Marketing Talk Blog

the Nike branding and marketing story about Phil Knight  from his book Shoe DogI've just finished reading Shoe Dog. The Nike story from 1962 - 2016 authored by its Founder Phil Knight.

Phil started with nothing and perservered through times when only his drive seemed to keep him going. 

And he was focussed - more interested in perfecting a shoe that helped sports people excel than being a famous business identity.

While most of us don't run a business with the scope of Nike, and are not dealing with sporting celebrity endorsements on a daily basis, there were two things in the book that stood out for me.

No 1 Be proud of your product or service

An excerpt from the book resonated with me. 

Phil Knight Nike on branding and marketing your business book Shoe Dog

No 2 Find your point of difference

A new ad agency helped him brand his business around the vision and end result for his customers, not the product. They didn't focus on the running shoes, they focussed on the spirit of fitness, aspirations and competition.

Your brand is your comittment to your customer, the words and deeds you build your business upon. What marketers create -v- reality is not always a match.

This one has stood the test of time.

Your brand statement is your cornerstone. If you market your business totally or somewhat different from your competitors, your clients will take notice. This is the added value a client can anticipate when dealing with you.

It is a tangible asset if you plan to sell your business, so find your point of difference and concentrate your marketing around that - an inexpensive option that is often overlooked.

Then and now

From a "back of a car boot" business founded by running geeks, Phil Knight was smart to surround himself with good people who could negotiate with the sports celebrities and visionaries who could design shoes that were game changers. Although as a trained accountant his nerves must have jangled the "demand-v-cash flow" slipery slide. And those who have read the book will have picked up on his personal observation of entrepreneurs and America today. (page 382 for the skimmers).

Does small business mean a small marketing budget?

Sherryn McBride

Sherryn McBride

Marketing Talk: Marketing Consultant | IndustryTalks | Marketing Workshops | Faceb... See more

In the digital marketing space today, small business does not equate to small results! With a few smart ideas you could have new customers finding you in no time! Or ... existing customers coming back to use more of your products and services with these tips.

Get visual

Marketing Talk small business newsletter with marketing tips Perth WA

Wordy newsletters take too long to read.

Brand them up with relatable images of yourself, your team, your services, your products and your results.

Collapse the rest into one or two sentences and hyperlink "click here for details" or "read more".

Subscribers can glance through all the topics in your newsletter, and just click on what interests them - rather than giving up after wading through 200+ words in yur first topic.

Here's an example above. Large image, one sentence, read more.

Google My Business

Every business needs a Google My Business account. The good news it is free to create, you just need a gmail account. Populate it with plenty of photos of your business - menus, shop fronts, equipment, vans, offices, signage, products, services etc. Then populate all the cells you can with opening hours, website, social media links etc as they are all clickable links. Create one for each location you have and re-visit it regularly to update your images. It is the best geographical location possible for the search engines and website visitors to find you. Plus you can track all your data through the analytics provided within your Google My Business account. Here is the link to open a Google My Business account.


When you have opened your Google My Business account and populated all the areas you can with images and workplace details, then ask your clients/customers to write you a Google review online. They also need to have a Gmail address to do so. Once your Google My Business space is published, there is a tab called "Write A Review" so encourage genuine reviews from your customers and clients to promote your good work.

Email signature

how to update your email signature to improve your marketing, Marketing Talk Perth WA

Add live links to your website and social media accounts so people receiving your emails can source more information about you.

Check the link to your Google Review space and add that link in as well to encourage people to leave your reviews. Here's an earlier LinkedIn article When did you last update your email signature?


If you have the capacity for a blog on your website then writing a few lines or many paragraphs once a week keeps your website up-to-date and promotes you as an expert in yur field. Mix up short copy and long copy and the terminology within your blog is picked up by the search engines when a website visitor searches for similar wording.

Facebook Advertising

Reach of your posts is limited, gone are the days when you could see every post from every business or person who had liked. Facebook advertising is very targeted, you can choose a suburb or an age group or people with a particular interest and you could spend as little as say $5 a get results. It is not a runaway train, you can't overspend the daily limit you set and the end date you set.

Marketing is affordable, effective and easy in this digital world!

About Sherryn

Listed among 20 Australian entrepreneurial women in AIM's Management Today Magazine 2011, Sherryn is a marketing consultant, industry speaker, workshop trainer and author on a mission to get Perth businesses more noticed, remembered and referred.

