DOES YOUR BUSINESS NEED MORE CUSTOMERS?
GET MORE APPOINTMENTS, AND GROW YOUR PROFITS (WITHOUT SPENDING A PENNY ON ADVERTISING, AND PAY ONLY FOR RESULTS)
WHAT WE DO
We'll generate 5-10 new appointments per month for your business
(And you'll start seeing results within 7 days)
Proven Approach
Using our 'Reawaken Messaging Sequence' that builds relationships and gets appointments on demand
Zero Risk
You only Pay-per-Result (Someone saying ‘Yes, I’d like to book an appointment’)
Reactivation
Are you maximizing the value of your existing customer base?
On average it cost 5 times more to acquire a new customer than it does to sell new services to an existing customer.
We tailor our 'Reawaken Messaging Sequence' to your exact needs, and we will do all of the implementation so you don’t have to spend hours and hours learning some new software, or struggling to come up with the right words...
Content, Case Studies & Strategy
Blogs & Thought Leadership
Useful content first. Marketing content second.
The best business articles shouldn't feel as though they've been written simply because someone decided the website needed another blog post.
I look for the useful idea at the heart of the subject: a question the audience wants answered, an issue they need to understand, or expertise the business can genuinely share.
Then I turn that into clear, engaging content that's appropriate for both the audience and the brand – structuring more complex subjects so they're easy to follow, while still giving the reader a natural route towards the business behind the article.
The examples below cover very different audiences and subjects, from senior executives considering a Non-Executive Director career to public speaking and regulatory change in the residential property sector.
NED Career Article - Turning senior-level expertise into a practical five-step career roadmap.
Written for directors and CEOs considering a future Non-Executive Director career, this article needed to provide genuinely useful guidance to an experienced and commercially sophisticated audience.
Rather than treating a NED role as a natural next step or semi-retirement option, the article explores the practical realities of making the transition - from the shift between operational and advisory leadership to board experience, specialist development and professional NED opportunities.
The five-step structure makes a potentially broad subject easy to navigate, while creating a natural opportunity for the business to demonstrate its expertise and invite further conversation.
My role: Article structure · Long-form copywriting · Thought leadership · CTA
Audience: Directors, CEOs and senior executives considering a future NED career
Objective: Provide useful senior-level content, demonstrate expertise and encourage conversations with prospective clients
Television & Radio Techniques - Turning specialist knowledge into content people can actually use.
This article was designed to demonstrate the company's public-speaking expertise without simply telling readers how experienced its trainers were.
Instead, it starts with a familiar business problem - dull and ineffective presentations - before explaining why good public speaking matters and giving readers three practical techniques they can apply themselves.
Memorable ideas such as 'Interact with your audience', 'Let your voice flood out' and 'Be a tease' make the advice accessible, before the article moves naturally from useful content to the company's training offer.
My role: Article concept · Structure · Educational copywriting · Service CTA
Sector: Training / Communications
Audience: Business people and senior managers who need to speak publicly or give presentations
Objective: Demonstrate expertise, provide useful advice and generate interest in public-speaking training
MORICON - Making regulatory change relevant to the people who have to apply it.
MORICON needed to introduce a new e-learning module covering the Renters' Rights Act to Build-to-Rent operators, PBSA providers and property-management teams.
Rather than presenting the legislation as an abstract compliance subject, the article focuses on what it means in practice for frontline staff and the conversations they have with residents. It then explains how the training translates the legislation into clear, role-relevant knowledge.
The second half moves from content to proposition, translating features such as anytime access, standardised training and pay-as-you-go pricing into practical operational benefits for multi-site property businesses.
My role: Article structure · B2B copywriting · Product positioning · Thought leadership
Sector: Build-to-Rent / Property / Training
Audience: BTR operators, PBSA providers and residential property-management teams
Objective: Explain a regulatory issue, demonstrate MORICON's expertise and promote the new e-learning module
Case Studies, Guides & Reports
Longer-form content that turns expertise, evidence and customer success into persuasive marketing.
Some subjects need more than a headline and a few paragraphs.
I write longer-form content that gives prospects something genuinely useful to read - whether that's a customer case study, an expert guide, a research report or a piece designed to help them understand a complex problem before they're ready to buy.
