Marketing Mix: 4Ps

This is ConvertX Radio, with episodes on actionable marketing tips and explanations. To get you closer to your client.

This episode goes back to the basics: the 4Ps of the marketing mix.

– I hear business owners worry about which social media channels to use before even having a clear offer.
– I often see that pricing is ad hoc.
– In the lockdowns, many companies struggled with switching their distribution channels to get their services and products to the customer.

With the right marketing mix, none of the above should be a problem.

Please, listen to the episode by clicking the below banner and get closer to your client.

TikTok: the new marketing heaven

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With more than 800 million active users Worldwide, TikTok is the newest trend in social media and one of the most popular social apps among teenagers, but not only! 

Since its inception in 2018, TikTok has evolved from a video-creation app solely meant for users to express their creativity to a marketing and advertising heaven in which brands obtain a very powerful engagement with consumers never seen before.

So, let’s better understand what’s this platform about, how it works and how to create a successful profile among all the others.

TikTok consists of 15- and 60-second user-recorded videos that allow for in-app editing and integration with the other major social players.

On TikTok there’s an audience for every voice, from teenagers to adults and old people too.

So, why companies should invest in this platform? 

TikTok for business is where you can unleash your brand’s creative side in order to connect with the audience of the entire World. How? Through video, only in shorter, bite-sized clips.

The TikTok algorithm: another plus point for businesses.

It’s known that TikTok has the highest engagement of any major social media platform. 

But how? 

Well, the For You section’s algorithms are based on the preferences and activity history of the individual users. So, it’s nearly impossible that two For You sections are going to be exactly the same. 

There are different factors that influence the For You section’s content:

  • user interactions like shares, followers, comments and likes
  • video information like the length, captions, sounds and hashtags 
  • account settings like the language and country 

So, why is TikTok a good opportunity for a brand? 

TikTok is viral now, it reaches a very huge audience, it grows your customers’ engagement and it allows you to show your business’ creative and human side. 

Where to start, then? 

Well, in this article I will cover these three mainstains in order to create an effective profile:

  • Define your Target Audience
  • Choose your message (create your own style)
  • Create the right content for your audience and discover when to promote it

And, after having defined these concepts, I’ll talk about the power of Analytics, the importance of collaborating with Influencers and other similar profiles.

Finally, I’ll share with you which tips are essential to keep in mind in order to have a good profile. 



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How to choose the right audience for your company?

It’s very simple. Based on your interests, hobbies, experiences, stories and thoughts you can choose your niche because, if you don’t have a niche, you’ll create content about nothing and for anyone.

Know your target audience:

The typical mistake on TikTok is trying to make content for everybody. 

But the reality is: to grow on TikTok (or in any other social media platform) you have to be more strategic. How? By choosing and deciding a specific target audience, and building content for them looking at their needs and tastes. 

These below are some questions that you can use in order to define your target audience: 

  • Do you target males, females, or both equally?
  • What age groups do you target?
  • Do you target people with a particular income level?
  • Do you target people with certain values?

In short words, in order to obtain a successful account, you should create the right videos for your dream viewers and, to do that efficiently, you first need to know precisely this group by doing research.

Smart tip: with the Pro Account you’ll be able to see your personal Analytics, essential in order to better understand your audience’s tastes and habits. 

But let’s leave this topic for the end of the article.  



The major part of the social media users does not dispose of any professional camera equipment; they simply create content with their phones, which is authentic to who they are. Use the same approach! By showing your brand’s true personality, followers will feel connected and related to you, which builds trust!

The brand is essential. 

Even without reading, your readers must be able to recognize your business, just by looking at your company’s brand. This is the reason why having a consistent brand image, style and colour is fundamental. Thus, your audience will immediately identify your business among all the others. 

The BIO: short, catchy and powerful 

Just like that. Your BIO should go straight to the point. Uploading a lot of content or descriptions is not the right strategy to use. Instead, use short sentences that are able to better represent your business and thoughts.

Be unique! Take advantage of your company’s personal stories, experiences, passions and personality, and demonstrate your knowledge and skills about your area of expertise in a funny way.

Remember that your profile has to reflect the true you! 

Why is it important to be consistent with all your social profiles?

Because otherwise your audience will get lost!

All your social accounts should have a similar look, above all if you are a business: you want a consistent brand look everywhere.

In some ways, businesses have an advantage here because you probably already have brand features. These could include logos, taglines, and an official colour scheme. You can use these, even if you have never been online before. 

Smart tip: TikTok isn’t the place for squeaky-clean first impressions and fake smiles. It’s a place for authentic entertainment, humour, and fun. Just let go!


It’s obvious to say that the content and the way of advertising it depends on your specific audience. 

One of the advantages of TikTok is that you don’t have to struggle to come up with new and unique content ideas. The platform is based around community engagement and hashtags so all you have to do is find existing content and make it your own.

It’s not a formal or uber-professional platform; it’s a space for users and brands to experiment with trends, act silly and playful, and show another side of themselves. 

Your unique brand story and personality will differentiate you from others in the same category. 

There’s just one aspect always to keep in mind: the brevity of videos and captions is essential. Also because nowadays people have less time to look at social media or read stuff. 

How often do you have to post?

If you hope to go viral, you have to make sufficient content for people to notice you. If you keep a low profile, your videos are unlikely to appear often in people’s feeds.

Ideally, you should upload a new video each weekday.

When is the best time to post on TikTok?

Well, it depends. On what?

  • where is your audience located 
  • what time your audience is available

How can you find out these information? Look at your analytics!

