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LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible Paperback – January 30, 2018
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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.
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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
- 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:
About the author
Reviewed in the United States on October 13, 2018
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Top reviews from the United States
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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.
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.
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.
Top reviews from other countries
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 :-)
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.