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The guides

Behavioural design when an organisation is buying: a guide for leadership teams

Behavioural design

When someone buys for an organisation, they are rarely deciding alone, and they are never only spending money. They are putting their name to a choice that colleagues, and often procurement and finance, will look at. If it goes well, it was a sound decision. If it goes badly, it was theirs.

What it covers

What changes when someone buys for an organisation
Where behavioural design fits
Defaults and effort: make the sound choice the easy one
Loss aversion: lower the cost of being wrong
Social proof and authority: proof they can repeat

Read it here

Behavioural design when people buy for themselves: a guide for leadership teams

Behavioural design

When someone buys for themselves there is no committee and no procurement form. There is a person, a spare moment and often a phone. They might be booking a doctor’s appointment or looking at kitchens on the sofa. They bring old habits, and doubts they rarely say out loud.

What it covers

Habit is the real competitor
What holds people, and what moves them
Make the new thing the easy thing
Count the steps on a phone
Reassure at the moment of doubt

Read it here

Marketing to a buying committee

Strategy

When someone buys for themselves, you usually have one person to convince, or a household. When someone buys for an organisation, you usually have several. The person who finds you is often not the person who signs. Between them sit the budget holder, the people who will use what you sell and the specialist who checks the detail. Any of them can slow things down.

What it covers

Map who decides
What each person fears, and the proof that settles it
One story, told the same way to everyone
Give your champion what they need
Content for each stage of the decision

Read it here

What AI search means for growth

Search

Search is often treated as a website job. Someone looks after the pages, someone reports the traffic. AI search makes it a growth question.

What it covers

How a shortlist gets made now
Brand: the answer is only as clear as what is said about you
Content: answer the questions the whole decision asks
Proof: give people something they can check
Measurement: count what you can, and say what you can’t

Read it here

How corporate healthcare services earn the trust of insurers, solicitors and case managers

Sectors

In the healthcare businesses we work with, from rehabilitation and case management to occupational health and expert witness services, the buyer is rarely the patient. It is an insurer, a solicitor, an HR director or a case manager, choosing a provider on behalf of someone else.

What it covers

What the people who choose told us
The brand: show the people behind the expertise
The website: make the right person easy to find
The proof: something they can check and pass on
The people: the relationship is the service

Read it here

What is brand positioning?

Brand

Brand positioning is the place you choose to hold in people's minds: who you are for, what you help them do, and why they should pick you over the other sensible options. It is a decision, written down, that everything else in your marketing then has to live up to.

What it covers

What brand positioning actually means
Why it matters for your organisation
How it differs from brand strategy
How to find your positioning
How to know if it is working

Read it here

What is brand strategy?

Brand

Brand strategy is the plan for how your organisation wants to be known, by whom, and why they should believe it. It sets out your purpose, your audience, your position, your proposition, your message and your personality, and how all of them show up in everything people see, from the website to the sales deck to the poster on a noticeboard.

What it covers

What a brand strategy includes
Why a business needs one
Brand strategy and marketing strategy
How to build one
When you need a new one

Read it here

Marketing strategy, a practical guide

Strategy

A marketing strategy is the plan for how an organisation wins the people it most needs, whether they are customers, clients, donors, members or the people who use a service. It decides who those people are, how they make decisions, what you need to say to them, and which few channels and activities deserve your time and budget. It turns marketing from a list of things to do into a set of choices.

What it covers

Who you need to reach
What a strategy should include
How to build one, step by step
The common mistakes
Who should own it

Read it here

How much does a website cost in the UK?

Websites

How much a website costs in the UK depends on a handful of decisions, far more than on the number of pages. How much thinking and content it needs, how bespoke the design is, what it has to connect to, and who looks after it afterwards are what move the price. Two sites that look alike can cost very different amounts.

What it covers

What affects the cost
The ongoing costs
Why quotes vary so much
Whether cheaper is a false economy
How to set a budget

Read it here

What is a marketing agency, and what does one do?

Strategy

A marketing agency is an outside team that plans and delivers marketing for other organisations. Depending on the agency, that can mean strategy, branding, websites, content, search, social media, advertising, PR and campaigns. Organisations use one to get skills, experience and capacity they do not have in-house, without hiring a whole team.

What it covers

What an agency actually does
The different types
Why businesses use one
How working together usually works
How to choose one

Read it here

What does a marketing consultant do?

Strategy

A marketing consultant helps an organisation work out what to do with its marketing, and why. They look at what is working and what is not, get to know the market and the people you need to reach, then build a strategy and a practical plan. After that they deliver it, support your team to deliver it, or both. Their value is senior judgement applied to your specific problem.

What it covers

What a consultant is
What they do day to day
When to hire one
Consultant or agency
How to get the most from one

Read it here

What is a brochure website?

Websites

A brochure website is a small website with limited functionality. It has a handful of pages that say who you are, what you offer, why you can be trusted and how to get in touch. It has no logins, shop, booking engine or custom tools, and it changes only now and then.

What it covers

What one includes
What it is for
Who it is right for
When you need more
What makes a good one

Read it here

Marketing agency or in-house team?

Strategy

Choosing between a marketing agency and an in-house team comes down to what your marketing needs most. An in-house team brings deep knowledge of the organisation and day-to-day availability. An agency brings a wider range of skills, outside experience and the ability to scale up and down. Many organisations end up with a mix of the two.