Smart tip: the “How to”, tutorials and “Before/After” videos are really successful and create a lot of engagement. Try them!



With the Pro Account, you can view your business’ analytics; essential for better knowing your audience. Besides that, your Analytics will show you a much better understanding of how our TikTok account is performing, by showing statistical information related to your posts and followers. 

In short words Analytics should be regularly checked in order to see:

  • if you are achieving your goals
  • your personal overviews (video and profiles views, followers)
  • your content screen; this allows you to understand which content generates the best results (what kind of video your followers liked the most)
  • your audience’s analysis; this gives you very specific information about your followers (age, country, tastes, availability). If your followers don’t match with your dream target audience means that you’re creating the wrong content.  
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Teamwork with other similar profiles can be useful in order to gain more exposure, followers and you can come up with new ideas. 

Feedbacks, comments and DM are essential in order to understand what followers think.

It is crucial that you view, like, and comment on other people’s videos. Engagement is part of TikTok’s algorithm, and the more you interact with people, the more your videos will end up on their For You pages.

What about influencers? 

Well, like on the other social platforms, you can use influencer marketing to expand your reach. Influencers on TikTok have varying numbers of followers, and therefore, varying degrees of influence.

As a brand, you can approach relevant TikTok influencers and propose a working relationship with them but it’s important to be strategic about whom you partner with. If your brand sells beauty accessories, working with a video game influencer isn’t the best fit. Find influencers who work within your niche and whose personalities align with your brand’s values.

For a certain level of pay, TikTok influencers might:

  • Talk about your product in a TikTok video
  • Post about it in the video description.
  • Link to your brand in the description.

Smart tip: connect with a specific pod. What’s a pod? A group of like-minded TikTok creators on messaging platforms who work together. 



Before leaving you, I would like to share some important tips in order to set up and maintain a good and successful account on TikTok: 

  • Don’t mess up your username, otherwise, your followers will be confused and you risk losing them. 
  • Remember to update your profile regularly paying attention to the new trends.  Smart tip: avoid using old video, items or music.
  • Have and maintain your own style and theme by using your brand’s colours, creativity and thoughts. Be different and not a cheap knockoff of someone else!
  • Don’t use a lot of hashtags
  • Keep your audience engaged: like, share, comments and tell your own stories and experiences.
  • Don’t ignore your sounds: One of TikTok’s key differences has been its liberal use of music in the videos that people share. TikTok makes it incredibly easy to add music to 15-second video clips, having made legal arrangements with most of the major music companies to permit the use of copyright music extracts. 
  • Come up with a consistent look and feel 
  • Upload content regularly by using a content calendar  

Ok then, here we are! I hope that this guide has been helpful for you. 

TikTok has become an active part of digital marketing now and it doesn’t seem to be going anywhere. 

So get familiar with the app and have some fun!


Sources: I’ve just completed the “How to build your personal brand on TikTok” free course on Influencer Marketing Hub. I really learned a lot from it.

Highly recommended!

Here’s the link: Social Media Marketing Courses | Free Social Media & Influencer Courses (

Bio of the author – Sara Grange, Marketing Manager

This article was written by Sara Grange, Marketing Manager of Francis Cooper.

She loves being creative and she always pays attention to new trends, successful marketing tools and strategies.

If you’d like to contact her, please reach out to her vie LinkedIn: Sara Grange | LinkedIn

How to be successful on Instagram even without beautiful content (an opportunity for professional services too)

If you are in professional services like me, maybe using Instagram effectively and creating intriguing posts to attract more followers is a real challenge. 

This is exactly why, in this blog post, I will show how Francis Cooper has successfully rebranded its profile and taken advantage of Instagram as much as possible. 

But not only! Indeed, I will share with you the power of creativity, which elements are essential to establish and how to use them effectively (colours and fonts), which pictures are better to use when you don’t have beautiful content to advertise, and how captions, storytelling and personal thoughts might be a real strength for your business’ image.   

Checking out our Instagram profile during our free time has become part of the daily routine for everyone. That is why this platform has proven to be a really powerful marketing tool for businesses looking to expand their presence and the visibility of their product.

Actually, Instagram is the go-to place for over 300 million active people (30 million Instagram users in the UK) to explore and share their passions, photos, likes, videos, and stories every single day. 

Now, uploading and advertising cool content and products like wonderful landscape pictures, dream trips, funny quotes and fashionable clothing relatively achieve success; they are beautiful in themselves! 

But when your business has to advertise serious, informative and sometimes complicated or abstract content, how can you make it appealing to your audience?  

It’s a challenge!

So, where to start?

When the Francis Cooper team decided to rebrand our company’s Instagram profile and, having had successful results, I would like to share our guidelines and tips with you. 

What I firstly suggest is to look at your profile and bring out all the aspects that you want to change or ameliorate. You can also look at other similar profiles and pick some ideas that you like and that you can reuse (without copying them obviously) in your account.

This is how I started working on Francis Cooper profile. 

Actually, after having thought it over, sharing opinions and taking a look at other business accounts with our similar content, I identified some key aspects to work on and improve:

  • The first impression of the profile (grab readers’ attention immediately with an appealing profile)
  • Creativity (choose your brand’s colour, have a dynamic profile with different posts’ forms, but remember to have always a fil rouge to follow, stay consistent with fonts, avoid overused pictures)
  • Relationship with our audience (make the most of your captions, share quotes, stories and personal thoughts that speak to your audience)
  • Post consistency/Continuity in posting

So, the question is: how do you make sure that your brand stands out from amongst the rest?

