Industries
Advertising for estate agents
The advertising that matters is not aimed at buyers. Buyers come to the property. The whole marketing problem is winning the instruction.
2 min readNov 30, 2025
Section
Industries
What actually works in each industry, with budgets and channel mix.
Industries
Advertising for property managers
Contracts change hands rarely and for one reason: the incumbent stopped responding. Marketing here is about being known before that happens.
2 min readNov 28, 2025
Industries
Advertising for coaches and trainers
A crowded market with no barriers to entry, where credibility is the only scarce resource and most people try to buy it with claims.
2 min readNov 26, 2025
Industries
Advertising for IT service providers
Businesses change IT provider when something breaks badly. The marketing task is being the obvious alternative at that moment.
2 min readNov 24, 2025
Industries
Advertising for SaaS companies
Acquisition cost is only meaningful against retention. A product with high churn cannot be marketed into profitability, however good the campaigns are.
2 min readNov 22, 2025
Industries
Advertising for B2B manufacturers
A buying committee of six people, an eighteen-month cycle, and a technical specification. Industrial marketing is about being found and being verifiable.
2 min readNov 20, 2025
Industries
Advertising for staffing agencies
Two markets to advertise in at once, and the scarce side is candidates. Most agencies spend as though it were the other way round.
2 min readNov 18, 2025
Industries
Advertising for security companies
A contract business where the buyer is buying the absence of a problem. Proof of reliability is the only argument that works.
2 min readNov 16, 2025
Industries
Advertising for print shops
Online printers took the standard products at prices a local shop cannot match. What remains is everything that needs a person, and it is a better business.
2 min readNov 14, 2025
Industries
Advertising for photographers
The portfolio is the entire advertisement, and most photographers show too much of it. Specialisation and pricing do the rest.
2 min readNov 12, 2025
Industries
Advertising for wedding suppliers
A customer who buys once, plans for a year, and asks other suppliers who to use. The network matters more than the advertising.
2 min readNov 10, 2025
Industries
Advertising for event agencies
Corporate clients rebook and private ones do not. The agencies that survive built their business on the first and their reputation on the second.
2 min readNov 8, 2025
Industries
Advertising for salons and spas
A business built on a six-week rhythm and personal loyalty to an individual. Everything in the marketing should protect that rhythm.
2 min readNov 6, 2025
Industries
Advertising for nonprofits and associations
No budget, a volunteer team, and three different audiences to reach. The constraints are real and the available leverage is larger than most organisations use.
2 min readNov 4, 2025