Author: Tristan Martin

Episode 6 – Crafting a Strong Marketing Message

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of crafting a strong marketing message. Doug explains why a marketing message needs to resonate with your target audience, focusing on outcomes rather than the details of how your product or service works. He shares insights on avoiding common mistakes, the power of a clear Unique Selling Proposition (USP), and how storytelling can enhance your message. Doug also introduces the “So What?” test as a way to refine your message and ensure it delivers value.

This episode offers actionable advice for businesses looking to refine their marketing strategies. Doug shares advice on keeping your message clear, focused on outcomes, and supported by storytelling, which can help your business break through the noise and truly resonate with your target audience.

Key Takeaways

Focus on Outcomes: The message should emphasise what the customer will gain, not just how your product works. The key is communicating the result they will experience.

Avoid Overcomplicating the Message: Doug advises against using jargon and overly technical terms. The message should be simple and clear enough that even a 14-year-old can understand it.

The Power of USP: A well-defined Unique Selling Proposition (USP) helps businesses stand out. It should be included in all marketing communications, reinforcing why customers choose you.

Storytelling: Once you’ve captured attention with your clear message, storytelling can help connect emotionally, sharing real-world benefits and outcomes.

The “So What?” Test: Always ask, “So what?” after delivering your message. If the listener can answer this with a clear benefit, then your message is effective. Otherwise, refine it.

Best Moments

“Focus on the outcomes your customers will experience, not on what you do. That’s the key to getting their attention.”

“Avoid jargon and technical terms. If a 14-year-old can’t understand your message, you’re not there yet.”

“The USP is not just a nice-to-have; it’s a cornerstone of your messaging. Use it everywhere.”

“Storytelling turns your message into something people can relate to. It shows real-world results, not just promises.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Creating a Clear, Strong Marketing Message in 2025

Posted on by Tristan Martin

In a crowded, competitive marketplace, your marketing message isn’t just important—it’s everything. It’s what grabs attention, sparks interest, and convinces customers to take action. But in 2025, consumer expectations are higher than ever. People don’t have time for vague, jargon-filled messaging. They want clarity, relevance, and results.

So, how do you make sure your marketing message cuts through the noise? You focus on three key principles:

1. Speak to the Customer’s Needs, Not Your Own

Your marketing message isn’t about you. It’s about your customer—what they want, what they struggle with, and how you solve their problem.

Example: A florist shouldn’t say, “We create intricate floral arrangements with premium-grade flowers.”
Instead, they should say, “Make their day unforgettable with a bouquet that speaks volumes.”

It’s not about what you do—it’s about what your customer gains.

Ask yourself:

  • What problem does my customer have?
  • How does my product or service make their life easier, better, or more profitable?
  • How will they feel after choosing me?

2. Stand Out with a Clear USP (Unique Selling Proposition)

In 2025, customers have more choices than ever. Why should they choose you?

Your USP isn’t just about what you do; it’s about what makes you the best choice.

Example:

  • Instead of “We provide expert business consultancy,” say, “We guarantee profit growth—no fluff, just results.”
  • Instead of “We offer premium customer service,” say, “We answer every call within 10 seconds—no endless hold music.”

Your USP needs to be crystal clear, tangible, and instantly compelling.

Tip: If you can’t sum up your USP in one sentence, it’s not clear enough.

3. Ditch the Jargon – Keep It Human

People don’t want to wade through technical terms or corporate speak. They want simple, engaging language that speaks to them.

Example:

  • Instead of “We facilitate operational efficiencies through synergistic strategies,” say “We help businesses work smarter and make more money.”
  • Instead of “Leverage cutting-edge AI to optimise workflows,” say “Let AI handle the boring stuff so you can focus on growing your business.”

Rule of thumb: If a 14-year-old can’t understand it, it’s too complicated.

