Mirror, mirror on the wall…am I the fairest competitor of all?

Mirror, mirror on the wall…am I the fairest competitor of all?


One of the biggest risks any company faces is inward-thinking, where conclusions are drawn to please the group rather than reality. A classic example is assuming that others perceive your business the same way you do, and that a competitive strategy that makes sense to you will also make sense to potential customers. Yet time and again this isn’t true. Companies too often focus on product features that customers do not understand or care about, while glossing over others that they do.

It’s important to consider that today’s web-enabled prospects most likely have a much broader view of the market than you have.

Aliens: competition from unseen places  

Aliens: competition from unseen places  

Every company thinks it knows the other key operators in their field. But does it really? For a car dealer, say, it’s easy to assume the main competition is other local car dealers. However, car-sharing clubs and even public transport are also a threat.


Competition can come from very unexpected places. The only way to really understand your competitive threats is to ask your customers and prospects. Don’t pull back from doing this. Putting your competitors’ names in front of your customers won’t be giving them any ‘ideas’... well, not any new ones anyhow. However, you may learn something new: most likely that your customers have a very different opinion on who your competition is. And finding out your customers’ thoughts and ideas on other suppliers and solutions will place you in a position to beat them.

How to sell simple and complex services…

How to sell simple and complex services…

We’ve seen that prospects research their purchasing options with colleagues, peers, advisors, and using the Internet. From this they work out what they want to buy— and then they start to engage with suppliers.

Now we meet a fork in the road. Is your prospect buying something simple or something complex?

If the purchase is easy, make the buying experience easy.

Where the purchase is complex, offer insights, advice and fresh perspectives. You can do some of this online. But make sure your sales people can offer specific advice and answer questions that your online presence doesn’t cover.

Content marketing and why it matters

Content marketing and why it matters


We are all greedy when it comes to content. Our eyes can’t eat enough information, but why is content marketing so important? Well, it is not just about social media, SEO, Keywords, Blogs, news, articles or outbound email in isolation. Because a content marketing strategy needs to consider all of those things.

Bringing together the best tools, tactics, and strategies in digital marketing makes for effective content marketing and it delivers you high quality engagement and leads.

Putting together a well-thought-out content strategy looks at the entire journey of a customer from first contact to recurring, and all the bits in-between that influence that journey.

The foundations are thought and having a structured plan to work with, looking ahead and ensuring you are ready to react when there is a bump in the road.

We’ve provided a set of guidelines which we recommend going from start to finish in order, however feel free to jump to the parts that are most pressing for you right now…

What you need to know for 2019

What you need to know for 2019

To say SEO has changed significantly would be an understatement.

Google in there never ending quest of continual improvement implement multiple changes per year and sometimes daily…  This past year included the ‘mobile intrusive interstitials penalty’ roll out, the unconfirmed “Fred” update in March, and the Chrome 62 launch in October, which raised the stakes when protecting content with SSL encryption (HTTPS).

As a result, unless you have dedicated time each week to keep up with the pace of change and face the challenge of educating yourself about each update, adapting your SEO strategy accordingly, and solving issues of a reduction in organic traffic.

Sounds like a lot of work? Well, truthfully, maintaining an effective SEO strategy does require a close eye and a commitment to quality. And because SEO will continue to be refined year on year, not every business is sure what’s outdated, what’s important, what will actually move the needle, and what’s simply wasted effort.

Our guide is going to point out the most common myths and assumptions about how SEO works and debunk them for you, so you’re not wasting a single moment on things that simply don’t matter for SEO in 2019. Let’s get started with a mini audit for £99 and shape up you SEO and keywords

Catching the eye

Catching the eye

Content is so much more easily consumed when there is a visual guide to tempt the reader to read on, click or find out more. Visual imagery continues to be a growing force on the internet and you'll need to look your very best in order to compete.

Video marketing is a powerful strategy to promote, brand, and grow your business online. More consumers are interacting with videos today than ever before and, in 2017, it’s vital to start creating content if you are not doing so already or if you are increase your video output to connect with your audience. Videos are a compelling way of improving engagement, boosting results for click-throughs, shares, lead generation, and sales. It is indeed one of the best tactics to bring more exposure to your brand while helping you achieve your bottom-line.

Not Convinced yet? Here are 17 reasons why video content should be on your Christmas list…

Branding - The power of colour psychology

Branding - The power of colour psychology

There's a reason why marketeers test colours when showcasing a brand. Advertisements, banner headers for social media, documentation, portals, websites and call-to-action (CTA) buttons. When HubSpot recently completed a button colour test, they found that the colour red in a CTA button outperformed a green CTA button by 21%.

As humans are visual creatures able to absorb a wide range of content which makes us open to influence in a way much bigger than we might allow ourselves to think.