And that is why making the right first impression is essential. Grabbing people’s attention at a glance is directly related to the brand’s creativity.

Standing out with creativity:

A great benefit of this platform is that it offers many ways to get creative. On Instagram, you can go wild coming up with new ways to draw attention and add followers and new customers. 

In simple words, Instagram is where you can showcase your business’ personality.

How can you do that? By mixing different elements of your brand, such as specific contents, images, videos, products and colours. 

This will allow your business to establish its brand identity, create a holistic creative experience for your community and drive brand recall. 

As I already mentioned, remember to pay attention to colours!

Colours are one of the strongest non-verbal forms of communications that you can use. They can instantly evoke emotions and experiences. 

Having a specific colour that represents the personality of your business is essential. Some of the most successful Instagram accounts tend to use a select colour palette for their posts; this will help you to create a distinct style.

Francis Cooper has chosen the red colour, in order to show power, action, passion for marketing and hard work, the vibrancy of our team, but also warmth and closeness to our customers. 

Smart tip: If you want to discover which meanings are hidden behind colour and which one will suit better with your business and philosophy, check them at the end of the article. 

The same goes for fonts.

Text overlays on photos and videos have become increasingly important on Instagram, above all for businesses. Since texts play a key role in your account, it’s important to also think about the font you’re using and how it relates to the other contents.  

Basically, the key concept to keep in mind is that each post should not be carried out individually, but it is an integral part of a bigger picture. Each content has to be aligned with your brand’s overall aesthetic and brand colours. 

Thus you will create continuity, value and accuracy. 

Smart tip: focus on dynamism, avoid monotony! Always try to create “movement”. You should alternate images, videos, written and minimal posts, writing and pictures together…get creative! In doing so, your followers will never get bored. 

Which photos are better to use?

That’s the biggest challenge of our professions. 

Dealing with meetings, workshops and business events, instead of wonderful landscapes and locations, it’s always hard to choose the right intriguing picture in order to catch our readers’ attention.  

What I suggest you?

In short words: avoid generic, overused and obvious pictures.

You can’t use beautiful photos, but you can show to your followers your customers’ feedback and reactions, or what they will receive by choosing you and your business.

Images shouldn’t be superficial, but they should evoke powerful emotions. Workshops, for example, everyone knows them, but, instead of showing people talking around a table, think of what people will gain attending your workshop.

Make a deeper reasoning and go beyond the easier representation of what you want to say or advertise.    

Storytelling and personal thoughts make your business relatable:

Instagram is a great way to show potential customers that you are more than just a faceless corporation. This can be done through many of the app’s features, especially with videos and stories by showing, for example, the behind-the-scenes or your team members, clients’ testimonials, but also captions are powerful and you can really make a deeper impression.

Establishing a strong relationship with your followers, sharing thoughts, tips, feelings and emotions will make your profile unique instead of superficial and similar to all the others.

Make the most of your captions:

Instagram captions are usually used to enhance your content, but they are also an excellent way to build rapport, trust and credibility with followers, as well as showing that there’s a human side to your business. If consumers see you as more than an entity looking to take their money, then they may be more trusting of your brand.

Smart tip: share quotes that speak to your audience! They are incredibly popular on Instagram. Actually, quotes are a great way to reinforce your brand vision, values, what you stand for, and they can drive a lot of engagement. 


Here’s the part you’ve been waiting for: the results that my Instagram profile has achieved the following and applying these strategies. 

Let’s start with the results related to the business. I realized that, with this kind of advertisement and content, posts are more appealing and our followers are more inclined to sign up for our events. This allows us to found new strategic partnerships, gain more visibility on the platform and discover interesting opportunities. 

Regarding our readers, we have received many positive compliments, the number of followers has increased and clients and prospects want to connect with us. Besides, involving them with captions and quotes, they feel free to share with us their point of views and feedback, feeling part of our team.  

And all this makes us happy and proud of our work!

Ok dear readers, we are at the end of the article. 

Just another little tip always to remember before leaving you: as most of the things in our life, all the suggestions above mentioned are little pieces of a big puzzle and only together with other marketing channels and tools can really work and be successful.


Colours meanings: Which colour better represents your business? 

Red: Attention-getting, warmth, power, passion, action. Red raises the blood pressure, and makes people hungry.

Yellow: Joyful, curiosity, happiness, warmth. Yellow is attention grabbing, and promotes happiness and warmth.

Orange: Affordable, creative, light-hearted, and youthful. Orange combines the effect of red and yellow, exciting, and may drive appetite.

Green: Healing, quiet, environmental, fresh. Green represents vitality and renewal, and is eco-friendly and soothing.

Blue: Calming, confidence, dignity, loyalty, trustworthiness. Blue is popular in government and medical companies for its authoritative appeal and ability to evoke success and security.

Purple: Expensive, nobility, regal, sophisticated, and spiritual. Purple is a blend of red and blue, and is viewed to have confidence and warmth.

Pink: Feminine, innocent, and gentle. Pink is often used to add female appeal, and represents innocence and delicateness.

White: Peace, purity, cleanliness. White shouldn’t be underestimated.

Brown: Natural and earthy, rough, and utility. Brown is used to represent construction, and depth.

Black: Distinctive, serious, and authority. Black is sophisticated and classic, just like a clean-cut suit.


Bio of the author – Sara Grange, Marketing Manager

This article was written by Sara Grange, Marketing Manager of Francis Cooper.

