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Jeffrey Shaw

LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible Paperback – January 30, 2018

by Jeffrey Shaw (Author)

4.8 165 ratings

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The fastest, easiest, and most profitable way to have a successful business is to work with your ideal customers. They value your offering and pay you what it's worth and they are a joy to serve. But how can you rise above the noise in a crowded marketplace to attract these customers?

You learn to speak their secret language.

In LINGO, serial entrepreneur, business coach, and host of Creative Warriors podcast, Jeffrey Shaw reveals how to make your business irresistible to your ideal customers by showing them that you get them.

In this book you'll learn:

The 5-Step Secret Language Strategy he used to go from being overlooked to being overbooked in less than one year
How LINGO as a marketing strategy makes competition almost irrelevant
How pricing can attract, not deter, your ideal customer
How to develop a brand image that magnetizes your ideal customer and filters out the rest

With game-changing insights, practical action steps, and relatable examples, Jeffrey Shaw opens a groundbreaking conversation to make business easier, more profitable, and more positively impactful for any entrepreneur.

Print length

200 pages
Language

English
Publisher

Creative Warriors Press
Publication date

January 30, 2018
Dimensions

5.98 x 0.46 x 9.02 inches
ISBN-10

0999518704
ISBN-13

978-0999518700
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Editorial Reviews

Review

LINGO is a game-changer and a glimpse into the future of business. Consumers will demand the level of personal interaction that LINGO teaches in order to gain their trust and business. --Michael Port, NY Times, WSJ bestselling author of Steal the Show

In his new book, Jeffrey Shaw shares an innovative strategy to understand how your customers think and what motivates them, so you'll never have to compete on price again. --Dorie Clark, author of Entrepreneurial You and adjunct professor, Duke University Fuqua School of Business

LINGO reveals client attraction strategies that work like magic--even if you hate marketing and have limited resources. --Mike Michalowicz, author of Profit First and Clockwork

About the Author

Having a keen eye isn't just for what one sees, but also for what one senses. Having been one of the most sought-after portrait photographers in the U.S. for more than three decades, Jeffrey Shaw, a.k.a. the Lingo Guy, uses this honed intuition to attract and maintain specific markets by speaking their Secret Language. Jeffrey is host of the popular business podcast Creative Warriors, a nationally acclaimed keynote speaker, a business coach for entrepreneurs, and author of LINGO: Discover Your Ideal Customer s Secret Language and Make Your Business Irresistible.

Product details

Publisher ‏ : ‎ Creative Warriors Press (January 30, 2018)
Language ‏ : ‎ English
Paperback ‏ : ‎ 200 pages
ISBN-10 ‏ : ‎ 0999518704
ISBN-13 ‏ : ‎ 978-0999518700
Item Weight ‏ : ‎ 10.6 ounces
Dimensions ‏ : ‎ 5.98 x 0.46 x 9.02 inches

Best Sellers Rank: #461,230 in Books (See Top 100 in Books)
- #530 in Advertising (Books)

Customer Reviews:
4.8 165 ratings

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Jeffrey Shaw

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How many people can say they’ve never worked for anyone else? Selling eggs door-to-door at fourteen years of age began a lifetime of self-employment. Now, as an experienced speaker and small-business consultant, Jeffrey Shaw helps self-employed and small-business owners gain control of their business in what otherwise seems like uncontrollable circumstances.

Drawing on his expertise as a renowned portrait photographer, Jeffrey shows business owners how to view business through a different lens and offers proven strategies for arranging the often chaotic pieces of life and business into a composition of sustainable success. From a very early age, Jeffrey read self-help books, hiding them from his family so they didn’t think he was weird. One of his favorites is The Power of Positive Thinking, by Norman Vincent Peale. Many years later, having the honor to photograph Dr. Peale and his wife, Ruth, was a career milestone. That portrait now prominently hangs in the entrance of The Norman Vincent Peale Center. Jeffrey’s portraits have also appeared on Oprah and CBS News, in People magazine and O, The Oprah Magazine, and hang at other prestigious places such as Harvard University.

Jeffrey’s TEDxLincolnSquare talk, “The Validation Paradox: Finding Your Best Through Others,” is featured on TED.com. He’s the host of the top-rated podcast The Self-Employed Life, author of LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible and The Self-Employed Life: Business and Personal Development Strategies that Create Sustainable Success. Jeffrey is also founder of Voices of The Self-Employed advocacy group and creator of The Self-Employed Business School.

Jeffrey has three adult kids, and when he’s not traveling, he’s often hosting Waffle Sundays at his home in Miami, where friends old and new gather for homemade waffles, a mimosa or two, camaraderie, and genuine connection.

Customer reviews

4.8 out of 5

165 global ratings

5 star		84%
4 star		10%
3 star		3%
2 star		2%
1 star		1%

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Nicki Conroy

Not Just A Business Book, A Life Book

Reviewed in the United States 🇺🇸 on February 1, 2018

Verified Purchase

I’ve always found one big problem with business development books for entrepreneurs. They focus solely on the business. Unfortunately, all entrepreneurs are people, too, and while they want their business to succeed, they also want to have a life.

