Figure out what they want, give them what they need – Talk Marketing 063 – John North

Today’s guest started work in 1981 as a bank officer, he founded his current business Evolve Your Business in 1990. That’s almost 32 years ago. He started podcasting in 2014 currently runs two podcast, as Business in the Hills and Evolvepreneur. He is currently marketing and business strategist at Evolve Your Business, founder at ExpertsNetwork.tv, CEO of Evolve Global Publishing, CEO and founder at Best Seller Secret and seven times number one, Amazon International, Wall Street Journal and USA Today best selling author. He’s a busy man, today’s guest.

If you are a solopreneur and you are looking to grow your business and build your credibility then John is your man and you should start by checking this interview.

Today’s guest is John North.

00:00 Introductions
26:38 How are you qualified to talk about Ego Marketing?
30:09 Who are typically your customers?
37:31 How to successfully sell books on amazon?
51:47 What sort of volume of sales you have to make in those 24 hours to actually rank?
1:02:40 Book vs Podcast.
1:20:54 What should people read?
1:22:18 Who can you introduce us to who might enjoy to be a part of the Talk Marketing series?

Martin Henley
We need to know how you’re experienced to talk to us about ego marketing?

John North
Bicycle enough. I think the interesting thing about marketing and all that in publishing that sort of stuff, there’s no formal qualifications or anything, right? So it’s only comes down to experience. So the question is, and also to, you should ever ask someone their advice, unless they’ve been doing it for at least the last six months. So they did it a year ago and never done it, since they don’t know what they’re talking about. Because things move so fast, right? So I’m always doing it. So we did like two and a half 1000 bestsellers, we’ve done, I did 150 books, written seven books. So I figure I’m qualified to talk on a subject because the reality is, is that nobody’s done that much. Usually, in fact, a lot of my people that I deal with in terms of publishing companies that I deal with don’t even have that length of marketing experience. That’s in 30 years. I did that in four years.

John North
So you look at a situation is that I did didn’t do the same thing every year for four years. Like some people do the same thing every day, every day for 30 years. I learned and evolved if you like, oh, that time. So that’s the danger with experience and some people just have one year’s experience. Not, you know, 30 years. Yeah, we always want to be evolving. So I think looking at what happens in the way that people operate, and then what how it works, and when it doesn’t pay any attention to what’s going on, is really why usually when it picks up stuff, like I’m very intuitive about saying how I know what they’re up to, or that you know, I can see what’s happening here. The magician’s trick, right? Looking at what what’s really going on behind the scenes, as opposed to what’s coming out the front? Yes, and I think that’s the, that’s the trick to learning. Because if you can figure out the magician’s trick, then you’ve got a much better chance of understanding why they’re doing it, how they’re doing it. Soon. So we basically, most of the time, when I say to a customer, what do you want, right? Because that’s really the secret of this thing is to figure out what they want? How can I help you get it?

John North
In some cases, they might come to say, I have a business I need to generate leads, well, why don’t you write a book, or I’ve got a book, but I’m not generating anything from it? Well, we need to build the infrastructure around that book, or in inside that book, if you’ve got a book around your business, or a business and you book. So looking at those kinds of scenarios, and figure out what they want, and then give them what they need, right now what they want, because they say I want this, but the reality is, you’ve got to give them what they need. That’s the bit that most people don’t understand and so figuring out how that mechanism works, how that works. That book strategy, is really the secret to it. Because a lot of people who write books like that come to me later and say, I’ll written this book, but can’t seem to sell it. I says, Because you scratch strategy was screwed up at the start. What strategy didn’t have one actually, I just read this book, because I had a seizure. Right? basically had this idea and I just went off and wrote it and didn’t think about it. So that whole strategy, the book, cover, the title that stuff wasn’t thought about was really come back to the point where they’ve written a book and then try and package it later. Right? Yeah, gift wrap. Like and so that’s, that’s the bit that we’re good at that we I see a lot of people don’t do, they don’t spend enough time on that.

WHAT DO YOU THINK?