singapore meetup hm
TRANSCRIPT
Helpful Marketing™ training by Kevin Dewalt
Singapore, 2/11/2014
Don’t try to find customers. Get customers to find you.
Your Biggest Entrepreneur Challenge
• Great idea?
• Great product?
• Money?
• Co-founder?
• Getting to a different market?
Nope.
Getting Customers
Finding customers & building closer relationships with them.
Today we will learn how.
CUSTOMERS. DON’T. CARE.
CUSTOMERS. DON’T. CARE.
About ANYTHING but solving their problems
This is wonderful news…
Helpful Marketing
A strategy for winning customers by proving you help them solve problems.
(or in a game … satisfy needs)
Helpful Marketing
A strategy for winning customers by proving you help them solve problems.
(or in a game … satisfy needs)
…do this and customers will find YOU.
About … Help
Help them through…
Blogging … Speaking … Newsletters … Face-to-Face … 1-on-1 over Skype or Hangout … Webinars … Hangouts on Air … Drip email … ebooks … courses … workshops … organizing meetups … hackathons … office hours
Today – Help through writing
1. Target Persona
2. Write helpful content
3. Get people to read it
Who?
Create your Target Persona - fictitious representative of your customer.
Write, teach, talk, build – with your target in mind
My “Dave” Target Persona
Dave is a 35-year-old American who lives in Wichita, Kansas. He is married, college educated, and has a daughter. Dave’s life dream is become an entrepreneur and sell web and mobile products online. He has a full-time job and is willing to work very hard to make his dream a reality. He has some technical skills but unfortunately doesn’t live near a startup hub - and thus he has a hard time connecting with entrepreneurs to get advice when he needs it.
Question?
Why not just “entrepreneurs”?
Anyone have a Target Persona?
Target Personas
• Base on a real person
• Just get close - will change
• Should not be hard
Write helpful content
• What “super-powers” are you giving your Target?
• What can they IMMEDIATELY do after they read it?
This is the hardest part.
Don’t make this hard
You DON’T …
… need a hard problem.
…… need to be original.
……… need to be clever.
Are you helpful? Otherwise NOBODY CARES!
Then write TO your Target
Style 1
Many entrepreneurs who live in 2nd or 3rd tier markets struggle with the decision of whether to continue working on their startup in their smaller, local market or move to major startup hubs like San Francisco, New York, etc.
Startup hubs in major cities have pros and cons, and entrepreneurs should consider these options carefully when evaluating whether to move. Obviously entrepreneurs in major hubs have more access to resources like capital, partners, and team members….
…ZZZZZZZZZZZZZ…….
Style 2
Hey Dave!You’re probably wondering whether you should leave home – where you don’t meet a lot of other entrepreneurs – and move to a startup hub like San Francisco. Well…before you do, let me tell you some pros and cons – it isn’t all sunshine and roses in California.
(Ok, maybe in LA is is all sunshine…)
A LOT of entrepreneurs ask me for help on this question – here’s what I tell them…
Sure, there is more money in San Francisco, better coffee shops, and people are a lot more receptive to new ideas. However, it is INSANELY expensive. Plus you’ll have a really hard time finding employees AND you’ll give up all of the relationships of the people that know you in Wichita. Let’s face it…in Wichita you’re probably unique and people will want to help you…in Silicon Valley you’re just another dude.
What’s the Difference?
Get people to read it?
• Write down a list of everyone you know who might know your target.
• Think of other places your target goes.
Then ask for ADVICE.
Email asking for advice
Hey Ray,
How are things! I just wrote a blog post and I was wondering if you know of anyone who could give me some advice on it. I’m trying to help entrepreneurs figure out whether they should do their startup in their home town or move to San Francisco. I imagine some of the startups you work with in Singapore have this question too.
Could I trouble you to give this a quick read and give me some advice? …
Final Note
Customers are overwhelmed.
But you have a unique, incredible asset ...
Learn more
Helpful Marketing Workshop SG – Fall 2014
@kevindewalt
sohelpful.me/kevindewalt
kevindewalt.com – free courses