Are you marketing to businesses or consumers and why the difference matters?

There is two types of marketing B2B and B2C. B2B is short for business to business. This is the type of marketing where businesses sell to other businesses. B2C refers to business to consumers marketing.

Trying to hook or attract B2B clients like you do B2C clients is a sure way to failure.  The focus of any good business should be on getting good clients.  The success of any good business depends on the clients the business has. Great clients give you plenty work, they are willing to pay the fees you charge and give you the work you enjoy.

The painful opposite is getting clients you do not like. These are clients and customers that don’t give you work you enjoy, they don’t pay well, and they make you miserable with unending demands that they don’t want to pay for in full.

With the issues mentioned above in mind business looks like its no place for joy. Do not lose heart. There is hope for the entrepreneurs. The power lies in deciding who you would want to serve. Find your niche in your industry and you may as well be on the path to getting the right kind of clients.

Decide exactly who you will serve. Find a niche that that you enjoy serving in your industry and start from there.

It’s a terrible mistake to try to serve every prospect in the universe. Figure out your high probability customers and clients. The most common mistake in my opinion start up entrepreneurs make is to try to serve everyone. Trying to serve one means you will try to attract everyone. That strategy is sure bound to fail dismally. If you try to serve everyone your marketing has no focus. Unfocused marketing attracts no one. It is not an investment but a huge and unnecessary cost.

People don’t want to be considered as part of a large group. They want to be made to feel special. If your marketing message says, “Hello all” it might miss everyone.

The secret is to keep your marketing focused. Figure out your marketing core message that resonates with your market and is best deliverable with your appropriate media.

The secret of marketing is to understand the three M’s of marketing namely, Message, Media and Market as Dan Kennedy says. Your market is the prospects you have decided to target, the market determines the message and the media you will use to attract the market.

Written by Aubrey Mavhuli Chief Copywriter @

Are you trying to sell without harmony?

It doesn’t matter whether you are selling with copy or selling in person. There can be no sales if you don’t create rapport with your prospects. Take a prospect who needs what you are offering, what makes them not buy from you?

Have you ever just had a feeling not to proceed with a sale? You really wanted a product, the benefits were clear, but for some reason you just couldn’t identify with the seller. I know the feeling, and I can admit I have had it a couple of times.

Sales is not an event, no doubt. Sales is a process. Sales is relationships. Prior to asking for that huge order build the environment upon which your sale can thrive.

The secret of sales success lies in your planning. Planning is the first step in sales success. You must plan for success in order to succeed. Plan your whole interaction with your prospect. You better know before hand what sort of an encounter would favour your business.

If there is no harmony between you and the prospect, there is little luck with sales. The easiest way to create harmony is to be observant and ask questions that might be of little impact but whose answers can only be a “yes”. If there is no small yes, there is definitely no big one you can almost expect that.

Get two or three “yeses” before the big ask. This is akin to the customer nodding their head in the affirmative before the “big ask”. Remember what I always teach that sales is like marriage. A man who wants to marry gets plenty small “yesses” before he makes the big yes of marriage. A discussion on the small talk such as weather, customer’s environment can start up the small “yesses”.

One way of killing rapport is to ask something the prospect will say no to. If the prospect doesn’t say yes initially you might have lost the prospect. A lost prospect might not be recovered.

Written By Aubrey Mavhuli Chief Copy writer at



Before you rush to market with your product or service figure out your prospects. The eight questions to ask before going to market.

Figure out your prospects

Before you rush to market with your product or service figure out your prospects. In this blog you will learn about the eight questions to ask before going to market.

Be prepared if you are to excel

Preparation is the true art of war. The boys’ Scouts moto is simple and full of insight,” be prepared is our moto. I have seen many an entrepreneurs rush into marketing campaigns without planning and no preparation. If marketing campaigns are started without preparation what more marketing copy is written without sufficient thought. As a copy writer nothing causes my heart to bleed than to see marketing copy that couldn’t even sell life to a dying man being written and pedalled.

Failure to plan your marketing is planning to fail

The old adage is nowhere truer than when it says failure to plan is planning to fail. John is an entrepreneur I have helped to with his marketing copy before. This is what I have said to him.  “All implementation is easy when you prepare.”

