Before founding and launching 10x, Hew Leith made a name for himself working on new products and services that got people’s attention because they added genuine value. Like the first smartwatch banking app for Intelligent Environments, or the learn-to-code game for Ocado, which has been used by 20,000 primary-school kids and was created to help people understand the importance of software to the retailer’s business.
In this episode you’ll find plenty of learnings including:
- How startups can market themselves to the world by being helpful, instead of just pushing their message onto an unsuspecting audience
- How startups should work with journalists and bloggers (hint: it involves a little thinking time)
- Why Hew asked his law firm clients to put videos of themselves on Quora
- How a daily blog changed the profit margins of a business that fell upon hard times
“A brand isn’t your logo. It isn’t the fancy look of your website. Your brand is how your company interacts with the wider world and how it helps other people.”
Hew explains how the days of writing a press release and getting instant coverage are over, citing that nowadays there is a degree of analysis and research that needs to be performed in order to identify your real audience and plan on how you’re going to add value to their lives.
“You’ve spent so long developiong your product or service, why waste it at the final hurdle by creating an average press release that’s nothing more than an advert.”
Hew uses a few examples to get the point accross, including the story of Marcus Sheridan and his company River Pools and Spas- a marketing case study which he discovered when reading Jay Baer’s book ‘Youtility’.
In this example we hear about how Marcus was forced to turn to blogging when hard times hit his business. The results were phenomenal and the case study became a leading example of a business increasing their profit margin by simply working to provide valuable, educational content for their customers instead of pushing mindless advertising.
“If you’ve got a solid business model backed up with great content then people are going to find out about you.”
The message for startups is clear. Find out who your audience really are (and not who you vaguely think they are) and take the time to consider how you can really add value to their lives. Once you’ve managed to achieve that objective, the profits will follow.
“Do it properly or don’t do it at all”