Watertight Marketing - Book and SiteBy: Bryony Thomas Bristol
Small businesses deserve better. Businesses with fewer than 250 employees culmulatively employ the majority of the UK workforce. However, the marketing advice they have access to is woeful, often downright dangerous. I am on a mission to change that.
What are you funding?
If you back this project you will be helping me fund the publication of my business book - Watertight Marketing - and an interactive website packed with tools and downloads for small business owners to use to put an effective marketing operation in place to support long term growth.
Why does the small business world need Watertight Marketing?
If you’re the owner of a small business, this book, the powerful accompanying interactive website and workbook is for you. If you’re a highly ambitious owner of a small business heading towards being a big business, or your goal is to build a business that sells for millions, this book is a must.
It's about moving from yoyo marketing to Watertight Marketing...
More step up than start up. There are lots of resources for starting a business. There aren’t so many about staying in business. And, even fewer that really show you how to step things up.
To get the most from Watertight Marketing, you’ll already be up and running, and making money. You’ll be pretty clear about what you’re selling and to whom. Now, you want to scale it. You want to get better rewards for the effort you put in. You’re at that stage where you need to start ‘doing things properly’ in order to grow.
With marketing, this means you’ve tried a few things. Some will have worked, some will have failed. Often more by luck than judgement. Watertight Marketing will turn that on its head. It will give you the marketing judgement to make sure that you’re always lucky on the sales front.
This book is your shield against the never-ending onslaught of ‘unmissable’ marketing opportunities, designed to protect you against fruitlessly spending vast sums on activities that won’t net a bean in revenue. It equips you to put a powerful marketing operation in place that really delivers for your business. That is, marketing that delivers real sales results. In the long term.
It is often in the marketing or sales guru’s interest to convince you that they are the practitioner of some sort of dark art, and that you need to spend a fortune (with them) to do things properly. Indeed, a quick Internet search on “lead generation” will return a list of potential suppliers suggesting that a business should invest in: telesales ‘guaranteed to secure appointments’; direct mail so targeted that people are practically waiting to give you their money; ‘one time only’ advertising deals; search engine optimisation to secure your position at the top of Google’s listings; social media that can seemingly replace your whole marketing team; online word of mouth that does your selling for you... the list goes on, and on.
Given the flood of advice, it's no surprise that many businesses, large and small, suffer from ‘tactic burn’; that is jumping from one ‘essential’ sales and marketing activity to another, never getting the consistent results that the business so badly needs. It’s the yo-yo dieting of the marketing world, pursued in the hope that one day they will uncover that magic silver bullet.
What you need to know is that there isn't one.
There are three!
Your Bucket, your Funnels and your Taps.
Ok, so what's in the book?
You work hard. So, let’s make sure that you’re getting the very best from every ounce of effort that you, and every member of your team, puts into making your business a success. The best way to do this is to make sure that your business isn’t leaking profit. However tight you think you have it, I’ve yet to encounter a business that couldn’t step it up – by simply plugging the profit leaks.
Part One doesn’t make for easy reading. It maps out leaks in your sales and marketing set-up that squander your precious funds and time. Taking a look how real people really buy things, I expose the Thirteen Touchpoint Leaks, and turn the usual way of tackling them on its head for faster payback. Then, just for added discomfort, you’ll be introduced to the Four Foundation Leaks. These relate to marketing attitude and a company’s internal workings. By the end of this section you’ll have identified your major profit leaks from amongst these seventeen.
Part Two gets you to look at a purchasing decision from the buyer’s perspective, mapping the way that real people really buy things onto the Watertight Marketing framework. It’s an operational model that’s easy to follow and means your marketing will deliver long-term sales results. You’ll know what you need to say, how to say it, and to whom.
Part Three takes the concepts above and shows you how to apply them in practice. It works through fixing the Touchpoint Leaks with case studies and a fully worked example, to equip any small business with what they need to plug the gaps they find. It challenges the picture that a classic sales funnel visual paints in your mind. Just because you can draw a neat funnel, does not mean that there is one. In reality, the buying decision, and the marketing and sales process a business has in place to support it, is much more irregular. Every time you see, or refer to, a sales funnel or sales pipeline, I want you to re-imagine it as:
- Your Taps: Ways of generating interest in your offer.
- Your Funnels: The tools and techniques you use to channel that interest and move people through to trying you out.
- Your Bucket: Those things that come together to keep your customers your customers.
See the full table of contents.
I've let a few people see a preview copy of the book. This has been the response...
“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
What's the current state of play?
The book itself is written. It's with a designer being made beautiful! I started talking about it three years ago. I started writing it when I was six months pregnant. I finished it the night before my daughter's first Birthday.
