Guest Blog: Why I chose crowdfunding for Watertight Marketing
I’m on a bit of a mission. Having earned my marketing stripes in agency land on brands like Microsoft and Dell, and then client-side as director of marketing in Experian’s marketing services division, I’ve spent the last four years working hands-on with ambitious growing businesses, getting marketing operations in place that deliver real sales results. I love it. Small businesses are nimble. They can make decisions quickly and directly correlate their efforts with their bottom line.
But, I also find it pretty heart breaking.
I’ve lost count of the small business MDs I’ve met who’ve had their fingers seriously burned through taking poor marketing advice. Advice they’ve paid good money for in most cases. Small business people are amongst the hardest working in the country. Cumulatively they employ over half of the working population. If we’re going to get the economy on track, it’s the small business community that will be the backbone. Which is why it’s so gutting that I am yet to encounter a single small business that is not leaking profit from their new business process is one way or another. I’ve identified Thirteen Touchpoint Leaks, and explained in detail how to fix each one. It’s important to say that lots of people are doing great things – but all too often in the wrong order or at the wrong time. And, even those who get this stuff right can step things up with a few tweaks.
So, I’ve taken the structured step-by-step approach that I’ve made work with my clients and put it into a jargon-free book that walks you though doing this in your own business. There’s no fluffy marketing claptrap. And, there’s no need to break the bank. Just straightforward advice and a powerful framework to structure marketing that delivers long-term sales results. It’s called ‘Watertight Marketing’ and it’s coming out in January, published by Ecademy Press.
The business owners who’ve read the preview copy have been struck by the no-nonsense, practical, approach I’ve taken:
“This is a breakthrough marketing book for small businesses. It ditches all the fluff and nonsense and gives a business owner exactly what they need to get their marketing in gear. You’ll want to read it with a pen in hand because you will have ideas to put into action on every single page.” Mark Mason, CEO, Mubaloo
“Watertight Marketing is brilliant. Bryony has delivered a book that is free of jargon and a compelling read that makes you sit up and quickly realise where the holes are in your plans, the potential cost of these holes to your business and ultimately how to fill them and ensure your business is robust and successful.” Nick Dean, Managing Director, Ad Lib Recruitment
So, where does the crowd-funding come in?
Well, as I said I’m on a mission. I want small business owners to payback for the time, money and energy they put in. To make sure this happens I want more than a book – I want to put the tools people will need in their hands. I’ve mapped out a really exciting companion website with a Touchpoint Traffic Light report to get people to their particular issues more quickly, and I’m going to make tools, videos and a tracking system available to enable them to really make this happen for their business… but only if I can fund it!
I’m looking to raise £5,000. This isn’t enough to interest a normal investor, so crowd-funding seemed like a really good idea. The website I’ve planned is actually going to cost me around £15,000 – but this is a bit of an experiment and I wanted to set a realistic target. People can pledge from £1 to £5,000.
I’m excited to have already secured my first £500 pledge from Heather Townsend, author of 'The FT Guide To Business Networking' and co-author of 'How to make partner and still have a life', for her coaching business. She commented: “I have been privileged to read an early copy of 'Watertight Marketing'. As a result of the wisdom and expertise contained in the book, I am really pleased to pledge £500 to work with Bryony on my firm's marketing plan. If you are serious about your business growing in 2013, I recommend you do the same.”
So, can you help me to help small businesses make 2013 the year they make marketing pay?
About the author:
Bryony Thomas is a proven marketing professional, with a passion for helping ambitious entrepreneurs make their marketing pay through her business speaking, writing and hands-on consultancy. She lives and works in Bristol in the UK.
She has a distinctive no-nonsense style that makes you sit up and take notice, and a real talent for unravelling how marketing delivers sales results.
Cartoons by Simon Ellinas
Illustrations by Lizzie Everard