eBook: Think Like a Customer to Market Like a Genius

The Key to Making Your Marketing Work Better:
Get Better at Thinking Like a Customer

Download Think Like a Customer To Market Like a Genius, the new eBook by Geoffery Moore, for just $9.95.

Hi, I’m Geoffery Moore and I want to tell you a dirty little secret about marketing: it doesn’t work very well.

Over the past two decades, as I’ve worked with dozens of small businesses and spoken to thousands in my Think Like a Customer To Market Like a Genius presentations (on which this ebook is based), I’ve heard many complaints like these:

“Half my marketing budget is wasted, I just don’t know which half.”
“I don’t know how to track it.”
“I don’t see the return on investment.”
“I thought marketing would take us to the next level, but after years of trying we’re still stuck in this low orbit.”

Why do small businesses have such a hard time making marketing work?

I’ll tell you the biggest reason why: insider thinking.

Insider thinking is impossible to avoid. After all, you think about your business all the time—you have to. And that’s one of the things that makes you good at what you do.

But insider thinking can cause you to miss important clues and opportunities. It can lead you to make costly marketing mistakes—without realizing it.

Because customers don’t think like insiders. They think like outsiders.

This is why big corporations who have their own marketing departments full of MBAs hire outside ad agencies to do their marketing. They know they need that fresh, outside perspective.

Fortunately there is an antidote to insider thinking: thinking like a customer.

And here’s the good news: thinking more like a customer can help any business to get more impact and results from its marketing and advertising.

Taking Your Business to the Next Level

Thinking like a customer is a simple idea. But it’s easy to overlook or neglect.

And it’s not easy to get this idea working in your decision process and into every detail of your marketing and advertising.

This is where my ebook can help. It illustrates a process you can use to think through every aspect of your marketing and advertising from the customer’s point of view–your ads, mailings, web pages and web marketing, packaging, store front, emails, branding issues, strategic issues, and more.

In Think Like a Customer To Market Like a Genius, I’ll help you use thinking like a customer to…

Figure out the best marketing moves you can make to take your business to the next level.
Build a kick-butt brand, even on a shoestring budget.
Make the small tweaks to your advertising that will make it work harder.
Generate a wider funnel of leads coming into your business.
Make your marketing more accountable, with a better ROI.
Give better guidance to marketing professionals who work for you.
Identify and exploit your greatest marketing strengths and opportunities.
And more.

Check that. Actually, I won’t help you. You’ll help yourself…by getting better at thinking like a customer.

Sharpen Your Marketing Instincts

This ebook will sharpen your marketing intuition and instincts. And that’s important.

Here’s why. You can’t afford to spend several months and hundreds of thousands of dollars on market research and planning like the big corporations can.

So you have to rely more on your own gut instincts. And that’s fine, as long as you have a gut-level understanding of how customers think and decide.

Think Like a Customer To Market Like a Genius will help you get the customer more deeply in your gut. It will help to sharpen your marketing instincts. It will help you make better marketing decisions.

A Lightning Rod for Your Brainstorming Sessions

You can use this ebook as a lightning rod for your brainstorming process. It will stir up your thinking and help you come up with better marketing ideas. And that’s critical.

Every successful marketing campaign is based on a big idea that grows out of an insight into how customers think. Better ideas lead to better marketing…and better results.

Think Like a Customer to Market Like a Genius will help you have better ideas. It will help you market smarter…instead of simply throwing money at the problem.

The Golden Rule of Marketing

Of course, thinking like a customer is not a new idea. In fact, it’s one of the oldest communication principles—I call it the Golden Rule of marketing.

Long ago, Henry Ford (you may have heard of him) said, “If there is a key to my success, it lies in getting the other person’s point of view.”

Henry launched a little thing called the modern automobile industry—virtually single-handed—by understanding and responding to the customer’s point of view.

And Peter Drucker, arguably the most respected business consultant of the past century, said that we should not think of marketing as a separate function or department. He said, “Marketing is your whole business seen from the customer’s point of view.”

So this idea and this way of thinking has been around the block.

The Practical Benefits of Seeing Your
Business from the Customer’s Point of View

But—although my book is about “how to think” about marketing—I don’t want to give the impression that it’s all theory and no practice. Far from it.

In my ebook, you’ll read story after story and example after example showing how we used thinking like a customer to help other small businesses. And these stories will model a new thought process that you can adapt for your business to:

Overcome Barriers to Readership. Consumers told a pest control company they didn’t like reading about mice and cockroaches and wouldn’t pay attention to their advertising. In spite of this, we were able to use the stories they told us about their experiences with household pests to create a new campaign that actually increased readership. It also increased business 25% in one year.

Generate More Leads, Even in Tough Economic Times. During a recession, a company selling luxury condominiums was only generating 3-4 leads per ad insertion. As a result of studying the prospect’s decision process, we took a radically different approach. The result: our new ad generated 300 to 400 leads per insertion. The condos sold out months ahead of schedule.

Update and Improve Brand Image. A company that does leadership training was seeing a drop in sign-ups for their seminars. Through video interviews with prospects we determined that executives perceived the company as being outdated. We launched a new ad and mail campaign to update their brand image, and this campaign was 10 times as effective as their previous advertising.

