- Alright so I've got this addiction.
I can't help myself, but go all over the internet,
particularly eBay
and go find really old marketing books to buy.
Here's the thing, yeah channels have changed
and distribution has changed.
It used to be that used to have to get attention
from the newspaper or classifies,
but now you have the Facebook newsfeed.
It used to be that you'd have to ship a floppy disk
to deliver a software now people just start for a trial,
but even though those things have changed
the way you get attention,
the way you actually stand out and differentiate yourself
the way you actually persuade someone to take action,
those things haven't changed,
which is why I'm absolutely in love
with these old school marketing books.
And so in this episode, I'm gonna dig into
three of the marketing books
that are my old school favorites.
And we'll give you three principles that you can apply today
into your SAS growth marketing strategy
so that you can actually accelerate your growth.
So if you're excited to dig in, go to smash up like button,
I forgot about the intro.
Let's first do the intro.
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What's everybody welcome to Unstoppable.
I'm TK and on this channel I help SAS founders like you
navigate the path to the next stage of growth
with an unstoppable strategy.
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Really great to see you here.
So I've got these three old school marketing books,
and some of them are really old school
and some of them are 13 years old,
which I still consider old school, I guess.
And what I wanna do is I wanna dig into
these three books and I wanna give you three principles.
One from each of these three books
that you can apply in your SAS business today
so that you can accelerate growth.
So if you're excited digging go and smash that like button,
then let's go into principle number one in book number one.
Okay, so the first book that I wanna show you
is this thing called "The Ultimate Sales Machine"
by Chet Holmes.
And this book was originally published in 2007.
Now, I don't know about you, depending on how old you are.
I'm 37 years old.
When I think of 2007, it feels like yesterday,
but that was actually 13 years ago.
So I'm still counting this as an old school marketing book
and Chet Holmes in "The Ultimate Sales Machine",
I read this when I was first starting ToutApp,
I was literally starting ToutApp.
I didn't know anything about sales and marketing
I was an engineer, I was a solo founder
and when I read this book and it was groundbreaking for me.
In this book, I'm gonna dig into principle number one,
it's actually in chapter six,
The High Art of Getting the Best Buyers.
And in it, he describes this thing called a dream 100
and a dream 100 is what I get every single SAS founder
to adopt inside of my SAS go to market program.
It's what we adopted a ToutApp
that helped us grow 300% in one year.
It's what Marquetto used consistently to drive growth
when I was working there,
and the dream 100 is idea that you get
100 of your ideal customers
and you actually figure out the marketing strategy
and go to market strategy to actually go after them.
And he describes it perfectly here in this sentence.
It's I call the strategy dream 100 effort.
It is your program for targeting your 100
or whatever the number is appropriate
dream clients constantly and relentlessly
until they buy your product or service.
The goal of the dream 100 is take your ideal buyers
from the I've never heard of this company
to the what is this company I keep hearing about
to the I think I've heard of that company too.
Yes I've heard that company to
yes, I do business with that company.
By the way, these stages that people are go through,
this is essentially how marketing and sales works
in any industry but works particularly well in SAS,
because if you can go to these people
and you can start to dominate the conversation with them
and teach them, which I'll talk about in a little bit
on the big changes in their market
and why they should use your software,
then they'll buy from you.
And this dream 100 strategy
I've used successfully at ToutApp.
All of the founders in my go to market program
uses successfully to drive growth for their businesses.
So this is a huge, huge thing
that you actually wanna incorporate
in your SAS go to market strategy.
So that's principle number one from this book, Chet Holmes,
"The Ultimate Sales Machine"
I'll link to this book below in Amazon
if you wanna get a copy and read. It's a fantastic book.
The second book I wanna dig into,
this is principle number two is called
"The 22 Immutable Laws of Marketing"
Now "The 22 Immutable Laws of Marketing"
I also read this as I was starting ToutApp,
It was right before ToutApp actually
I working on Brain Trust,
which is product that never went anywhere.
And I was like, I think I'm bad at marketing
let me go learn about Marketing and I read this book
and I have extensive notes on this book.
And one of my mole skins,
I should probably have dug this out for this episode,
but that's for another episode.
And it goes through 22 laws
all the way from leadership category, mind perception.
It is a phenomenal marketing book.
And this one oh, so it's kind of cool.
I actually, I signed this when I read it.
So I read this literally, 12, 2009.
I sign, every book and kind of dated whenever I read it.
So whenever I go back to it.
So 2009, I was reading this book
and teaching myself about marketing
so I could actually grow my SAS businesses.
And the one that I absolutely love in here
is the law of the category.
And the law category,
the way the author Al Ries and Jack Trout talks about it
is if you can't be the first in a category,
set up a new category you can be first in.
This is why I always talk about the power of the message.
The strategic narrative, the manifesto,
the whole point is if you're gonna enter into a market,
you'd actually be the first in that category,
or you need to be wildly differentiated than everyone else
in the category.
And how do you do that?
How do you actually go into a competitive category
and differentiate yourself?
It's through the message.
How do you go into a category that doesn't exist yet
and people realize that they need this
is through a differentiated message.
So the law of the category is super important
because what I took away from this is look,
you can't just be a oh, we do that too but we're cheaper.
Like that doesn't work well in marketing, especially in SAS.
People don't want cheaper, they want the right value.
And so thinking about through the frame of the category
and the law of the category and thinking about,
well, how do we differentiate ourselves,
and set up a whole new category,
even within this broader category to say, look,
no one else can do these things just for you,
which is exactly what you need. That's where the power is.
And if you can figure out how to craft
your strategic message around the law of category,
then you're gonna be much more well off.
You're gonna be able to rise above the competition
and you won't just be an us too product in a market,
no matter how crowded your market is.
