Learn how to spot the profit leaks in your business and improve your marketing to stop them.
Does your marketing feel like a leaking bucket at times? As hard as you try, your customers and revenue are slowly dripping away and costing you money.
If you do, you are probably right. But you are certainly not alone.
Bryony Thomas, author of the award wining book ‘Watertight Marketing’ reckons she has yet to encounter a business that isn’t leaking profit in the way they approach their marketing. And, having worked with over 200 businesses, she is well placed to know.
In a budget saving approach that appeals to the busy MD and the Financial Controller in equal measure, the Watertight Marketing ethos is simple. There’s no point in running expensive marketing taps into a leaking business bucket - it’s just a recipe for seeing your revenue disappear through the holes.
The 13 Touchpoint Leaks™
For your marketing to be really effective it has to be Watertight - and the Watertight Marketing methodology is based on what Bryony Thomas calls The 13 Touchpoint Leaks™
A ‘Touchpoint’ is every interaction a potential customer has with your brand. Touchpoint Leaks™ occur when your marketing is not aligned to capturing a customer at every stage of their buying journey. Having these leaks means you may lose potential customers - they will simply go elsewhere, not notice you, remember you or stay with you.
So, what are The 13 Marketing Touchpoint Leaks™ - and how can you spot them in your business?
If you can’t answer all of the following questions with a confident ‘yes’ - you are almost certainly leaking profit.
Leak #1 – Forgotten customers
Do you have a consistent customer communications that proactively addresses any service needs and keeps your business in their minds?
Leak #2 – Poor on-boarding
Is there a structured approach to communication with your new customers as they settle into their relationship with you, which demonstrates that your service is consistent with the expectations they had?
Leak #3 – No emotional connection
Does your visual and written style have a personal touch that’s friendly and allows people to make an emotional connection with your business?
Leak #4 – No gateway
Does your business offer a coherent set of products that lead helpfully from one to the next with the inclusion of a stepping stone that allows people to understand what it’s like to be a customer before they are one?
Leak #5 – No critical approval
Is there a clear way of educating, or helping your buyer educate, anyone who could veto the purchase decision?
Leak #6 – No proof
Are you systematic about signposting some sort of proof against every promise or claim that you make?
Leak #7 – Information overload
Do you have a steady stream of relevant information that invites people into finding out more?
Leak #8 – How
Is your content available in a range of familiar and novel formats so that people can engage with ease and enjoyment?
Leak #9 – Where
Are there at least three places to put your materials that you know your potential buyers already access?
Leak #10 – When
Have you made a commitment to timing the release of your materials so that people are most likely to notice it?
Leak #11 – Who
Is there a way of getting people talking about your business so that buyers hear something good about you regardless of who they turn to?
Leak #12 – What
Do you have an absolute clarity of purpose in telling people what your business does?
Leak #13 – No emotional impact
Do you strike an emotional chord with your potential buyer that means they can’t help but notice you and they feel compelled to take action?
What can you do to resolve your leaks?
Learn a little more about the Watertight Marketing approach - download a free chapter of the Watertight Marketing book.
Contact me today to arrange your own Touchpoint Leak™ Assessment.
As an Accredited Watertight Marketing Consultant I’m licensed to offer this service by the author, Bryony Thomas.
Small changes to your business could boost profits considerably. Don’t continue wasting money on marketing.Back