Marketing Talk Blog

The best test and measure is to ask everyone how they found you.  It is the cheapest marketing you will ever do. 

Headlines are the most important element of your advert or flyer.

The headline creates the biggest impact for you, it fills in the blanks for skimmers.  For effect, think about using a question or an intrigue statement as your headline on your next ad copy.

Here is a tip on preparing a framework for your future sales & marketing strategies.

Listen with the intent to understand. 

When you feel you understand then respond. 

Listening is more important than talking when it comes to marketing your product and getting to know your client's wants, needs, pain points etc. Think like your customer thinks, then you will realise that your customer is only interested in "the buyer's perspective".

There are 2 marketing tools that also double as assets you can sell with your business.  If you are planning an exit strategy, your brand and the quality of your database are two very tangible assets.  Brand yourself by maximising your point of difference and keep in touch with your community to ensure your database is current.  Keep these business assets strong!  Make them work for you.

marketing consultant Perth WAHave you, should you or do you apply the 80-20 rule to your business?  That is the law of the vital few: 80% of your sales probably come from 20% of your clients. 


With that in mind here are 4 questions to ask yourself?  Would it be more profitable if you concentrated on just your prime target market? Should you apply the 80-20 rule overall? Should you apply the 80-20 rule to each market segment? Who are your top 20%?


If this is something you haven't done for a while, grab a coffee, pull up your database or your sales statistics and run through the questions above. 

The Harvard Business Review reports that a 5% increase in client retention can increase profits by nearly 100%.  

What are you doing to encourage client retention? 

Do you have a thank you referral program in place?

Google loves bloggers, it helps them direct interested visitors to your website when you blog.

A blog is a perfect way to keep you website refreshed in Google’s ranking. Also if a visitor to Google types in a string of keywords that are a close match to the content of your blog, Google will direct them to your website. Another reason why content marketing is so important. If you haven’t already, it is time to add educational/helpful information to your website for your web visitors to read. (to read more)

End the “late night – last minute” marketing planning. Avoid the stress by future-proofing the peaks and troughs in your business.

Your Annual Marketing Calendar is a tool that helps you stay on track towards your sales/business goals.  This is the one thing that makes a huge difference to your stress levels in frantically busy times and smooths out the quiet times too.

annual marketing calendarWith some thought you can take the stress out of organising your sales and marketing activities by preparing a process to drip-feed it throughout the coming year. 

Why do I need one?

Every business large and small should have a strategy.  It is your business roadmap that gets you from A to B in a systematic way.  

A strategic plan generally works on 3 important questions.

    • Where are we now?
    • Where do we want to be?
    • How do we get there?

What should I do to create one?

Think of an Annual Marketing Calendar in the same way as you do a strategic plan.  It is your action plan to promote your products, services, launches, events etc in a systematic way.  Start at the end date in your calendar, then work backwards filling in all the actions that need to happen in the weeks before for your marketing strategy to be rolled out in a timely fashion.  Simple!

Write an annual marketing planYour calendar will be driven by your business sales/marketing goals.  It might be annual, seasonal, monthly, event driven, product driven, trend driven etc.  When you work that out, fill in all the big dates and then start working the action required to complete each one. 

How does this help my stress levels?

You might find you have created too much work for yourself in one month.  Now you have the chance to shift the end date and redistribute the workload more evenly.

By spreading them over the year you might find you haven’t left yourself enough distance between newsletters or advertising to promote them all to their best advantage?  Change a newsletter/advertising date or change a promotion date to allow the best promotional opportunities you have.

Have you left yourself enough downtime to prep for the biggest workloads you undertake throughout the year?   What can you shift now that you can see the stress you are likely to bring upon yourself if you don’t?

I need a break!

Have you left yourself enough days “work free” and “prep free” to take some time away?  If not clear some space and move some timelines, because one of the benefits of being in business is to give yourself that freedom.

What happens in the long run?

By working up an Annual Marketing Calendar your future-proof the peaks and troughs.  You will stop wishing you had put some extra marketing in place and avoid the stress of “late night/last minute” marketing when you are busy.  Because when you are quiet it is usually too late!  Simple!

About Sherryn and Marketing Talk

Every day you delay your marketingListed among 20 Australian entrepreneurial women in AIM's Management Today Magazine 2011, Sherryn is a marketing consultant, industry speaker, workshop trainer and author on a mission to get Perth businesses more noticed, remembered and referred.

Her knowledge is drawn from 30 yrs managing state branches for national corporations and consultancies before hanging out her shingle Marketing Talk to work with SMEs in 2007. Grab the free resources or register for her monthly newsletter in the right hand side bar to receive marketing tips, invitations to future DIY workshops, coffee conversations, LinkedIn and Facebook training.

Revisit the home page of your website and check that you have placed as many dynamic links to the existing words as possible?  (Dynamic links are underlined words and when clicked on they take you to more information stored on other pages). It helps visitors click through your site quickly, choosing either your navigation pane or your dynamic links as they skim read.  If you scroll up to the business description above you will see there are 8 dynamic links on my home page. 
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  • We engaged Sherryn’s services last year to help give our marketing a boost. What a welcome surprise to find someone so warm, down to earth and so darn smart at what she does!  With her guidance, we got a fresh marketing plan together which was easy to implement and suited our business needs to a tee.

    Trish Rickaby, Onya Innovations
  • Sherryn is professional, confident & her presentations are very engaging. I would recommend her presentations & workshops to business owners & those responsible for the marketing in any small to medium sized business.

