Communications consultant

My first experience with marketing came from being a self employed English Language teacher,

I remember reading blogs, studying courses, and stalking the competition endlessley.

One thing I noticed, was that a lot of marketing looked the same.

Many marketing professionals follow the same checklists and templates in an attempt to make results systematic, replicable and scalable.

Unfortunatley, the problem has only gotten worse with AI.

Whilst this approach works well for promoting commodities, it can miss the mark on creating social impact and communicating a core message. 

Furthermore, it hollows out the approach to mirror the same tactics as everyone else, rather than using creativity to resonate with audiences uniquely. 

The consequence is that by following the same techniques as everyone else, advertising loses its unique edge and ability to demarcate from the crowd, which is what separates a unique brand from its competition. 

The result is messaging that is technically correct, but emotionally thin.

As more organisations adopt the same tools, formats, and optimisation logic, the differences between them gradually disappear. 

The things that matter most, a unique voice and vision with a delivery which differentiate from the rest are difficult to measure, so they’re often designed out.

Traditional marketing understood this better. It valued distinctiveness, memory, and cultural context. 

Values don’t translate cleanly through templates. They require attention, and the freedom to say no to tactics that might perform well but feel misaligned with your values and mission.

My approach still uses lessons from digital marketing findings , though I aim to make content irreplaceable and irrevocable by fully integrating your values and vision into something which magnifies its possibility for social impact, rather than diluting it.  

I have used this aproach for my personal English Language Teaching Business to turn it into an online academy, to help a medical N.G.O develop it’s new audience, and for several small businesses looking to get off the ground.