Enter Jeffrey Shaw’s LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible. From that title, you may think just another business book. So not true. First off, Shaw tells you personal tales to help explain where he is coming from when he makes a suggestion. Let’s take the introduction as an example. How many business book authors would start a book by telling you they went to the bank to transfer money, and not a lot of money, and were told there were not sufficient funds for the transfer. Shaw lets you in on the lumps he took getting his photography business off the ground. These lumps have transferred into Shaw’s coaching business and he wants all of you out there to not have to experience them as he did.

Shaw also talks early in the book that you do not find your ideal customers. They find you. You have to be where they will find you and talking a language they will understand and feel at home with but they find you. He talks about a secret language strategy and its five components. Many of these are not things I would have thought about in establishing a business. Words! Yes, you may consider words in advertising but do you consider that the woman living in a trailer park working three part-time jobs has a different words than the teacher on a suburban street.

Shaw also spends time discussing what he calls the New Niche. Being a creative, I am so glad someone finally realizes that telling us - creatives, that is - to just find one thing and concentrate on that one thing will kill us. We “chase squirrels” as Shaw puts it.

Jeffrey Shaw has put together a business book that realizes that entrepreneurs are people, too, not just business people. He doesn’t forget that I want to be able to play on the weekends or that the business owner doesn’t want to work 18 hours a day. If you have a struggling business of your own or you are contemplating starting a business of your own, you should pick up a copy of LINGO. It’s not going to help you write your business plan, per se, but it is going to help you wrap your mind around what you are doing, or going to be doing, and how to talk to those who are going to become your customers.

7 people found this helpful

Helpful

Jane S

A great marketing and branding manual for entrepreneurs

Reviewed in the United States 🇺🇸 on January 30, 2018

Verified Purchase

LINGO is a great book for anyone who has started or is thinking of starting their own business. It's a great combination of strategy, marketing, and mindset for the entrepreneur, making it a pretty holistic entrepreneur creativity manual. I see it a a great tool for small businesses who can't afford an expensive branding campaign yet want that polished and cohesive brand image and a way to emotionally connect with their ideal customer (whom the book helps you define).

This book came to me at the perfect time. I am currently in the process of "birthing" a new consulting business and while I have a very clear idea of our ideal clients, service lines, and delivery methods, I've been struggling with marketing and verbiage. The exercises and examples in the book gave me great ideas, and a specific process to follow, on how to define and develop language that will draw my ideal clients in. This isn't just marketing language. He tells us how to connect to our ideal client on an emotional level making them easily choose us as their service provider. His tips and advice range from high-level strategic vision, to the minute details that can make a big difference in perception - such as how to place "your" vs "the" in copy.

The ideas in the book - such as understanding your ideal client, developing a holistic brand image, and having a mindset that sets you up for success - aren't new or revolutionary, though he does update some of the ideas to their more modern versions. Business best practices aren't supposed to be revolutionary. What this book does provide is lots of great examples, and most importantly, specific and actionable steps of how to develop all of these items for your business and for yourself.

A note on the mindset -related chapters. These ideas are very aligned with work I've been doing and have been life changing in my ability to grow my professional and personal lives to where I would have not thought was possible. If these seem 'woo' to you, I ask that you give them fair consideration before writing them off. I'm glad that the author included them as I see them instrumental to success of any entrepreneur (or just any human).

This book was also an easy and enjoyable read. His writing style is friendly and approachable, a nice departure from other business books that can seem dry, boring, and tedious to read. The author provides a lot of value and gives a lot of great tips yet keeps a personal and conversational tone, making it a pleasant and engaging read.

2 people found this helpful

Helpful

Kristi Dement, Master of Library Science

Read This Book To Become A Much More Effective Entrepreneur and Communicator!

Reviewed in the United States 🇺🇸 on April 29, 2020

Verified Purchase

I highly recommend this book for anyone in business (or whose job relies on effectively communicating with others). According to Shaw, when we understand our ideal customer's secret language, it allows us to develop a connection so genuine and authentic, that guests are simply drawn to us.

The key is to find the people who most value what we do. When our customers already value your product or service, then we don't have to sell. The strategy is about deeply knowing your ideal customer. Be clear about what life values you think are important for others to know about (and what those values allow us to fulfill).

We should learn everything we can about the perspective of our customers. Speak the proper language of the market segment you are aiming for. Knowing the style of your ideal customer helps them make a quick decision to choose you. What "speaks" to your ideal customer?

Trust your ability to get inside the minds and lifestyle of your ideal customers. According to author Jeffrey Shaw, you want them to feel as though the style of your brand fits them and they are a fit for your business. We must have a consistent voice that is authentic, clear, and comfortable. With a consistent voice in your brand style and all that you create, your ideal customers will know you are a right fit for them.

Use words to stop ideal customers dead in their tracks. Compel them to know more and to put aside any other concerns about price and competition because they feel they must have you.

The more we understand and speak the language of our ideal customers, the easier it will be to attract them. We'll have a deeper idea of what they value and we’ll know how we can meet their needs.

