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Why knowing your avatar is so important

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Photo by h heyerlein on Unsplash

In my courses, I cover modules on knowing your avatar. No, I don't mean blue creatures from the movie of the same name!

In marketing, your avatar is a profile of your ideal client - the kind of people you want to work with, have the same shared values with, who appreciate what you do and see the value it delivers for them.

For me, my ideal avatar has to be clients who have high standards in the work they want to put out and who see themselves as...

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Ed Sheeran shows the power of an authentic brand

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Yesterday I went to see Ed Sheeran in concert in Singapore. It was epic to say the least.

I've been going to concerts all my life. When I lived in the UK I could see anyone I fancied as UK was always on the tour list of any band. Singapore, where I live now, not so much.

Now, in all the concerts I'd seen in the past, I measured it by the entertainment value. As Ed said last night, the sign of a good concert is that you sweat and you lose your voice through singing and screaming so much. Well,...

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Do your potential customers get what you do, really?

One of the most common mistakes I see businesses make in their marketing is not clearly communicating what it is they actually do and the obvious benefit that brings to their clients.

They think what is obvious to them should be obvious to EVERYBODY. But I’m here to tell you that is simply not so.

Over the Christmas holidays, I discovered an awful truth. I’ve been guilty of exactly the same thing! The Copy Warrior was losing a battle!

And I have my wonderful sister to thank for waking me up to...

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Creating an irresistible brand with one of my coaching clients

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Creating an irresistible brand

I had a fruitful discussion with one of my coaching clients today about creating an irresistible brand. We discussed strategies to develop multiple revenue streams for her business off her brand. And it occurred to me that the information we discussed would be useful to any business owner looking to maximise revenue and expand business beyond a brick and mortar offering. So I thought I’d share our discussion with you here.

A coach can add a fresh...

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Marketing to Gen Z – you can forget gender

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I’ve been brand writing recently for a hospitality company marketing to Gen Z.

Research into the target market brought up some really interesting facts for the project, and for me personally. Gen Z are those who are just now entering adulthood and finding their place in the world.

And it so happens to be where my kids are at. What came up in the research, beyond Gen Z’s incredible talent for filtering information, was the androgyny of this generation – their...

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