She loves being creative and she has been managing Instagram for 9 years (here’s her profile: Sara🍀 (@saragrange_) • Foto e video di Instagram). 

Recently, she successfully rebranded Francis Cooper’s profile.

If you’d like to contact her, please reach out to her vie LinkedIn: Sara Grange | LinkedIn

Writing for social media

Writing for social media: everyone does it, right? But when you do it as a business, it’s a little bit more complicated than just posting something that I like. In the business world, writing for social media doesn’t only mean sharing stuff, but also networking with clients, potential clients, partners, and potential partners, with the purpose of eventually making business. (You can find the video version os the article at the bottom of the page.)

This may take talent, creativity, focus and a deep understanding of your audience. Every social post you publish reflects on your brand and that’s why it’s important to write well on social media. You need to be able to cram as much value into as few words as possible. You also have to be consistent and engaging at all times.

So, the question is, how to do that?

In this blog post, I will deal with some concepts to keep in mind when you write on social media. I will talk about

  • the types of reader personas,
  • the variety of posts,
  • which type of leader you could be,
  • the structure of a post, and, finally,
  • I will show you what a content cube is.

No worries if it sounds harder than you thought, with a little practice and paying attention to the right stuff you will be great! Reading these clarifications and tips, you will be amazed at how much more confident you will be and how clearer and more effective you’ll write.

Let’s get started!

Obviously to your buyer personas; to the ideal person, you would like to read your post. In this case I am referring to a reader avatar and what you have to do is to imagine what that reader thinks while they are reading your posts.  

Nevertheless, I would like to share with you four specific categories who you should talk to when you are writing on social media:

  1. Clients: those with whom you have already built a relationship. You should help them understand your services better, suggest which product suits them better, share insights and make them feel good for having chosen your company.  9This also helps them bring you referrals.)
  1. Prospective clients: people who are interested in your service. Prospective clients really want something that you offer, but they are on the fence. That’s why, in this case, you should help them make their decision through your posts. But what can you write about? Talk about your background and philosophy, post about what to consider, what mistakes they could make, and about the processes in the industry. These posts help a lot because if your customers see that you are open, trustworthy, and honest they will be more likely to choose you.
  1. People who are not aware of the problem: those who could be great prospective clients. Through your article they will find out exactly what they need, so you have to help them recognise the problem. In this case you can use different tools like listicles or case studies in which you show what the original problem was, how you solved it and what the transformation/result was. 
  1. People who are resistant to what you offer, but they would need it. They might have had a bad experience with a competitor of yours and lost trust. In this case, help them understand better because they might have misbeliefs. Moreover through the stories of your company, people can see how you manage problems, mistakes and bad experiences.

Smart tip: have a really balanced content writing strategy! The beauty is that whatever you write to any of the categories it will be well received also by the others. 

The next step is to use a variety of content categories: 

Educative content pieces are always a good choice because this is how people will see your expertise after reading your posts. 

Entertainment really works! Enrich your posts using interesting quotes, curiosities and news. Don’t forget to have fun; if you work with passion it will be noticed and results will arrive!

Mission-based posts Stories, interviews, and “behind the scenes” content pieces are powerful weapons. Exciting facts about your company, but also about clients, your team, your products, partners, and so on, are really appreciated by your readers because these make you unique.   

Customers’ stories: Remember that it is not about your previous customers or about your company, but prospective clients have to see themselves there. How? Using case studies and, above all, testimonials.

Or, better, what readers want to read about? 

In order to discover that you can choose one of these two solutions: you can simply ask them or you can use a couple of platforms. Personally, I recommend tools like Buzzsumo; useful to identify what people read about a specific topic or keyword, Quora; which allows you to find out which are the most asked questions about a specific agent, and AnswerThePublic.

Since I am talking about questions: How can I become a thought leader

Daredevil , mentor, guru, geek and helper are all different profiles of leaders; but each of them have the same goal: to be unique and to have their voice. Writing information that everybody says doesn’t work. You have always to formulate your own opinion and thoughts talking about, for example, dishonest competitors, clients’ misbehaviours and misunderstanding, anomalies, frauds and frustrations in the industry. 

Let’s understand better which leader’s type you can be: 

  • The Daredevil is always there; it is a very outspoken person with a very strong opinion. 
  • The Mentor helps you doing something by supporting you as much as possible 
  • The Guru is very popular and gives you a lot of motivation
  • The Geek focuses on processes, theory, tools and rules 
  • The Helper, finally, helps you do your stuff or solve a problem 

Choosing the right leader’s type comes, obviously, from your personality, don’t try to be someone you are not.

Smart tip: You can also have a combination of those

Again, excitement is essential. So, don’t worry about the length, but rather about the excitement. 

I really recommend you to start with titles, headlines or first sentences just because people use to scroll pages and having reference points allows your readers not to get lost among information and posts. You can also use subheadlines and very short blocks; this will really facilitate the reading. 

Remember to put things into context: what you are talking about and why has always to be clear.

Here too emotions are really important. They could be positive or negative, it doesn’t matter, what counts is that you don’t have to be afraid of evoking some strong emotion in your readers; they will be very impressed! 

Finally, don’t forget to close your post with a call-to-action or a question. This will help your reader to get involved by doing something, reading more, answering or getting in touch with you.

Scheduling: use a Content cube!

This method is really useful to plan your content strategies and calendar. In this cube, you will put different types of content (education, story, offer, testimonial) and tools like texts, photos, videos, or slides. By using this technique it will be easier to avoid repetitive posts and to decide which tools will suit better with a specific content and platform. 

