Don’t try to find customers.
Get customers to find you.
Helpful Marketing™ training by Kevin Dewalt

Chinaccelerator, 5/9/...
Helpful Marketing
A strategy for winning customers by
proving you help them solve problems.
(or in a game … satisfy needs)
Why help customers?
Your Biggest Startup Challenge
Idea?
Product?
Money?
Team?
Errr….Nope.
Getting Customers!!!
Your biggest problem is …
… finding customers &
…… getting insight into their needs &
……… winning the...
Why help customers?
… they will find you &
…… tell you their needs &
……… instantly trust you.
Our goals today
1.
2.
3.
4.
5.
6.

Why should I help customers? ✔
Who is my customer?
What should I write about?
How shoul...
Today’s activity guide
No picture

I’m speaking – x mins total. Listen.

80 mins.

Individual/team activity – x mins total...
10 Mins – Divide into groups
1. Divide into ~4 people/group
2. Repeat last person’s startup
3. Then intro your startup
Our goals today
1.
2.
3.
4.
5.
6.

Why should I help customers? ✔
Who is my customer? 
What should I write about?
How sho...
Target Personas bring focus
A fictitious caricature of your customers.
My “Dave” Target Persona
Dave is a 35-year-old American who lives in
Wichita, Kansas. He is married, college educated,
and...
10 mins – Create your target persona

See the checklist in your handout
10 mins – Share a few Target Personas
Read yours aloud: “Dave is…
20 mins - revise + share personas
1. Refine your persona
2. Share it within your group
3. Using persona checklist … evalua...
15 mins – Target persona tips,
warnings, & questions
Our goals today
1.
2.
3.
4.
5.
6.

Why should I help customers? ✔
Who is my customer? ✔
What should I write about? 
How s...
CUSTOMERS. DON’T. CARE.
CUSTOMERS. DON’T. CARE.
About ANYTHING but solving their problems

This is wonderful news…
Write helpful content
• What “super-powers” are you giving your
Target?
• What can they IMMEDIATELY do after they
read it?...
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.
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...
Warning! Don’t make this hard
You DON’T …
… need a hard problem.
…… need to be original.
……… need to be clever.
Are you he...
20 mins – revise + discuss your
problems
1. Revise your problem/solution.
2. Share within your group.
3. Using checklist …...
Lunch!
Our goals today
1.
2.
3.
4.
5.
6.

Why should I help customers? ✔
Who is my customer? ✔
What should I write about? ✔
How s...
Write TO your Target
“Dear Dave, …”
Kevin’s Example
Problem: Startups told to move to SF but not
sure if it is the right move.
Solution: Help them see tradeof...
What’s the Difference?
15 mins – Outline the conversation
Develop an outline of how you’ll write to your
target
Use the examples & checklists
10 mins – Share the conversation
1.
2.
3.
4.

Tell us your Target Persona
Tell us a problem they have
Tell us a solution y...
Tips
1. Clear problem & expectations
2. Specific solution
3. Personalize – your experiences
…
20 mins – revise + discuss your
conversation outline
1. Revise your conversation.
2. Share within your group.
3. Using che...
Our goals today
1.
2.
3.
4.
5.
6.

Why should I help customers? ✔
Who is my customer? ✔
What should I write about? ✔
How s...
The magic word: Advice
Ask for feedback, help, and advice from
influential people
Write down …
1. Everyone you know who fits your Target
Persona.
2. Everyone who knows Target Personas.
3. Every place wher...
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 co...
5 mins – Who can you ask for advice?
Write down a list of who, where.
See some suggestions
25 mins – Everyone shares
1.
2.
3.
4.

Tell us your Target Persona
Tell us about some Targets you know
Tell us some people...
Our goals today
1.
2.
3.
4.
5.
6.

Why should I help customers? ✔
Who is my customer? ✔
What should I write about? ✔
How s...
Capture the relationship
Newsletter?
Product trial?
Landing page?
Social media?
15 mins – Discuss strategies
Just talk about your options & give each other
Feedback within your group.
Tips + Q&A on email
Our goals today
1.
2.
3.
4.
5.
6.

Why should I help customers? ✔
Who is my customer? ✔
What should I write about? ✔
How s...
About Part B: 1-on-1 Help
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  1. 1. Don’t try to find customers. Get customers to find you. Helpful Marketing™ training by Kevin Dewalt Chinaccelerator, 5/9/2014
  2. 2. Helpful Marketing A strategy for winning customers by proving you help them solve problems. (or in a game … satisfy needs)
  3. 3. Why help customers?
  4. 4. Your Biggest Startup Challenge Idea? Product? Money? Team? Errr….Nope.
  5. 5. Getting Customers!!! Your biggest problem is … … finding customers & …… getting insight into their needs & ……… winning their trust.
  6. 6. Why help customers? … they will find you & …… tell you their needs & ……… instantly trust you.
  7. 7. Our goals today 1. 2. 3. 4. 5. 6. Why should 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. 8. Today’s activity guide No picture 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. 9. 10 Mins – Divide into groups 1. Divide into ~4 people/group 2. Repeat last person’s startup 3. Then intro your startup
  10. 10. Our goals today 1. 2. 3. 4. 5. 6. Why should 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. 11. Target Personas bring focus A fictitious caricature of your customers.
  12. 12. 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.
  13. 13. 10 mins – Create your target persona See the checklist in your handout
  14. 14. 10 mins – Share a few Target Personas Read yours aloud: “Dave is…
  15. 15. 20 mins - revise + share personas 1. Refine your persona 2. Share it within your group 3. Using persona checklist … evaluate
  16. 16. 15 mins – Target persona tips, warnings, & questions
  17. 17. Our goals today 1. 2. 3. 4. 5. 6. Why should 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. 18. CUSTOMERS. DON’T. CARE.
  19. 19. CUSTOMERS. DON’T. CARE. About ANYTHING but solving their problems This is wonderful news…
  20. 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. 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. 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. 23. Warning! 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!
  24. 24. 20 mins – revise + discuss your problems 1. Revise your problem/solution. 2. Share within your group. 3. Using checklist … give feedback & help.
  25. 25. Lunch!
  26. 26. Our goals today 1. 2. 3. 4. 5. 6. Why should 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. 27. Write TO your Target “Dear Dave, …”
  28. 28. Kevin’s Example Problem: Startups told to move to SF but not sure if it is the right move. Solution: Help them see tradeoffs of decision.
  29. 29. What’s the Difference?
  30. 30. 15 mins – Outline the conversation Develop an outline of how you’ll write to your target Use the examples & checklists
  31. 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. 32. Tips 1. Clear problem & expectations 2. Specific solution 3. Personalize – your experiences …
  33. 33. 20 mins – revise + discuss your conversation outline 1. Revise your conversation. 2. Share within your group. 3. Using checklist … give feedback & help.
  34. 34. Our goals today 1. 2. 3. 4. 5. 6. Why should 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. 35. The magic word: Advice Ask for feedback, help, and advice from influential people
  36. 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. 37. 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? …
  38. 38. 5 mins – Who can you ask for advice? Write down a list of who, where. See some suggestions
  39. 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. 40. Our goals today 1. 2. 3. 4. 5. 6. Why should 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. 41. Capture the relationship Newsletter? Product trial? Landing page? Social media?
  42. 42. 15 mins – Discuss strategies Just talk about your options & give each other Feedback within your group.
  43. 43. Tips + Q&A on email
  44. 44. Our goals today 1. 2. 3. 4. 5. 6. Why should 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. 45. About Part B: 1-on-1 Help
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