A guide to getting more bang for your marketing buck, 'Cut The Crap' is our quarterly distillation of some of the finest thinking we've coming across in the world of marketing and advertising.

1. CUT THE CRAP.
How to get more bang from
your marketing buck.

2. A DISTILLATION OF THE BEST STUFF WE KNOW.

4. Before he became the most brilliant and famous ad man in the
business, Ogilvy sold vacuum cleaners door to door.

5. This laid the foundation for his understanding that marketing is just
a more scaleable form of door to door sales.

6. CREATING DEMAND.

7. Start with something people want and then make it:
1. Accessible
2. Memorable
3. Shareable.

8. 1. MAKING YOUR PRODUCT OR SERVICE ACCESSIBLE.
Nicholas Lovell and The Curve

11. N
£ Superfans
Fans
Freeloaders

12. N
V
Engaging in wider Church activity and evangelisation (Come Home for Christmas etc.)
Attending regular Church services
Attending a seasonal Church service
Sharing digital material with wider network (Click to evangelise etc.)
Signing up to the Daily Gospel
Following on Facebook
Reading a blog post

17. EXERCISE 1:
What does your curve look like? (or what could it look like?)

18. 2. MAKING YOUR PRODUCT OR SERVICE MEMORABLE.
Dave Trott and the problem of advertising.

20. Approximately £18.3 billion is spent on advertising in the UK each
year.
4% is remembered positively
7% is remembered negatively
89% isn’t remembered at all

23. That’s more than the GDP of Iceland

24. It’s hard to sell if you’re not remembered.

25. The first line of any marketing communications brief should be:

26. How do we make sure this work is
REMEMBERED
?

27. It could be valuable, beautiful, entertaining.

28. Even honest.

29. Just make sure it stands apart.

30. X X X X X O X X

31. Standing apart is of particular importance to smaller businesses
because they don’t have the budgets to buy media.
It has to be earned.

32. Being remembered is necessary but not sufficient.
We also need to speak clearly.

33. Connect
Convey
Convince

34. EXERCISE 2:
Think about a campaign that you have run, or are planning to run.
What makes it truly memorable? How could it be improved?

35. 3. MAKE SURE YOUR STUFF IS SEEN BY AS MANY PEOPLE AS
POSSIBLE
Mark Johnstone on creating shareable content.

36. 1. Customer insight
2. Competitor insight
3. Product truth

38. 1. Customer insight - People know that they are paying too much for
razors
2. Competitor insight - Category is defined by unnecessary
innovation developed only to justify price.
3. Product truth - Inexpensive razors delivered with character

39. 1. Video cost $4,500 dollars
2. >25M views on Youtube
3. $4M turnover in first year (2012)
4. Sold to Unilever for $1bn dollars in 2016

40. CASE STUDY: ONLINE PAT TESTING COURSE (PARKER BELL)

42. 1. Customer insight - PAT testing is a grey area of compliance that
people want to ‘tick off’ as easily as possible.
2. Competitor insight - Online courses are charging £40.00 a pop
and missing out on exploiting the ‘Ikea effect’.
3. Product truth - The first ‘free’ online PAT testing course. With the
opportunity to buy a certificate (£30) and a PAT tester (£270)

43. 7,000 course completions in 18 months

44. EXERCISE 3:
Think about this for your own business, or a specific campaign
• What is your customer insight?
• Competitor insight?
• Product truth?

45. 4. WHAT ABOUT DIGITAL IN 2019?
What you should be doing online

46. In an official statement Google has stated that links, content
and RankBrain are the three most important ranking signals in
Google’s search algorithm.

47. 1. RankBrain and UX

48. RankBrain monitors how people interact with your content and
rewards or punishes accordingly. It focuses on two things:
Dwell Time - How much time someone spends on your page
Click Through Rate - How often people click on your Search Result

49. What to do:
Look through your key pages and find any that have a low dwell time.
How could these be improved? (Better content and design)

50. 2. Invest in long format, comprehensive copy

51. In the old days (about 5 years ago) Google looked solely at content
and assessed with your focus keyword in the following:
• Title tag
• URL
• Image ALT text
• Description tag
• H1 tag

52. What to do:
• Try writing articles that are 2,000 words in length (I know it’s tough)
• Seed them with Latent Semantic Indexing (LSI) key phrases
• (Use LSI Graph for help with finding the right phrases)
• Make the content ‘Evergreen’ as often as possible

53. 3. Get more links

54. It sounds mundane, but getting more inbound links from authoritative,
contextually relevant sources is a vital part of your SEO strategy.
Having content worth linking to will help with this.
Remember that you’re looking for ‘follow’ links

55. 4. Ranking in the Featured Snippet

58. What to do:
• Find keywords you already rank for that have a snippet
• Create snippet bait - 40 - 60 word paragraph
• Create lists with elements given H2/H3 tags

59. 5. Optimise your site for Google’s Mobile First Index

60. What to do:
• Make sure users get the same information on all devices.
• Ensure your site is a responsive design, and not a separate mobile
site
• Run your site through the Mobile-Friendly test tool from Google
• Test your site UX on a mobile yourself. What do you think of it?
What changes need to be made

61. 5. IN CONCLUSION
Wrapping things up

62. The best marketing is to make something people want.
Consider your ‘Curve’ - Provide different tiers to allow as many
people to get involved with what it is that you do.
Establish a distinct position and stay true to it
When developing your campaigns consider your insights and make
sure you can clearly define each.