Smart tip: Reusing contents is not forbidden, do it!

And that’s it! I am completely aware of the fact that the world of social media is massive and looks like it requires a range of skills. Becoming a great and successful social media content writer may take time, but I am really confident that with a little practice you will surely achieve your goals.

The article is based on the below video, you can watch it now.


This article was written by the Francis Cooper team based on 21 years of experience in marketing and copywriting. If you’d like to practice the above at a copywriting workshop, and write your own high-converting landing pages, email

How to write high-converting landing pages?

Writing an effective landing page has its rules. A good landing page, actually, goes beyond simply creating and designing something that “looks good”. It’s much more a conversation with the reader we have to understand what customers think and be able to reflect on those thoughts. What is the best structure to use? How can you understand the psychology of your readers and what else do you have to be aware of? 

These are the key questions, I will answer in this blog post, showing you the E.P.I.C. Model, how to write a successful headline and giving some smart tips to keep in mind. In this way, you will get the answers to all your doubts and you will be able to write a complete and successful landing page. But, for a start, let’s understand better what a landing page is. 

What is a landing page?

Traditionally, a landing page is a dedicated web page of a service or product. But why is it so important and useful? Because with a simple click the reader will immediately arrive right at the page of the service or product we are talking about. (And normally, there’s no menu bar to distract the attention and give way to an escape:)

Smart tip: You can consider the home page a full-fledged landing since it is the most visited page of the website and gives a very detailed overview of the company. Navigating is more of a challenge on mobile, so it’s a good idea to make the home page count!

Use this E.P.I.C. model

The structure of the landing should reflect the psychological process of how your readers process information and make their choices.

This structure is can be described by the E.P.I.C. Model. 

This is a very elegant sales technique and the acronym E.P.I.C. is useful to keep in mind when you write your landing page: Excite, Project (problem), Inform (solution), Close. 

Your first task, as opposed to what people usually think, is not the sale or the product’s presentation, but increasing the excitement. Grabbing the reader’s attention is the first step to writing a successful landing page. 

The winning headline: the hardest part of the job

The headline has the key purpose of making the reader read on. Avoid using formulas like “Welcome to”, “More than”, “Your trusted accountants” because they don’t mean anything and, above all, they don’t make people excited.  Writing a powerful headline takes time that you don’t always have. 

Therefore, here are three easy formulas that always work: 

  1. The WOW without the OW: promise a big benefit while taking out the pain that usually goes with it. When you promise something that is significant, objections and concerns come up in the reader’s mind. However, in the headline, you should make sure that this pain will be removed. It’s about thinking of the biggest benefit that you can offer, realizing your customers’ possible objections, and making sure they won’t have to face those. Here an example to understand better: “Wonderfully natural sleep. Without the chemicals”.
  1. Small yeses lead to a big yes: ask small, specific and smart questions about the reader’s current situation, avoid the generic and vague ones. In a practical way, instead of using questions like: “Do you want to look good?”, “Do you want to sign in?”, use a more precise one, like: “What an amazing look for you night out?”.
  1. Compare the concept to something they know: just try to imagine what your customers already know and connect your service with that, so they recognise your value proposition right away. As a simple example: “Your full-time CFO for $30 a month”.  

This is the section in which your readers can identify themselves with a particular problem, since your aim is to talk about your customers and not about the company. In order to understand their problems, forums, comments and feedback are essential. But how can you talk about their problem? Showing statistics or facts, presenting some statements, asking questions and exposing some clients’ stories are some strategies to use. 

Smart tip: don’t be superficial, showing strong emotions is essential in order to gain conversions!

Before proposing your product or service, show them all the alternative solutions and, after that, explain to them why these alternatives aren’t the perfect solutions for them. 

Smart tip: Be honest! By telling your clients that there are alternatives you are credible, you build a relationship and they will trust you.

Then there is the ideal solution; at this point you have to describe your proposition.

Attention! You still don’t have to speak about your product. 

Only after having described your solution you can come up with your product. At this stage you have to answer three important questions: (1) why clients should buy your product, (2) why should they buy it from your company and (3) why should they buy it now.

Firstly, it is essential to write about the benefits, the transformation and not only about the product’s features. Obviously, people always expect a positive change when they buy something. Demonstrate that change on your landing page to show how customers feel after having purchased your product. 

Smart tip: Don’t write about the future, use the simple present tense; make your clients feel they are already there!

Secondly, in order to demonstrate your USPs without saying that your company is the best choice in the world, you just have to show how you are unique. By describing your specific process, exposing your achievements and results, showing your clients’ testimonials, and writing about your team, your personality, your background.

Smart tip: Be demonstrative and specific! Avoid generic information that everybody says. 

Thirdly, you have to tell your clients what they miss out on if they don’t buy your product right away (or until a deadline). Again, be honest! If it is not the right time for them to do that, just tell them; this will increase your credibility.  

Help your customers make that last step by adding a few lines above the button on why they should do it. Propose them different packages with a clear overview of what they get with each, and when that specific package is a good choice.

At this point, it is very important to recap, to sum up the benefits of the offer, how it helps them and what happens later. (It helps them if they need to convince a decision maker.)

Smart tip: Don’t force your readers, it has to be their decision!

There you go! Keep in mind the above structure and writing high-converting landing pages won’t be a problem anymore!


