Episode 23 with Zev Asch Talking About How To Get The Most Out Of Marketing

Episode Twenty Three features Zev Asch talking about his new book,

How To Get The Most Out Of Marketing: An Action Plan For Small Business Owners

My Key Takeaways:

I really enjoyed talking to Zev, not only about his book but the health scare with his heart bypass that he and I have in common.  We are both very fortunate that it was caught before something much worse happened.

• Zev wanted to reiterate that if you suspect something is wrong, heart related, to see a Cardiologist and not to be afraid to get a second opinion.  If you have family history of heart disease, you are a candidate for something cardiac related.
• Human Beings will often make irrational decisions to get themselves out of pain such as making a major decision based on price alone.
• As an example of being a Purple Cow, Zev differentiates himself from other consultants by not having a written contract.  Those contracts are typically one sided anyway and are just another reason for someone to say No to working with him.
• Zev defines Marketing Chutzpah as a company having the gall to ask something of their customer because they realize that it is in the customers best interest to do so.  His example was Jet Blue asking the customers to clean up after themselves so that they could turn the plane around quickly and continue keeping fares low.
• A Noise Business is one that mirrors its competitors and just adds to the volume of noise out there.  They are the opposite of a Purple Cow.
• Zev is a proponent of using Direct Mail as it is less likely to be ignored or even blocked like an email might be.
• Zev says there are three engines of growth: Sales, Marketing, and Customer Service.  When they are all in sync they can fuel growth.
• Complaints are actually a great source of improving your product or service.  If you address the root cause or failure that lead to the complaint it helps all of your customers.
• Zev also preaches to companies to pick up the phone and call some of their customers.  Everyone wants to do it impersonally by an email or survey but the companies doing really well are still using a personal touch.  By reaching out to your customers you may address a problem or concern or find an untapped market for them because they didn't know about a product or service that your company delivered.

To learn more about Zev Asch, you can check him out at ZevAsch.com.  I also highly recommend his book, How To Get The Most Out Of Marketing: An Action Plan For Small Business Owners which you can find on Amazon.com

Now next week, we'll have on Brian Fried talking about the world of Inventing and how you can make money by manufacturing and selling or licensing your inventions! Be sure to hit subscribe in your podcast app so that you don't miss it or any other episodes.

Show notes and more can be found at EntrepreneursOver40.com