In the latest episode of LIG TV, Michael reviews two excellent books to help you understand your customers and how you can use content marketing to get that meeting.
Hi, I’m Michael Haynes, and welcome to Listen Innovate Grow TV.
In today’s episode, I’m going to be talking to you about 2 books that I found that will be really helpful in helping you as startup and SME business owners to build and grow your business.
1. The Mom Test – Rob Fitzpatrick
First book I want to talk about is called “The Mom Test.” Now as you know from previous episodes here on Listen Innovate Grow, gaining an understanding of your business customers is extremely important, and this book, The Mom Test, written by Rob Fitzpatrick, is a great resource and tool to help you gain understanding of your customers.
So just going through it, it’s based on what is called “the mom test”, and so the mom tests are what’s basically 3 simple rules to help you gain an understanding of your business customers, and these are 3 principles to be applying as you’re talking to prospective customers.
Rule #1 is to talk about their business issues, as opposed to your products or services and your offerings. Rule #2, ask about the specifics in the past, instead of generics or opinions about the future and Rule #3, talk less and listen more. So those are the 3 rules that constitute “the mom test”.
What else is covered in this book?
It has a lot of really great practical tips in terms of how to ask important questions, finding conversation, choosing your customers and running the whole process, what to do with that information as you collect it. So again, great resource for you to consider is The Mom Test by Rob Fitzpatrick and you can get that at your favourite book store.
2. How To Get A Meeting With Anyone by Stu Heinecke
The second book I want to recommend is “How To Get A Meeting With Anyone” by Stu Heinecke. Now this book is great reading and every startup founder and team, every SME business owner and team should be reading this book.
Now this book talks about content marketing, so it’s all about how you go about identifying and reaching out to those prospective customers that you want to be connecting and ultimately doing business with.
Just to go through and highlight some of the topics that he off covers in this book, he talks about the VIP makeover, so it’s all about how do you go about positioning your startup and SME as the trusted advisor and partner that your prospective customers want to do business with.
Identifying your top prospects
It talks about how do you go about identifying your top 100 prospects. Now, these, by the way, can be prospects in terms of customers as well as strategic partners, so how do you go about both identifying them and as well as how do you go about getting to know your targets.
The whole section where he talks about a whole range of contact campaign tactics and methods, some really interesting and innovative methods of how you can go about to reach out and connect with them, both prospective customers and partners that you may be seeking.
In particular, I like chapter 10, which talks about how do you leverage media insights, exposure and events to do so. And then he has a whole section where he talks about how do you go about connecting, making contact with those prospects, the whole power and the critical role of executive assistants, and other tools and tips for you. So again, that’s How To Get A Meeting With Anyone.
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