This article was written by the Francis Cooper team based on 21 years of experience in marketing and copywriting. If you’d like to practice the above at a copywriting workshop, and write your own high-converting landing pages, email

Profit and Gloss Blog

Marketing know & how for entrepreneurs

Marketing Mix: 4Ps

Marketing Mix: 4Ps

This is ConvertX Radio, with episodes on actionable marketing tips and explanations. To get you closer to your client. This episode goes back to the basics: the 4Ps of the marketing mix. - I hear business owners worry about which social media channels to use before...

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TikTok: the new marketing heaven

TikTok: the new marketing heaven

With more than 800 million active users Worldwide, TikTok is the newest trend in social media and one of the most popular social apps among teenagers, but not only!  Since its inception in 2018, TikTok has evolved from a video-creation app solely meant for users...

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Writing for social media

Writing for social media

Writing for social media: everyone does it, right? But when you do it as a business, it’s a little bit more complicated than just posting something that I like. In the business world, writing for social media doesn’t only mean sharing stuff, but also networking...

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How to write high-converting landing pages?

How to write high-converting landing pages?

Writing an effective landing page has its rules. A good landing page, actually, goes beyond simply creating and designing something that “looks good”. It's much more a conversation with the reader we have to understand what customers think and be able to reflect...

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Profit and Gloss Blog Marketing know & how for entrepreneurs MARKETING LOVE LETTERS EVERY FRIDAY Every Friday I send a Marketing Love Letter packed with marketing wins, losses and lessons. It's not a newsletter but a conversation with my lovely readers. They...

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LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy That brings you business What are the main LinkedIn user types, what to do to be seen as a leader on LinkedIn and to get leads out of it, how to build a strategy that you can easily follow? In this post, we are going to answer all these...

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Every Friday I send a Marketing Love Letter packed with marketing wins, losses and lessons. It’s not a newsletter but a conversation with my lovely readers. They regularly get back to me with compliments like “To say that it was helpful is an understatement.” or “You should publish a book and include these.”

Fill in the form below and you get the next one. (And there’s a link in each letter to unsubscribe.)

By signing up you agree to receive epic content and offers from me that I will always carefully craft to help your marketing (And if not, you can always leave me. See our Privacy Policy here.)

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Ready to Stand Out From the Crowd?

How to convert more clients at the first consultation? The magic staircase

Convert more clients

Build a brilliant product staircase for your business


Does it ever happen to you that you had a nice consultation with a client, you spent some time with them but they didn’t sign up for your services or products? There could have been several reasons why they didn’t sign up. They might have not been ready to buy your full service or product yet. They might have not been aware of the problem that you’re solving. They might have not been at the same stage as you are. At this point, a product staircase could come into the picture. 

In this blog post, I’ll show you the product staircase. What it is and how to build one for your business. (See my video about the topic below the article).

Basically what you do in business or in marketing is that you take the prospective client by the hand, at the bottom of the staircase and you walk them up, step by step to the top which is the point you are making the profit, making them a happy customer. There is not just one grade in the stairs but there are several. You have to take every single one of them seriously. 

So we are starting from the bottom of the stairs;


This is the stage where you have to make them aware of the fact that you are actually. If you tell them to buy something at this stage, the response will probably be “No thanks.” You usually need a cheaper entry-level product or even better, something for free. This is the stage that those products will be webinars, PDFs, events on one niche area. A service which will give them a taste of what you do. But be careful, this is not a simplified or poorer version of what you do. This should give them a high value. They should see this: Even for the free product, you are giving them something valuable. What is good with webinars and publishing a book, is that you can talk to groups easily. It’s very easy for them to step up at this stage. If they don’t sign up, and this may happen, it means that they don’t really need it, so no worries. 


Now, they have seen what you can do, they have seen the problems and their solving, your service. This is the stage where they are not fully committed to buying your service but getting familiar with it. If you offer them something that would be so easy to buy, like free trials, you can give them something to say “Yes” easily. At this stage, your product is an entry product so make sure to keep the price low. Also, keep this in mind, they can easily refer you at this stage. Which is a perfect advantage for your business.


By this stage they will understand what you do, understand how you are different so they won’t ask you the price-related questions because they already know the answer. They can see the value you are offering to them. It means that it is time for the core product. Complex and profitable. 


Ok, they are now clients. Many clients will want to buy more from you, be a VIP or premium version of what you do. Create a product just for them. We would like to call this a premium product, with the highest profit. Around 20-30% of your clients will be ready to step up. You can give them even better service or something extra and they will pay you more.  

What are the common mistakes? 

So the fact is, many businesses make the mistake of not having Awareness and Consideration stage, which means the clients are not ready to jump up to the Purchase stage. They will lose clients and generally, the lost-clients will directly go to the competitor. Skipping the Advocacy stage is also a common mistake. Many of the businesses don’t have premium products. Therefore, make sure to have all these stages. One step further is a membership. One step further is a client. One step further is the highest profit. Never think you don’t need it. You need all these steps.


Once you are ready with these stages then you think of the pricing and products. Marketing doesn’t start with communication. It starts with the right product staircase, then communication. So it’s time for organic and paid commercials. Don’t be mislead, even if your product is a service you should be able to productise what you offer. Think of your product staircase, how you can meet your prospective client at where they are at not where you are. Think with their heads and you will get this done!

This article was written by Timea Kadar, Chief Marketing Strategist of Francis Cooper based on the thoughts of other professionals duly quoted. Timea has 21 years of experience in marketing working as a marketing lead at large corporations and a marketing mentor at smaller ventures and start-ups. If you’d like to know the marketing strategies for your business, contact her at

LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy

That brings you business

What are the main LinkedIn user types, what to do to be seen as a leader on LinkedIn and to get leads out of it, how to build a strategy that you can easily follow? In this post, we are going to answer all these questions for you to make your LinkedIn experience worthy. (Below the article, you can watch my video on the topic.)