So that was the second book
"The 22 Immutable Laws of Marketing"
I'll also link to us below, a fantastic book.
It's always so weird when I see
the signature on the book and the date.
I'm like, man, I've come a long way.
So before we go to the third one,
this is the oldest book I've got in here.
Before we go into that, let me just pause here for a second.
If you're starting to see value on
how you can use the dream 100 strategy,
if you can use the law of the category
to actually revamp your go to market machine,
be sure to smash that like button for the YouTube algorithm,
hit me with a yes in the comments below.
Tell me what thoughts you're getting,
how are you're gonna apply this into your business,
you have questions around this,
I wanna engage within the comment thread.
So go ahead and do that as well.
Also, if you want a specific framework to follow
to build out your go to market engine,
be sure to check out my SAS go to market program.
I will link to that below as well,
but let's go into the next book
and principle number three which is,
this is my new favorite book.
I got this.
I actually went on eBay and I had to find this book
because it's not in production anymore.
And I've been diving into the world of Jay Abraham,
was an old school, he is a marketing genius.
And this book I had to get off eBay for 100 bucks.
Literally paid $100 for it.
"Money-Making Secrets of Marketing Genius Jay Abraham
And Other Marketing Wizards"
It's a no nonsense guy to great wealth
and a personal fortune.
And this book goes, so this was published in 1983.
And it's honestly like not in print anymore
and you can't really get it unless you go on eBay.
I looked all over.
There are other books by Jay Abraham
and he's very active on YouTube,
so you can check them out also,
but he's got this, like, and it's a thick book.
Like this book is like pretty big, right?
But he goes into do a bunch of things
that are just core marketing principles,
everything from customers, educating
like a lot of stuff there is in here.
But the one that, and honestly,
I'm still going through this book.
But the one thing that stuck out to me the most
was this thing.
It was in chapter two and he talked about educating.
So if you've watched my prior videos,
if you watch my Unstoppable Sales Funnel Framework,
if you're part of my go to market program,
you know like I'm all about out teaching the competition.
It's not about outspending the competition,
you'll never win that way.
It's about out teaching the competition.
It's about rising above with a strategic message.
And that's how you drive growth.
That's how you actually differentiate yourself.
That's how you get traction.
That's how you draft a product market fit.
And that's how you get to scalable predictable growth.
And I love this one, this is principle number three,
which is like out teach and educate your customers
and they will trust you more
and they will engage with you more.
So the book, the way it works is there's like a narrative
by the person that put all this stuff together.
And then there's actual stuff that Jay says
from his different stuff.
And the thing that he highlighted here,
like I loved is the success of your business.
The success of your business depends on
how well you seek out new marketing approaches
and sales, which is all about like what we talk about.
Like, how do you differentiate.
It's a noisy world out there, right?
If you're doing the same thing as everyone else,
then no one's gonna pay attention.
When he says "the cornerstone of your marketing plan,"
according to Jay "should be to educate your client.
You first educate them on your product or service"
and blah, blah, blah it goes on.
But the whole principle around this is that
if you could actually teach people
how to actually make a change in their business
and oh, by the way, your software helps them do that
in a more effective way,
then you'll stand out from the competition.
People will trust you more and they'll actually buy from you
and they'll actually actually be loyal to you.
And so that was really powerful.
And this book goes into so much more
and I'm still working through it.
Incredible book.
The thing is, all of these books, this is from 1993.
This was from, when was this from?
This was from 1994.
This is from 2007.
These are old school books.
But here's the thing,
even though digital has changed a lot in marketing,
how you get attention, how you get people to trust you,
how do you persuade people,
how do you get people to actually pay attention to you
and take action and buy from you,
those things haven't changed because we're still humans.
We're still operating in the same brain as 30 years ago
and thousands of years ago, right?
And so this is why I find these super valuable.
So principle number one was build a dream 100 list
and execute around them.
Principle number two was think of the law of the category,
make sure you differentiate yourself.
And principle number three is out teach the competition,
teach people, educate people.
And these three principles I've used
consistently in all the businesses that I've been part of.
They've all been successes.
I teach this inside of my go to market program
and founders they're seeing value in this
and actually increasing their pipeline and driving growth.
So these principles, I really, really stand by.
They're super powerful
and you should find a way to incorporate them.
Now you may be wondering
like, okay, there are all these principles
how do I apply them there's only so many times in the day.
This is why I created my SAS go to market program.
So if you're building out of that, go to market machine,
if you've got some revenues and you wanna scale growth,
it doesn't matter how much time you have.
You have to build a predictable go-to-market machine.
And what my go to market program does
is it gives you one framework that you
and your team can follow to actually drive that growth.
It doesn't matter what stage you're on.
If you're looking to build a go to market machine
and you wanna apply these principles in a cohesive way
and not get overwhelmed with the different principles,
then I invite you to join my go to market program.
My go to market program will give you that one framework,
the step by step process that you can follow
along with my coaching and my guidance
so you can accelerate your path
to that next stage of growth
and actually build that go to market machine
that's predictable, that can actually scale,
and that can actually be cost effective
which are all important in building
a really successful SAS business.
So here's how it works, if you're interested in joining
just follow the link below,
or just go to tkkader.com/gtm
over there learn some more details about the program
and you'll also be invited
to get on a strategy call with me.
We get on a one on one strategy call,
we talk about your SAS business.
We'll figure out where you are,
where you're looking to get to
where the bottlenecks are.
And based on that,
I'll be able to tell you if I can help you grow it faster,
with a differentiate go to market machine.
So if you're interested in that,
I invite you to join
and actually schedule that strategy call
so we can discover more
and actually figure out if we can help you grow faster.
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I'm TK, I'll see you in the next episode.