    Amanda Day, Manager, Women's Markets WA, Westpac
  • Thanks Sherryn.  As usual you have worked your magic and made my letters and fliers more impactful.  It is great to have your expertise at my disposal and of course I will contrinue to work with you because I know I'm on a winner if I follow your advice.

    Tracy Browning, Goldfields Exploration Tenement Services, Kalgoorlie
  • Yesterday as I listened to your keynote presentation I felt excitement in the room as people kept pace with your well planned professional presentation.

    Sylvia Marina, Sylvia Marina International
  • Thank you for a great year with Coffee Conversations & Marketing Talk newsletters. The tips & workshops have really helped me keep up to date & reinforced key steps in marketing tasks.

    Sacha Henry, Beach Stays Australia
  • Sherryn really understands small business.  We receive many compliments about her work, from our clients that she is mentoring or from the attendees at her Curtin Growth ‘Instant Impact Marketing’ workshops.  She is a genuine “people person” and cares about her (and our) clients – it’s a privilege to work with her.

    Richard Thorning, Director, Centre for Entrepreneurship, Curtin Business School
  • Sherryn has been our marketing advisor since 2004.  Being a service based business it's not always easy to describe our operations, yet she is a creative thinker, distilling information & writing us smartly worded copy.   I'm confidently growing my business & look forward to overcoming marketing challenges with Sherryn's help.

    Paul Faix, Fortix
  • I would like to thank you for the training you provided us at WACOSS.  Your professional yet easy going approach, well customised program and excellent training approach meant that the training you delivered on social media was not only a sell out 3 times, it was highly rated by participants.  Thanks, it has been a pleasure working with you.  I will keep you in mind for new possibilities in the future.

    Michelle Burgermeister, Training Cordinator, WACOSS
  • Sherryn is particularly focussed on helping busy small business owners make effective but not time-hungry changes to the way they market themsevles.  I highly recommend her - she's helped me immeasurably

    Melanie Strang, Ecoedge
  • Sherryn has been very generous with her time & has helped us with marketing ideas, creative input & implementation, website & brochures.  We love working with Sherryn & are certain that she will continue to be an integral part of our future company development.

    Kirsten and Brett Williams, Eco-Logical Building Company
  • Lorraine and I have just completed some marketing consulting with Sherryn from Marketing Talk which we received through the BiZFiT program. Sherryn was fantastic and she has motivated Lorraine and I, and showed us some very useful tips that we are now implementing in our business. This support is greatly appreciated and has helped us look at our marketing differently.

    Lorraine and Jason Hutchen, Red Manna Waterfront Restaurant
  • Sherryn took the time to understand exactly what sort of business we have, where we want to be positioned in the market and the type of people we are.  She is incredibly perceptive and has come up with a marketing path tailor-made to suit our company, with the result that we feel very confident with all her recommendations.  She will continue to be an integral part of our future company development.

    Kirsten and Brett Williams, Eco-Logical Building Company
  • Sherryn’s approach to marketing is not only informative but she provides practical tips and ideas that participants are able to implement immediately with little or no cost. She is professional, confident and her presentations are very engaging.

    Amanda Day, Manager, Women's Markets WA, Westpac
  • Thanks for your marketing seminar.  As a new business we strive to market our business on what one would call a “beer budget”.  I found your seminar very useful & I have now implemented many of the tips & strategies into my own marketing plan.  You spoke very clearly & I was able to understand your methods taught at the seminar. I have no hesitation in recommending you to anyone.

    Justine Mamootil, Par 3 Indoor Golf
  • Thank you for helping us out and for being so prompt.  It has been a pleasure dealing with you.

    Jon Partridge, Westbuild
  • Thanks for creating a national magazine editorial and advertorial, then fixing my website content.  Everything was spot on, couldn't get any better.  Thanks!

    Jo Dickinson, Director, ROPS Engineering
  • Sherryn has given me invaluable advice & offered marketing tips that have assisted me in the creation of a new business concept.  Her vast marketing experience has enabled me to think in a more creative way & explore new posibilities.

    Gerard Ashcroft, STREAMnet Digital
  • Hi Sherryn, This Monday our first newsletter was sent out and I had 3 replies the same day from USA, a former guest and a Swiss couple ready to book who also said they would forward it to their Singapore friends. So, all in all I am very happy with the result so far and thanks for sharing your knowledge on how to get newsletters opened and action.

    Elizabeth, The Traill, Margaret River
  • I love getting your newsletters!  They energise me and fill me with good ideas.

    Di Graham, Media & PR, Small Business Development Corp
  • We’ve enjoyed working with Sherryn & grateful for the valuable marketing insights she shared.  She is motivated, extremely innovative, & helped make our marketing & website development easy to understand.  Always patient, & able to work at our pace.  Definitely looking forward to the next project.

    Anne Opferkuch and Jack Keeley, Winthrop Gardens Supa IGA
  • "I'd been in business 7 years before attending Sherryn's course.  I had no idea I was potentially losing a lot of extra business until I understood a few simple lessons. It gave me great ideas! and I am now implementing Sherryn's teachings to run my business more efficiently. Thanks Sherryn."

    Andrew Meyland, Star Tint
  • I engaged Sherryn to present to Westpac’s Women’s Network in February 2010. Not only was she a pleasure to deal with prior to the event but the feedback from our participants was outstanding – event ratings were the highest we’ve had for 12 months.

    Amanda Day, Manager Womens Markets WA, Westpac
  • Hi Sherryn.  Thanks so much ... inspiring, information session.  Priceless to be able to see a clear pathway.

    Jan Cross, Extraordinary Mind Project