Soul Business Blog 4 – Aspire to inspire

Soul Business is an ethos to inspire and enable people, business and organisations to communicate better by connecting deeper. Okay, so here’s the conundrum – most of us like to buy but few of us like to be sold to. So what’s the answer? Go to win buy-in instead. It’s easier, more enjoyable and works better. Oh, and it is value driven and an inevitable outgrowth of character marketing. In…

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Soul Business blog 5: Make sense

Soul Business is an ethos to inspire and enable people, business and organisations to communicate better by connecting deeper. Okay, so how do you create messaging that works and makes sense to your audience so you can connect at a hearts and minds level? This is more than merely getting on message in some kind of spin doctor-y way using simplistic sales ideology, which steals the rudiments of Neuro Linguistic…

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Soul Business blog 6: Stop selling, win buy in

Soul Business is an ethos to inspire and enable people, business and organisations to communicate better by connecting deeper. There’s an over-blown belief that every business or organisation needs to be good at selling. I don’t agree. I think knowing how to win buy-in is far more important. Here’s an uncomfortable fact to add to the mix – we all like to buy, but no one likes to be sold…

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Soul Business blog 7: Radio days – Sharpening the focus on your target audience

Soul Business is an ethos to inspire and enable people, business and organisations to communicate better by connecting deeper. Right, this one is awkward. Call it target marketing or focusing on ideal customers, most of us are poor at identifying our audience – and therefore nuancing our message to appeal to different types of people we need to communicate with. Communicating well in business isn’t just about winning customers. The…

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Soul Business blog 8: Get in focus 2 – diffusion of innovations

Soul Business is an ethos to inspire and enable people, business and organisations to communicate better by connecting deeper. It is a given that we all need top line messaging to explain who we are, what we do and how we should promote our vision and values – things we believe. But nuancing our message to appeal to different audiences is also key. Clearly, there are many ways we can…

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Soul Business blog 9: Define your indefinable qualities

Soul Business is an ethos to inspire and enable people, businesses and organisations to communicate better by connecting deeper. I’m going to ask the seemingly impossible – I want you to define the indefinable. I want you to focus on your best-ever client. Now imagine the difference it could make to your business if you could replicate them x 10. Not only would it make a huge financial difference (I…

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