7 Simple Principles, 10 Useful Strategies, and Multiple Techniques for Greater Profitability and Less Stress in One Hour (Case Studies Included)
by Dhawal Tank
This book is for the startup founder or small business owner who just wants to bring in customers, nurture them, and increase sales. It is for people who want to get back to their main work and not spend countless hours fiddling with marketing ideas. It’s for those who don’t have the time, resources or inclination to hire a marketing agency or a marketing expert.
You will be able to start using the ideas right away. In fact, you can implement an idea today and have customers coming in from it by tomorrow.
The content here is based on evergreen principles of effective marketing and sales. It will not become stale. There is limited technical jargon talk.
- Are You Getting All You Can For Your Business?
- My Story
- What to Expect
- Principle #1: Defeat Sales and Marketing Resistance!
- Principle #2: Be Valuable to Your Customers
- Principle #3: Talk to Your Customers In Their Language
- Principle #4: Be Direct (Make an Offer)
- Principle #5: What Gets Measured Gets Improved
- Principle #6: Send Your Customer to School
- Principle #7: Money Math
- #1: Market, Message, Medium — in that order
- #2: Referrals: The Fastest, Cheapest, Easiest Way to Grow
- #3: The Pen is Mightier than the Dollar
- #4: Your Unique Selling Proposition is what moves Customers
- #5: Databases for fun and profit
- #6: New Offers
- #7: New Markets
- #8: Different Strokes for Different Folks
- #9: Holding a Conversation aka Selling!
- #10: Customer Service: The beginning of a relationship
- Final Thoughts
- Your Turn
Are You Getting All You Can For Your Business?
The world of marketing is more messy and crowded than ever before. There are new tools, publications, platforms, gimmicks, and formats coming out everyday, and it’s hard to figure out what works and what doesn’t. There are many marketing experts that are all re-selling and re-packaging some hot new technique to make you money fast. It is easy to get fooled, distracted, and lose track of what works vs. what doesn’t.
There are many books and online courses that teach you the flavor of the month marketing tactic that supposedly made some person a millionaire overnight. This is not that type of book. It also assumes that marketing is an natural extension of your business, something that supports your unique products and services.
I’ve seen startups up close who raise a bunch of money and waste it in missionary work to cold call and get customers, or in developing products, services, and features that didn’t need to be made. A waste of money, time, and energy.
I’ve seen small business owners struggling to get their businesses established, to really find their own distinct position in the market, get customers, and keep them. Everywhere you look, there is more competition, more push to become the same–become a commodity like everyone else. I’ve seen up close these small business owners who think that to stand out takes too much work, is too dangerous, too risky. At the same time, their revenues stagnate if not decline, and things get tougher as customers never get to appreciate the knowledge, insights, and ideas that they have.
I’ve seen engineers, doctors, lawyers try to be someone they are not, or (equally worse) copy what everyone else is doing. This is a sure way to either burn out or become a commodity in the eyes of your customers.
The business owners and founders I’ve worked with have been good honest hardworking people who just wanted to build a business that served others, provided for their family, and feel good about it. When they struggled, I saw many people come in and snatch money with big dreams of overnight success, broad reach, or some other magical formula that will bring in a whole lot more business. But without skin in the game, they would come in, do some work, get paid, and leave whether the ideas worked or not.
Entrepreneurs and business owners don’t need more vague advice telling you how you need to become a purple elephant to stand out. Nor do you need more things like “16 step process to grow your business by 328% in 27 days” or other such clickbait articles you might have seen on the Internet. This ends up being too specific to adapt to your business.
What’s needed are ideas that work. You want a general understanding of Principles to guide your decisions, and specific Tactics on how to implement them. That’s the approach this book takes.
I didn’t appreciate these struggles until I had to compete in the marketplace myself.
I had taken the safe path. I grew up in an immigrant family, first in Canada, and after my marriage, in the USA (I live now in California). I pursued all the traditional markers of success: prestigious schools, jobs, career track, etc. I even got an MBA (don’t hold that against me).