4 types of LinkedIn users 

Sales Pitcher 

This type of users is reaching out for you to sell their services from messages, sending you sales pitches or some quick call all the time. Sometimes they are even chasing you and we are all overwhelmed by this type of users. Aren’t we? 


This type of users is connecting with you on LinkedIn and then disappear. They never comment, they never post, you can’t engage with them because they are not there. 

Social Butterfly 

This type of users is closest to the best, we can say. They are posting, they have an opinion about everything, they post about everything not only their businesses. You know they are there however, they don’t think of the main goal of LinkedIn. They don’t have a strategy and that is the problem. 

LinkedIn Strategist  

This type of users is aware of what they are doing. They don’t spend too much time to search for what to post, how to comment. Because they already have a strategy and this is so rare. 

You should think of LinkedIn as a platform to grow your business. Therefore, the things you need to do on this platform shouldn’t be different from your real-life business strategy. For example, if you go to a networking event, would you go and directly talk about yourself? You should build a relationship with people on LinkedIn who either become your client or lead you to that. And generally, vice versa. So let’s dive deep into the LEAD LinkedIn Strategy. 

If you want to be a LinkedIn Strategist

Look at the 30-day LinkedIn Challenge here. A self-service one-month course to get you into the habit of using Linkedin and have business out of it.

LEAD LinkedIn Strategy

Link to connections

Engage with your audience

Assist others

Develop the relationship

Link to connections 

There are 2 types of connections you need to have on LinkedIn. The first one is just people you know. Even if they are not your target audience, even if they can’t become your clients they know people who know people. So if you are in front of them they may refer you. But make sure your profile is ready to connect! 

The second one is your target audience. In this group, you can build a strategy to connect with your clients or people who can lead you to them. Be mindful and strategic and connect with those who will be good for your business even if you don’t know them.

-Engage with your audience

So you have already connected with the right people, now it’s time to be in front of them. Which means, to post. You don’t have to and you should not post every day. We recommend you to post once a week or two. Let them see you. You can also set up events on LinkedIn, you can run webinars, you can set up your group, a page so they can engage with you easily. 

-Assist others 

You can start by commenting on other people’s posts so you can build a relationship with them. By doing this, you are also in front of their connections. Also, you can write a recommendation about your connections, which may be so helpful while you are building your relationships. 

-Develop the relationship

You are doing a business on LinkedIn so don’t be shy to act like it. Set up a meeting! Meet with those people you have already built a relationship with. Get to know each other, develop your relationship further. 

Content Cube for LinkedIn 

  1. Educate your connections on any subject
  2. Tell a story
  3. Offer something that will make your connections closer to you
  4. Testimonial 

Divide your month into four, so basically choose one of the contents above and post each of them for a week. 4 weeks, 4 contents. Set your monthly calendar and stay committed to it. Use text, photo, video or slides.  We promise you will get the results back shortly. 

The article was written by Timea Kadar, marketing strategist and trainer. Timea has been running LinkedIn courses for over a year and has helped over 500 business owners use it strategically and have consistent business out of it. If you want to build your LinkedIn strategy one task at a time, look at the legendary 30-day LinkedIn Challenge here.

Four steps on how to book high-profile people to be your clients, speakers, partners

Book high-profile people

To be your clients, speakers, partners

In this blog post, we are going to touch these points:

  • What you can achieve by booking high-profile people
  • The method I used to get in touch with Apple, Tesla, Forbes, Economist
  • The four steps of the process

Watch my 40-min talk on the subject here. (You can read an extract below the video.)

What can you achieve? 


You can have clients; big clients at big companies. London Marketing Academy is an example for them. I reached out to them, I didn’t sit and wait for them to reach out to me. 


I had events with the London Marketing Club at Apple, Tesla and Hay Hills. I didn’t pay for these events it was a partnership and it was a perfect experience.


 I had fantastic speakers from Adidas, Google, Uber. 


Yes, you can also get into the press even if you don’t pay them or if you don’t have a PR. If you have a good story it means you can be published in the press. I or my clients were published in Forbes and Economist. 

The four steps of the process

  1. Mindset 
  2. Preparation
  3. Contact 
  4. Follow up 


Without the right mindset, it won’t happen. Never forget this: as human beings we are equal. Some of the people have a higher reputation but they are still human. So it doesn’t mean you can’t reach out to the directors or people who have achieved something good. You have to believe in your proposal. You have to believe that you are at the same level as human beings. Also remember, never apologise for reaching out. Be confident. Don’t miss the opportunities while you’re thinking they won’t get back to you. Because they will. When you have a big name it’s easier to reach out to others. 


Simply, copy-paste emails won’t work. You should know these people’s perspective. Imagine how many emails they receive and try to fit in there. Try to see their needs, their wants. Also, buy from them. In some cases, it can really help that you can approach them based on something that you have already tried. If you can’t, then at least read, watch, listen from them. The most dishonest thing is when somebody is telling you they love everything you share but never engage with it. It should be visible that you are supporting them. A fantastic way is to attend conferences. Always easier to reach out with this opportunity, highlighting something from the conference and complimenting on that. 


