The method behind the work

The CULTIVATE method

A sales funnel strategy built on one idea: you cultivate customers, you do not chase them. The same method I use on client campaigns is the one I teach in the classroom and train teams to run.

When I started out, I did what most people do: I went straight for the sale, before anyone knew who I was or why they should listen. It took years of testing, and work with three mentors, to see the obvious — selling is not a single event. It is a process you prepare for, the way a farmer prepares a field. That process is the CULTIVATE method, and it runs in three stages.

Why this method unifies everything I do

This is not a framework I teach in theory and abandon in practice. It is the same method three ways. I apply it when I write client campaigns. I train teams to run it in their own marketing. And I teach it, free, to students and educators. Copywriter, trainer, educator — one method underneath all three. That is the proof it works: I stake client results, classroom teaching and paid training on the same idea.

Stage one — Plough: positioning and foundations

A farmer ploughs before planting. In business, that means preparing the ground before you try to sell: getting clear on who you are for, what problem you solve, and why you rather than the next option. In practice today, ploughing is the unglamorous work most owners skip — defining the offer, the positioning, and the words your market actually uses. Skip it and every later step costs more. Do it well and the selling gets easier from here.

Stage two — Sow: visibility and prospecting

Once the ground is ready, you sow — you get in front of the right people, consistently. This is lead generation, content, outreach and the steady work of becoming known to the market you chose in stage one. In practice today, sowing looks like publishing useful material, showing up where your buyers already are, and building the presence that means a prospect has heard of you before you ever ask for the sale.

Stage three — Reap: sales and closing

Then you harvest. This is where many businesses trip: they finally have the enquiries and the meetings, and lose them with clumsy selling. Reaping well means closing with authority rather than pressure — answering the real objections, making the offer easy to say yes to, and treating the sale as the honest end of a relationship you have already built. Because you ploughed and sowed first, closing is a conversation, not a fight.

How to use the method — three ways in

• Hire me to apply it — I use the method to plan and write your campaign. See copywriting.
• Train your team in it — I teach your people to run the method themselves. See training and workshops.
• Learn it free — the thinking is explained in the free resources library.

Frequently asked questions

What is the CULTIVATE method?

A three-stage sales funnel strategy — plough, sow, reap — that prepares your positioning, builds visibility, then closes with authority. It treats selling as a process you cultivate, not a one-off push.

Who is it for?

Freelancers, founders and marketing teams who want a repeatable way to attract and convert customers rather than chasing one-off sales.

Do I have to hire you to use it?

No. You can learn the thinking free in the resources library, train your team in it, or hire me to apply it. Same method, three ways in.