REVIEW: "Take it and do" - all what you need to know to create your own business

The book "Take it and do" will talk about how to set up marketing in your business, find your target audience and give her your product correctly. David Newman, author of the book, the reader pours a huge amount of useful information that will be useful not only marketers, but also for those who want to create their own business.

Sometimes the main problem of literary non-fiction is becoming a cult author. Writer glorifies himself, his ideas, solutions and creativity, oblivious to the fact that we do not care for it. From non-fiction literature, we are waiting for is not fun and exciting stories and useful knowledge that can be applied independently.

However, depriving the book of all the water, the author runs the risk of making it too full of knowledge, and we simply do not have time and possibilities to handle this flow of information. It is therefore important to maintain a balance in this regard. This is what I most remember the book "Take it and do it."

David Newman

Consultant and speaker. He worked with many companies in the Fortune 500. Helping hundreds of entrepreneurs and corporate executives to increase sales and establish a marketing job. Among his clients - Accenture, KPMG, Oracle, IBM, Microsoft, PriceWaterhouseCoopers. Published in The New York Times, Investors Business Daily, FastCompany.com, Sales & Marketing Management and other print and online publications.

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"Take it and do" - is a mine of information not only for marketing but also for those who have their own business, or only thinks about its creation. Number of useful theoretical and applied information is astounding. A couple of times I could ask the question:

As Newman did not hesitate to issue such a number of pitfalls, the secrets and subtleties of marketing?

Why your business goes bankrupt

Newman identifies 10 key reasons why your business might fail:

1. You do not promote and sell their product.
2. You did not get a competent assistance in marketing or sales.
3. You do not have delegated authority to a qualified staff.
4. You did not have a business plan with the actions in case of failure.
5. You are no different from the competitors.
6. You do not treat their business seriously.
7. You spend an inordinate amount of money on ineffective expenses scope: small, expensive site, too large-scale advertising.
8. You did not have clearly marked target audience.
9. You did not cooperate with the right people.
10. You underestimated the amount of time and money that would have taken you to the business on its feet.

As I read the book, I repeatedly came across a phrase that is very rare everything goes to first times, so it is important to try again and again, learning from their mistakes, and do not give up at the first defeat.

Newman also said that marketing a small business - it is no secret, but rather a set of simple and well-known solutions that help gain clarity and control over the situation.

Why you can not sell your product

The main problem is that you are selling, but the fact as you do it. Even if you are sure you have the coolest product, your main task - to prove it to customers, because they do not think so. And here nothing goes wrong.

Spend a little experiment:

Open the e-mail spam folder. Read a couple of letters. Now try to remember information from the flyer, which you have handed over last time near the metro station or store. Or think when the last time you bought something from a company selling products over the phone by cold sales?

The problem with all the above listed ways that benefit for the buyer is equal to zero. You need to add value to the lives of future customer and earn the right to ensure that he bought your product. Otherwise, your company will be as useless flyer, like the one that was given to you for the last time.

In order to understand how to sell your product, you have to answer a few questions:

1. Who do you sell?
2. What is important to your customer?
3. What problem are you solving?
4. Who are your competitors?
5. What your customers in your likes and dislikes?

Formulate answers to these questions and work-out, responding to them in front of a mirror or similar. In the process you better understand your own product and the benefits that it brings (and maybe does not bring) to the buyer.

How to identify your target audience

You can not sell everything. If you are not trading with buckwheat or eggs, you have to look for your target audience. The problem is that correctly select target audience is not easy. Here is a list of questions that must be answered:

1. Think of your best customers. Why are they the best for you?
2. Who do they work? In what areas? What are their values?
3. What are their problems and how they are looking for solutions?
4. That they tried to solve the problem?
5. Why it did not help them?
6. What they do not like in the product categories in which you work?
7. How can you position yourself as the most effective solution?

How different from competitors

You need to understand that buyers will go to you only if you stand out from competitors. You can start small and to stop using the hackneyed cliches and patterns in marketing.

For example, to stop saying that it is impossible to prove: "We are the best", "Our company as efficiently solve ...", "We are doing our job 100%." It is needless utterances, which is completely absent meaning and benefit to the buyer. If you want to write, you are the best, reinforce this awards or competitions in which you were the best. There is no such? Then you are not better than others.

It is not necessary to use a lot of professional terms. If you sell to people, not businesses, give read their marketing developments close to people who fit your target audience. If they stammer on some words - throw them (the word, not the people) or replace a simple analogy:

We produce SaaS, which uses 128-bit encryption.

Can be replaced by:

Our software protects your data through reliable encryption systems.

Although the second option is too simplified, it is still better than the first, in which half of the words may be incomprehensible not versed in this area buyer.

You can take your marketing materials effective if they have caused the buyer's curiosity, intrigue, and helped convince him that you have a unique solution to his problem. If you are able to do so, consider that your marketing was really useful for your product.

a plan of action for those who runs his business

At the end of the book is "Guide to Marketing in 21 days." The plan guides you through the basic steps of launching a marketing strategy. Responding to questions, the data in the manual, you can learn more about potential customers to understand what they need and how you can give it to them.

The book has left a positive impression. David Newman is not trying to build yourself a genius, telling the story of how he made his first million, sold the company and learned to fly on a hang glider. Instead, he pours on the reader a wealth of information, and its usefulness with each page does not decrease or a drop. I advise this book to anyone who wants to connect his life with the business or marketing.

"Take it and do it," David Newman

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