Ralph Waldo Emerson, one of America’s most respected thinkers, is credited with having said, “Build a better mousetrap and the world will beat a path to your door.” That thought process has led us to believe that mastering our trade or profession is the most important thing we can do to ensure our business success.
I have the highest respect for Emerson, but in this case he was wrong. I have often said the quote should be, “If you build a better mousetrap but neglect effective marketing, mice will multiply.”
The biggest mistake I see business people making is to underestimate the importance of effective marketing. A large number of entrepreneurs think marketing or selling is distasteful. In part because they equate marketing and selling with their experience of the pushy used car salesman or the door to door salesman who tried to sell by using high pressure tactics.
Terry Dean, author of How to Sell Without Selling, has written a Step-by-Step Marketing Formula to Attract Ready-To-Buy Clients. This book was written for the entrepreneur who needs a cost effective, proven method to grow their business.
Mr. Dean started using the Internet to build a marketing business in the late 1990s. He was one of the early pioneers in Internet Marketing. He has told his story many times, how he went from an $8/hour delivery driver for a pizza chain, who had accumulated serious credit card debt to a very successful Internet Marketing Coach.
The lessons in this book are based on over 20 years of real world experience – Mr. Dean building his own business and working with thousands of clients helping them build their business.
Terry takes a unique, contrarian approach to marketing. His philosophy of providing value first comes through very strong. His approach is long-term.
There are several insightful and detailed concepts presented in this book. First is the need to narrow your niche. Next is the need to understand your target prospect – how to develop a detailed client avatar. One of the real gems is the Golden Glove – a five step process every marketing piece needs to fulfill to be effective. Terry also explains the need to connect with your audience via your personal Hero’s Journey story. And He shows how you can attract your ideal client using the Authority Architecture™. There are dozens of other tips and insights in the book.
There are plenty of specific example of marketing campaigns, email campaigns and content creation campaigns – he really gives step by step example complete with an explanation of why he does things a certain way.
If you are new to marketing, this will be a bit overwhelming. My suggestion would be to read through it first and then select one method/approach and implement that. If you are more knowledgeable about marketing, you may find some things you think you already know. My advice is read it anyway. You will pick up some nuances you probably had missed before. Many of the concepts in the book are repeated a few times. Spaced repetition is a proven way for us to absorb information.
There is a lot of information in this book. Mr. Dean covers many different business models, often with specific examples. Study the book. Then pick a model that works for you. Implement, measure and make adjustments.
A very handy guide based on sound marketing principles that will be sound next month, next year and even in the next decade. The principles are based on human psychology.
I’ve spend thousands of dollars on some “build your business” courses that did not contain as much information as you will find in this book. If you want a sound foundation for building your business, you must include the marketing side and this book gives you what you need.
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