How does your business appear from the outside looking in?

Forming a corporate image is essential

Big businesses are concerned about what is commonly known as corporate image.  Startup businesses ? Not always, why not? It could only be attributed to ignorance. Most startup entrepreneurs do not know any better. The argument often told is , ” the teacher didn’t teach or a more hilarious, “it wasn’t in the syllabus. “A pretty lame excuse I am sure. In business we have a term for how a business appears from the outside looking in. Its called a corporate image. Image is everything, forget reality for a few minutes.

Corporate image tells the story of your business

Andrew Griffiths argues your corporate image , ” tells the story of your business.” The question to ask to startup entrepreneurs is what story are you telling prospects and customers. You are continuously telling a story there is no doubt. You are better off knowing what story you are telling or is perceived to be telling.

What are you all about?

Your corporate image may tell your prospects what you are all about. It helps prospects make up a position for you against your competition. So you cant afford to ignore corporate image. The worst small businesses act small. This may have unintended consequences. Being small doesn’t mean small service and small delivery. It maybe an advantageous place to be.

Listed below are some elements of any business that may influence your corporate image:


A logo is a must for corporate image. It must be an appropriate one for your business. Let it not confuse your prospects. Let it if possible help tell the story of your business where it is seen.

Tagline words

Words are important in marketing and advertising.  They help evoke emotions and feelings in prospects that warrant some response. They may also help in creating an association with the solution required from the business.

Consistency of delivery of service

In every customer contact point never take a customer or prospect for granted. Take every opportunity like your first and best short at impressing the prospect and customer. Every prospect and customer is King of your business.

Business name

Chose a name carefully to impress on your corporate image. Let your name be memorable where appropriate and let it help you with your corporate story.

Corporate colour

Colours are important in branding and corporate image. Even for a startup sticking to particular colours is essential.

The best way of branding or creating a good corporate image is to to be consistent. Consistency is admirable, it is quality. Imagine what makes people buy a certain Germany car.  It has consistently delivered what was promised.

The whole idea of branding is to conjure up positive perceptions and feelings about your business when your business is mentioned or logos and colours seen. Want to create a good corporate image? Deliver excellence at every contact point.


Written By Aubrey Mavhuli Chief Copywriter


Catchy slogans but still no one calls. Could you be making this copy writing mistake?

In business lest you forget the only numbers that matter are the ones that are associated with a dollar sign. We call them sales numbers. Everything else becomes commentary. Any effort at marketing or advertising that brings no sales may be a waste of your time and effort. It doesn’t matter what the activity is all about. It must be traced back to sales.

The common mistakes in advertising world is to always draw attention to self either as an organisation or to the product. Dan Kennedy swears by this: “The only reason to advertise is to get prospects to call you.”

The five essential parts to a direct response advert:

The headline

In direct response adverts the headline is a hard worker, working hard to ensure that the advert is read. Normally a benefit headline that answer the question who cares and why should i read further  does the trick. If the headline fails the advert wont be ready or seen and whatever good product you have will be kept a secret.

The lead of the advert

The lead is written so attractive it leads to the next paragraph or sentence being read. If it is not attractive the advert will be abandoned. Of what use is an abandoned or half read advert? The lead should suck in the reader and never let them go.

Credibility or proof

Credibility is created by testimonials. It is the proof that gives credibility to what is claimed or offered. Remember the prospects are not dump, in-fact they are watching you wondering what you are all about.

Irresistible offer

In direct response adverts the offer is everything it can break or make a campaign. Learn to write powerful offers that will make people to say yes without even thinking.

P/S Post Script

The post script helps to reinforce the offer and shows the prospect what they stand to gain and maybe to lose if they are indifferent to the offer.

Whatever adverts you want to run apply the principle of a direct response advert. These types of adverts are sure set on measurable return.


Written By Aubrey Mavhuli Chief copywriter at Supervaluecopy.










What should you guard jealously time or money and how this helps with your marketing?

