SECTION 1 – HOW YOUR BRAND CAN PAVE THE WAY FOR YOUR FIRST 100 REPEAT CUSTOMERS AND LOYAL, RAVING FANS
Your First 100 by Meera Kothand subtitled How To Get Your First 100 Repeat Customers Buying Your Products Without Sleazy Marketing and Selling Your Soul also titled The Digital Entrepreneur’s Guide is a book aimed at giving us strategies to effectively target customers, build our brand and sell our digital products successfully. This short book which has just 142 pages provides precise information to help anyone who wants to sell digital products. The book has six main sections and 20 subsections. Following is a top level review of the sections.
SECTION 1 – HOW YOUR BRAND CN PAVE THE WAY FOR YOUR FIRST 100 REPEAT CUSTOMERS AND LOYAL, RAVING FANS
This section has for sub-sections which are:
- Why does brand matter?
- You’re not for everybody
- Carve a space for your stake
- The know-like-trust formula
Brand matters because it determines how potential customers think about you and it defines what you’re about. According to Meera:
A well thought out brand strategy gives your business clarity.
The message of, you’re not for everyone is simple, Meera is challenging US to be clear about who our ideal customers are and not try to taget everyone. Particularly for solopreneurs she states that:
As a solopreneur and small business owner, you don’t have the capacity to target so many different customer segments.
Your brand should therefore attract your ideal customer, so you need to work on making your business attractive to that ideal customer. Here are some statements to think about from Meera:
Quit trying to be better than your competitors. Think of how you can position yourself differently.
Your ideal customer needs to see how you’re different. You help him/her see this by finding that white space and putting your stake in it.
Start by writing down 1-3 main benefits your brand offers your ideal customer. You want to stick with 1-3 of the most compelling and important benefits that will make people sit up and take notice.
Another major message in this section is that of Know-Like-Trust.
- People get to KNOW you when you make yourself and your brand visible. You’re being seen by putting yourself out there.
- People get to LIKE you when you’re engaging positively with them and being helpful
- TRUST happens when you consistently keep up the actions of KNOW and LIKE.
At the end of this section are some actions for you to take to build your brand by answering these questions:
- Choose a list of adjectives that describe your brand. A list of words are provided.
- Outline what readers can depend on you to do.
- Outline how you think customers feel and talk about your brand.
- Do customers define your brand in the same way you do?
- Who is your competition?
- What are the benefits you offer and why do they matter?
SECTION 2 – HOW YOUR CONTENT CAN PAVE THE WAY FOR YOUR FIRST 100 REPEAT CUSTOMERS AND LOYAL, RAVING FANS?
This section has two subsections. They are titled, The Content Chain link and Does Your Content Demand Attention. The content chain link is a process which shows the customer journey. The steps are:
- Pre-touch point: create content to make you visible.
- Premier touch point: get subscribers to your content.
- Pivotal touch point: create content to give people deeper insights about what you offer.
- Prime touch point: Get subscribers to become paying customers.
- Post touch point: continue to engage customers after they buy from you.
There are some actions questions at the end of this section for you to answer. They include:
- Can your ideal customers identify you as an expert in the topics you share about?
- If not what will your content focus on?
- Are you doing enough that new potential buyers can know you?
SECTION 3 – HOW YOUR EMAIL MARKETING CAN PAVE THE WAY FOR YOUR FIRST 100 REPEAT CUSTOMERS AND LOYAL, RAVING FANS
This section with four sub-sections is all about email marketing. It discusses how to create emails that interrupt people and get their attention, how not to waste email opportunities and how to use email to hook people with the the four C’s of credibility, commitment, continuity and context. There are a number of key lessons in this section such as, how to sequence emails to get people’s attention. The steps suggested include:
- First state the goal of your sequence.
- Plan how many emails you’re going to have in your sequence.
- Get more people into your sequence.
It also offers seven tips on how to offer a lead magnet that influences people to opt-in to what you’re offering.
Some of the actions at the end of this section are for you to answer some questions which include:
- Do you have a clear call to action for people to sign up to your email?
- Do you clearly communicate the benefits of people subscribing to your email list?
- Do you have a follow-up sequence that nurtures your audience.
SECTION 4 – HOW YOUR DIGITAL PRODUCTS (AND OFFERS) CAN PAVE THE WAY FOR YOUR FIRST 100 REPEAT CUSTOMERS AND LOYAL, RAVING FANS
This section which has five sub-sections is focused on creating the types of products that people will buy. Here you will read about how to give customers what they want, how to create less buying resistance and how to create a product eco-system.
SECTION 5 – HOW YOUR SELLING PRACTICES CAN PAVE WAY FOR YOUR FIRST 100 REPEAT CUSTOMERS AND LOYAL, RAVING FANS
This section is focused on selling strategies that allow you successfully sell your products, to pre-launch your products, nurture your marketing strategies so they succeed and also make sure that your products or shop can be found.
SECTION 6 – HOW MAKING PEOPLE YOUR HEROES CAN PAVE THE WAY FOR YOUR FIRST 100 REPEAT CUSTOMERS AND LOYAL RAVING FANS
How do you delight existing customers to make them repeat customers? How do you respond when your products don’t live up to their expectations? These are two key questions answered in this section which is the last one. The two action questions in this section are, do you keep track of people that have previously bought from you and what ideas do you have to delight your existing customers.
The book closes with a chapter titled, CONCLUSIONS +NEXT STEPS. Here we are provided with some final tips to use the lessons we read about throughout the book.
In conclusion this is a small book with some very good ideas on how to market and sell your digital products. A big benefit of the book is the numerous free resources it references to further build on the principles described in the book. If you are interested in creating, marketing and selling digital products, this book will give you some good action steps on how to go about it.