Other Ways to Strengthen Your Message

  • Break it down – Don’t overload your message with everything at once. Start with a strong hook and guide customers on a journey.
  • Use emotion – People buy based on feelings. Tap into their aspirations, frustrations, or desires.
  • Test it – Read your message out loud. If it sounds unnatural or clunky, simplify it.
  • Get feedback – Ask a colleague or potential customer to summarise your message. If they struggle, refine it further.

How ETC Can Help

Crafting a powerful marketing message isn’t easy—but it’s essential. At Executive Training & Consultancy (ETC), we specialise in helping businesses refine their messaging to attract more customers and increase profits.

If you’re new to ETC, take advantage of our free two-hour business review. We’ll work with you to sharpen your messaging and leave you with clear, actionable steps.

Don’t let unclear messaging hold your business back. Contact us today to refine your marketing message and drive real results in 2025.

Episode 5 – How to Develop Your Unique Selling Proposition (USP)

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of identifying and developing a strong Unique Selling Proposition (USP). Doug explains that a USP is not just about being “different” but also about understanding why customers choose your business over the competition. He shares practical advice on how to uncover your USP by talking to customers, avoiding common mistakes, and using it effectively in your marketing strategy to stand out in a crowded market.

Key Takeaways

Understanding Your USP: A USP is what makes your business stand out and is rooted in why customers choose you. It’s not about what you think makes you different, but what your customers perceive.

The Right Questions: To uncover your true USP, ask your customers why they bought from you in the first place, not just why they continue to do business with you.

Customer Feedback is Key: Use surveys or direct conversations to learn about the decision-making process of your customers.

Avoiding Common Mistakes: Don’t fall into the trap of thinking common qualities (like being “the quickest” or “the cleanest”) are USPs. These are often expectations, not differentiators.

Marketing Your USP: Once you identify your USP, it should be the cornerstone of your marketing strategy. Use it prominently in your messaging to attract customers and show why your business is different.

Key Moments

“A USP is not about what you think. It’s about what your customers think.”

“The real value is in understanding why people buy from you, not why they keep buying.”

“Listen to your customers. They’ll tell you the real reason they chose you in the first place.”

“Once you know your USP, make it the centre of your marketing—tell everyone about it.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Understand Yourself: Developing Your USP in 2025

Posted on by Tristan Martin

In today’s digital-first world, where customers have instant access to endless options, your Unique Selling Proposition (USP) isn’t just important—it’s essential. Standing out from competitors requires more than just listing features; it’s about clearly articulating why someone should choose you over the alternatives.

Many businesses focus on selling their product or service without addressing what makes them different. If your USP isn’t immediately clear to prospective customers, you risk being overlooked. So, do you know what truly sets your business apart?

What is a USP?

Your USP (Unique Selling Proposition) is the factor that makes your business distinct in a crowded marketplace. It’s what grabs attention, builds trust, and convinces customers to choose you over competitors.

A strong USP isn’t about what you think makes you different—it’s about what your customers perceive as valuable. A common mistake is crafting a USP based on internal assumptions rather than actual customer needs. For more information on understanding your target audience, please read last months blog Understanding your customer in 2025

How to Identify Your USP

Defining your USP requires a deep understanding of four key areas:

  1. Your Business: What do you offer that no one else does? What are your strengths?
  2. Your Customers: What do they need, expect, and value most?
  3. Your Competitors: What are they doing, and how can you differentiate?
  4. Your Industry: What trends and changes are shaping customer expectations?

A well-defined USP is built around these insights, not assumptions.

For New Businesses:

If you’re just starting, you won’t have years of customer data, but you can leverage research and feedback to shape your USP.

  • Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) to compare yourself with competitors.
  • Speak with potential customers—surveys and interviews can reveal what they truly value.
  • Define your ‘WHY’—the reason your business exists beyond just making money.

For Established Businesses:

If you already have a customer base, they’re your greatest resource for refining your USP. Ask:

  • Why did you choose us over competitors?
  • What keeps you coming back?
  • What problem do we solve best for you?