Marketing Talk small business marketing Perth WA. Every day you delay your marketing is a gift to your competition.

Her knowledge is drawn from 25 yrs managing state branches for national corporations and consultancies before hanging out her shingle Marketing Talk to work with SMEs in 2007. Grab the free resources on her website or register for the free monthly newsletter with marketing tips, invitations to future DIY workshops, coffee conversations, LinkedIn training and Facebook training.

There are 2 marketing tools that also double as assets you can sell with your business.  If you are planning an exit strategy, your brand and the quality of your database are two very tangible assets.  Brand yourself by maximising your point of difference and keep in touch with your community to ensure your database is current.  Keep these business assets strong!  Make them work for you.

Pareto Principle for marketing a small business Perth WAHave you, should you or do you apply the 80-20 rule to your business?  That is the law of the vital few: 80% of your sales probably come from 20% of your clients. 

 With that in mind here are 4 questions to ask yourself?  Would it be more profitable if you concentrated on just your prime target market? Should you apply the 80-20 rule overall? Should you apply the 80-20 rule to each market segment? Who are your top 20%?

 If this is something you haven't done for a while, grab a coffee, pull up your database or your sales statistics and run through the questions above. 

Do you have an email signature that promotes your business? In Outlook settings you can brand one up smartly with your logo and tagline, then type in your web address and Facebook Wall etc as a hyperlink.  The beauty of the hyperlink is people can click straight to your website to read more information or to your Facebook Wall to "like" you all with one click. 
The Harvard Business Review reports that a 5% increase in client retention can increase profits by nearly 100%.  

What are you doing to encourage client retention? 

Do you have a thank you referral program in place?

Next time you renew your web domain name, do so for the longest period possible.  

Google counts the length of your renewal as a vote toward your search engine ranking.  Pick up lots of quick tips, simple ideas and FREE tactics to rev up your marketing by the newsletter.

Is your website mobile responsive? From April 21 mobile-friendliness will be a Google ranking signal. That's not a miniature version of your website visible on a mobile, it is a site designed to be read in a cascading fashion as you swipe the page.

If you were to work your formula on a traditional working year, then to achieve 12 month goals, set your priorities on having 7 months to achieve them.  Consider that there are 110 weekend days, 10 public holidays, 10 sick leave days and 20 annual holiday days - that eliminates 150 days from your annual calendar and leaves you 215 days or 7 months to action your goals.  

This formula also helps you work out your hourly rate and the available days you have to work on your business.

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  • We engaged Sherryn’s services last year to help give our marketing a boost. What a welcome surprise to find someone so warm, down to earth and so darn smart at what she does!  With her guidance, we got a fresh marketing plan together which was easy to implement and suited our business needs to a tee.

    Trish Rickaby, Onya Innovations
  • Sherryn is professional, confident & her presentations are very engaging. I would recommend her presentations & workshops to business owners & those responsible for the marketing in any small to medium sized business.

    Amanda Day, Manager, Women's Markets WA, Westpac
  • Thanks Sherryn.  As usual you have worked your magic and made my letters and fliers more impactful.  It is great to have your expertise at my disposal and of course I will contrinue to work with you because I know I'm on a winner if I follow your advice.

    Tracy Browning, Goldfields Exploration Tenement Services, Kalgoorlie
  • Yesterday as I listened to your keynote presentation I felt excitement in the room as people kept pace with your well planned professional presentation.

    Sylvia Marina, Sylvia Marina International
  • Thank you for a great year with Coffee Conversations & Marketing Talk newsletters. The tips & workshops have really helped me keep up to date & reinforced key steps in marketing tasks.

    Sacha Henry, Beach Stays Australia
  • Sherryn really understands small business.  We receive many compliments about her work, from our clients that she is mentoring or from the attendees at her Curtin Growth ‘Instant Impact Marketing’ workshops.  She is a genuine “people person” and cares about her (and our) clients – it’s a privilege to work with her.

    Richard Thorning, Director, Centre for Entrepreneurship, Curtin Business School
  • Sherryn has been our marketing advisor since 2004.  Being a service based business it's not always easy to describe our operations, yet she is a creative thinker, distilling information & writing us smartly worded copy.   I'm confidently growing my business & look forward to overcoming marketing challenges with Sherryn's help.

