I'm "smart" and ... I really needed to read this!

I love the kindle version, but this audio version is even better because it is really easy to read on a bike ride.

I hired Billy last year to help me (one of the "smart" people in the title) figure out how to do marketing. I am good at delivery, but selling myself .... not so much. He really helped.

This book really was, for me, the icing on top of the cake.

It's all about helping your customer change their beliefs (in a good way) so that they buy your product or service.

And, to do that, you have to know at least two things: what hey currently believe and what you need them to believe.

Just listing these beliefs out ... is hard, but also a real eye opener.

For instance, I need my future customers (leaders) to believe that being crazy-busy is actually really bad for them, their families, and for their business. They currently, mostly, believe that being crazy-busy is heroic. And ... that it's the price you get paid for being paid a lot.

When my marketing switched to generously and thoughtfully helping crazy-busy leaders they could get their personal lives back AND, at the same time, boost their teams productivity, my marketing job became a lot simpler, and my content became a lot more interesting and helpful. Before learning Billy's material, I spent most of efforts trying to educate them about how to be better managers ... which loads of people are doing ... and it's a bit boring.

So, that's the switch: you figure out how to share content that helps people change their beliefs so they want to buy from you. It's surprisingly hard to do as a clever person.

This book is short and incredibly easy to "read".

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