So itis possible to increase conversion rate without changing anything about the page except the colour of the CTA button. The same is true for printed material. On a visit to a FINtech show earlier this year, the predominate colour of handouts was blue however once back in the office the standout was a single company who used green. Their stand generated more footfall (people) as they looked different. That's the power of colour psychology in marketing.

To explore the ways colour psychology plays a role in marketing, click here is for a visual guide walk through…

Who’s driving?

Who’s driving?

Put your prospects in the driving seat by creating great experiences that work towards conversion.

User Experience (UX) needs to be a big part of your marketing strategy, not only due to the direct impact it has on revenue and conversions, but also because it influences the user’s overall feeling towards your brand or product.

Creating memorable experiences that drive brand perception, recurring visits or purchases requires insight. But where should you start?

Understanding how customers engage with digital marketing is an important part of the process. Creating a digital audit will lay a foundation for your marketing strategy. From search terms through to how your brand compares with competitors , smarter research and auditing will provide a better UX.

Get started with a digital audit. Lean more here…

Match Making: who is your buyer?

Match Making: who is your buyer?

Who’s your buyer? You need to know, because if you don’t, how can you perfect your sales strategy? Trying to please everyone won’t[DLG1]  work, but trying to please one or two specific profiles you can build your value proposition and brand around, works a treat. It’s the proven way forward for building a sustainable business and promoting growth.

Once you know who they are, you can speak their language, demonstrate you fill their need and make sure you perfectly match their budget. You were built for them. You just need to know exactly who they are, and how to contact and engage with them, so you can tell them that.

So how do you start to build a profile of your ideal buyer so that you can grow and evolve with them like the most successful brands of our time have managed to do? How do you workout their demographic, wants, needs, challenges and pain points so that you can craft your messaging to suit just them and then validate your findings?

You need to take out the guesswork. Learn more here..

Alchemy: turning your proposition into cash

Alchemy: turning your proposition into cash

So now it’s time to monetise your proposition. How do you do that? You need to be able to clearly define, and with exacting precision, what your business offers, and in a language your intended buyers will understand.

Should you talk about your solution or the specific challenge it solves for customers? This depends on the buyers you’re are trying to align to. For example, CTOs may like a full technical spec, whereas other decision makes may prefer simply to know what problem your business solves because they feel like they are drowning in tech details… You need to know enough about the decision maker to know the best way forward to differentiate yourself, in a way that they like, and so that you don’t blend in with competitors.

There is a wealth of businesses out there with the perfect product, but if they can’t mould their message to suit the buyer, they’ll make no sales and no profit. A more mediocre version of their product sells instead because their competitor talks their buyer’s language, knows how to differentiate themselves and make their brand relevant, explaining how they solve their buyer’s problem.

So how do you get their attention? Why is your product/service what they need? You can’t just assume; you need to know. You need the details of exactly what your buyers want, so you can make sure they know you deliver it, above all the noise.

You can’t just rely on a cool slogan, although you definitely want that. It needs to be something your buys can engage with, in the right tone, language and even font, to push them down the sales funnel.

Get in touch to find out how to achieve it…

Test before you invest

Test before you invest


Before you invest a penny in your growth plan you need to invest in focus interviews with your target market to make sure you can confidently answer ‘yes’ to these three points

1.     Are you solving a problem?

2.     Is it a problem people want to solve and will pay for?

3.     Is your solution workable in the workplace?


And if the answer is no, be brave, let it go and get back in the metaphorical bath for your next Eureka moment …

Problem Solving

Problem Solving

“If you are not solving a problem then you will not sell anything…end of story” Lucy Green, Business Development Specialist, Top 5 UK Business Advisor

What problem do you solve in the marketplace?

There’s nothing like that euphoric lightbulb moment when you leap out of the metaphorical bath shouting “eureka” at your everyone-will-want, can’t-live-without, why-didn’t-we-think-of-this-before technology solution!

And as the cogs whir away in your head it’s easy to get carried away with the brilliance of it all. Now I hate to curb enthusiasm but before we get too far down the line let’s take a reality check – does your solution pass this three-point test:

1.     Are you solving a problem?

2.     Is it a problem people want to solve and will pay for?

3.     And is your solution workable in the workplace?


Caught up in the excitement it’s easy to say ‘of course’ but with potentially a lot of time and money at stake you have to answer these questions objectively.

First, if you are not solving a problem then you will not sell anything … end of story. And equally if the problem you solve isn’t important enough for a customer to spend money on solving it then again you won’t sell anything.

Passing these two is the bare minimum for a viable business. But the third question is the really tough one and it is often overlooked:

If your solution requires a significant change in structure, process, culture, or even personnel of the customer’s business – then it is probably too hard to buy and is simply not a viable business idea.

