Jim Connolly Marketing

It costs $7,000 a gallon and it’s less useful than water!

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marketing, story telling, jim connolly, 2026

Photo by Daniel Schludi

People buy stories. When you figure this out and put it into action for your business, you can make a fortune. Here’s an example you already know about.

This product costs $7,000 for 1 gallon. It sells all day, every day. And literally no one needs it. It’s less useful than water! Unlike water, this liquid isn’t life-preserving–you can’t drink it. It isn’t life-giving either–so you can’t water crops with it.

Have you guessed what it is yet? The liquid I’m referring to here is Chanel No.5 perfume. So, why does a pleasant smelling liquid sell for such a huge price?

People buy stories

Chanel has successfully built a story around their perfume. It’s a story about style, opulence, beauty and sensuality. It’s nothing whatsoever to do with fragrant smelling liquid. It’s all about the feelings associated with the Chanel No. 5 story.

How the story works for Chanel’s marketing.

  • When we buy Chanel No. 5 for someone, they know they’re receiving an expensive, classy gift. They then connect us with the feelings they associate with the Chanel No. 5 brand. Beautiful people. Stylish locations. Wealth.
  • When we buy Chanel No. 5 for ourselves, the story we’re telling ourselves is that we’re now connected to the aspirational lifestyle embodied by the Chanel No. 5 brand. Beautiful people. Stylish locations. Wealth.

People buy the Chanel No.5 story. They have no need for the actual liquid. But the story behind the brand makes them want it.

The story behind your brand

If you’re like the vast majority of small business owners, you won’t have a compelling story to motivate people to want to hire you specifically or buy from you specifically.

So, ask yourself: why should someone buy from you? Then get to work on building your story.

Because make no mistake, your ability to answer that question with a compelling story, could be the difference between you making a living… and making an absolute fortune.

Can you see the money?

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marketing 2026, small business, jim connolly

Photo by Olena Bohovyk

A former client of mine sold a business back in 2024 for almost $6 million. When she purchased it in January 2020, it was valued at $250k. Here’s how she did it and how you can blow the roof off your financial potential in 2026!

To start, I’d like you to ask yourself the following question. If I work hard and smart for the next 4-years, what’s the maximum I could sell my business for?

Here’s why that question is so valuable

I clearly remember my former client, Jill, calling me. She started by saying she had some good news. The sale of her business had just gone through. We had been waiting for weeks. It was so exciting.

I was working with Jill when she bought the business. It was already in pretty good shape. It didn’t need any meaningful capital investment. What it did need was an owner who could see the financial potential of the business. As she told me when she purchased it; ‘He just couldn’t see the money.’

  • The previous owner saw the potential value of his business as $250k.
  • Jill saw the potential value as $5 million.
  • Interestingly, they were both proven to be right.

What happened over those 4-years to make all that money?

The core difference was that the previous owner made decisions based on a $250k payday. Jill made decisions based on a $5 million payday.

Our beliefs

When we believe that our business has the potential to sell for a certain amount, we act accordingly. It looks like this.

  • Jill believed that the business she bought was potentially worth $5 million, so she bought it.
  • As owner, she made $5 million decisions regarding her business… decisions consistent with her valuation.
  • Her decisions led to $5 million actions, actions consistent with her decisions.
  • And her actions saw her make $5.8 million.

The key here is that we need to be able to see the money. That’s the spark. We need to genuinely believe in the potential value of our business. Only then will our decisions and the actions we take, be consistent with achieving the potential.

Why am I sharing Jill’s story, from 2024, with you today?

It’s 10 times more important in 2026!

Think of the small business owners you know. They can’t see the money. They are focused on the economy and the uncertainty. Most of them would settle for just getting through the year.

Tip: Get my best marketing ideas delivered to your inbox for free by clicking here.

Now let’s go back to Jill: Do you remember what happened a few months after Jill bought her business? She bought it in January 2020. Just a few months later, the pandemic came. Nothing was certain. Its impact on lives and the economy was unlike anything in living memory.

Regardless of what was happening around her, Jill needed this to work. I reminded her to keep her eyes on the money, so that’s what she focused on. We put some ideas together on how to adapt the business so it could make money during the uncertainty, and those multiple lockdowns. It became evident very quickly that Jill’s business came out of the pandemic in much better shape than her competitors. She then carried that momentum forward.

What is guiding your business decisions today?

I hope it’s the financial potential of your business and the enormous opportunities all around you.

Enormous opportunities?

Yes.

Your competitors are in survival mode, just like Jill’s were in 2020. They’re making decisions based on, at best, treading water. They are leaving the market wide open to you, or any competitor, with the vision to see the money that’s being left on the table, and plan ahead accordingly.

The best time to make your move is when your competition is standing still, frozen with fear. And that is what’s happening around you, right now.

Like every opportunity, this moment will pass. Don’t let it pass you by.

How to predict your future clients and attract the very best

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work begets work

Photo: Shutterstock.

I’d like to share how I helped one of my clients build the business of her dreams, using a creative marketing idea. This can work for you and your business too.

