The document summarizes a training on "Helpful Marketing" by Kevin Dewalt in Singapore on 2/11/2014. The training teaches entrepreneurs to get customers to find them by proving they can help customers solve problems through helpful content like blogs, newsletters, and webinars. It provides an example of writing helpful content for a target persona named "Dave," an entrepreneur living in Kansas, by addressing his question in an engaging conversational style rather than a boring informational one. The training stresses writing content that customers will immediately find useful and then getting others to read it by asking people in their network for advice on the content.

1. Don’t try to find customers.
Get customers to find you.
Helpful Marketing™ training by Kevin Dewalt
Singapore, 2/11/2014

2. Your Biggest Entrepreneur Challenge
•
•
•
•
•
Great idea?
Great product?
Money?
Co-founder?
Getting to a different market?
Nope.

3. Getting Customers
Finding customers & building closer
relationships with them.
Today we will learn how.

4. CUSTOMERS. DON’T. CARE.

5. CUSTOMERS. DON’T. CARE.
About ANYTHING but solving their problems
This is wonderful news…

6. Helpful Marketing
A strategy for winning customers by
proving you help them solve problems.
(or in a game … satisfy needs)

7. Helpful Marketing
A strategy for winning customers by
proving you help them solve problems.
(or in a game … satisfy needs)
…do this and customers will find YOU.

8. About … Help

11. 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

14. Today – Help through writing
1. Target Persona
2. Write helpful content
3. Get people to read it

15. Who?
Create your Target Persona - fictitious
representative of your customer.
Write, teach, talk, build – with your target in
mind

16. 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.

17. Question?
Why not just “entrepreneurs”?
Anyone have a Target Persona?

18. Target Personas
• Base on a real person
• Just get close - will change
• Should not be hard

19. 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.

20. 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!

21. Then write TO your Target

22. Style 1
Many entrepreneurs who live in 2nd or 3rd tier markets struggle
with the decision of whether to continue working on their
startup in their smaller, local market or move to major startup
hubs like San Francisco, New York, etc.
Startup hubs in major cities have pros and cons, and
entrepreneurs should consider these options carefully when
evaluating whether to move. Obviously entrepreneurs in major
hubs have more access to resources like capital, partners, and
team members….
…ZZZZZZZZZZZZZ…….

23. Style 2
Hey Dave!
You’re probably wondering whether you should leave home – where you don’t meet a
lot of other entrepreneurs – and move to a startup hub like San Francisco.
Well…before you do, let me tell you some pros and cons – it isn’t all sunshine and
roses in California.
(Ok, maybe in LA is is all sunshine…)
A LOT of entrepreneurs ask me for help on this question – here’s what I tell them…
Sure, there is more money in San Francisco, better coffee shops, and people are a lot
more receptive to new ideas. However, it is INSANELY expensive. Plus you’ll have a
really hard time finding employees AND you’ll give up all of the relationships of the
people that know you in Wichita. Let’s face it…in Wichita you’re probably unique and
people will want to help you…in Silicon Valley you’re just another dude.

24. What’s the Difference?

25. Get people to read it?
• Write down a list of everyone you know who
might know your target.
• Think of other places your target goes.
Then ask for ADVICE.

26. 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? …

27. Final Note
Customers are overwhelmed.
But you have a unique, incredible
asset ...

29. Learn more
Helpful Marketing Workshop SG – Fall 2014
kevindewalt@kevindewalt.com
@kevindewalt
sohelpful.me/kevindewalt
kevindewalt.com – free courses