Before launching any marketing, campaigns let alone copy write marketing copy figure out the following answers to the following questions:

  1. What drives prospects to buy?
  2. What drives them to buy from you in particular?
  3. How do your customers buy?
  4. Why do they buy instead of doing nothing?
  5. What prompts them and attracts them to you?
  6. What knowledge do they need to make a buying decision?
  7. Who is involved in the buying decision and process?
  8. What buying process do they follow if any?

Applying your mind to the above questions can help you plan better before your copy writing process.

Written by Chief Copywriter Aubrey Mavhuli










Who else wants to write a completely captivating and persuasive marketing story?

Quite often when your marketing copy is not performing you need to ask questions. What story are you dangling to your audience? Is your story captivating enough, is your story convincing. Does your business or solution have a good story to tell? Unfortunately no is not acceptable as an answer. All people businesses have a story to tell or a story awaiting to be told.

One of the copy formulas to use is the String of Pearls Formula. In this formula the copywriter assembles details and string them together in a long line, one after another like pearls. Each detail like a pearl is complete in some way. Collectively, their persuasive power becomes potent arsenal for your copy.

This formula for writing marketing copy reads like a suspense novel.

Have you ever seen this formula at work tell me more?

By Chief Copywriter Aubrey Mavhuli

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 Are your AdWords adverts wasted? How not to waste all your adverts?

If you have to pay money for marketing, you better track the results. If you don’t track the results and evaluate the results you can leak money big time and you won’t even know it.

Jimmy of course not his real name came to me almost in tears. “Advertising doesn’t work.” He muttered under his breath. “I agree”, I said to him. He was surprised but I added, “Advertising that doesn’t track results is dead”. He looked at me like he had seen a ghost. “What do you mean?”

I am going to tell you exactly what I told him. But not in so few words. It took me a few hours to drive home the point, but eventually he saw the light and went on to benefit from his advertising.

Jimmy had a beautifully done website. He was advertising it on online.

What do you want to achieve I asked him? I want people to know me through my website, he said. “Then what? I asked getting a little frustrated with him. So that they can buy from me.

I took one look at his website it was graphically beautifully designed no doubt. But it lacked a squeeze page. That was his problem. He had no way of capturing leads as a result if somebody ended up landing on his website but did not buy they might be probably lost forever. It seemed kind of lame to me but I later realised many such websites do exist. Imagine the waste involved. You pay big money to drive traffic to your website and you fail to capture the visitors’ details in order to aptly market to them.

You are wasting money with AdWords adverts if you are doing the following three things:

  1. You have no squeeze page or bait to capture visitors emails or names
  2. You have no lead generation offer to offer to your prospects
  3. You are tracking only the views not subscribers

If you are advertising this should be your mindset:

Drive traffic to the website by AdWords and any other methods

Capture the details of the visitors

Send them their bait, it maybe a report or checklist or whatever you promised

Create an offer irresistible for them

Smile all the way to the bank.


Written by Aubrey Mavhuli Chief Copywriter

Is your professional firm struggling to acquire customers for you?

Is your professional firm struggling to acquire customers for you?

Professionals struggle to market their businesses

Most professionals struggle to acquire customers for their professional firms. I can’t pin blame on them. It is like my former colleague used to say whenever I asked him something he didn’t know, “It wasn’t in the syllabus.” Professionals like Michael E. Gerber author of the E-Myth says they are often technicians too involved in the business to make it really work. Sometimes to make a start-up professional business work all it takes is to step out and have a bigger picture of your business.

Ethics may stand in the way of marketing professional businesses

Some professionals like doctors, accountants and lawyers in some countries have ethics and codes when it comes to advertising, but that’s okay.

What is interesting to note is that if you are a start up professional you will not attract a lot of traffic to your offices unless you are known. Being known is not a short journey. It may take time.

Attract business ethically

You can learn to attract customers without forceful advertising. Listed below are some of the ethical ways to attract business to a professional firm without stepping on professional body toes. Create perception of being a guru or an expert, after all are you not a professional?

  1. Create a newsletter

Create a newsletter targeted at your prospects or typical prospects. Find out their frequently asked questions and write a newsletter to address their concerns. Let’s say you are you are a labour lawyer. You could create an e-newsletter that you circulate to potential prospects. You could go out to advertise the newsletter only asking prospects to subscribe for free advice on labour law.

