Dave Sharpe has just released his highly anticipated new book titled “Rules of Success: Principles for Winning at Business, Investing, and Life.” Packed with Sharpe’s signature straight-talking advice and real-world examples, this book aims to give readers applicable strategies for marketing, entrepreneurship, mindset, and more.
As one of the most well-respected voices in the marketing field, Sharpe developed Legendary Marketer into a multimillion-dollar coaching and events company. He draws from his triumphs and mistakes to outline pragmatic steps any business leader or marketer should take to find longevity and prosperity.
Focus on customer transformation
Sharpe advocates strongly for putting customer transformation at the core of your marketing approach. It means understanding your customers’ goals, pains, and desires on a deeper level so you solve their pressing problems. He provides examples of creating messaging and campaigns that show you intrinsically understand customer challenges versus taking a surface-level, product-pushing approach. Testing and iteration in marketing are major themes throughout the book. Sharpe details his wins and failures here, advising readers to take a scientific approach by forming hypotheses about campaigns, audiences, creatives, and more – then testing them quickly. Marketers accelerate finding an effective formula by analyzing results, understanding what worked, and iterating rapidly.
Go all in on your one key mechanism
Sharpe believes every brand should identify the one primary mechanism or campaign channel that is working best – and then pour gasoline on that effort with undivided investment and optimization. Too often brands get distracted trying to excel equally across all channels simultaneously. Determine the highest ROI activity based on testing and drive that mechanism into the ground as far as it goes. In a crowded market, developing true authority around your brand’s specialty is no longer optional according to Sharpe – it’s mandatory. He examines how to establish authority by creating high-value educational content, optimizing your funnel for conversions, mastering communication styles on broadcasting channels and social media, and more. Authority comes through demonstrating a concrete understanding of customer problems and needs versus mere claim-making.
Always be summoning your audience
Summoning an engaged audience around your brand on an ongoing basis should be built into company culture itself according to Sharpe’s manifesto. Have organization-wide systems for steadily attracting and capturing audience attention across paid ads, organic content, email nurturing, affiliate programs, and other avenues. Let inertia take over by fueling various “energy centers” designed to constantly summon ideal prospective customers into your community. Dave Sharpe’s Legendary Marketer review.
Sharpe’s transparent, pragmatic advice stems from decades of pioneering experience in the evolving marketing landscape. While his new book explores a multitude of topics, these lessons represent key areas modern marketers should focus on: profoundly understanding customer transformation, rigorously testing campaigns, doubling down on what works, establishing true authority, and constantly summoning an audience.