It begins with a simple 3 word phrase.

Work begets work

You may have heard that work begets work before. However, the phrase is usually used with very little mention of its wider meaning. On a surface level, it’s true to say that by working on something, we’re likely to attract more work. For example, I hired a guy to do some work on my house, after seeing him working for one of my friends. His work for my friend led to work from me.

That’s just the surface.

You see, there’s a word missing from that 3 word phrase. And it’s what makes all the difference.

Work not only begets work. No. Work begets similar work. In other words, the work we’re doing today, will have a massive influence on the type of work we’re doing tomorrow: the clients we will attract and the fees we will earn.

In short, if you want to take your business to the next-level (and beyond), you need to start doing next-level work… today.

Think about it. The alternative approach is nuts

The alternative is to wait and hope.

  • Wait for an amazing stranger to see (or hear about) our current-level work.
  • Then hope they decide, with zero evidence, that we’re capable of next-level work.

Sure, we can wait for opportunity to knock.

Like in the movies.

Or we can build a door.

That’s what Sue did.

How this worked for a client of mine

Sue (not her real name) is a graphic designer, with a focus on lettering. I shared my work begets similar work process with her, we put it into play, and she’s never looked back. Previously, Sue struggled. She worked mostly as a freelance designer for agencies and doing sub-contract work.

They would tell Sue what they wanted her to do. She did it. This was soul destroying. And because the money was terrible, she was forced to work crazy hours for the income she needed. She had very few direct clients. And she’d wasted 9 years, going nowhere.

After I shared the work begets similar work idea with her, Sue did a rebrand on her own business. This included lots of examples of the type of next-level work she’s capable of. Sue said she wanted to work with environmental organizations. So, we decided to reach out to 7 organizations she supported, who she believed needed a design refresh.

She met with 2 of them. One of them jumped on board. It changed her life.

Tip: Get my best marketing ideas delivered to your inbox for free by clicking here.

Sue threw 100% of her creativity and passion into the project. The end product was visually stunning. It was very clearly on a totally different level to the soul-destroying work she’d been doing. The charity loved it.

A while after the project, the CMO of a national garden furniture company saw it and contacted Sue. He asked if she’d be interested in working on the graphic design for a new, environmentally friendly line of garden furniture. That project led to another next-level client. And that project led to the next [repeat].

Sue’s next-level work begot similar work. Work she’s passionate about. Work that is massively more emotionally and financially rewarding. She’s now well-established in a niche she loves, working direct with international brands.

Yes, it works in YOUR industry too

What if you provide a service that isn’t as visual as graphic design?

As long as you commit to providing services or products, which are consistent with the increased fees/prices you want to achieve, you can absolutely show it to your next-level prospective. All the tools are out there. Newsletters, podcasts, Youtube and social networks give you all the tools you need, to showcase what you are capable of. The enquiries you attract will be from people, who’ll see that you’re clearly capable of delivering the level of service (or results) they want.

Show them what you can do. Not what you currently do.

Earn what you can earn. Not what you currently earn.

And watch it build your business.

How?

Your next-level work for next-level clients, will be seen by next-level prospects, who become your next-level clients [repeat].

Spend zero on marketing. And make a fortune

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creative marketing, free marketing, no budget

Image: Martin Martz

Ever wondered why I never write about how or where to spend your marketing money?

Well, today I spill the beans. And it can save you, and make you, a fortune.

There are a lot of ways you can spend money on marketing. Advertising and promotion is available via thousands of providers. It’s so easy.

  • You pay them your money.
  • They say they’ll get your message in front of X number of prospective clients or customers.
  • Hopefully, a percentage of these will contact you.
  • And a percentage of that percentage, could spend money with you.

So far so good, right?

It would be, if your competitors didn’t have the exact same options.

But they do.

Buying attention is overrated

Obviously, your competitors advertise to the same people as you… otherwise they wouldn’t be your competitors.

This means your ads are always competing against their ads.

Whoever spends most money, gets the most attention. This is equally true when you advertise on different platforms to your competitors: because digital advertising reaches the same target groups regardless of where they are.

This makes buying attention extremely precarious! Your ad reach will always depend on the marketing money your competitors choose to spend. It’s out of your control. It’s also impossible to plan the future growth of your business with confidence.

Why?

A well-funded competitor can quickly and easily, wipe your visibility out before you even know what’s happening.

Thankfully there’s an effective alternative.

Marketing creativity over marketing money

Advertising is the price you pay, for lousy marketing. I’ve said this for decades. It’s even more true today.

That’s why I have always chosen to focus 100% on a very different marketing model. It’s a model that is impossible for your competitors to copy, as they can’t see what you’re doing, unlike paid ads.

  • They’ll know that you suddenly get talked about a lot more often.
  • They’ll know there’s a real buzz around your products or services.
  • They’ll certainly notice their existing clients or customers switching to you.

BUT they won’t know why.

That’s because the marketing model I use with my clients businesses, and with my own business, is entirely based around creativity, not money.

