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Posts Tagged ‘The Macintosh Way

Build Evangelists For Your Photo Business – The Macintosh Way

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Guy Kawasaki has been a big influence on my career. I read his book The Macintosh Way, the week it came out, way back in 1989. Ever since, my approach to “sales” has changed.

You might be tempted to think this is a computer book. It isn’t. It is a marketing book. In fact, I think it’s the best marketing book I’ve ever read. It helped me understand the difference between sales and evangelism.

You might also be tempted to think that you can’t learn from a book written more than 20 years ago. Believe me, you can.

I know this book’s message is still powerful because it’s a core value in my own successful company. I have built the ideas taken from this book into my basic approach and seen results.

If you’re “going pro,” you need to learn these lessons now – before you start making mistakes that are too big to fix later.

Since you’re about to find out (if you don’t already know) that running a photo business is more about marketing than it is about photography, it would be helpful to know a thing or two about the right thing and doing it right way.

Reading this book is a good start. It’s out of print but the Amazon link above will lead you to some used book store sources for it.

As you read it, consider how the lessons Guy taught 20 plus years ago apply today, in a world where we have Facebook “fans” and Twitter “followers,” this is a great time to learn how to convert those folks into evangelists.

If you have truly satisfied customers/clients, figure out a way to turn them into your own private sales force. Their positive word of mouth will outpace the results you get from an advertisement in a local publication every time.

To figure that out, start by reading The Macintosh Way. Then, build yourself some good Karma and give the book to someone else who’s starting a business. That’s doing the right thing in the right way.

This post sponsored by WHCC – White House Custom Colour – Get Five Free 8×10 Prints From WHCC


Written by scottbourne

May 19, 2010 at 7:06 am

Posted in Marketing, Sales

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