That means finding the story or central idea first, then structuring the content so it's easy to navigate and compelling enough to keep reading.
Depending on the project, that might involve interviewing customers, extracting the strongest proof points, turning specialist knowledge into accessible content, developing a diagnostic framework, or using real results to demonstrate why a particular approach works.
The examples below range from NHS modular construction and driver recruitment to brand strategy, website lead generation and consumer healthcare.
HOW IT WORKS
Reawaken Messaging Sequence
We will reintroduce you to your past and lapsed clients, and make a compelling offer to tempt them to come back to you.
Often a 'Free Consultation' offer (or 50% discount voucher) will prove to be the most persuasive message. Or some other kind if free complimentary consultation or treatment will be enough to generate new appointments.
Generating Maximum Response
We organise all of the messaging and automate the follow-ups. We have proven that messages 2 and 3 will 'nudge' people into action, and maximise bookings.
When somebody responds asking for an appointment, you will automatically be notified. You retain control of staff calendars and your appointment system.
Maximising Customer Engagement and Lifetime Value
By reactivating lapsed clients, you will be able serve more people, and generate additional income.
This in turn leads to a more secure and sustainable business, and allows you to plan and prepare for the future.
HOW MUCH DOES IT COST?
There is zero cost for us to create the messaging, import your customer data,
send the SMS messages, and coordinate responses.
Each appointment request we then generate costs £25, invoiced on a daily basis.
ROI Calculation:
Assuming that your average treatment costs £50...
And say that only one in four Appointment attendees come back for a total of 6 treatments = £300 income...
If each Appointment costs £25, your total costs = £100 to generate £300 of income...
So your ROI = £200 profit / £100 costs,
which = 200% ROI
Mynt - The Engagement Gap Report -
Turning brand strategy into a practical diagnostic tool for marketing leaders.
Mynt's report is built around one central strategic idea: many businesses don't have a growth problem so much as an “engagement gap” between what their brand is and how customers experience, understand and respond to it.
The content takes senior marketers from diagnosis through to action, examining the limitations of purely functional product communication before introducing a four-stage framework of Diagnostics, Direction, Design and Delivery.
Real examples from brands including Polartec and Autotrader help connect the strategic argument to measurable commercial outcomes.
My role: Strategic narrative · Long-form copy · Diagnostic framework · Case-study integration · Lead-generation content
Sector: Branding / Marketing Strategy
Audience: CMOs and senior marketing decision-makers
Objective: Demonstrate strategic expertise, provide a useful diagnostic tool and create conversations with prospective clients
Portakabin – Liverpool Heart & Chest NHS Foundation Trust
Turning a complicated eight-week project into a persuasive customer success story.
This case study needed to demonstrate more than the finished building. The real story was Portakabin's ability to accommodate the very different requirements of executives, doctors and administrative staff while working around a live hospital environment and an exceptionally demanding deadline.
I structured the copy around the original challenge, the client's requirements, Portakabin's response and the eventual outcome, using first-hand quotations to substantiate the claims rather than simply making them on the company's behalf.
The strongest proof comes at the end: a programme that would normally have taken 12 weeks was compressed into eight, with the building handed over on Friday and fully operational the following Monday.
My role: Case-study structure · Interview-led copy · Customer quotations · Proof points · CTA
Sector: Modular Construction / Healthcare
Audience: NHS estates teams and organisations considering modular building solutions
Objective: Demonstrate Portakabin's flexibility, project management and ability to deliver complex projects against demanding deadlines
Yelovest – Recruitment & Retention Case Study Brochure
Building a B2B sales story around evidence rather than promises.
Yelovest needed to demonstrate that its permanent recruitment and retention approach could offer haulage businesses a commercially credible alternative to continued reliance on temporary agencies.
The brochure therefore starts with the prospect's problem - agency costs, staff quality and retention - before explaining Yelovest's five-stage methodology and using multiple customer stories to demonstrate the results.
Those results include Jack Richards reducing agency spend from £3.8m to £900,000 in the first year and adding £425,000 to bottom-line profits; S&S Distribution placing 18 permanent HGV drivers with around 80% retention; and Palletline London eliminating agency use and saving £10,000–£15,000 per month during the three months approaching peak.
