Table of Contents

WHO ARE YOU?

Acknowledgments

Introduction

PART ONE: YOU ARE LEAKING PROFIT

1. Their thinking = your marketing
A considered purchase
A marketing task for each step

2. Identify your leaks
The Thirteen Touchpoint Leaks
The Four Foundation Leaks
Sales funnels don’t exist

SUMMARY OF PART ONE

PART TWO: WATERTIGHT MARKETING

3. Their needs = your messages
The Logic Sandwich
Messaging for momentum
When to say what
The long-term benefits
Key points

4. Their pace = your timing
The right to time
Match their schedule
Sell the next step
Slow down to sell more
Be quick about it
Time to plan
Key points

5. Their team = your audiences
The decision team
Who needs to know what?
Reaching third parties
The internal salesperson
Your Commercial Karma
Key points

SUMMARY OF PART TWO

MEET VA-VOOM!

PART THREE: BUCKET, FUNNELS AND TAPS

6. Your business Bucket
There’s a perpetual hole in your Bucket
Your product or service offer
Leak #1 – Forgotten customers
Leak #2 – Poor on-boarding
Leak #3 – No emotional connection
Your Watertight Bucket Checklist

7. Your Funnels, not funnel
Surviving scrutiny
Leak #4 – No gateway
Leak #5 – No critical approval
Leak #6 – No proof
Your Watertight Funnels Checklist

8. Now, turn your Taps on
The Awareness Equation
Leak #7 – Information overload
Leak #8 – Not representing your business for how they’re looking
Leak #9 – Not represented where they’re looking
Leak #10 – Not represented when they’re looking
Leak #11 – Not known by who they ask
Leak #12 – Not known for what you do
Leak #13 – No emotional impact
Your Flowing Taps Checklist

SUMMARY OF PART THREE

PART FOUR: MAKING IT HAPPEN

9. Your affordable marketing plan
You need a marketing budget
Joined-up marketing
Your ABC Budget
Your contingency budget
Key points

10. Mindful measurement
Three universal lessons
Your time horizons
Interesting, but what does it tell you?
Your starting point
Don’t measure out the value
Key points

11. Your lifelong marketing habit
Marketing is like fitness
Leak #14 – The wrong kind of work
Leak #15 – Unused marketing muscles
Leak #16 – No familiarity to work from
Leak #17 – Expensive exhaustion
Remember...

SUMMARY OF PART FOUR

About the Author

BRAIN FOOD

INDEX

The Thirteen Touchpoints Leak Checklist

About the Author

Bryony is a proven marketing professional, with a talent for helping ambitious entrepreneurs make their marketing pay. Having occupied senior roles on both sides of the client/agency relationship, she has a unique perspective. She started her marketing career at just 19, then while at a large agency secured her Chartered Institute of Marketing Diploma – a course she has since tutored. By 24 she was responsible for the agency’s largest account running pan-European campaigns with IBM, Dell and HP, and led the team that secured the multi-million pound Microsoft account. Working freelance for clients whilst securing an MBA, Bryony undertook an award-winning strategic customer management project for ClarityBlue, where she became Director of Marketing. She played a key role in raising their profile that saw the company sell to Experian for £85 million. At just 28, she became divisional Director of Marketing for the FTSE 100 company, reporting directly to the Board. In 2008, driven by an entrepreneurial spirit and a passion for helping small businesses realise big ideas, she set up a consultancy business, Clear Thought, and has since built a reputation as a compelling business speaker and writer. She is based in Bristol.

Reviews

“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*

“Any business who is serious about growing needs to read this book. No clap-trap. No padding. It is chocker-block full of great ways to fix your business development processes, systems, copy, plans and activities so you stop leaking profit and see your business grow – the watertight way. As a result of reading this book, I was able to clearly identify why our own business growth has plateaued, and because of the common sense contained in the book will be working to fix that.”
*Heather Townsend, author of ‘The FT Guide To Business Networking’ and co-author of ‘How to make partner and still have a life’*

“If you’re running a small business and think your marketing activity is as good as it can be, read this book. If you think your marketing could be better, read it twice. I’ve read many books on marketing and got a lot of value from each of them, but this is the one we will be buying to give to each of our clients. No-nonsense wisdom, perfectly pitched to resonate with all small business owners.”
*Stephen King, Managing Director, F-works*