Not Having a Marketing Process Is Not An Option

Patrick McFadden

In my work as a marketing consultant I often meet with marketing departments and small business owners to discuss, “how they are building awareness and visibility for their products or services?” What I end up finding is that their mindset toward marketing is a one time deal, I call it the “shotgun approach.”

They believe that you can run an ad, hand out a special gift, follow-up, host events, etc. just one time and that will bring in customers and put them in the top-of-mind position. My answer is always no, no, and no.

What would happen if you took only one breath? You would die. The same is for your marketing. One time marketing is “death marketing.”

Marketing is truly a process. The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue. In essence, it’s about bringing prospects to your front door and then nurturing them through the sales process.

Online this process involves creating compelling information and linking and sharing great resources, your potential buyers are likely to search for, before they know they have a problem your company can solve. These resources can include:

  • blog posts,
  • e-books,
  • podcasts,
  • guides,
  • infographics,
  • statistics,
  • webinars,
  • videos,
  • white papers,
  • checklists,
  • case studies,
  • and more.

Offline this process involves communicating valuable information, trends, news ,etc. in the places where your potential buyers are likely to hear or read it and getting your message directly in their hands. These resources can include:

  • direct mail,
  • physical location,
  • business networking,
  • PR,
  • teaching classes,
  • workshops,
  • seminars,
  • marketing material,
  • product samples,
  • local press releases,
  • radio,
  • tv,
  • outdoor media,
  • speaking,
  • contest,
  • coupons,
  • trade shows,

These are just a few ideas to use. Find the ones that work for you and implement them. If they work , repeat them, like your breathing. If they kind of work, fix them, then repeat them. If they don’t work , get rid of them and do something that works. It’s a process.

Question: Which one, two or three of these ideas are you going to implement?

Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

From Trends to Tactics: How Our Marketing Firm Helps Medical Staffing Agencies Win in Changing Markets

By Patrick McFadden • March 8, 2025
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Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

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