Increase Brand Awareness. For a plumbing and heating company, a customer survey revealed that people often judge a plumbing company by their trucks. So we converted all of their trucks into mobile billboards communicating a powerful brand idea. Using this idea as the basis for their advertising, the company eventually doubled in size.

Increase Effectiveness of Sales Reps. How do you get your sales reps in the door? That was the problem with a leading commercial bank. By putting ourselves in the shoes of our target audience—CEOs and CFOs—we were able to develop an unusual mail campaign that delighted these executives and led to hundreds of face to face visits and millions in new accounts.

Make Your Company “More Famous” with Key Prospects. Do you ever feel you’re losing business to competitors who are better known than you are? For a commercial construction company, our interviews with decision makers led to an unusual mail campaign that involved all prospects in the process of writing a book on how to choose a building contractor. The book got the company perceived as “the company that wrote the book” and led to millions in new contracts.

Identify and Correct Weaknesses in Advertising Copy. For an insurance company, we found that prospects were tripping over technical language in their mailings and broadcast faxes—and the company was not aware of it! Changing the language in all marketing resulted in a 58% increase in business in one year.

Influencing Those Who Influence Decisions. Sometimes the best way to reach decision-makers is to reach those who influence decision makers. For a company that makes pet caskets and pet memorials, a mailing to veterinarians involved them in a project to create helpful pamphlets for consumers who have aging and ailing pets. This created a lot of buzz and attention leading to more business.

Download Think Like a Customer To Market Like a Genius, the new ebook by Geoffery Moore, for just $9.95.

Find the Missing Piece of the Marketing Puzzle

Thinking like a customer helps you to step back, get a fresh perspective, and see what really matters to customers. It helps you find the missing piece of the marketing puzzle that will make your marketing more effective.

I’m not suggesting that this book will turn you into a “marketing genius.” But there is a kind of genius that comes from listening to customers and making the effort to stand in their shoes…and then using what you learn.

My ebook will help you unlock this “genius” inside.

Think Things Through, Then Follow Through

The great World War I pilot Eddie Rickenbacker said he had a six-word formula for success: “Think things through, then follow through.”

My book is designed to help you “think things through” as you face any marketing situation or challenge—from building a brand to generating leads, to closing more sales, to supporting your sales staff, to triggering more word of mouth and referrals.
Then, my numerous stories and examples will even give you some help in knowing how to “follow through” on these marketing fronts.
More than 25 years of practical experience are packed into this little book. And if it gives you one idea that helps you improve your marketing, it will be worth the price many, many times over.
But I also believe you’ll find it to be easy and fun to read. So get my book, have some fun with it, and get your marketing engine into high gear!
So often, as I’ve shared these ideas with business owners, I’ve heard them say things like, “I wish we had had this insight years ago. It would have made a real difference.”

Don’t miss this opportunity to get the ideas and insights that will make a real difference in your business.

To your success,

Geoffery Moore

Download Think Like a Customer To Market Like a Genius, the new ebook by Geoffery Moore, for just $9.95. Add to Cart.

P.S. Let me share with you some of the things that business owners have said after attending my Think Like a Customer To Market Like a Genius presentations.

“A wake-up call to realize what has been missing in our marketing”

"We cannot begin to describe the impact Geoffery’s concepts had on our marketing minds. We have been so intoxicated with his thoughts on this subject that we have been sharing his ideas with our clients. Geoffery Moore’s quick, thoughtful insights gave us a wake-up call to realize what has been missing in our marketing communications."

–H. Saeed, President & CEO, Giorgenti, Inc., NY

Seeds for “totally new approaches to reaching my key market.”

“Geoffery Moore’s suggestion to ‘think like a customer’ gets right down to the essence of what I need to know when building a promotional campaign.…As I left the presentation, the committee in my head was convening and applying all sorts of ideas that Geoffery had either generated or planted a seed for. Now, these seeds are germinating into four or five totally new approaches to reaching my key market.”

–Rick Harmon, President, The Suburban Group, CA

“Practical, real-life, blood-and-guts examples”

“Without psycho-babble or technical mumbo jumbo, Mr. Moore…gave practical, real life, blood-and-guts examples gleaned from years of experience. He understands the trenches yet has the deportment of a CEO.”

–Paul Roth, President, Dane Group, Inc., TX

“Straight talk on what makes sense and what does not.”

“Geoffery Moore.…has a system and a strategy that assures your marketing is effective…He provides straight talk on what makes sense, and what does not. He keeps you focused on both the top line and the bottom line – a talent sorely lacking in the marketing world.”

–Chuck Richards, CEO, Street Smart Seminars, VT

Motivation to “commit to a closer relationship with our customers”

"Geoffery’s presentation, packed with stories and examples, was easy to relate to and motivated me to commit to a closer relationship with our 15,000 customers. And the way Geoffery made himself available at the breaks, stopping to communicate with members of the audience one-on-one showed that he practiced what he preached — a refreshing change from the speakers who disappear after their presentation."

–Glen Davidson, Marketing Director, ATG Technologies, FL

Download Think Like a Customer To Market Like a Genius, the new ebook by Geoffery Moore, for just $9.95.