I am working with a cooperative publisher lined up and I've paid the deposit. I've funded the illustration of bespoke cartoons and diagrams, and paid for the services of a professional editor. The book will happen. In fact, it will be available in January.
However, I really want to change things. And, business books get bought... most people even read them, some even go so far as to implement some of the advice found in them. But, it's so easy not to actually put this stuff into practice. This is why I want to make the website a really powerful resource. So much more than just a blog. I have the following features in mind:
- An online audit to help businesses identify their main profit leaks.
- An interactive workbook where people can log and review progress.
- A forum where small business owners can support each other on their journey.
- A directory where small business owners can find reputable marketing consultants.
- A SmartPhone app to access all this information
- And, of course a wealth of great content!
I will make this happen. With your help, it won't just happen, it will be brilliant.
Thank you for taking the time to read this project pitch. I really hope you'll fund me. I really hope you'll be part of a movement that gets our small business community back on its feet!
Credit where credit is due...
© Cartoons by Simon Ellinas, Cartoono.
© Illustrations and Diagrams by Lizzie Everard
© All other content by Bryony Thomas
21-11-2012 02:30 PM
One hour to go and I’ve just passed 100% of target. Thank you all so much for your support. I’m genuinely overwhelmed by the way everyone got behind me, today particularly. It’s amazing to see how powerful an online community can be!
I will be in touch to fulfil your rewards shortly. You can keep up with progress on the book and site:
I am delighted that so many people have backed me. It makes me even more determined to make 2013 the year that we see a Watertight Marketing revolution in our small businesses.
Author - Watertight Marketing
21-11-2012 10:07 AM
Four hours to go…
Right then, I really am into the last few hours. The project closes at 3.11pm today and I have £1,151 to raise to meet the target. This could actually happen folks! Thank you so much for getting me within reach.
To see if I can make the final hurdle, I’ve added a new reward. Any pledges over £15 today will get the whole book as an eBook before Christmas (before it’s available anywhere else), the workbook, and an hour’s one-to-one call with me. This is £200-worth of marketing expertise for just £15. If you’ve already pledged, but want this reward, feel free to top up to this amount.
And, of course, please tweet it, link it, email it, shout it from the rooftops in the next few hours!
I’ve also just posted - Six good reasons to back Watertight Marketing today - please do pass it on.
Thank you again. I hope that the next time I’m in touch its to fulfil your reward.
All the best,
Author - Watertight Marketing
P.S. If you’ve not already done so, you can grab chapter one of the book from the website right now.
20-11-2012 04:09 PM
Less than 24 hours to go…
The Watertight Marketing interactive toollkit really is in sight. I’ve just had a verbal pledge of £2,000 - which will bring me within £1,300 of the target with just under 24 hours to go.
I’ve just posted on the blog - What are The Thirteen Touchpoint Leaks? - if you know any small business people who might be suffering one or more of these, please ask them to back this project. With the toolkit in place, you’ll be able to identify and fix every one of these drains on your profits.
Please help me with one final push.
If you’re on any of these social networks, please get the word out:
And, if you have any questions at all, please drop me a line on Twitter: @bryonythomas
Thank you. Let’s see what tomorrow brings!
12-11-2012 12:58 PM
So, I’m down to the last 10 days with £3,900 still to raise…
Thank you for your dupport. I’m going to need your help to give it one last push to meet the target. The idea of Watertight Marketing is to keep your business Bucket topped up with lolly… so, each day this week you can win yourself an actual bucket of lollies!
Everyone who tweets a link to this page (with the hashtag and mention) this week wil be entered into a daily draw. Please do spread the word and take part yourself.
Full details here:
Author - Watertight Marketing
09-11-2012 08:11 PM
An extra reward for backers!
If I’m successful in meeting the £5,000 target, everyone who backed this project will be entered into a prize draw to win the original drawing of the most popular cartoon from the book signed by the artist. The cartoon that gets the most ‘Likes’ over on the Facebook page is the one that will be given away.
Please do take moment to vote for your favourite cartoon and pass the details on to anyone else who might want back the proejct and own an exclusive one-off work of art!
29-10-2012 05:53 PM
Thank you all for the support. I’ve now put live what I’ve been able to put together for £100 on Wordpress. I’ve also made Chapter One and a full book overview available for anyone who wants to get more of a flavour of what they’re backing. Please pass it on!
24-10-2012 09:05 AM
Thank you so much for kicking this off! There are a few further things you could do to help me if you have a moment:
- If you’re on LinkedIn you can join the event page for my deadline and help me spread the word even further: http://linkd.in/TeXMKn
- Share this page on Twitter, Facebook, Pinterest or any other social network you’re into
- Email any business people you know with the details
Just 28 days to go and £500 per day to raise if I want to hit my target. It’s all or nothing, so I really need to spread the word.