Many marketing people – and CMOs – justify their existence by asking inane questions and deliberately confusing the client.
I want to make it simple for everyone. I am unveiling the mystique of marketing, and maybe that transparency is what makes people nervous. If you can’t explain it simply, you don’t understand it well enough.
It’s a Trust Equation. I make it simple by taking it one step at a time. I ask: “What is going to shift your bottom line the most?”
We identify that solution and then look at the current explanation on their website. If it doesn’t align, people won’t buy it. My job is to serve the client and their clients, not their ego.
If they don’t want to listen to the truth, I can’t really help them.
The biggest lie is that we assume we know what we actually do. We don’t. Most of the time, we don’t even care, we just want to do what we do without thinking about the problems we are solving for clients.
We’re not fixing a tap, we are saving a family from a miserable weekend late on a Friday. Businesses also mistakenly think people are religiously following their content or remember their previous posts. They aren’t. You are not the protagonist; your customer’s problem is.
The human truth: “Take away my pain.” Use language that connects to a concrete outcome. Instead of abstract features, use results like: “Reduces customer churn by 50%,” “Lasts longer than traditional tap washers,” or “One point of contact for all your needs.”
Opaque pricing is “salesy” to a T. It’s designed to hook people into a conversation where a salesperson uses psychological tactics like “Can you afford not to have this?” Enterprise clients are still human; they want the best solution, the cheapest price, or the prestige of a big brand name.
You won’t move an ego-buyer away from a big brand with a dinner budget in Singapore, and you shouldn’t try. Real relationships are built on value exchange and respect. That’s where the lasting brands hang out.
Go to wherever your content hangs out: your blog, YouTube, or social media. Ask yourself: “What value does this give to my audience that they didn’t know five minutes ago?”
Don’t focus on what you learned as the expert; focus on what a customer could learn and do themselves. If you are adding value, everyone wins. If you are selling in your content, you aren’t helping anyone.
Marketing Partnership (Retainer): Best for clients who need consistent leadership across copy, design, and strategy without the overhead of a full-time hire.
Hourly Support: For specific tweaks and tasks. I bill for the actual time spent, so you never pay for a ‘minimum hour’ for a five-minute fix.
Fixed-Fee Projects: For clear, one-off builds or strategies. We establish the fee upfront and can break it into manageable payments.
We don’t look at vanity metrics. We track Success Metrics that align with your bottom line, leads, conversions, and customer lifetime value. If we can’t measure the impact on your bank account, we change the tactic.
You do. Always. We build your strategy, your website, and your accounts, but you hold the keys. If we ever stop working together, you take everything with you. No ‘break-up’ fees, no hostages.
We value your time as much as our own. Our process is designed to be high-impact and low-friction. We do the heavy lifting, providing weekly updates and a monthly high-level planning session so you can stay focused on running your business.
Marketing fundamentals are universal – human psychology doesn’t change based on the product. However, our first phase is a Deep Dive specifically to learn your competitive landscape. We don’t guess; we listen until we understand your world as well as you do.