Cold E-mail

Don’t start it like everybody else. When you want to grab attention, cliches won’t work. Don’t be too formal, not too chatty. Write as you speak. Start with telling them briefly who you are and why you want them. Be honest. Make a value-led proposal. Don’t forget these are all companies and they all want clients. If you find out how they get clients, how they get business and how you can help them with that it will help you with this process. Keep this in mind: High profile people want to be in front of people and you are offering them this. You can add an optional CTA at the end of your e-mail. In some cases, it would be pushy but offering some options may also be good.

The Trojan Horse 

I’d like to call this a Trojan Horse but of course, we are not being the enemy here. You can always invite those people to an interview. Tell them who is listening, what are topics, why you want them. You can ask them to speak or contribute to a book. If you want to approach specific job title like HR directors you can ask them for research or ask them for their insights to validate your product. Always think with their head. 

Follow up 

You have to follow up several times. People are busy. Lots of emails got forgotten. You can reach out to them again and it won’t hurt anyone. Refer to potential bad timing, ask them to confirm what they think about your invitation. You can also tell them how you proceed. Ask for contact or tell them to refer you the right direction.

You shouldn’t invite people just for the brand. The audience is always first. 

This article was written by Timea Kadar, Chief Marketing Strategist of Francis Cooper based on the thoughts of other professionals duly quoted. Timea has 21 years of experience in marketing working as a marketing lead at large corporations and a marketing mentor at smaller ventures and start-ups. If you’d like to know more ways to find high-profile people and invite them for your business, contact her at

Five Hollywood plots every story can be boiled down to

Five Hollywood plots every story can be boiled down to

Storytelling ideas with real-life examples

No marketing conference is complete without at least one (but usually more) speaker pointing out how important storytelling is in your marketing toolkit. But as we go back to work to start to write a story, the question comes up: ok, but how to craft a story that sells? Just copy the techniques of Hollywood blockbusters.

The power of story in marketing is obvious and the reasons are discussed intensively elsewhere so I won’t go into that. Instead, I will show you a list of easy-to-adapt templates which – apart from above the average email campaigns – brought me a one-page article in Forbes, a TEDx talk, speaking at the Digital Marketing Innovation Summit in London – just to mention a few.

 At first sight, storytelling doesn’t seem to be difficult, we tell stories and listen to stories every day, multiple times. But our customer (and by customer I also mean editor/potential partner/investor) doesn’t have to be polite to listen to us, nor did they pay for listening to us as we pay to watch a film. So they will abandon us as soon as it is of no interest to them.

Therefore, at the end of the day, the story should be about the reader: to teach, inform, and convince them in an entertaining way. To build powerful stories let’s follow examples that worked already: the blockbuster Hollywood films. Your stories don’t have to be long though, you can do it in a few sentences.

Pretty woman

Use this: if you want to show progress, results, achievement, credibility.

Where: About section of your homepage, presentation about your company, showing results your clients achieved

 Plot: hero with high potential and limited financial circumstances has a big dream and makes it come true.

How you can use it: show a goal – which should be challenging enough – you or your client wanted to achieve, even better if nobody believed in it. Then present how they succeeded.

Real-life example: ‘When speaking at a conference I made a promise to the audience that I will get published in Forbes magazine within a year and will document the steps I take. I sent the first email the next day and I was published in the next issue.’


Use this: if you want to show how your company and services are different from the rest, show USP or if you want to emphasise the problem your service solves.

Where: in eDM, about section, social media post

Plot: devastating danger approaches but superhero Bruce Willis steps in to save the world

How you can use it: talk about the weaknesses of most competitors in your industry – you don’t have to name the companies – and how you do it differently. Another option to show the big problem of your customers and how you, the superhero solve it.

Real-life example: ‘I am so upset to have just heard from a friend who booked an amazing hotel room for their wedding anniversary, to find out on the plot that they have to sleep in a musty basement. This is why I started my travel consultancy to make sure my clients have a more amazing stay than in their dreams.’


Use this: if you want to show concerns about your service or industry and want to demonstrate it’s not true in your case. You can also present a testimonial where your client says how much they didn’t believe in your service and finally how much it helped them.

Where: eDM, FAQ section, video

Plot: beautiful woman and handsome man hate each other but then they fall in love.

Real-life example: ‘I hear people saying that insurance is expensive and insurance companies eventually never pay you. Just last year we paid xxxx to our xx clients to compensate for their damages.’

Back to the Future

Use this: if you want your audience to imagine their future, to have a dream you can help them achieve

Where: company brochure, email, website, PPC

Plot: it shows the future and makes you think about the future. Even if it seems impossible at present, show the customer how you will make it real. Or you can tell them step by step what happens when they sign the contract with you, how their life will change for the better.

Real-life example: ‘Your next birthday you keep receiving birthday wishes telling you how younger you look than your age. Suddenly Facebook pops up a photo from 3 years before and you are shocked to see how much younger you indeed look. You thank yourself for having used xxxx face treatment.’

Saving Private Ryan

Use this; if you want to show people what happens if they don’t use your service or product. You can showcase examples when clients turned to you after suffering a lot with other solutions – and what a relief it was.

Where: email, landing, FB ad

Plot: hero suffering, struggling and suffering but finally finds peace.

Real-life example: ‘You can go on the net and try to decide on your own which of the hundreds of tips will work in your case. You think it is free, but in fact, Mr x spent exactly xxx and lost the trust of all of his clients before turning to me. Now he hosts 1,000-member conferences and earns millions of dollars.’

The article was written by Timea Kadar, the lead of the Your Story™ Storytelling Program which helps business owners share their stories and engage with their clients. The program is launching on 28 January, be among the first ones to be notified about it, and get the best deal offer. Sign up here.