- Paperback: 162 pages
- Publisher: Perfect Life Publishing (April 12, 2017)
- Language: English
- ISBN-10: 0983963738
- ISBN-13: 978-0983963738
- Product Dimensions: 6 x 0.4 x 9 inches
- Shipping Weight: 10.7 ounces (View shipping rates and policies)
- Average Customer Review: 6 customer reviews
- Amazon Best Sellers Rank: #3,036,631 in Books (See Top 100 in Books)
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How to be Rich: The Small Business Owner's Guide to Attracting Customers and Clients Paperback – April 12, 2017
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I started reading the first chapter, which presented a fictional auto shop owner named David. David's business was not doing well, to put it mildly. He didn't have customers. He was having trouble paying his bills. Even worse, he spent money on advertising and branding with nothing to show for it.
A regular customer, Walter, came by often, mostly for the free coffee. He tried to warn David not to fall for the sales pitch of an advertising sales woman. David ignores him.
The problems pile up. Chuck has the natural talent of a novelist. Just when we think things can't get worse, they do.
Finally, David starts paying attention to Walter. They belong to the same country club (when David can pay the bills). They golf together.
Walter explains the fundamentals. He understands that handing out business cards and taking name-brand ads won't make sense for a small business like this one. He has learned that networking makes you feel busy but can be hit or miss in terms of getting clients.
Instead, Walter encourages David to create a business model that focuses on customer retention. He talks about stages of customer readiness (although he doesn't use those terms). He uses the same steps that apply to online marketing as well as brick and mortar businesses with local audiences. It's not a get-rich-quick scheme. It's a proven method of business success.
As David begins taking action, his family supports him. He's turning into a businessman and learning to enjoy the ride.
To be fair, David's business lends itself to this model. He sells something people need, sometimes desperately, even though they have choices about where to fill the need. To use a common metaphor, it's an aspirin, not a vitamin.
David's business also lends itself to repeat customers. One major reason I don't miss owning a car: you need regular maintenance. You need to know an honest, capable repair shop and keep them on speed dial.
I would recommend this book to any business owner seeking meaningful growth without working to exhaustion. I'd particularly recommend this book to people in transition from corporate life to self-employment. They'd get a sense of what's needed in marketing, but they wouldn't be overwhelmed. These steps are do-able. Some (such as online pay-per-click ads on search engines and social media) require some training. You work hard to figure out a system, but once you've got something going, life gets much easier.
It's not the only way. I met someone who went to a minimum of 4 Meetup groups a week for a year, in a large city. He had a charming personality and a confidence that inspired others to work with him. He was also very young and energetic, so he mingled well with the millennials he was targeting.
Networking works well for some people, but Chuck's method can work with a wider variety of people and personalities. And at some point, you get so exhausted and so busy working with current clients, you just can't go running around anymore. And you can't scale or leverage networking.
So if you know someone who's working hard and not making money, or someone who thinks branding and logos should be their first marketing step, or someone who's thinking of starting a business, send them a copy of this book.
I believe this book would be great for a college and/or high school Marketing course as well due to its approach to present information in a way where a person can rationally apply the information and in story form. It makes sense of the marketing technique and the 'whys' and other question behind them.
If you're looking for a book that give you a direct approach to direct marketing as well as steps presented in a way you can understand, this is the book for you. It's not information presented ambiguously as many other books. It's not mere self-promotion as you get with many books today. You won't walk away confused as you do sometimes with many other marketing books. But, you will walk away understanding what direct marketing is, the reason you need it in relation to your small business as well as a clear approach to applying each step to your own business TODAY!
With the information presented, and added bonus (I won't disclose), I truly suggest purchasing this book. It's worth more and more valuable than many wordy marketing books that leaves you stagnant and confuse.
Chuck tells the story of a struggling business owner and takes you on his journey from hitting rock bottom to turning his business into a well-oiled machine. Along the way, he provides real world, actionable examples that any business owner (brand new or long-time) can apply to improve their business.
The mark of a great business book in my mind is one that makes you think differently and creates new ideas that you can then take and apply to your business. With Chuck's book, I made a list so I didn't forget all of the actionable ideas that it stirred up.
If you're committed to improving the life of your customers & clients while creating your own great life in the process, this is the book for you. Highly recommended.