When Gail Partridge, owner of The Natural Way weight loss and health care clinic, received an invitation to a marketing seminar, she was reluctant to go at first.

The seminar was presented by Jerry Crockford, Managing Director of Crockford Carlisle. It formed part of a government initiative to help small business owners, like Gail, to use their marketing more effectively.

At the time, Gail had just started running her own franchise and was, admittedly, at a loss when it came to marketing. She noted from the invite that Jerry had over 30 years of marketing experience, covering all aspects of this complex industry. The message promised that an hour or two spent at the seminar listening to him would really help her to market her business more successfully.

Gail was sceptical at first: “I went along for a look, but I have to admit, I was pretty sure I was in for a long, boring night of marketing theory —”

But she was pleasantly surprised: “I was so wrong! The seminar was so helpful, I furiously took notes the whole time and I came out feeling completely inspired and motivated!

Gail was especially impressed by Jerry’s logical and practical advice

“The suggestions he gave us were the kind that could be put to use IMMEDIATELY,” she said.

“For example, he pointed out that, unless a prospective customer is specifically looking for my product or service, it’s all too easy for them to skip over my ad — especially when they see so many marketing messages everyday.”

To overcome this problem, Jerry advised Gail to think about what she was REALLY selling (not weight loss, but confidence, improved self esteem and a healthy lifestyle), and then to use her ads to make the RIGHT offer which would catch the attention of the right clients.

“Jerry explained that an ad shouldn’t just tell people about what YOU do or sell. It needs to give them information on HOW your product or service is going to HELP them achieve THEIR dreams or solve THEIR problems.”

He also demonstrated how to do this by turning ordinary adverts into ‘advertorials’ which inspire credibility.

Gail put Jerry’s advice to the test and was delighted with the results

“Although the newspaper required that I included the word ‘Advertisement’ in the heading of my advertorial; it still looked very much like an article — filled with useful facts and information — when it appeared in print. AND it’s had a huge impact on my business!”

The advertorial made all the difference — BEFORE Gail employed Jerry’s strategies, her phone wasn’t ringing AT ALL.

BUT, after putting the advertorial in the newspaper, her phone rang every day and — even better — the people who called were interested in immediately making an appointment with her.

This subtle change in her marketing strategy has really lightened the load for Gail: “I don’t have to do the same amount of selling that I used to! Jerry’s advice means that the RIGHT people are reading my ad and it’s motivating them to pick up the phone!”

Marketing hot tips

Gail’s experience convinced her of the importance of keeping up with the latest marketing tips — so she signed up to receive Crockford Carlisle’s ‘Marketing Hot Tips’.

“I really enjoy reading them. These little emails have inspired some excellent ideas in my own marketing."

“I’m really looking forward to working with Jerry and his team again in the future on other campaigns that will have my phone ringing even more!”

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