Episode 12 with Russell Stalters – How to get your tech solution through the door and into the hands of your ideal clients
Marketing isn’t about closing the sale it’s about opening the relationship
- People do not buy technology because it is cool. We buy technology because it solves a problem.
- Can you answer the question – what is the big problem that you solve?
- Features have nothing to do with solving a problem.
- Buyers go to conferences as an efficient way of meeting new suppliers and finding solutions – don’t turn your ideal clients into victims of bad trade show marketing and leave them frustrated.
- If you’re clever in marketing you’ll lose – don’t be clever as you’re confusing your audience.
- Our brains are hard wired to make sense of the world using stories so incorporating them into your marketing is a smart move.
- When you tell stories position your customer as the hero and you as the guide and tell them how you’re going to help them win the day by working for you.
- If you’re looking for investment tell another story but position the investor as the hero in the story and show them how you are going to help them win the day, come aw
- People buy from people and people that can solve a problem for them and the technology is a way to solve that problem.
Mentioned Links and References:
Clarified Marketing Facebook: https://www.facebook.com/clarifyyourmarketing/
Building a StoryBrand – Donald Miller
Made to Stick: Why some ideas take hold and others come unstuck – Chip & Dan Heath
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About Russell Stalters:
Russ Stalters was the guy BP selected for the information and data management strategy after the Deepwater Horizon oil spill. Day after day he dealt with tech companies who could not communicate clearly how they could help. They had solutions, but did not know how to talk about them. Now Russ is on a mission to help companies clarify their marketing so that great solutions can get into the hands of the people who need them. Russ is also a StoryBrand Guide.
Stephen Knight is the founder of Pimento, a virtual marketing agency that works with over 200 specalist agencies, freelancers and consultants around the world and joins me on this podcast to talk about how to create a successful marketing strategy.
36-year-old entrepreneur Ben Findlay is the CEO and Co-founder of Machine Compare, the UK’s leading marketplace for industrial machinery and spare parts. After starting the business in his back bedroom with brother Eric Findlay in 2016, Ben has devoted his time to scaling the business, successfully seeking investment to put Machine Compare on track to completely revolutionize the way buying and selling take place.
Lee Robertson is the founder of Octo Members Group which is an award winning private network for financial services professionals to exchange and debate contextual, debatable and educational content.