These insights often reveal your strongest differentiator.

Why Your USP Matters More Than Ever

A clear, compelling USP:

  • Attracts the right customers – those who truly value what you offer.
  • Strengthens marketing – making it easier to communicate your benefits.
  • Guides business decisions – helping you stay focused and avoid distractions.

Your USP should be evident in every customer touchpoint—from your website and social media to sales conversations and client onboarding.

Top Tip:

Write your USP down and incorporate it into your business strategy. This ensures clarity not just for your customers, but for your team, investors, and partners too.

How ETC Can Help

If you need expert guidance in defining or refining your USP, ETC is here to help. Our straight-talking, results-driven approach ensures you get practical, actionable insights tailored to your business.

If you’re new to ETC, take advantage of our free new business review. In just two hours, we’ll provide expert advice and leave you with practical steps you can implement immediately to improve your marketing and sales efforts.

Don’t let outdated customer insights hold you back—contact us today to future-proof your business!

Episode 4 – How Automation and AI Enhance the Customer Journey for Small Businesses

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In this episode of the Business Made Smarter Podcast, Doug D’Aubrey and Michele Ibbs discuss the importance of a well-defined customer journey and how automation and AI can streamline business processes. Michele explains how her company, Truly Yours, helps businesses by creating bespoke customer journeys, utilising automation tools such as Go High Level and AI to save time and improve productivity. She highlights the advantages of integrating automation with systems like CRM to enhance customer service and marketing.

Key Takeaways 

The Customer Journey is Key: A successful customer journey requires detailed planning and multiple touchpoints, from the initial inquiry to offboarding.

Automation and AI Integration: Implementing automation tools and AI can significantly reduce the manual workload, increasing efficiency and customer satisfaction.

Human Touch in Automation: Automation should feel personal, with tailored messaging that looks human, even when automated.

Optimising CRM Systems: CRM systems like Go High Level allow for better segmentation and automation, but choosing the right system for your business is crucial.

Small Business Advice: For small businesses, starting small and building gradually is the key. Focus on setting up basic processes first and expand as needed.

Key Moments

“The customer journey needs all those little touch points and what I call the fluffies to make sure everything runs smoothly.”

“Automation is great, but it must look human—timing and personalisation are critical to avoid it feeling robotic.”

“APIs are like front door keys, allowing different systems to communicate with each other effectively.”

“Don’t overwhelm yourself—start with small steps and gradually build up your CRM and automation processes.”

“The right CRM can save you hours. But be cautious of free systems that add on costs as you grow.”

About the guest

Michele Ibbs is the founder of Truly Yours and I’m Your PA, specialising in automating customer journeys with AI and CRM systems. With 17 years of experience in call handling, she helps businesses streamline processes, increase productivity, and enhance customer satisfaction. Michele’s expertise in automation, particularly with Go High Level, enables her to deliver tailored solutions that optimise operations and improve client experiences. Find out more: https://imyourpa.co.uk/ & https://www.trulyyours.agency/

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward

Episode 3 – Organising Your Customers for Better Marketing

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In Episode 3 of the Business Made Smarter Podcast, host Ed Nell and Doug D’Aubrey, Founder of Executive Training & Consultancy, discuss the importance of organising customer data to enhance marketing efforts. Doug explains how segmenting your customer base allows for more targeted communication, improved service, and ultimately, greater profitability. Whether you’re a small business owner or a growing enterprise, this episode provides actionable steps to help you refine your marketing strategy.

Key Takeaways

🔹 Why Customer Segmentation Matters: Different types of customers require different communication styles and marketing approaches. Organising your database helps tailor messaging effectively.
🔹 Three Basic Segments: Businesses should start by categorising existing customers, past customers, and prospects. This allows for more relevant and personalised marketing.
🔹 Using Technology for Segmentation: CRM systems, Mailchimp, and Facebook Ads allow businesses to refine their audience, ensuring that marketing efforts reach the right people at the right time.
🔹 Practical Business Applications: Segmentation helps businesses offer more specific services, such as targeted promotions for returning customers or industry-specific solutions for different client groups.
🔹 Avoid Overcomplicating It: Too many segments can become overwhelming. Focus on categories that will genuinely improve marketing efficiency and customer experience.