My role: Brochure structure · Case-study copy · Interview material · Proposition development · CTA
Sector: Recruitment / Transport & Logistics
Audience: Haulage MDs, operations leaders and recruitment decision-makers
Objective: Use customer evidence and measurable outcomes to demonstrate the commercial value of Yelovest's recruitment methodology
Webology – The 5 Reasons Your Website Doesn't Generate Enough Enquiries & Sales - Turning marketing expertise into a substantial lead-generation guide.
This 29-page guide takes a problem familiar to many business owners - a website that isn't generating enough business - and breaks it into five specific areas they can diagnose and improve.
Rather than simply promoting marketing services, the guide educates the reader, beginning with the principle of seeing a website from the prospect's perspective rather than the company's.
It then uses examples, practical advice and direct-response principles to show how elements such as benefit-led headlines can change the way visitors respond to a site.
My role: Concept · Long-form copywriting · Educational structure · Direct-response writing · CTA
Sector: Marketing / Lead Generation
Audience: Business owners and marketers looking to generate more enquiries and sales online
Objective: Educate prospects, demonstrate marketing expertise and generate qualified enquiries
Lorena Oberg – The Ultimate Guide to Stretch Marks
Balancing authority, empathy and personality in an 18-page consumer guide.
This guide needed to establish Lorena Oberg's specialist expertise while dealing with a subject that can be highly personal for the reader.
Rather than beginning with a treatment pitch, the content starts by explaining what stretch marks are, why they occur and why people's feelings about them matter.
From there, it tackles common myths in a deliberately direct and conversational voice, before moving through prevention, home remedies and clinical options.
The result is content that educates first and sells second - allowing expertise and tone of voice to build trust before the reader reaches the treatment proposition.
My role: Long-form consumer copy · Educational structure · Tone of voice · Authority building · Conversion journey
Sector: Aesthetics / Consumer Healthcare
Audience: Consumers researching stretch marks and possible treatments
Objective: Educate and reassure prospective clients, demonstrate specialist expertise and create a natural route towards consultation
Positioning & Messaging Strategy
Finding the strongest reason to choose you – before deciding how to say it.
Strong copy starts with a strong proposition.
Before writing a website, campaign or sales message, I often work further upstream - looking at the market, the audience, the product or service, and the evidence behind it to identify the most compelling way to position the business.
That means exploring different customer benefits, identifying the proof that makes each promise credible, and developing alternative positioning and messaging routes before deciding which has the greatest potential.
The examples below show this process across technology, healthcare, telecoms and affiliate marketing - turning complex products and services into clear, commercially relevant propositions.
Unit4 Prevero - Finding simple commercial propositions inside a technically complex enterprise platform.
Prevero's CPM/FP&A platform offered a wide range of capabilities, but listing functionality wasn't enough to create a distinctive proposition in a crowded enterprise software market.
I explored the product from the customer's perspective, translating capabilities such as automation, data integration, self-service applications and AI into outcomes that mattered to finance leaders - more accurate decisions, less time spent on non-value-added work, greater agility and a more strategic role for the finance team.
From there, I developed alternative positioning territories around decision-making, competitive advantage, future-readiness, ease of adoption and simplicity - giving the business different strategic routes to evaluate rather than jumping immediately to a single headline.
My role: Positioning strategy · USP development · Benefit/evidence mapping · Messaging territories · Headline development
Sector: Enterprise Software / CPM & FP&A
Audience: Finance leaders and buyers of CPM/FP&A solutions
Objective: Translate complex product capabilities into differentiated, commercially relevant propositions
JEB Commerce -
Turning a complex service into a clear commercial reason to choose one affiliate partner over another.
JEB Commerce operates in a specialist and highly competitive affiliate-management market, where many providers can appear to offer broadly similar services.
The strategic work began by identifying the customer outcomes JEB could credibly build its positioning around - including incremental revenue, transparency and accountability, higher affiliate performance, stronger partner relationships and reducing the management burden on the client.
I then connected those benefits to tangible reasons-to-believe, including JEB's six-step Customer Success Map and 36 individual processes, before developing multiple propositions and headline routes that could be compared and refined.
