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 [email protected] 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