Key Moments

  • “The way you talk to different customers should be tailored—just like how you speak differently to family, colleagues, and strangers.”
  • “A flower shop can use segmentation to send Valentine’s Day promotions to male customers, increasing sales strategically.”
  • “If you can identify your most profitable customer segment, you can focus your marketing on attracting more of them.”
  • “Tracking the success of your segmentation efforts is key—if a strategy isn’t working, adjust it or stop wasting resources on it.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

 

Organising Your Customers in 2025: The Key to Business Growth

Posted on by Tristan Martin

In today’s fast-paced business world, understanding your customers isn’t just a nice-to-have—it’s essential. Knowing who your customers are and how to communicate with them effectively can mean the difference between thriving and merely surviving.

Customer segmentation remains one of the most powerful tools for businesses to tailor their marketing, boost loyalty, and drive conversions. Let’s explore how this strategy has evolved and why it’s more relevant than ever in 2025.

Why Customer Segmentation Matters More Than Ever

Think about the people in your life—family, friends, colleagues, and acquaintances. You wouldn’t speak to them all in the same way, would you? The same principle applies to your customers. Different groups have unique needs, expectations, and communication preferences.

For example, a customer spending £1 million with your business will expect a different level of service compared to someone spending £100. The secret to maintaining successful relationships with all your customer types lies in understanding their uniqueness and exceeding their expectations.

However, treating every customer individually can be time-consuming and costly. That’s where customer segmentation comes in—a strategy that allows you to group customers with similar characteristics and communicate with them efficiently and effectively.

What is Customer Segmentation?

Customer segmentation is the process of grouping customers (and potential customers) based on shared traits or behaviours. These groups could be defined by:

  • Geography: Where they live or work.
  • Demographics: Age, gender, occupation, or income level.
  • Behaviour: Loyalty, buying habits, or readiness to purchase.

If you’ve already created a customer avatar—a detailed profile of your ideal customer—segmentation takes this a step further by linking similar customer types together into manageable groups.

How Segmentation Drives Success in 2025

Segmenting your audience allows you to personalise your marketing efforts and connect with customers on a deeper level. Here’s why it’s so impactful:

  • Tailored Communication: By speaking directly to each segment’s needs, you increase engagement and build trust.
  • Improved Loyalty: Customers are more likely to return when they feel understood and valued.
  • Higher Conversions: Personalised messaging leads to better results than generic campaigns.

For instance, let’s revisit the example of a flower company from our earlier discussions:

  • Customer A: Buys flowers occasionally to show appreciation or sympathy (e.g., Valentine’s Day).
  • Customer B: Regularly purchases flowers for personal enjoyment or home décor.

By segmenting these two groups, you can send targeted offers—like Valentine’s Day promotions for Customer A and subscription discounts for Customer B—maximising the likelihood of repeat purchases.

How Small Businesses Can Leverage Segmentation

For small businesses, segmentation might seem like an overwhelming task—but it doesn’t have to be! With today’s technology, segmentation is easier than ever and can deliver incredible results without requiring massive resources.

Email Marketing Made Simple

Platforms like Go High Level, MailChimp and Active Campaign allow you to create segmented email lists effortlessly. You can even design one email template that dynamically changes based on the recipient’s segment—giving the appearance of personalised communication without extra effort.

This approach pays off: personalised emails can increase open rates by up to 203%, while marketers using segmented campaigns report revenue increases as high as 760%.

Smarter Advertising

Paid advertising platforms like Facebook and LinkedIn enable hyper-targeted campaigns based on detailed audience data. By narrowing down your audience with segmentation insights, you’ll spend less money while achieving better results.