Have you ever heard this question asked , ” What comes first ? The chicken or the egg?”  In marketing the question often is similarly asked, what should you guard jealously time or money? Well I say time. Time is a finite resource. It’s not renewable. In life when all is said and done often regrets are not that we should have made more money in life. Money doesn’t come second, its not at the back of the list. In fact it’s nowhere on the list. Time can be a big regret both in life and in business. I have often said that if you want to conquer life conquer time.  Time can be a good master, a terrible servant. It waits for no man. It respects no one. As in life as it is in business don’t regret that you didn’t spend enough time with your prospects and customers to really make a difference in their lives.

Invest time wisely

For your marketing to work it needs time. Invest in marketing your business on a daily basis. Block out time for marketing and sales. If you are not marketing you can’t be selling. Success doesn’t come by surprise. Success comes by careful planning of usages of time and and time lines. This doesn’t happen naturally it has to be carefully planned.

What could this mean for you?

Block out time to share your testimonials or other content on social media. Let this be daily planned to create a profitable routine. Invest time in learning for profit. Find the one thing you could do that brings you the biggest bang for your buck. If it means you write and create content daily so be it. If it means you learn about your prospects so be it.

To master time respect it

You can’t master what you don’t understand. Understand time, it is time that is all you have whether you are rich or poor. Good or bad. Time when it’s gone is gone. Master time by understanding when to sell when to comment and when to give before asking back. Time is of essence.

Spend time wisely spend it with with your customers and prospects

Show them, don’t tell them you care. Don’t patronize them they know if you really mean it or not. If you spent time on the storefront listening to your customers and prospects you will figure out without guesswork what they  really care about. What makes them cry and what is truly their pain point. Don’t be too quick to dismiss. Be quick to pay attention though. Attention takes time don’t squander it without a cause.

Time is a big differentiator

Every business could succeed if they had all the time to learn and correct course.  It’s like a high school diploma anyone could get it but times for achievement may vary.  Give time for understanding the need. Give time for establishing a friendship or relation. Give time for a sale. Give time for post sales its customer relationships that keeps them with you.


Are you spending the right amount of time doing the right kind of things in your business? It’s sure about time.


Written by Aubrey Mavhuli Chief Copywriter @




So how can you retain reader’s interest with your copy?

So how can you retain reader’s interest with your copy?

The ultimate goal of your marketing copy is to result in a sale. A sales letter is straight forward, the jackpot is a sale. Your copy may not always result in a sale every copy writer knows that, no doubt. With this in mind if your copy fails to make a sale let it retain the readers’s interest and persuade them to return to your web page, blog page or your social media page soon rather than later.

How can you do this?

Like in killing a cat there are many ways but today i will mention only two.

1. Write the benefits and features of your product or service in order of importance. The most important benefit or feature starts followed by less important till the least important.

2. Although you should list benefits and features in order of importance reserve a surprise benefit or feature for the last part of your copy. Whatever you do don’t let your letter or marketing copy fizzle out.
Surprise the reader and close the sale whilst they are recovering from the shock.

Your minor benefits in between should be still colurful and potent to retain the interest of the reader.

Hope you continue to retain your reader’s interest with these tips.

Do you have any questions on retaining reader interest in marketing copy? Comment below.

By Aubrey Mavhuli Chief Copy Writer 

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Which type of leads are you chasing?

A few weeks ago, I wrote that some businesses and products need two steps before a prospect becomes a customer. A wise entrepreneur understands this. For example, in a retail shop where you are selling groceries and everyday stuff. You rarely need leads. You just need traffic to your shop and you are home and dry.

When you sell complex products or services you often need leads. A lead can be a prospect who raises up their hand to say I may be interested to hear more from you about your business or services. When you sell expensive products or services you need leads. Imagine a lawyer or actuary standing up on the street corner saying come inside for services. It doesn’t look right, doesn’t it? A professional needs leads.

When you are a professional looking for people to sell to, create leads. The old age wisdom of sales is to sell to those who need what you are selling and close those that need closing. Anything else outside this may be unnecessary hard work. Smart work is better and more profitable. In sales and marketing greater are the profits of working hard and smart than hard without brain.

There are four types of leads any business that has been in operation for some time has.

Not yet ready leads:

These are people that have asked about your services but are still comparing or deciding. They may not be in need now and might be in need in future. The secret is to learn to find them and nurture them for buying.

