Stop trying to find customers.

Get customers to find YOU.

An introduction to Helpful MarketingTM by Kevin Dewalt

FounderSoHelpful, 3 previous

Angel Investor Collabspot (JFDI), Power Supply (500 Startups), Vericant (???)

Mentor/Advisor 1,000s, mostly Lean Startup

Ruby Programmer

Former VC

kevindewalt.com@kevindewalt

Beijing, China

Your Biggest Entrepreneur Challenge

• Great idea?

• Great product?

• Money?

• Co-founder?

• Getting to a different market?

Nope.

Getting Customers

Finding them & winning their trust.

Let’s Play a Game!

Customers.Don’t.Care.

CUSTOMERS. DON’T. CARE.

About ANYTHING but solving their problems

This is wonderful news…

Helpful Marketing

A strategy for winning customers by proving you help them solve problems.

(or in a game … satisfy needs)

Prove you are helpful and customers will …

• Find you

• Trust you

• Buy from you

• Tell everyone about you

About … Help

Case Study # 1 – Customer.io

“The CEO who writes email copy”

Case Study # 2 – Klinify

“The CEO who will sort your email”

“Do you need help with your email?”

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

Let’s Do Helpful Marketing!

1. Create a Target Persona2. Identify problem-solution3. Write to your target

Step 1 – Create a Target Persona

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 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.

Target Persona Tips

• Based on a REAL person

• 1 Target – or at most 2

• Don’t sweat details.

Step 2 – Identify problem-solution

Give them something helpful

• What “super-powers” are you giving your Target?

• What can they IMMEDIATELY do after they read it?

This is the hardest part.

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!

Example

“Accelerating Customer Development: How to Quickly Get Dozens of Interviews”

Blog post by me – thousands of readers

Step 3 - Write TO your Target

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…….

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.

Summary Reality

Successful startups = Jerry McGuire

1. Start with WHO – a Target Persona

2. Pick a known PROBLEM-SOLUTION

3. Write TO your Target

Need Help?

kevindewalt.com

@kevindewalt

SoHelpful.me/KevinDewalt

Sohelpful.me/kevindewalt/trust