Segmentation in Action: Real-Life Examples

Big brands like Tesco have mastered segmentation through loyalty schemes. Every time you shop with them; they collect data on your preferences. When your favourite products go on sale, Tesco sends you personalised offers—making it more likely that you’ll return.

Small businesses can replicate this success on a smaller scale by using tools like CRM systems or email marketing platforms to track customer preferences and deliver tailored communications.

How ETC Can Help You Stay Ahead

If you’re unsure where to start or need help refining your customer segmentation strategy, ETC is here for you! We specialise in helping businesses identify their target audiences and group them into meaningful segments that drive growth.

As part of our commitment to supporting small businesses, we offer a free new business review. In just two hours, we’ll provide expert coaching and leave you with actionable steps that you can implement immediately.

Don’t let outdated practices hold your business back—embrace the power of segmentation today and watch your profits soar!

Understanding Your Customer in 2025: A Guide to Staying Relevant and Profitable

Posted on by Tristan Martin

Can you confidently answer the question, “Who is your customer?” If not, it’s time to revisit this critical aspect of your business. Your customers are the lifeblood of your company, and knowing who they are—and how their needs evolve—should be as instinctive as knowing your own name.

While most businesses start with a clear idea of their target customer, many lose sight of this over time. As markets shift and customer behaviours change, failing to adapt can lead to declining sales and inefficiencies. Let’s explore how to identify your target audience and ensure your business remains aligned with their needs in today’s fast-paced world.

Why Understanding Your Customer is Crucial

Knowing your customers forms the foundation of effective business strategy, marketing, and sales planning. This insight allows you to:

  • Structure your business operations around customer needs.
  • Communicate more effectively with your audience, convincing them to choose you over competitors.
  • Retain profitable customers while identifying new ones who fit the same profile.

Regularly updating this information helps uncover new opportunities and keeps internal conversations informed. For instance, while a physical high-street store might have been ideal pre-pandemic, today’s customers may prefer the convenience of online shopping. Adapting to these shifts can significantly boost efficiency, sales, and profitability.

How to Identify Your Target Customers

When defining your audience, start broad and refine as you go. Casting too narrow a net initially could mean missing out on profitable opportunities.

Here’s how to approach it:

  1. Segment Broadly: Begin by separating customers into large categories—such as UK vs international buyers or businesses vs consumers.
  2. Refine Further: Narrow down by factors like price sensitivity (affluent vs budget-conscious) or purchase intent (buying for themselves vs others).
  3. Identify Your Primary Target: Focus on the group that buys the most from you or offers the highest profitability (these may not always be the same).

This process will help you develop a clear picture of who your core customers are while leaving room for secondary audiences that may also drive revenue.

Creating Customer Avatars

Once you’ve identified your target audience, creating customer avatars—or detailed profiles—can help personalise your marketing and sales strategies. Let’s break this down with an example from a flower shop:

  1. Customer Goals:
    • Customer A: Wants to express appreciation or sympathy (occasional purchase).
    • Customer B: Buys flowers for personal enjoyment (regular purchase).
  2. Influences:
    • Customer A: Influenced by online imagery, delivery options, and reviews.
    • Customer B: Prefers in-person shopping for freshness and expert advice.
  3. Demographics:
    • Customer A: Typically male, purchasing online for someone else.
    • Customer B: Typically female, shopping in-store for herself.

These avatars provide clarity on how to tailor your messaging and services to meet specific needs effectively.

Keeping Customer Profiles Up to Date

In 2025, customer behaviours are evolving faster than ever due to technological advancements and shifting societal trends. To stay ahead:

  • Review Top Performers: Regularly analyse who your best customers are and why they stay loyal. Case studies can provide valuable insights into their motivations.
  • Engage New Customers: Ask how they found you and why they chose you over competitors during onboarding conversations—this feedback is gold for refining marketing strategies.
  • Understand Departures: If customers leave, find out why (if possible). This can highlight areas for improvement while keeping the door open for future business opportunities.