    Paul Faix, Fortix
  • I would like to thank you for the training you provided us at WACOSS.  Your professional yet easy going approach, well customised program and excellent training approach meant that the training you delivered on social media was not only a sell out 3 times, it was highly rated by participants.  Thanks, it has been a pleasure working with you.  I will keep you in mind for new possibilities in the future.

    Michelle Burgermeister, Training Cordinator, WACOSS
  • Sherryn is particularly focussed on helping busy small business owners make effective but not time-hungry changes to the way they market themsevles.  I highly recommend her - she's helped me immeasurably

    Melanie Strang, Ecoedge
  • Sherryn has been very generous with her time & has helped us with marketing ideas, creative input & implementation, website & brochures.  We love working with Sherryn & are certain that she will continue to be an integral part of our future company development.

    Kirsten and Brett Williams, Eco-Logical Building Company
  • Lorraine and I have just completed some marketing consulting with Sherryn from Marketing Talk which we received through the BiZFiT program. Sherryn was fantastic and she has motivated Lorraine and I, and showed us some very useful tips that we are now implementing in our business. This support is greatly appreciated and has helped us look at our marketing differently.

    Lorraine and Jason Hutchen, Red Manna Waterfront Restaurant
  • Sherryn took the time to understand exactly what sort of business we have, where we want to be positioned in the market and the type of people we are.  She is incredibly perceptive and has come up with a marketing path tailor-made to suit our company, with the result that we feel very confident with all her recommendations.  She will continue to be an integral part of our future company development.

    Kirsten and Brett Williams, Eco-Logical Building Company
  • Sherryn’s approach to marketing is not only informative but she provides practical tips and ideas that participants are able to implement immediately with little or no cost. She is professional, confident and her presentations are very engaging.

    Amanda Day, Manager, Women's Markets WA, Westpac
  • Thanks for your marketing seminar.  As a new business we strive to market our business on what one would call a “beer budget”.  I found your seminar very useful & I have now implemented many of the tips & strategies into my own marketing plan.  You spoke very clearly & I was able to understand your methods taught at the seminar. I have no hesitation in recommending you to anyone.

    Justine Mamootil, Par 3 Indoor Golf
  • Thank you for helping us out and for being so prompt.  It has been a pleasure dealing with you.

    Jon Partridge, Westbuild
  • Thanks for creating a national magazine editorial and advertorial, then fixing my website content.  Everything was spot on, couldn't get any better.  Thanks!

    Jo Dickinson, Director, ROPS Engineering
  • Sherryn has given me invaluable advice & offered marketing tips that have assisted me in the creation of a new business concept.  Her vast marketing experience has enabled me to think in a more creative way & explore new posibilities.

    Gerard Ashcroft, STREAMnet Digital
  • Hi Sherryn, This Monday our first newsletter was sent out and I had 3 replies the same day from USA, a former guest and a Swiss couple ready to book who also said they would forward it to their Singapore friends. So, all in all I am very happy with the result so far and thanks for sharing your knowledge on how to get newsletters opened and action.

    Elizabeth, The Traill, Margaret River
  • I love getting your newsletters!  They energise me and fill me with good ideas.

    Di Graham, Media & PR, Small Business Development Corp
  • We’ve enjoyed working with Sherryn & grateful for the valuable marketing insights she shared.  She is motivated, extremely innovative, & helped make our marketing & website development easy to understand.  Always patient, & able to work at our pace.  Definitely looking forward to the next project.

    Anne Opferkuch and Jack Keeley, Winthrop Gardens Supa IGA
  • "I'd been in business 7 years before attending Sherryn's course.  I had no idea I was potentially losing a lot of extra business until I understood a few simple lessons. It gave me great ideas! and I am now implementing Sherryn's teachings to run my business more efficiently. Thanks Sherryn."

    Andrew Meyland, Star Tint
  • I engaged Sherryn to present to Westpac’s Women’s Network in February 2010. Not only was she a pleasure to deal with prior to the event but the feedback from our participants was outstanding – event ratings were the highest we’ve had for 12 months.

    Amanda Day, Manager Womens Markets WA, Westpac
  • Hi Sherryn.  Thanks so much ... inspiring, information session.  Priceless to be able to see a clear pathway.

    Jan Cross, Extraordinary Mind Project