ASK is a pain
Some books are a real pain. For example “ASK”. It took 63 pages, or 1/3 of the book to get to the point. In those 63 pages, we got the life story of the author and a constant up-selling of the methodology. Including advice on how to read the book and the inevitable link to the website where you can get more information.
Methodology
In fairness, it does give you a method and even becomes technical. I am sure that if you follow this method, you will get results. I do know of a few other methods that will also give you results and the books that go with it. These books are a lot more enjoyable to read.
Neil Patel
Or read the blogs of Neil Patel and you will get some cracking insights and tips. You can find him here https://neilpatel.com/.
The 3 steps
In short, the ASK method consists of a step by step approach.
Step 1. Ask customers what their biggest challenge is. Make it an open question. That is where the “Ask” is coming from.
Step 2. Use the answers to identify the market segments
Step 3. If you get no responses, send them a “do you hate me” e-mail
Annoying
It then follows with scripts for framing messaging, landing pages, videos, e-mail campaigns and the inevitable last chapter where the author sells his software, methodology and consultancy. His website is as annoying as the book.
Nothing new
There is nothing in this methodology that I have not heard or seen before. In fact, I have heard asking potential clients about their challenges and applying segmentation before. It is called marketing. That is before we start to consider how AI, big data and the exponential developments in social media will make this method obsolete.
Suggested alternatives
Do yourself a favour, pick up a book by Brian Solis, Ryan Holiday, Frans de Groot, David Hoffeld, Grant Cardone, Chuck Blakeman and many, many others. You can find all of them on our website.