Friends and family would come to me for advice and help in marketing. Except nothing I had learned with all the fancy degrees and big corporate experience seemed to work that well. The highly academic and corporate forms of marketing might work for Kraft Foods, P&G, or Unilever, but it didn’t work for these small businesses or startups.
I had to radically retrain myself to think and act differently. I started to invest a lot of time and money in studying what it takes to practically build a business — how to get the sale at the lowest price possible, develop a distinct voice to get a customer, keep this customer, and grow. I started to see these entrepreneurs as heroes who stand up and against all odds try to succeed, and how they become the backbone of the economy and their communities.
As I learned more about this world, I grew dissatisfied with my journey in the big business world. I liked to be closer to the customer, closer to the marketplace itself where my work’s impact can be seen and measured immediately. It’s a real thrill. I enjoyed selling and I enjoyed educating customers (this, as you will soon learn, is what the heart of real marketing is all about).
The results were astounding. I learned more from this self-guided education than in all the years of university. Work became a lot more refreshing, fun, and exciting. And what’s more is that it started to have big results.
I want to share these principles with you. You don’t have to slog it out for a lifetime to make a decent living. For startups, you can grow quickly not necessarily with more technology tools, but sound principles of marketing that have stood the test of time. For small business owners, it means spending your marketing dollars efficiently instead of throwing them into a black hole “hoping” a customer comes through the door.
I now spend my time working with startups and small businesses to help them setup a sales and marketing engine so that they can grow.
I’ve taken the best ideas from Claude Hopkins, Jay Abraham, Dan Kennedy, Perry Marshall, John Carlton, Brian Kurtz, etc. These people have collectively brought in billions of dollars of new sales through great marketing systems. If you haven’t heard these names, that’s deliberate by the marketing “experts” who choose instead to push to you ineffective branding experts that teach vague statements about “branding” or “frameworks” that might work in business school, but don’t survive contact with the real world. Other marketers offer thousand dollar courses that go into endless complexities. I believe that most startups and small businesses do not need those levels of complexity. 80% of the impact can be had by 20% of ideas. I wish that you spend the least amount of time necessary to be up and running. I spend all my time learning and implementing the best ideas I can find.
I wrote this book for you: the business owner or startup founder. You can start implementing its ideas in 2-3 hours after that. It’s simple and it works. The simplest ideas in this book can be implemented within an hour, but even more complex ones might take no more than a few hours to initiate.
And if you’re willing to not wait any longer and want to get started working with me right away, contact me now to get started. We can setup an initial call where we can discover further the work that needs to be done. No cost for that. You can do it here.
What to Expect
We will first look at a few principles behind marketing and then we will go through the strategies and tactics that can bring in money for you today itself. Finally, there will be a short discussion on tools you can use to execute on all this.
For the purpose of this book, marketing is simply a message delivered to the right person who interacts with it to buy/solicit/express interest in your product or service. It is often a means of getting someone to raise their hand to express their interest in your business. The best type of marketing often does the job of the salesperson, but at scale. So it’s significantly more economical for you.
If you have some background in corporate marketing, please note that we will not incorporate parts of 4 Ps of marketing: product, price, placement, and promotion. You do not need this framework, and it can hinder your thinking in many ways to think about marketing in this way. Please set aside this theoretical framework for the rest of this book.
This also means that marketing is doable for everyone — not just for the creative types or people who’ve gone to business school. In fact, good and great marketing is less about being creative, and more about being in tune with your marketplace.
In the next section, we will be talking about the principles of great marketing that can put you ahead of 90% of small businesses out there with less sophistication!
In the meantime…
What is your single most important question about marketing your business?
Why would it make a difference in your life to get a good answer to this?
How difficult has it been to get an answer to his so far?
Leave a comment below and share your thoughts! I respond to each comment and your comments will make this guide better.