Critical Book Review - Drawing Attention by Stu Heinecke
Within the sales process, the first roadblock or obstacle is marketing that being attracting attention and then beginning to build a relationship.
If you successfully overcome this challenge, you should have made a friend and have been asked for that essential first face to face meeting.
Yet with all the noise and chaos in the marketplace, attracting attention is becoming harder and harder.
Imagine for a moment that by investing a little more up front in your marketing, you could stand out way from all those other gray suits and truly be the Red Jacket? What would that mean for your business? Stu Heinecke in Drawing Attention demonstrates a rather "next generation way" to secure those coveted first time face to face meetings with your ideal customers in a way you and your small business do stand out.
Yes there are endless books on marketing that promise to deliver results.
Stu reveals in his book the data to show his unique marketing approach does deliver the results.
Since your ideal customers are human beings who hear words and think in pictures that are embedded with a plethora of emotions, does it not make sense to leverage what already exists? Stu shows you how to have more control over the picture in your prospect's mind's eye.
By using a cartoon tailored to your target market, he can capture with a few words (caption) those already existing emotions that your prospect may be experiencing.
Thinking upon this "next generation approach," do you think you would be considerably closer to that coveted first sales meeting? As an artist, Stu shared a written portfolio using his various clients' engagements.
He connected the use of cartoons to what is known about effective marketing and selling through his 10 rules.
Many of these rules apply even if you are not using cartoons.
In his book, Drawing Attention, Stu presented a sequential and logical argument for the use of cartoons within marketing especially those hard to reach decision makers.
Also it was good to learn more about some of the cartoonists' names that I recognized.
For those out of ideas of how to reach those key and critical decision makers or centers of influence, then maybe it may make sense to read this book to better understand how this somewhat unconventional marketing action works.
One reason for its success is it is both strategic and tactical where many other marketing actions fail to embrace both strategy and tactics.
If you successfully overcome this challenge, you should have made a friend and have been asked for that essential first face to face meeting.
Yet with all the noise and chaos in the marketplace, attracting attention is becoming harder and harder.
Imagine for a moment that by investing a little more up front in your marketing, you could stand out way from all those other gray suits and truly be the Red Jacket? What would that mean for your business? Stu Heinecke in Drawing Attention demonstrates a rather "next generation way" to secure those coveted first time face to face meetings with your ideal customers in a way you and your small business do stand out.
Yes there are endless books on marketing that promise to deliver results.
Stu reveals in his book the data to show his unique marketing approach does deliver the results.
Since your ideal customers are human beings who hear words and think in pictures that are embedded with a plethora of emotions, does it not make sense to leverage what already exists? Stu shows you how to have more control over the picture in your prospect's mind's eye.
By using a cartoon tailored to your target market, he can capture with a few words (caption) those already existing emotions that your prospect may be experiencing.
Thinking upon this "next generation approach," do you think you would be considerably closer to that coveted first sales meeting? As an artist, Stu shared a written portfolio using his various clients' engagements.
He connected the use of cartoons to what is known about effective marketing and selling through his 10 rules.
Many of these rules apply even if you are not using cartoons.
In his book, Drawing Attention, Stu presented a sequential and logical argument for the use of cartoons within marketing especially those hard to reach decision makers.
Also it was good to learn more about some of the cartoonists' names that I recognized.
For those out of ideas of how to reach those key and critical decision makers or centers of influence, then maybe it may make sense to read this book to better understand how this somewhat unconventional marketing action works.
One reason for its success is it is both strategic and tactical where many other marketing actions fail to embrace both strategy and tactics.
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