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Watertight Marketing: Delivering Long-Term Sales Results [Paperback]

Bryony Thomas
5.0 out of 5 stars  See all reviews (58 customer reviews)
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Book Description

31 Jan 2013
Are you wasting your money on marketing? Most businesses are. They’ve got serious profit leaks. So when they run their marketing Taps, revenue simply pours out of a leaky Bucket. Watertight Marketing is no ordinary marketing book. There’s no jargon. And it’s not about the latest over-hyped tactic. This is a book that tackles business fundamentals. It’s the book on marketing that makes all the others make sense. Following the process laid out in this book puts you in control of your business growth. You’ll be able to step off the roller coaster of yo-yo sales results and get your business on a sustainable upward curve. Bryony Thomas has a refreshing style that means the ideas click and stick. She has distilled her wealth of experience into clear action points that you’ll want to tackle today.

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Watertight Marketing: Delivering Long-Term Sales Results + Valuable Content Marketing: How to Make Quality Content the Key to Your Business Success + 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!
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Product details

  • Paperback: 296 pages
  • Publisher: Ecademy Press Limited (31 Jan 2013)
  • Language: English
  • ISBN-10: 1908746343
  • ISBN-13: 978-1908746344
  • Product Dimensions: 1.6 x 15.4 x 23 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (58 customer reviews)
  • Amazon Bestsellers Rank: 48,038 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Bryony Thomas is a proven marketing professional, with a passion for helping ambitious entrepreneurs make their marketing pay through her business speaking, writing and hands-on consultancy. She lives and works in Bristol in the UK.

She has a distinctive no-nonsense style that makes you sit up and take notice, and a real talent for unraveling how marketing delivers sales results.

Oh, and, she also loves a strong cup of tea. Milk, no sugar. On a rare day off, she'll can usually be found playing in the sand pit with her daughter or snuggled up with her soppy grey tom cat, Dylan.

Sorry, did you want to know more? Ok, so here's the professional profile...


Bryony's key strength is in being able to bring marketing together as a whole, meshed into the everyday activity of a business, so that it supports every step a person's buying decision from initial awareness to long term loyalty.

She approaches marketing in three parts:

1) Marketing strategy, i.e. what are we selling to whom and why would they buy it? How much do we need to sell to meet our targets? What do we need to do to meet those targets?
2) Marketing set-up, i.e. do we have the tools and skills to do the job, (databases, web set-up, practical skills)?
3) Marketing activity, i.e. a coordinated set of marketing activities to generate demand, increase conversions and keep customers happy.

Having occupied senior roles on both sides of the client/agency relationship - Bryony have a unique perspective on the industry that enables her clients get the most from it.

She started her marketing career at just 19, working in telephone fundraising for ActionAid, whilst also studying at the University of Bristol. Following her first marketing role in charity fundraising in the late nineties, Bryony's formative years were spent with multi award-winning business-to-business marketing agency, Mason Zimbler - recently bought by Harte-Hanks. Whilst there, the agency supported her in securing her Chartered Institute of Marketing Diploma - a course that she has since tutored. By 24, she was responsible for the agency's largest account running pan-European campaigns with the likes of IBM, Dell and HP. Going on to lead the pitch team that secured the multi-million pound Microsoft account, which the agency retains to this day. Working freelance for clients including Lloyds TSB, whilst securing an MBA with distinction, Bryony undertook an award-winning strategic customer management project for database specialists ClarityBlue, where she subsequently became Director of Marketing. She's proud to have played a key role in raising the profile of this 200-person business as part of a strategy that saw the company sell to Experian for £85 million in 2006. At just 28, Bryony secured the position of divisional Director of Marketing for the FTSE 100 company, reporting directly to the Board.

In 2008, driven by an entrepreneurial spirit, and a passion for helping small businesses realise big ideas, she set-up my consultancy business, Clear Thought, and has since built a reputation as a compelling business speaker and writer.

