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Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
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Sale Price: $15.37
List Price: $27.95
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Tuned In is a road map to the ultimate in "pull" marketing--creating a great product people instantly know they want. Yes, it takes a little more time upfront, but it pays off by having to spend less time and money on educating the customer as to why they need it or using "push" sales and marketing tactics to sell it."Unresolved needs" and "silent needs" are something I talk about frequently when it comes to copywriting--and dialing into those could be even more powerful when it comes to product creation. But most people are not good interviewers,and that can definitely impact the results they get. So it would have been great to have a little more on recognizing those silent needs and other pointers for the one-on-one interviews the authors recommend. As others have said, the examples are largely excellent. The only two I disliked were HubSpot, whose elevator speech still sounds like gobbledygook to me and I'm a marketer, and the realtor. They cover the realtor's "no hassle listing" (which is brilliant) but leave you wondering about how he manages to solve clients' top two wants: selling fast and for full price. (Other than to say they generally accomplish that). So to me, it felt like the example was incomplete.Overall, this approach could be particularly valuable for small businesses--who could move a product or service into the black much faster using the Tuned In approach.
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