Dead leads

Dead leads are your fault. These are prospects that raised their hands a long time before and you have since lost touch with them. You may not be remembered in their memory as well. They may have looked like they were too far off coming. You were impatient, and you gave up on them. You gave up because you had no system for lead nurturing. Most that quit because of no systems that work to nurture the prospects.

Dormant leads

Dormant leads are clients you have neglected. They were once yours somewhere in the past, but you have lost constant contact with them. These need you to find a way of keeping close and memorable contact.

New leads

These are hot leads. They have just asked about your brochure or special report. Keep them interested and don’t let them out of the hook. Don’t let them disappear. Keep them even closer.

Every business with complex or expensive products and services needs to have a lead generating nurturing and conversion strategy. Does your have ? Lets share it.

Written By Aubrey Mavhuli Chief Copywriter @

The 4 challenges start up entrepreneurs face that they urgently need to address

The 4 challenges start up entrepreneurs face that they urgently need to address

Entrepreneurship is no child’s play. If it was everyone would be involved somehow. It’s not just about following your dream but more about keeping the dream alive in times of so many disappointments. In entrepreneurship you can be assured of this there are more who quit than those do stay the course. If you know of any entrepreneur who has stayed the course for a few years give them enough respect. Patience do sure pays.

  1. Learning the niche and continuously trying to improve the business and offering in that niche

The disadvantage of every start up is that they rarely have insurmountable amounts to hire the best man for the job and rarely are they the best man for the job themselves. Their challenge is they need to constantly learn their niche or industry as well as how to improve the business. Quite often this turns out to be insurmountable a for an individual.

  1. How to keep adding value to your clients

The entrepreneur need this question surely answered. One can’t afford to stop asking this question lest they find themselves dying a sure slow death. A wise man one said to me value is the real deal. The customers continue to patronise your business for one thing only for value. The solutions your business offers is the real value.

  1. How can you differentiate yourself in ways that your prospects value?

Entrepreneurs soon realise starting a me-too business is not an option. There is too many fish in the sea one must soon differentiate and craft a unique selling proposition.  Without it your business is in a crowd few prospects can pick a business in a crowd.

Differentiation is the only strategy that gives a start-up entrepreneur serious mileage fast. When you rock up on the scene and you are different your prospects know why you came and why they must come to you.

  1. Stay tuned to where the money is

A start up entrepreneur soon realises that there are two types of customers, those who pay and those who don’t. There are two types of customers pick the ones that pay and don’t give you grief. You can’t get money from customers who threaten to pay. Chose those that act on their word ask for referrals even. Whatever you do get more like them.


Written By Aubrey Mavhuli Chief Copywriter @Supervakuecopy

Prospects don’t care about you they care about only one man. Meet the man your prospects really care about.

Who do prospects care the most about?

In all my sales training and advice there is one thing I reiterate. No one cares about you or your business. Prospects don’t care about your logo or your web design or brand. They care only about one man. No prizes for guessing who they care about.

Legendary copywriter Drayton Bird says , “ Nobody gives a hoot about your logo or slogan. Have you entered a shop and said, ‘Love the logo. Got to buy that”

I am sorry to say this to you but your prospects are no more different from some of the politicians out there. The good thing is prospects don’t pretend otherwise like many a politicians do. They can’t be apologetic too about their real intentions. Prospects are sure looking out for number one that is themselves for sure.

There is only one question that a prospect wants answered before they consider anything you propose. The acronym is WIIFM. What is in it for me. If you are in business learn to answer this question more often than not you will surely learn to persuade many.

If you are trying to persuade someone forget who you are, forget what brand you are, or sure forget the logo. In my kind of language prospects sure don’t eat logos, they don’t eat a brand. But they sure want to know what is in it for them.

If you want to learn a bit of persuasion listen to politicians campaigning. They sure know a thing about persuasion. Marketing is all about the customer and less about you. If you want to be a terrible marketer be self centered bragging all the way to zero. You cant be a selfish marketer and persuade successfully.


Written By Aubrey Mavhuli Chief copywriter @