Product Description

Review

This is a breakthrough marketing book for small businesses. It ditches all the fluff and nonsense and gives a business owner exactly what they need to get their marketing in gear. You'll want to read it with a pen in hand because you will have ideas to put into action on every single page. --Mark Mason, CEO, Mubaloo

Watertight Marketing is brilliant. Bryony has delivered a book that is free of jargon and a compelling read that makes you sit up and quickly realise where the holes are in your plans, the potential cost of these holes to your business and ultimately how to fill them and ensure your business is robust and successful. --Nick Dean, Managing Director, Ad Lib Recruitment

If you're running a small business and think your marketing activity is as good as it can be, read this book. If you think your marketing could be better, read it twice. --Stephen King, Managing Director, F-works

About the Author

Bryony Thomas is a proven marketing professional, with a passion for helping ambitious entrepreneurs make their marketing pay through her speaking, writing and hands-on consultancy. She has a distinctive no-nonsense style that makes you sit up and take notice, and a real talent for unravelling how marketing delivers sales results. Bryony lives and works in Bristol in the UK. Having occupied senior roles on both sides of the client/agency relationship, Bryony has a unique perspective on the marketing industry that enables her clients to get the most from it.She started her marketing career at just 19, working in telephone fundraising for ActionAid, whilst also studying at the University of Bristol. Following her first marketing role in charity fundraising in the late nineties, Bryony's formative years were spent with multi award-winning business-to-business marketing agency, Mason Zimbler. Whilst there, the agency supported her in securing her Chartered Institute of Marketing Diploma - a course that she has since tutored. By 24, she was responsible for the agency's largest account running pan-European campaigns with the likes of IBM, Dell and HP. She went on to lead the pitch team that secured the multi-million pound Microsoft account, which the agency retains to this day. Working freelance for clients including Lloyds TSB, whilst securing an MBA with distinction, Bryony undertook an award-winning strategic customer management project for database specialists ClarityBlue, where she subsequently became Director of Marketing. She's proud to have played a key role in raising the profile of this 200-person business as part of a strategy that saw the company sell to Experian for £85 million in 2006. At just 28, Bryony secured the position of divisional Director of Marketing for the FTSE 100 company, reporting directly to the Board. In 2008, driven by an entrepreneurial spirit and a passion for helping small businesses realise big ideas, she set up a consultancy business, Clear Thought, and has since built a reputation as a compelling business speaker and writer. 2013 sees the launch of her new business - Watertight Marketing - so, watch this space!

Inside This Book (Learn More)
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Fantastic simplicity 3 Dec 2013
Format:Paperback
I recently read Watertight Marketing, and have to say it is one of the very best business reads I have had the pleasure of studying. The style of writing is to the point and simple in it's language, making it accessible not just to marketing professionals but the general business savvy public too.

The effective concepts are clearly explained and the idea of 'plugging the leaks' is essential brain fodder for any business owner with ambitions to grow. Ultimately, by following the guidance within this book, business owners and their teams will waste less time, save more money, and make more profit... what more could you want any business book to provide?
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1 of 1 people found the following review helpful
5.0 out of 5 stars Flawless 3 July 2014
Format:Kindle Edition|Verified Purchase
A work of sheer, unparalleled marketing genius. This is a guide to do everything right in attracting and delighting (thereby keeping) customers. By everything, I do mean everything. There is no stone left unturned in the process of crafting a great marketing plan and brand identity, getting the attention and interest of the people you need to, laying out the best possible process for them to become customers, building your reputation in your marketplace and in fulfilling your customer's expectations.

I've read and studied the works of some of the most famous, successful and experiences marketers around, but haven't ever seen anything distilled so comprehensively like this in a way they makes it all instantly applicable. This applicability of every facet of the subject matter, and the fact that every suggestion is one you just know makes sense and is an optimal way to do things, puts this book in a league of its own.

It's beautifully illustrated, wonderfully conceptualized through the illuminating metaphors that explain the whole marketing/sales process, and logically sequenced with the addition of the workbooks in a way that perfectly exemplifies everything it teaches in the book.about messaging, sequencing, visual identity and making the right emotional connection.

It's an absolute must have for anyone who wants to improve the functioning and success of their business.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Great book & brilliant model 10 April 2014
Format:Kindle Edition|Verified Purchase
I have read a lot of marketing books from academic heavyweights (as part of MBA) to small business quick guides and have to say that I have found Watertight Marketing to be the most practical marketing book & model is most representative I have seen to demonstrate the 'marketing process'. The concept of multiple 'taps' and 'funnels' with leaks throughout before the water hits the bucket, for me, is a far better representation of how prospects become customers; with losses at various stages of the process, versus the ubiquitous marketing/sales funnel.