Adapting to changes in customer behaviour ensures your business remains relevant and competitive.

How ETC Can Help You Thrive

Struggling to define or reconnect with your target audience? At ETC, we specialise in helping businesses like yours understand their customers better through tailored coaching and actionable strategies.

If you’re new to ETC, take advantage of our free new business review. In just two hours, we’ll provide expert advice and leave you with practical steps you can implement immediately to improve your marketing and sales efforts.

Don’t let outdated customer insights hold you back—contact us today to future-proof your business!

 

Episode 2 – Understanding Your Customer: The Key to Effective Marketing

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In Episode 2 of the Business Made Smarter Podcast, hosts Ed Nell and Doug D’Aubrey explore why understanding your customer is the foundation of effective marketing. Doug explains how identifying your target audience enables you to tailor your messaging, focus your efforts, and maximise marketing success. From creating a customer avatar to tracking changing trends, this episode provides practical insights for refining your marketing strategy.

Key Takeaways

🔹 The Importance of a Target Audience: Marketing to everyone is ineffective. Define your ideal customer to create clear, compelling messaging.
🔹 Building a Customer Avatar: Identify demographics, buying behaviours, and interests to better understand where and how to market effectively.
🔹 B2B vs. B2C Strategies: Selling to businesses requires different marketing approaches than selling to individual consumers—tailor accordingly.
🔹 Review and Adapt: Customer behaviors and demographics change over time. Regularly review your audience and adjust marketing efforts to stay relevant.
🔹 Strategic Partnerships: Understanding your customer helps you identify referral partners and collaborations that reach your ideal audience.

Key Moments

  • “Marketing without knowing your audience is like throwing mud at a wall—some might stick, but most won’t.”
  • “A customer avatar helps you understand where your audience shops, what they value, and how to reach them.”
  • “Even luxury brands like Bugatti don’t market to everyone. They know exactly who their buyers are and target them accordingly.”
  • “Review your customer base annually—trends shift, and failing to adapt can cost your business valuable opportunities.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Episode 1 – Small Business Marketing

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In Episode 1 of the Business Made Smarter Podcast, hosts Ed Nell from The Media Insiders and Doug D’Aubrey, founder and managing director of Executive Training and Consultancy, discuss how small businesses can market themselves effectively in a competitive landscape. Doug shares ETC’s 8-step framework for budget-friendly marketing, offering actionable strategies for understanding target audiences, creating clear messages, building loyalty, and refining approaches. Whether you’re a start-up or a growing enterprise, this episode provides practical insights to help your business thrive.

Key Takeaways

Marketing on a Budget: Small businesses don’t need big budgets to market effectively. Targeted, data-driven strategies can outperform costly campaigns.

Understanding Your Customer: Defining your target audience is critical to tailoring your messaging, products, and services. Start by analysing your current customer base and identifying profitable segments.

Creating a Clear Message: Simplify your communication so a 14-year-old can understand it. Avoid industry jargon and focus on clarity to attract and retain customers.

Building a Database: Maintain a central, organised list of contacts to streamline communication and marketing efforts. Categorise contacts to tailor campaigns, ensuring GDPR compliance when collecting and managing customer data.

Loyalty Matters: Retaining existing customers is more cost-effective than acquiring new ones. Use loyalty programs and excellent service to encourage repeat business.

Regular Monitoring: Continuously evaluate marketing efforts to identify what works. Track the origins of leads to optimise spending and maximise results.

Key Moments

“Understanding who your customer is changes the language, messaging, and channels you use in marketing.”

“Your marketing message should be simple, clear, and free of industry jargon—it needs to speak directly to your audience.”

“Building loyalty is about creating a positive first experience and maintaining strong relationships with your customers.”

“Expensive marketing isn’t always the most effective—track your results to ensure you’re investing in the right areas.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit here to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!