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Top reviews from other countries

MR P.

Does what it says on the cover.

Reviewed in the United Kingdom 🇬🇧 on March 30, 2021

Verified Purchase

Superb, and well written, packed full of goodness

Jamie Mason Cohen

Perfect book for entrepreneurs looking to take their branding to the next level

Reviewed in Canada 🇨🇦 on September 18, 2018

Verified Purchase

As a new entrepreneur (after 10 + years in a 9 - 5 job) and busy father of two, I liked the practical, succinct advice on what I can now right now to develop my branding. It helped me focus and prioritize my creative energies and ideas to what mattered most and eliminate what didn't matter. The author writes with a positive, conversational, accessible tone that is grounded in reality and integrity. It's clear that he walks his talk and has experienced both the highs and lows of being an entrepreneur. Here's a powerful message I took from the book: do what you're passionate about, do what gives you purpose beyond yourself, build community, but make sure there is an audience or a niche first who want what you have to offer. This message found me at a time when I'm re-focusing my branding efforts to be more in align with my professional growth. One sign of a top 1% business book for me is that as soon as I finish the book, I put it down and immediately take action and implement strategies I've just read. That's exactly what's happened after reading LINGO.

Louis Di Bianco

Experience Lingo Magic!

Reviewed in Canada 🇨🇦 on January 31, 2018

Verified Purchase

Jeffrey Shaw's Lingo is a brilliant guide to massive success in business and in life. His message holds the secret to all powerful authentic communication. When you red Lingo and "get it," you will eliminate all your obstacles to selling products and services, you will enrich your everyday communication, and you will enjoy the rewards of meaningful human connection. This book will help you shift your focus from me-me-me to you-you-you. People you meet and do business with will immediately sense that you care for them. That's when magic happens.

Britta v.d.L

From the practice for the practice

Reviewed in Germany 🇩🇪 on June 9, 2019

Verified Purchase

When I saw the title and the abstract of the book, I was curious what made the difference to other books of this kind. After the first few pages, I realized: It's very different from other books.

The way Jeffrey Shaw writes this book makes the difference.

It is personally written, entertaining, educational and in a very subtle way motivating to change your own actions and your own way of thinking. And that without presenting itself as the only one knowledgeable, as many other authors do.
It is a very authentic, honest book that often makes me smile while reading - even about my own thoughts that went through my head about my way of doing similar things.

The tips that Jeffrey Shaw gives are workable and promising. I have read a bit more time, but also because the book is only available in English (I'm German and my English is particularly rusty ;-) ) , but while I was reading it tried things out and for example, the text of my website has been revised. Sure because of my job I always need to speak my customers LINGO but in another way as I learn to do it now. This book make me focused in another way to get my ideal customers from now.

I'm very happy to have found this book, and I'm looking forward to hearing and reading more about Jeffrey Shaw on whatever channel.

This review applies to both the written version and the audiobook version spoken by Jeffrey Shaw himself - this sets yet another accent than reading the book. The sonorous voice does the rest :-)

Izzy

A totally different approach to marketing

Reviewed in Canada 🇨🇦 on January 31, 2018

Verified Purchase

Over the years I’ve read lots of self/business-help books. More often than not they start strong and then the second half of the book is hugely disappointing as it doesn’t provide any useful tools or advice to solve the problems it describes. This book doesn’t do that; it’s solid all the way through, weaving Jeff’s personal business experiences with his advice. He has actually started and run a successful solo business, unlike a lot of other business coaches out there who seem to have done nothing other than coach others how to start businesses (I’ve never understood this…).

There is a line about half way through the book, where Jeff is talking about his own aim for the tone of the book, where he says “I want you as the reader, to genuinely feel that I’m with you” and when I was reading it, that is what I felt. He’s been through it, he’s learned things, and he really wants to pass these things on to help others.

I found one of the most interesting concepts in the book to be his re-thinking of marketing. He talks about the standard type of marketing; the messages that come at the customer and that the customer usually blocks (no one likes to be marketed at!). He suggests a new way of thinking: don’t throw yourself at the customer, make them want to come to you (that sounds like it could be dating advice!!). He talks about making your business compelling, so people are interested and want to find out more, and that was a revelation to me because I really don’t like ‘sales’ or any kind of pushy marketing. It’s not about shouting the loudest, it’s about being the most interesting. The book presents some very different ways of analysing your business and your potential customers; it’s like stepping away from the problem and looking at things from a totally different perspective. While I was reading I kept finding myself grabbing a notepad and writing down specific ideas I was having for my own business – I can’t think of many (if any) business marketing books I’ve read where I’ve done that before.

I would highly recommend this book to anyone either starting or currently running their own business, particularly if you have a more introverted personality and struggle with marketing. It will make you think about your business, and how you can promote it, in a totally new way.

2 people found this helpful

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Why Dr. Sabrina Starling, The Business Psychologist™, strongly recommends LINGO by Jeffrey Shaw

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Dr. Nancy's Review of Lingo-A business necessity!

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Customer Review: You don't understand your ideal buyer persona until you read LINGO

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