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Category: Marketing

Business marketing advice, tips and guides to help you boost your promotions

I convinced BBC Radio 4 MoneyBox to have him on to talk to their millions of listeners, got a full page in the Mail on Sunday to its 3,000,000 readers with Sait positioned as an ‘Eco Warrior’, I had him simulcast on both BBC News Channel and BBC World Business show reaching an accumulated 50,000,000 viewers discussing how the BBC could save money and cut carbon by installing more eco-friendly bulbs in their green room, full page Government-funded ‘How to guide’ style ads on how to safely return to work post Covid featuring Sait and his electric car, the list goes on – yes because the URL SaveMoneyCutCarbon was ‘of its time’ because of all the mad stampede towards Net-Zero, but largely because of the amplification of Mark Sait, the CEO’s, Bill Gates-esque ‘geek’ qualities. I upped the 'superintelligent' nerd qualities of Sait, personally carrying the ‘Nerd’ message by Messenger-pigeon with his face. Sait’s brother even works for Microsoft, I said! To build SaveMoneyCutCarbon’s online widget that automatically links online sales of their sustainable products to an ESG score for company compliance, he hired Cornwall-based tech gurus, The Geeks. That says it all! Let’s get down to the basics. If your face was frozen, cropped just above the forehead and around the face, just so the forehead, eyes, nose mouth and chin were in view – what does that, without you uttering one single word – without anyone knowing your back story – or where you’ve been to University, what private members club (in Sait's case, its the Home Grown club in London for entrepreneurs) you’re a member of – says about you? Where does your frozen face then lie on a chart of frozen emotion? My client, the former BBC Dragon James Caan CBE’s face resonates as a swathe ‘Omar Sharif’, much more so than his namesake, the late Hollywood legendary actor, James Caan. Omar is the Caan, the Dragons' inherent facial archetype. John Cleese wrote all about it in his 2001 book with Brian Bates called ‘The Human Face’. “There are 6 Billion human faces and yet we instantly recognise faces that we don’t know,” he said. “How is it that this small part of us can be such an immediate and effective way to define who we are?” And “How do we hide our true feelings when they are written on our faces without even knowing?” Cleese expertly argues that there are just 7 universally recognised facial expressions: anger, fear, happiness, sadness, disgust, surprise and contempt. But in between these are 7,000 discreet expressions. In my opinion, these 7,000 ‘frozen facial emotions’ can all be laid out on a grid in the form of Emojis from sad/angry right across to happy/ecstatic. Regardless of whether you’re sometimes angry, happy or sad, your normal ‘frozen face’ is automatically encoded with a dominant emotion – whether you’re feeling that emotion or not. Like Sir Paul McCartney, he’s the deeply sad-eyed Beatle, whether he likes it or not as his dominant facial emotion. That’s whether he’s having a good or a bad day. He’s sad-eyed. A&A is what I label the requirement at this stage. Acceptance and Amplification about your facial archetype. Acceptance is about accepting you’re born with a particular facial archetype, but also only by acknowledging it can you unlock a galaxy of media opportunties. This was the subject of my lecture a few years back to the Institute of Leadership Management. 'Its your face. You’re stuck with it. Unless you alter it with cosmetic surgey, which I don’t recommend, you have to work with it. Accept that.' So many entrepreneurs wanting to raise their profile try to position themselves as someone they’re not. They might want to be polo-necked wearing Steve Jobs as opposed to the geeky glasses wearing Bill Gates. But they can’t. Recognising what’s already there and working with it is the key to unlocking the media treasure. The second point is Amplification. Once you’ve worked out where your facial archetype sits on the Emoji chart, then you can amplify It, make it resonate. Like hitting a tuning fork. You suddenly come into focus when the divining rod finds water underground with small movements suddenly becoming big movements. Getting a handle on your inherent facial archetype is the doorway of the foyer of the mansion you just entered, opening up into the next room.

To turbo boost your persona, you need to go back to ground zero: Your face is the starting point

5 August 20225 August 2022 Advice, Marketing Richard Hillgrove 0 Comments

Building your persona and then later down the track your narrative structure first means stripping all the component parts of your image totally back to Ground Zero.

Becoming king of the media jungle means starting at the bottom and working your way up by winning title fight after title fight

29 July 2022 Advice, Marketing, Opinion Richard Hillgrove 0 Comments

Your business might be starting to turn over a healthy amount, but meanwhile, you have another objective, cranking up the car of your media persona and venturing onto the open motorway, perhaps without a satnav and not much fuel.