  1. You could create a blog

Creating a blog is part of greater content marketing. Content marketing can be in the form of edu-marketing. You write a blog to teach prospects so that you can create awareness and need for your services.

  1. Write articles to newspapers and magazines

Find trade or specialist magazines that you propose to write articles or columns for in your niche. Let’s say you are a doctor who specialises in family medicine. You could write articles or subcontract a copy writer to write articles on family medicine for you for a newspaper or magazine.

  1. Give free talks

Find a decent venue and give free talks. Let your talk like your articles would address some of the prospects’ pain points for free. Remembering what they say there is nothing like free lunch.

  1. Create a V-log

If writing is not your thing take videos and talk. Post your videos on social media like Facebook and You -tube.

  1. Create a podcast

If you don’t like writing and you are camera shy you could create podcasts where you teach or interview other professionals or get interviewed.

  1. Create special reports

You could also create special reports that you write or hire a copy writer to write to address a special pain point in your niche.

  1. Create white papers

Create and publish a white paper in your niche offer it for free.

  1. Create checklist that you share

Create a checklist that you share with your prospects.

  1. Write a book

Saving the best for last is what I have done here. There is no greater profile, nor greater business card or cv or resume for a professional than for a professional to publish a book. A book says it all. The perception that a book creates for your professional business is huge. The perception is if you can write a book about it you know more about it therefore I can trust you.

As you share all this content you create a guru status and are considered a specialist in your niche. This boosts your brand and it makes you charge right fees as people always expect to charge more at a specialist than at a generalist.

Publishing a blog, newsletter or E-zine helps with what is called relationship marketing. Just remember that sales is after all relationships and all else is commentary. A good example is the news channels. They portray certain celebrities so many times if any one of us is asked do you know such and such a celebrity or politician we are convinced we know them, yet we have never spoken to them or met them.

Relational marketing helps build trust for your brand. Just remember people as well buy from people they trust.

Written By Chief Copywriter at






Do you use adverts in your business which advert do you use?

Are you advertising your business which type of advert are using?

There are basically two main types of adverts namely brand or awareness adverts and my favourite direct response adverts.

Brand advertising

Awareness adverts’ purpose is to make readers, hearers and viewers aware of a product, service or an organisation. It is meant to build preference in the heart of the buyer.

The awareness campaign rarely tries to garner a sale. Brand awareness is premised on the understanding that results that bring about a sale take a long journey.

Brand awareness is not a work of pennies this is usually associated with huge budgets. It is always debatable if this brings about a traceable direct link to increase in sales immediately. There is a joke that’s often said John Wanamaker (1838-1922) is believed to have said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.  The tragedy is that even in this century some marketers are still on this route of not knowing.

Brand advertising is an investment not a gamble. It takes time to reap the benefits generally with brand advertsing.

Many start up entrepreneurs see big organisations using this route of brand advertising and hope it will work for their small little start-up. Generally, they are disappointed to find out it doesn’t pay off fast enough. For very small start-ups quite often they die before they start making money with brand advertising. The money is often a long way and long time coming.

Direct response advertising

Enter direct response advertising. This is the form of advertising here to help all small start-ups who are not happy to spend the other half on advertising without results.

Direct response marketing is not just about awareness. In fact, it cares little about awareness but wants to solicit some kind of a response, hence the name direct response. Direct response can be measured. You can know in a very short time if it has worked or not.

Direct response could constitute :

  • Visit to your store
  • Visit to your website
  • Use of a coupon
  • Buy the product
  • Request a report or newsletter

If the sales is not immediate in direct response the marketer requires to capture the details of the prospect.

Steve Slaunwhite one of my copy writing mentors says of Brand advertising that it wants to impress you while direct response advertising wants to sell you.

Before writing an advert, the marketer must consider the following and decide the impact and outcome:

  • Prospects to choose your product ahead of the competition
  • Associate an attribute such as safety with your product
  • Visit your website
  • Remember product name
  • Remember organisational name

A typical direct response advert usually has the following attributes:

  • An eye catching and attractive headline
  • A memorable and attractive visual
  • Body copy
  • And a call to action
  • Post script or P/S that reiterates the offer

Written By Aubrey Mavhuli Chief Copywriter of