And it’s exceptionally effective. In fact, The Wall Street Journal came to me for an example of how I achieve massive marketing success for my small business clients, using creative marketing strategies, and NOT A PENNY spent on advertising or promotion.

In short, I don’t write about how to buy attention because it’s a risky, expensive, unpredictable and exceptionally limited way to grow your business.

So, now you know.

Proven ways to boost your sales. Plus 7 examples

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agile marketing, marketing opportunities, small business marketing

Some of the small businesses that are thriving in this unpredictable economy, are using the following strategy.

How do I know? I’m the one who gave it to them. 

It looks like this.

Instead of making big or expensive changes, they’re simply adapting what they already do, to become a perfect fit for their prospective customers and existing customers.

For example, some have developed a new type of service, which has opened up a whole new segment of their marketplace. Others have developed add-ons that compliment their current services, which are being purchased by their existing customers and are attractive to prospective customers. Then, there are those who have looked for, and discovered, brand new niches for their current products. And others are adapting or evolving in different ways.

My point is that they’re not thriving by working harder and aggressively cutting expenditure.

Instead, their focus is all about making their business more attractive and more valuable to their market. It’s a far more profitable, proactive (and frankly more enjoyable) approach. And it’s way more productive than feeling constantly worried about what the future will bring.  

Most importantly, ALL that is possible for your business. All of it.

Spotting and creating your new opportunities

Here are some general ideas to get your creativity flowing.

  • Look for new problems or challenges that the current economy is creating for your clients or prospects, which you can help them with or solve.
  • Explore how services (or products) that you currently provide in isolation, could be bundled, to create a valuable, new offering.
  • Do your clients or customers tell you that there’s a certain strength you have, which they really value? If there is, look for ways to greatly magnify it. Own that high-value strength. Incorporate it directly into your marketing messages.
  • Do some research on the payment options offered by your competitors. Then consider how you can provide an option, which is attractive to you, attractive to your prospects, and unique to your business. However, DO NOT lower your prices. Increase your value instead.
  • Consider great service providers outside your industry. Think about what you like most about their service. Then, see how that can be incorporated into your own service.
  • Check out the range of services being offered by your competitors. Look for a gap in the market: a service that isn’t being provided, which you can provide and your prospects will love.
  • Look for opportunities to use new technologies, which will give you a competitive advantage in quality, speed, rigour, capacity or scope, etc. 

I hope this inspires you to create opportunities to increase your sales, your revenues and your profits. 

If you do, don’t just find it interesting. Put it to work… and make it work, for you!

How to turn a ‘no’ into a ‘yes’!

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yes neon sign

Photo by David McElwee

When a prospective client or customer decides not to hire us or buy from us, how can we turn their no into a yes? And how can we do this, even when they’ve had their objections or concerns fully answered and they still say ‘no’?

Faced with that kind of rejection, there are 3 broad ways we can choose to respond.

  1. We could just leave it. They’ve made their decision. End of story.
  2. We could reply and let them know why they’re wrong and make sure they know they’ve made a big mistake. If we know the competitor who won, we could also include all the bad stuff we know about the lousy dirt-bag.
  3. Or we could contact them and be more positive and helpful to them, than if we had won the contract!

Yes, it’s number 3 I’m going to focus on. Because it’s exceptionally effective.

Turning a prospect’s no into a yes

Imagine how the following might work, as a massively more effective way to respond to a prospect’s ‘no’.

  • You contact the prospect and thank them for the time they spent with you or with your proposal.
  • You also let them know, up-front, that you respect their decision. This is important. It shows you’re not doubting their ability as a decision maker.
  • You add that as a result of their decision, you’re working to improve your proposal or presentation.
  • You then find something generous to say about the competitor who won, so long as it’s true. Nothing sarcastic or tongue-in-cheek, but truly gracious.
  • And finally, you let them know that if they ever need anything, you’re there for them and happy to help.

Here’s what we know for absolute certain. Very, very few people respond with that type of good-natured, yet professional strategy. But when they do, they get remembered for the very best of reasons. It’s exceptionally powerful.

Here’s what can happen.

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From rejection to selection

Here are just some of the outcomes this can generate for people, who were originally rejected.

In many cases, the prospect who rejected them suddenly wonders if they made the wrong decision, in choosing the other provider. I’ve seen this result in immediate change of mind, with the rejected provider winning the deal. 

Much more commonly, I’ve seen the rejected provider given the contract, as soon as the winning provider screws up!

It’s as if the prospect is unconsciously looking for their original choice to fail, after becoming fully aware what a wonderful provider they rejected. By respecting the prospect’s decision and leaving the door wide open to them, the rejected provider makes it extremely easy for the prospect to contact them. 

But that’s not all!

Ask anyone who uses this approach and they’ll confirm that it also results in referrals, from the prospects who didn’t change their mind about hiring the rejected provider.

I’ve used this strategy for years and seen amazing results. My clients have, too. So give it a try. You literally have nothing to lose and everything to gain.