Read your prospects to sell how they want to buy
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- Founder and CEO of Design Pickle
- Had a creative and branding agency...but was bad at branding themselves
- He had tough companies he helped brand
- "You can't rename a baby"
- He hated boring names and names he can't share
- He hated acronyms
- "Year of soul searching"
- Closed his business unceremoniously
- Had two partners in Buenos Aires
- Was doing consulting
- Spent time with two business coaches
- Two key questions
- "What do you want?
- "What kind of business will get you there?"
- He liked working with companies that needed simple, straightforward design
- He had an outsourced designer and a part-time project manager
- January 2015, he launched
- Everyone is full-time with him regardless of where they are located
- Guest blogging
- Blasted his list via Gmail
- Got MailChimp
- Hustled
- Landed about 20 clients in his first month and has been profitable
- The journey
- Year one:
- Defining the target audience and being confident in that
- Tried personas and target audiences, but then they'd get a big influx of customers who weren't in that bucket
- Shifted from an industry to a behavior of the customer
- They have hired a designer before
- They see the value
- Year two:
- Growth in personnel
- How do we organize/structure the team?
- How do add management layers?
- Year three:
- Honing in on the marketing strategy
- Live events
- Online ads
- Partnerships
- Affiliates
- 125 full time staff, $500k in recurring monthly revenue
- His background prepared him for the launch of his company
- He saw the habits of his clients
- He knew their typical needs
- What's disruptive?
- What can I profit from?
- He was too low in the beginning
- Rigorous hiring process
- About four weeks
- It boils down to communication
- They screen their customers, too
- Weed out those who don't follow instructions
- Weed out the impatient
- Releasing his first book, "The Sober Entrepreneur"
- Passion project
- Struggled with alcohol and addiction. Beat it in 2013.
- Gotten clarity across the board
- Was even addicted to a bad business
- Part personal memoir and part practical
- Launching a same-day service tier
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