Amazon

Amazon bows to UAE pressure to restrict LGBTQ+ search results

30 June 202230 June 2022 Marketing, News Business Matters 0 Comments

Amazon has bowed to pressure from the United Arab Emirates and restricted search results for LGBTQ+-related products

Britain's competition watchdog has launched an investigation into whether Google has broken the law by restricting competition in the advertising technology market.

Watchdog launches probe into Google after claims it makes it more difficult for rivals to compete in advertising technology market

26 May 2022 Marketing, Technology Business Matters 0 Comments

Britain’s competition watchdog has launched an investigation into whether Google has broken the law by restricting competition in the advertising technology market.

Tesco Mobile advertising campaign offensive, watchdog rules

11 May 2022 In Business, Marketing Business Matters 0 Comments

An advertising campaign for Tesco Mobile which used the names of foods as substitutes for expletives has been banned.

Elon Musk has said he will reverse Twitter’s ban on the former US president Donald Trump if the Tesla boss completes a takeover of the social media platform.

Elon Musk pledges to overturn Twitter’s ban on Donald Trump

11 May 202211 May 2022 News, Social Media Business Matters 0 Comments

Elon Musk has said he will reverse Twitter’s ban on the former US president Donald Trump if the Tesla boss completes a takeover of the social media platform.

Twitter has confirmed it has been working on an edit button, but denied the idea came after the company’s new largest shareholder, Elon Musk, held a poll on it.

Elon Musk considers ‘slight’ Twitter fee for commercial users

5 May 2022 Social Media, Technology Business Matters 0 Comments

Elon Musk has said Twitter may charge a “slight” fee for commercial and government users, in the latest hint of the changes the world’s richest person could introduce after he completes his takeover of the social media platform.

New findings have revealed that – for the second year running – brands are failing to meet consumer expectations between checkout and delivery, and generally still providing a subpar online shopping experience post-purchase.

UK’s brands fail to improve on post-purchase experience

29 March 2022 In Business, Marketing Business Matters 0 Comments

New findings have revealed that – for the second year running – brands are failing to meet consumer expectations between checkout and delivery, and generally still providing a subpar online shopping experience post-purchase.

The drinks company Innocent has had an advert banned by the Advertising Standards Authority after environmentalists reported it for claiming that drinking its smoothies is good for the environment.

Innocent TV ad banned for claiming its drinks help environment

23 February 2022 Marketing, News Business Matters 0 Comments

The drinks company Innocent has had an advert banned by the Advertising Standards Authority after environmentalists reported it for claiming that drinking its smoothies is good for the environment.

Android

Google to stop advert tracking across apps on Android

17 February 2022 Marketing, News, Technology Business Matters 0 Comments

Google has announced that it will stop advertisers tracking users across apps on Android smartphones, following in the footsteps of Apple and causing a significant blow to Meta Platform’s advertising business.

Boohoo forced to drop ‘sexually suggestive’ images by watchdog

16 February 2022 Marketing, News Business Matters 0 Comments

A promotion by the fast-fashion retailer Boohoo that used “sexually suggestive” images of a model in an oversized T-shirt and thong-style bikini bottoms has been banned by the UK advertising watchdog for objectifying and sexualising women.

The past two years have had a marked effect on how we interact with social media, with stay-at-home orders resulting in people spending longer online than ever before

Why the pandemic has led to the rise of the nano-influencer

2 February 2022 Marketing, Opinion Business Matters 0 Comments

The past two years have had a marked effect on how we interact with social media, with stay-at-home orders resulting in people spending longer online than ever before

The UK competition watchdog has called for the power to fine social media influencers if they fail to tell followers when posts are paid for by advertisers.

Watchdog calls for fines for influencers who fail to declare sponsorship

28 January 2022 Social Media Business Matters 0 Comments

The UK competition watchdog has called for the power to fine social media influencers if they fail to tell followers when posts are paid for by advertisers.

Social media stars including Jodie Marsh and five ex-Love Islanders including Francesca Allen are to be subjected to a name and shame Instagram campaign by the UK’s advertising watchdog for continuing to flout social media marketing rules.

Love Islanders to be named and shamed for not declaring paid-for posts

19 January 2022 News, Social Media Business Matters 0 Comments

Social media stars including Jodie Marsh and five ex-Love Islanders including Francesca Allen are to be subjected to a name and shame Instagram campaign by the UK’s advertising watchdog for continuing to flout social media marketing rules.

google search engine

Fossil fuel firms among biggest spenders on Google ads that look like search results

5 January 2022 Marketing, News Business Matters 0 Comments

Fossil fuel companies and firms that work closely with them are among the biggest spenders on ads designed to look like Google search results, in what campaigners say is an example of “endemic greenwashing”.

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