Discuss marketing strategies and business growth with Wes Gay, a StoryBrand certified consultant and marketing expert.
Key Takeaways
- Focus on solving specific customer problems rather than broad marketing approaches
- Clarify messaging using the StoryBrand framework to make customers the hero of the story
- Prioritize profitability and bottom-line metrics over top-line revenue growth
- Leverage mentorship and networking to accelerate business growth and avoid common pitfalls
Topics
Wes Gay's Background and Business
- Transitioned from church work to marketing consulting in 2016 after StoryBrand certification
- Built full client load within 6 weeks of starting his business
- Now operates as a fractional CMO and marketing consultant, focusing on messaging and strategy
StoryBrand Framework Overview
- 7-part communication framework based on storytelling principles
- Key elements: character (customer), problem, guide (business), plan, call to action, success/failure
- Helps businesses clarify messaging and make customers the hero of the story
- Example application: Allstate's "Mayhem" campaign effectively positions the problem and solution
Business Growth Strategies
- Narrow focus rather than trying to be too broad in offerings
- Identify most profitable products/services and double down on those
- Analyze client profitability and consider new offerings for low-margin clients
- Aim for consistent profit margins (e.g. 20%) to enable reinvestment and predictable growth
Marketing and Sales Approach
- Focus on solving specific customer problems rather than company accolades
- Create clear, step-by-step plans for customers to follow
- Use "ideal client stories" to identify best-fit customers and refine messaging
- Consistently show up and be known for solving problems in your niche
Mentorship and Networking
- Seek mentors at different stages: peers, those ahead, and those behind
- Ask specific questions to learn from others' successes and failures
- Find mentors who understand the unique challenges of business ownership
Work-Life Integration for Entrepreneurs
- "Balance" is a myth; embrace productivity and flexibility
- Set boundaries but be willing to work non-traditional hours when needed
- Design the business to support desired lifestyle and family priorities
Next Steps
- Connect with Wes at wesgay.com or email wes@wesgay.com for marketing consulting
- Sign up for Wes's weekly email for ongoing marketing and sales tips
- Business owners should regularly ask: What can I do to get paid today, tomorrow, and improve?
- Analyze business profitability and focus on increasing bottom-line metrics
- Seek mentorship and networking opportunities to accelerate growth and avoid common pitfalls
