Download to read offline
Uploaded byKevin Dewalt
Chinacellerator hm slides
This document outlines Kevin Dewalt's "Helpful Marketing" training which teaches entrepreneurs how to attract customers by creating helpful content. The training covers identifying target customers, writing content to solve their problems, getting the content found, and maintaining the customer relationship. Participants work through exercises to develop a target persona, identify problems they face and content to address them, outline how to write to and engage the persona, find people to ask for advice, and discuss strategies to capture the customer relationship. The goal is to teach entrepreneurs how to attract customers by creating content that helps solve their problems rather than trying to directly sell to them.
More Related Content
Chinacellerator hm slides
- 1. Don’t try tofind customers. Get customers to find you. Helpful Marketing™ training by Kevin Dewalt Chinaccelerator, 5/9/2014
- 2. Helpful Marketing A strategyfor winning customers by proving you help them solve problems. (or in a game … satisfy needs)
- 3.
- 4. Your Biggest StartupChallenge Idea? Product? Money? Team? Errr….Nope.
- 5. Getting Customers!!! Your biggestproblem is … … finding customers & …… getting insight into their needs & ……… winning their trust.
- 6. Why help customers? …they will find you & …… tell you their needs & ……… instantly trust you.
- 7. Our goals today 1. 2. 3. 4. 5. 6. Whyshould I help customers? ✔ Who is my customer? What should I write about? How should I write it? How can I get them to find it? How can sell to them later?
- 8. Today’s activity guide Nopicture I’m speaking – x mins total. Listen. 80 mins. Individual/team activity – x mins total. Create. 40 mins. Individual presentations – x mins total. Listen + Suggest. Group activity – x mins total. Share + Help. 55 mins. 85 mins.
- 9. 10 Mins –Divide into groups 1. Divide into ~4 people/group 2. Repeat last person’s startup 3. Then intro your startup
- 10. Our goals today 1. 2. 3. 4. 5. 6. Whyshould I help customers? ✔ Who is my customer? What should I write about? How should I write it? How can I get them to find it? How can sell to them later?
- 11. Target Personas bringfocus A fictitious caricature of your customers.
- 12. My “Dave” TargetPersona 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.
- 13. 10 mins –Create your target persona See the checklist in your handout
- 14. 10 mins –Share a few Target Personas Read yours aloud: “Dave is…
- 15. 20 mins -revise + share personas 1. Refine your persona 2. Share it within your group 3. Using persona checklist … evaluate
- 16. 15 mins –Target persona tips, warnings, & questions
- 17. Our goals today 1. 2. 3. 4. 5. 6. Whyshould I help customers? ✔ Who is my customer? ✔ What should I write about? How should I write it? How can I get them to find it? How can sell to them later?
- 18.
- 19. CUSTOMERS. DON’T. CARE. AboutANYTHING but solving their problems This is wonderful news…
- 20. 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.
- 21. 10 mins –How can you help them? Come up with a problem they have and what you could write about to help them solve it.
- 22. 10 mins –Share a few problems 1. Tell us your Target Persona 2. Tell us a problem they have 3. Tell us a solution you can write about
- 23. Warning! Don’t makethis hard You DON’T … … need a hard problem. …… need to be original. ……… need to be clever. Are you helpful? Otherwise NOBODY CARES!
- 24. 20 mins –revise + discuss your problems 1. Revise your problem/solution. 2. Share within your group. 3. Using checklist … give feedback & help.
- 25.
- 26. Our goals today 1. 2. 3. 4. 5. 6. Whyshould I help customers? ✔ Who is my customer? ✔ What should I write about? ✔ How should I write it? How can I get them to find it? How can sell to them later?
- 27. Write TO yourTarget “Dear Dave, …”
- 28. Kevin’s Example Problem: Startupstold to move to SF but not sure if it is the right move. Solution: Help them see tradeoffs of decision.
- 29.
- 30. 15 mins –Outline the conversation Develop an outline of how you’ll write to your target Use the examples & checklists
- 31. 10 mins –Share the conversation 1. 2. 3. 4. Tell us your Target Persona Tell us a problem they have Tell us a solution you can write about Pretend we’re your target – and talk to us
- 32. Tips 1. Clear problem& expectations 2. Specific solution 3. Personalize – your experiences …
- 33. 20 mins –revise + discuss your conversation outline 1. Revise your conversation. 2. Share within your group. 3. Using checklist … give feedback & help.
- 34. Our goals today 1. 2. 3. 4. 5. 6. Whyshould I help customers? ✔ Who is my customer? ✔ What should I write about? ✔ How should I write it? ✔ How can I get them to find it? How can sell to them later?
- 35. The magic word:Advice Ask for feedback, help, and advice from influential people
- 36. Write down … 1.Everyone you know who fits your Target Persona. 2. Everyone who knows Target Personas. 3. Every place where Target Personas organize. Then ask for advice
- 37. Email asking foradvice 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? …
- 38. 5 mins –Who can you ask for advice? Write down a list of who, where. See some suggestions
- 39. 25 mins –Everyone shares 1. 2. 3. 4. Tell us your Target Persona Tell us about some Targets you know Tell us some people who know Targets Tell us where you can find Targets Everyone else: offer to make intros
- 40. Our goals today 1. 2. 3. 4. 5. 6. Whyshould I help customers? ✔ Who is my customer? ✔ What should I write about? ✔ How should I write it? ✔ How can I get them to find it? ✔ How can sell to them later?
- 41. Capture the relationship Newsletter? Producttrial? Landing page? Social media?
- 42. 15 mins –Discuss strategies Just talk about your options & give each other Feedback within your group.
- 43. Tips + Q&Aon email
- 44. Our goals today 1. 2. 3. 4. 5. 6. Whyshould I help customers? ✔ Who is my customer? ✔ What should I write about? ✔ How should I write it? ✔ How can I get them to find it? ✔ How can sell to them later? ✔
- 45. About Part B:1-on-1 Help