Helpful Marketing at Omaha-Lincoln Lean Startup Meetup
You have to FIND customers to
Helpful MarketingTM for Lean
by Kevin Dewalt
Save the date: Justin coming to Lincoln …
Week of June 23rd: Meetups, Workshops for Lean Startup training
Twitter: @ardinger, @NMotionStartup
SoHelpful, 3 previous
Collabspot (JFDI), Power Supply
(500 Startups), Vericant (???)
1,000s, mostly Lean Startup
3rd Major Marketing Shift
1995 - 2012
You ignore 99% of your inbox
and 99.9999% of your ads
I hear …
“We can’t FIND customers to DO Customer Development”
“I have paying customers … and they STILL won’t talk to me”
“Nobody reads our blog … or opens our email”
Finding Customers + Winning Trust = EVERYTHING
Worse yet … what works in SV doesn’t
work everywhere …
A strategy for winning customers by
proving you help them solve problems.
Prove you are helpful and customers will …
• Find you
• Trust you
• Buy from you
• Tell everyone about you
And most importantly for Lean Startups …
TELL YOU THEIR PROBLEMS
Fail to win trust?
You product or service needs to be transformative
Help them through…
Blogging … Speaking … Newsletters …
Face-to-Face … 1-on-1 over Skype or
Hangout … Webinars … Hangouts on
Air … Drip email … ebooks … courses …
workshops … organizing meetups …
hackathons … office hours
But … how do I … ?
… identify WHO is my customer?
… know WHAT problems they have?
… know HOW to solve them?
… WRITE something?
… get them to READ it?
… use this trust to SELL to them?
… create EVANGELISTS?
… get customers to CALL ME for help?
Let’s Do Helpful Marketing!
1. Create a Target Persona
2. Identify a key problem
3. Write helpful content
4. Get them to find it
5. Develop your 1-on-1 help strategy
6. Get customers to call you for help
7. Take what you learn to develop products
& content that sells
Target Personas bring focus
A fictitious caricature of the most important
person your business needs to influence.
(usually the paying customer)
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 to 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.
Target Persona Tips
• Based on a REAL person
• Have 1 Target – or at most 2
• Don’t sweat details.