Get in touch for guidance on how to approach problem solving with a fresh perspective

“Mind the gap”

“Mind the gap”

To reach your destination, are there gaps in your capacity, skills and knowledge? What will it take to fill them? Is a partnership option worth considering?

Scenario planning and early experimentation is advisable, so you can get more of a feel for what’s possible - before you start recruiting, borrowing or seeking investment. Be realistic about the profit potential – then play devil’s advocate and explore what could go wrong, where that would leave you, and what contingency plan you might need to have in place.

We’ve been through digital transformation, investment and broadened our business horizons in the past year. To find out more get in touch, brew up a tea and lets have a chat.

Five steps to finding new markets

Five steps to finding new markets

Moving into new markets can be immensely rewarding or a dangerous game. Here’s how to play it safe…

1.     Focus: don’t try to make your products or services appeal to too many people. Generic propositions may give you a bigger pool of prospects but they are much harder and more expensive to catch.

2.     Decide which markets to target by considering customer needs first. What will they buy? Why? When? Use this information to sketch out your likely revenue streams.

3.     Don’t rush it. Think about what could go wrong and what steps to take if things don’t go to plan. Have a very clear idea of when you should qualify out of a market.

4.     Put yourself in pole position. Make it very clear to your new markets why you are better than alternative options. Remember that buyers choosing to do nothing is likely to be a big threat.

5.     Where’s the cash? Identify how you can enter new markets with value-based pricing. Buying market share with low prices means you must have a low cost base. These are very hard to achieve and maintain. 

Perspective- the best question you can ask to grow your business.

Perspective- the best question you can ask to grow your business.

The only perspective that matters when it comes to making money is the customer’s. So how do you get closer to what your potential buyers might buy? You ask a question. But it has to be a really good question. The best, in fact. And here it is:

How can we give people something they really want?

Why is this such a great question?

  1. The emphasis on ‘give people something they really want’ rather than ‘make something they really want’ helps you think beyond your current capabilities

  2. The word ‘people’ brings the buyer into the centre of your thinking.

  3. Asking what people ‘really want’ frees you to think about new markets and different customers.

We have a team of experts to help guide you through the though process providing a fresh perspective on customer experience.

What do you want next Christmas for your business?

What do you want next Christmas for your business? 

“If you don’t know where you’re going any road will take you there,” sang George Harrison.

To take your business to the next level, it’s important to have a clear plan of where you want to be. You will need to do your research to scope the size of your growth opportunity, and determine what your offering should be and what the competition looks like. Take a hard look at the core assets of your business and ask:

  • what value you could add for customers?

  • What are you offering that no one else can?

  • Will customers be prepared to pay for that?

To find out more on how we can help, get in touch to request a product proposition review or get started on detailed analysis of your competitive positioning.

24 ways to turbocharge your revenues

Make 2019 your best year ever.

Welcome to the Tricca Advent Calendar.

We thought one of the best ways to spread Christmas cheer this year would be a series of recommendations, so you are ready to grow your business, customers and profits throughout 2019.

How your potential customers buying journey has changed exponentially and you need to adapt how you sell to meet their new buyer preferences and stay ahead of the game. We know this is a busy time so have created a calendar which gives you bitesize advice and support on sales and marketing alignment, precision prospect profiling, customer retention, appropriate modes of marketing and engagement and business development, daily.

If you want to read more when you get a chance between work, shopping and social engagements, the links are right there for more detailed help and guidance and customer examples.

Whilst your competitors are slowing down for Christmas, we want you to use December to build a sales and marketing strategy with bells on; ready to go with a bang in the New Year!

Tricca announced as headline sponsor of Spelthorne Business Exhibition

November 23rd 2018,  

Everyone Active in association with, Spelthorne Business Forum, Blackstone Printing, Timeless and Webster Consultancy, is pleased to announce Tricca as its headline sponsor for the inaugural Spelthorne Business Exhibition being held in March 2019.

The 2019 exhibiton will focus on local business promotion and expects to see nearly 500 Spelthorne Businesses congregate in Staines for the new annual gathering.

Tricca, the Sunbury based marketing services provider, is a long-time supporter of local business and will also be exhibiting at the event as well as providing a drop in marketing surgery, designed to help local businesses with their marketing challenges from lead generation to creating a digital presence. Tricca also provides advice to small businesses on marketing technology implementation to improve pipeline building, customer experience and campaign management.

Paul Richens, MD for Tricca said, “Tricca believes that getting driving business growth should not be just for those at a corporate level, but should be accessible to companies of all sizes, all business types and sectors. This is perfectly aligned with mission of the Spelthorne Business Exhibition so we are delighted to sponsor the event and take a leading role in elevating the importance of local business growth and promotion.”

“Tricca will be taking a leading role in delivering a number of our workshops across the borough, so it is great be involved in such an important role in supporting this new exhibition,” Added Tim Loveday, Tricca Sales Director.