I developed the PSM Methodology over a 22+ year career at the coal-face of marketing
But it hasn't been all plain sailing...
By the age of 20, I was managing £multi-million DM budgets (old-skool DM mail packs), copywriting and creating quarterly campaigns in 8 languages across 13 countries. It was there that the fascination with persona-driven marketing began, when I began tailoring copy for the way people think, rather than just by their demographics. Results doubled within 6 months - adding £12M/ year in sales.
But it didn't always run that smoothly in my first job.
My employer was a small software company. Now this was the pre-internet days, where good ol' DM ruled the marketing roost in the software industry.
My job was to create and manage our big quarterly DM campaign. This was a big job: we sent out 3 million packs per quarter across Europe.
And it was high profile. It was the company's main sales drive every quarter and there were 12 grizzled sales guys/ gals whose commissions were dependent on me getting the leads in.
I spent time learning the ropes until, finally, it was time for me to create my first big campaign. The people I showed it to liked it, "That's the pay rise sorted," I thought... "I'm going to be a legend".
Well, as it turns out, know-it-all graduates often get bitten on the bum.
Back then, it would take a week to print and another 5-6 days to get all the packs in the post. It was on that 14th day that the phone should start ringing. I got in early, looking forward to a wonderful day.
By 10am I knew something was very wrong. Sure, we'd had a few calls, but would normally have 9-10 lines going at once those first few days. It was an open-plan office with nowhere to hide. It was the worst day of my professional life.
The whole campaign had tanked. I was lucky to still have a job - and was a million miles from any sort of pay rise.
Humiliation was my coach
I swore I'd never let myself do that again. I threw myself into learning everything there was to know. Thankfully, the online 'get rich quick' gurus weren't around back in 1994 as I probably would have wasted a fortune on their teachings. I studied the greats instead - David Ogilvy, Claude Hopkins to name a couple - true masters of their craft. I studied psychology and persuasion theory dating from Aristotle 2350 years go to the more recent work of Robert Cialdini.
Thankfully, total humiliation is a powerful coach and I was a willing pupil. My next campaign didn't flop. It was the biggest, most profitable quarter the company had ever had. Even the sales guys started talking to me again ;-)
I stayed another 3 years doing that job. During which the business grew by 400% with 12 consecutive quarters of growth. I didn't realise it at the time, but I was building the foundations of a process that has since become People Shaped Marketing (PSM for short).
Then, digital happened...
A few years later, in 1998, digital marketing was just beginning to take hold and the sudden measurability appealed to my CRO-orientated brain. By 25 years old I was setting up and then running the first London office for a large, Paris-based digital agency, with clients such as Yahoo, Ferrari, L’Oreal, Virgin & Peugeot.
Apart from a year out to travel the World, the next 10 years were spent in and around London’s major agencies planning campaigns for major UK and global businesses, where the PSM methodology got given a name and evolved from a way of me working to a robust plan that could be written down, trained to anyone and implemented for any business.
Bite the bullet and test the cahoona's
In 2011, I started my own agency/ consultancy. Preaching CRO and Persona’s long before they became fashionable (like some crazed, evangelical preacher from the USA bible-belt I was once told!) I quickly built a name and a business that was leading the way across Europe in how marketing should be done. How results should be so much better than people had gotten used to.
The agency grew, the client list got ever more impressive, but the job became boring. Running a business (even a sexy-sounding ‘digital agency’ with clients like Samsung and Lloyds) isn’t fun compared to actually ‘doing the job’ – helping businesses plan and implement top-notch marketing campaigns.
Hearing clients get very excited about results they never thought possible, is much more fun than handling HR issues, negotiating supplier contracts and doing the VAT return.
So, I sold the agency. I took some time off and came back to build something bigger and better.
This is it.
They got us a 49.8% conversion rate from cold prospects. Just think about that for a second - half of all our visitors to the campaign site bought a holiday thanks to Phil and his PSM Methodology. What else can I say to persuade you that you need to listen to these guys?
With no ultra-clear view of who your customers really are, your ROI will suffer. Personas are the 'secret sauce' we use to DOUBLE our clients conversion rates.
Don't panic... 99.8% of them don't.
But, our landing page services will SKY-ROCKET YOUR LEAD NUMBERS with an average conversions of 10-15%
Become a conversion and lead gen SUPERHERO by mastering the proven PSM Methodology yourself. Classroom and online courses available.
PSM (People Shaped Marketing Ltd) is a specialist lead generation consultancy. Using our proven methodology, we help businesses achieve extraordinary results.
Copyright 2017 by People Shaped Marketing