My role: Positioning strategy · USP development · Messaging architecture · Benefit/evidence mapping · Headline concepts
Sector: Affiliate Marketing / eCommerce
Audience: Senior eCommerce and affiliate-marketing decision-makers
Objective: Create differentiated positioning around JEB's commercial value rather than generic affiliate-management services
ARC Mobiles -
Moving the proposition beyond tariffs and handsets to the business benefits customers actually value.
In a competitive business-mobile market, simply claiming good service or competitive prices provides little meaningful differentiation.
I explored six potential positioning territories for ARC - savings, reduced time and hassle, peace of mind, honesty and transparency, reliability, and speed of service – and identified the evidence available to substantiate each one. That included a tariff and usage check, dedicated account management, 30,000 connected phones, more than 6,000 businesses helped and 97% customer retention.
Each strategic territory was then developed into market-facing proposition and headline options, creating different ways for ARC to communicate its value rather than relying on one untested USP.
My role: USP development · Positioning alternatives · Benefit hierarchy · Reasons-to-believe · Headline concepts
Sector: Business Telecoms / Mobile Communications
Audience: Business buyers responsible for mobile communications and supplier selection
Objective: Identify a credible point of differentiation and translate it into clear, benefit-led messaging
PPM Software - Finding the customer proposition before writing the website.
Before developing PPM's website copy, I explored the strategic positioning behind the product - looking beyond software features to understand what the system could mean for consultants, practice managers, medical secretaries and their patients.
Four main value territories emerged: making the system easier for staff to use, freeing teams to deliver better care, increasing productivity and efficiency, and allowing practices to put more focus on the patient. Each was supported by specific product capabilities and operational benefits.
Those territories were then developed into alternative propositions and headlines. One of the resulting routes - positioning PPM as an ideal solution for 'time-strapped, busy clinicians and medical secretaries' - subsequently became central to the website messaging.
My role: USP development · Positioning alternatives · Benefit hierarchy · Messaging · Headline development
Sector: Healthcare Technology / Practice Management Software
Audience: Private consultants, clinicians, practice managers and medical secretaries
Objective: Establish the strongest customer proposition before developing the website messaging and copy
IS THIS FOR YOU?
Are you an established business who is still hungry to scale your business?
When it comes to your marketing, perhaps you recognise these issues:
>> 'Word of Mouth' is too slow and passive
>> Online advertising is too complex, time-consuming and expensive
>> Social media posting is time-consuming, unreliable, with unknown ROI
Do you feel frustrated when you get great feedback from Clients, but people still choose other practices?
Are you always trying to balance income with overheads, pay your staff well, and still have a stable and decent income for yourself?
If you have spare capacity, and are committed to fulfilling the potential of your business, then our risk-free Reactivation Campaign service is exactly what you need!
Here's what to do next...
First, schedule a 'Customer Reactivation' Discovery Call.
This let's us find out more about each other, and decide if our service is what you're looking for.
WE PRODUCE RESULTS FOR ALL KINDS OF SERVICE-BASED BUSINESSES...
We help local businesses reach their growth potential and dominate their markets by implementing proven marketing systems.
Our job is to be experts in marketing, and specifically local marketing, that leverages technology to achieve maximum results, so that our clients can focus on what they do best – running their business...
Andrew - Driver Coaching Business:
Now generates 15-20 top quality enquiries each and every month. And with a carefully thought-out sales conversion process , his business now turns over in excess of £300,000, but without the normal boom-then-bust cycle he was previously experiencing.
Robert – Financial Consultant, South of England:
Received over 9,000 views of his videos, at an average cost of just two pence each!Robert has since gone on to sell his business to a venture capital group, for a high six-figure sum, (and now practices what he preaches by enjoying a financially free retirement)!
Rachel - Adventure Holiday Business, Kenya:In just twelve months Rachel generated 15,559 opt-ins to their mailing list, which led to 839 enquiries, 224 bookings, and annual sales revenue of $2,567,464.
Holly - Telecoms Business, Wales:
“ We've done half a million pounds this time last year, and now we're at a million pounds.If I carry on using Richard's help I would have to say that we would treble the size of our business in the next five years.”
© 2026 Common-Sense Marketing