BUSINESS finance expert Mark Blayney, co-founder of Galen Partners, gets to grips with the thorny subject of marketing

I THINK that being in company doctoring must be a bit like being a real doctor.

Not just in the type of work you do, but also in the frustrations of getting people to come to see you when they need to.

At the risk of blatant sexual stereotyping, company directors in difficulty are about as likely to consult a company doctor as most men are to consult their real doctors.

So we’re going through an exercise to look at our marketing, to see how we present our message and nothing is causing as much problem as trying to come up with a meaningful strap line.

To date we’ve used “Plan your future, before others plan it for you”.

I have to say I’ve always liked it, as it has sounded to me like a simple, straightforward call to practical action.

“No! No! No!” said our first marketing consultant (she didn't actually shriek in horror, but I think it came close).

“You can’t possibly say that.

“Far too threatening a tone. You want to come across as approachable, not a menacing, hard mob.”

I’ve often said we are the Trinny and Susannah of the SME business world, so could we go with: “There are things your best friends won’t tell you (about your business) - but we’re not your best friends?”

“No! No! No!” we were told, “You’re not taking it seriously.”

If we want serious, how about: "Your real world solution to real business problems?”

The verdict? “Better. Focused on an outcome, but to tell the truth, possibly an incy wincy bit dull and impersonal?”

And so we go on.

It’s ironic isn’t it?

We’re experts in a business that requires us to take decisions in difficult and stressful circumstances, and yet, when the pressure’s off and we have to try to decide how best to convey what it is we do, we're struggling.

So any ideas, please do get in touch! All suggestions gratefully received.

We'll even run to a bottle of bubbly for the best one we get!

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