jonnygoldstein.com

There are many ways to connect with potential customers. You can advertise anywhere from broadcast TV to Google AdWords; you can blog; you can hire a PR firm to get you coverage. But at the end of the day, you need to build trust. Nothing builds trust like face to face interaction. Unfortunately, you can’t be everywhere, so video is the next best thing. It shows your face, your tone of voice, the way you put ideas together, those intangibles that build trust.

So when Peter Raulerson, CEO of the PARA Marketing Group asked me to produce a series of videos to market his new book, Building Routes to Customers, I was doubly honored. First, it is always a great feeling when someone thinks enough of what I can offer to commission me to create a video to help reach customers. But when that video is designed to help communicate the essence of a book about how to create more effective go-to-market strategies and tactics, it feels even better. The man who wrote the book on how to get your product to customers is using me to create a video to help his book get to customers. It does not get better than that.

I learn new things about business strategy, management, and marketing every time I talk with Peter. He is that rare person who combines tech, business, and marketing savvy in one package (and as a special bonus, he’s an extraordinary amateur photographer. Actually I think this is relevant to his business expertise: he can see the big picture, but also is able to focus on the details it takes to make that picture a reality.) If you are in a technology business and are looking for ways to drive your firm’s growth, take a look at Peter’s book, Routes to Customers. Buy it here. Peter knows what he is writing about. Don’t take my word for it-watch the video.