Thought For The Week

Ae Village

We live in a lightning-fast world where we have less and less time and more and more to do.

It explains why I am an ardent fan of the quickie.

I am not referring to sex. I am, of course, talking about the daily tasks at home and at work.

I prefer quick plane rides to transatlantic journeys.  I like short reports that are quick to consume and I like recipes which are quick, easy and tasty.

When it comes to the written word, I devour snack-sized blogs.

It’s why I’ve an affinity with tabloid journalists. They can tell complicated stories in one paragraph.

The most succinct piece I ever read was about the establishment of a new village in Scotland. With the shortest place name in Britain, Ae was set up by the Forestry Commission in 1947.

The story about the birth of the village simply read “Ae today began to be.”

These five words made me a fan of the quickie!

Thought For The Week

Organic Farmers Market

As a fanatical foodie, I relish the opportunity of visiting farmers' markets.

On Saturday, I toured a small market where customers were light on the ground but the organic produce stall was under siege from hungry shoppers desperate to get their hands on everything from peaches to potatoes.

The produce did not look any different from what others were selling but the word ORGANIC had obviously inflamed the imagination of the masses.

It’s long been known that the organic tag can drive sales and boost margin in the food sector but what single words motivate sales in other industries?

We all know that words like FREE, CHEAP and SALE shift product but what single word could make your brand more commercially successful?

Thought For The Week


The best marketing idea in the world can produce a zero return if it’s not properly implemented.

A poor marketing idea, on the other hand, can generate an amazing payback if it is meticulously followed-through.

The secret of marketing success does not lie in the eureka idea but in its inspired implementation.

The wise marketer watches and learns from the mistakes and successes of others, putting a new spin on old concepts. Invention is not necessarily what it’s all about. Reinvention can often give you a greater payback.

Making it bigger, making it better, being more customer-focused, creating a niche or developing a USP – these are all valid routes to take.

Meticulous planning should be at the heart of everything – marketing, communications and customer care.

Execution, not the idea itself, is the key to marketing success and brands that fail to measure up invariably execute themselves – ouch!

Thought For The Week

Blog Creds

Looks matter and we should never forget that great design wins business while poor design costs business.

Beauty is, of course, in the eye of the beholder and it’s the same with design.

Like Marmite, one concept will be loved by certain people while others will find it unpalatable.

It’s much better to choose a design that a group likes rather than relying on the choice of one or two people.

We have just redesigned our credentials presentation and we conducted A|B testing throughout the process, involving our entire team in every aspect from choosing typefaces to colour schemes.

Consider following our lead next time you are designing a website, logo or product packaging.

A|B testing guarantees buy-in and it could prove to be as important as your choice of designer.

Email me if you would like a copy of the credentials document as approved by our people.

Thought For The Week


To convert new customers to your brand, you need to offer the holy trinity of marketing – an obvious benefit, a dramatic point of difference and a reason to trust.

While prospects may see what’s in it for them and accept that your product could be significantly better than their chosen brand, most will not switch unless you give them a reason to believe that you will deliver on your brand promise.

Simply put, a brand will fail – if it fails to inspire trust!

Here are the four most effective strategies to imbue belief in your brand:

  • Customer testimonials can have a dramatic impact but only if it is obvious the endorser is a real person.
  • Awards– prizes mean pounds so focus on winning meaningful industry awards.
  • Barstool Logic– something Prime Minister Margaret Thatcher had in spades. She built trust in her financial logic by repeating: “When it comes to money, we women are well-used to taking charge of the household budget.”
  • A Guarantee is the most powerful strategy of all but, the more conditions you attach to your guarantee, the less powerful it becomes.

At Beattie Communications and Only Marketing we offer a no-quibble money-back guarantee and over the years it has helped us win millions of pounds of new business.

What more can your brand do to stimulate trust?

Read our Elementary Guide to Messaging at Only Marketing’s Learning Academy.