The style of writing is easy to read and informative. The text includes many case studies, guides and checklists.
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1 of 1 people found the following review helpful
Format:Paperback|Verified Purchase
Watertight Marketing by Bryony Thomas is an excellent way to get to grips with promoting your business without getting bogged down in marketing speak. The book comes with practical worksheets (via the web site) to get stuck in and actually do something to get your business moving. If you do nothing else, at least take a look at the sample chapter on the web site.
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1 of 1 people found the following review helpful
Format:Kindle Edition|Verified Purchase
A very easy to read book that you can get through in a couple of hours. Packed with practical and extremely valuable advice and guidence. This book cut's through any 'marketing fluff' and get's straight to the point. The workbook that accompanies the book (can be downloaded from Byrony's website following purchase) is excellent, it's packed with substance and is extremely detailed.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Smart 26 Jun 2013
Format:Paperback
Reading Bryony's book is like talking to her in person. She has the knack of taking the convoluted process of creating and maintaining a marketing programme and making it simple clear and manageable. If you're looking for a book that helps you focus on getting stuff done and getting results, this is the book for you.'
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1 of 1 people found the following review helpful
5.0 out of 5 stars Worth its weight in gold 29 May 2013
By Vicky
Format:Paperback
I often find I have to force myself to read business books, this was certainly not the case with Watertight Marketing. I found the book to be a really compelling read; full of practical & easy-to-digest information & tips and extremely motivating. With each page I found I was full of new ideas to take my business forward and, a few months after first reading the book, I am constantly thinking about how I can apply the main principles to each aspect of promoting my company. I particularly love how easy it is to delve back in as needed, and the additional online material is a fantastic resource for planning out my marketing activity. I am so much more aware of how NOT to market my business! The 10 I spent on the book is worth its weight in gold and has already saved me a fortune in wasted promotional activity. Highly recommended read to anyone who is looking to expand their business without huge expense and wants to be shown in a clear, practical and somewhat witty way.
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1 of 1 people found the following review helpful
5.0 out of 5 stars There's nothing wet about this book 28 April 2013
Format:Paperback|Verified Purchase
The best part of Bryony's book is that busy business people can actually fit it in, and it's a really good read too.

In just a couple of hours Bryony shares all her ideas for successful business growth, and shows you how to do it. She offers thoughtful and easy-to-follow planning exercises and additional support online. All in plain English.

It might take you a couple hours to read, and a few months to implement, but by following these weekly, monthly and annual plans, I have no doubt dividends will be returned. Every page inspires ideas, so you really can help yourself.

I should finish by saying that I had the pleasure of working with Bryony while she was writing this book and know how passionately she puts everything here into practice. I give this book to all my own small business customers and recommend it to colleagues and peers.

Put it on your bucket list, but hurry up.
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Most Recent Customer Reviews
5.0 out of 5 stars sensible advice
As a marketing consultant, I found this book explained clearly many of the important concepts in marketing while putting them together in a logical, easy to use structure.
Published 2 days ago by Julie Mitchell-Mehta
5.0 out of 5 stars Spot on, No Nonsense and Refreshingly Fun
Seriously as a Marketing Strategy Book this is second to none in straightness, simplicity and entertainment factor. Read more
Published 3 months ago by Andrea Leupold
5.0 out of 5 stars A must read business book.
Straightforward, compelling and actionable plans for any small business wanting to increase ROI. By providing a simple lens to review the customer journey, business leaders will... Read more
Published 3 months ago by Josh Morse
5.0 out of 5 stars Helping to integrate marketing and sales
Bryony's book offers a really sensible and holistic marketing approach that fits perfectly with a structured sales approach. Read more
Published 3 months ago by Sarah Hinchliffe
5.0 out of 5 stars So good, I bought it twice!
Downloaded this book for my Kindle and I loved it so much I purchased a hard copy for future reference. Read more
Published 4 months ago by Miss DF Craig
5.0 out of 5 stars Every small business owner should read this book
If you want to achieve long term sales results, get in control of your marketing and most importantly ensure good customer retention - then this book is invaluable. Read more
Published 4 months ago by Nicholas Taimitarha
5.0 out of 5 stars Great advice - and lets you apply an individual approach to your...
This book really gets to the core of how you can achieve better marketing for your business - from the inside out. Read more
Published 4 months ago by Rebecca Krzyzosiak
5.0 out of 5 stars A comprehensive action plan for my business
Its great to have the tools to develop a marketing strategy for my business. Am looking forward to working through the 12 week action plan.
Published 5 months ago by Josephine Reid
5.0 out of 5 stars This is a rare thing - A book I bought and read as an ebook and then...
As a small business owner I find it very difficult to market myself (my product) but by understanding Bryony's approach it makes it very easy to make fairly small changes which... Read more
Published 6 months ago by S. Dale
5.0 out of 5 stars Focused on improving sales
Even after too many years in the marketing business we can still learn a bit more. This book covers a range that includes understanding the difference between needs and wants and... Read more
Published 6 months ago by Nigel Reeve
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