPS and BRAND PILLARS and have a full understanding of what makes me/my business different/better?

  • Created a channel to get ongoing client feedback on the delivery of your USPs?

  • Employed the strategic power of, ‘no’ in not doing those things that do not reinforce my brand and my goals?

• Looked at my growth and gained a sound FINANCIAL UNDERSTANDING?

  • Paid yourself first?

  • Paid myself a salary and a share of the profits?

  • Understood the relationship between income vs profit?

  • A clear understanding of my overall profitability? And, by product/service?

  • Created a cash flow that is as consistent as possible? 

  • Do I have cash reserves? Business investments? Insurance?

• Grown my LEADERSHIP & MINDSET mastery?

  • Determined where I am in my mindset mastery journey?

  • Identified self-sabotaging behaviours?

  • Made commitments to PD, education, networking, support systems?

  • Discovered my leadership style? Enhanced my leadership skills?

  • Worked with a leadership coach.mentor to identify my strengths and challenges?

  • Committed to my own personal growth and development?

  • Surrounded myself with the necessary skills, people, and resources to be my best?

Strategic Review and Reflection is A Powerful Growth Investment in You, Your Business and Your Future

WHEW! That’s a lot of reflection!  But, it’s also one of the most powerful strategic investments you can make in the sustainable GROWTH of your business.

As one year draws to a close and the next is set to start, make the strategic investment in yourself, your business and your future. Take that look back, learn from what was, celebrate what you did well, identify the opportunities for future growth, and fill the gaps that exist within all of your growth pillars.  

This practice will set you up to clearly see your growth potential, realise it and ensure it remains a sustainable trajectory. We’ve seen it work time and time again, which is why we’ve replicated it in our GROWTH AUDIT service to help clients to  leverage its substantial power at any time during the year, not just at the financial year’s end!

As a new year begins, The Growth Garden wishes you the greatest success for the coming year. Not only do we hope to see you GROW, our wish for you is that you experience SUSTAINABLE GROWTH that ensures you continue to THRIVE for years to come!

If you want our help in doing just that, please reach out!