View source for How to Get Inside Someone's Mind and Stay There: The business owner's guide to content marketing and confident copywriting by Jacky Fitt

{{infobox1
|title=How to Get Inside Someone's Mind and Stay There: The business owner's guide to content marketing and confident copywriting.
|author=Jacky Fitt
|reviewer=Sue Magee
|genre=Business and Finance
|summary=A great guide for the business owner who needs help in getting their message out to their potential customers: an easy, engaging read.
|rating=4
|buy=Yes
|borrow=Yes
|pages=192
|publisher=The Big Ideas Library
|date=July 2014
|isbn=978-0992985905
|website=http://www.thebigideascollective.com/social/blog/a/Jacky-Fitt
|cover=0992985900
|aznuk=0992985900
|aznus=0992985900
}}

'''[http://bookawards.smallbiztrends.com/news/announcing-the-2015-small-business-book-awards-community-choice-winners/ Winner of Marketing Category, 2015 Small Business Book Awards]''' 

As a small business owner I know it's difficult - sometimes it feels impossible - to get your message out to your potential customers in a manner which is going to reward the effort which you put into it.  Besides, how do you know who your potential customers are?  How do you know how they would like to be approached?  In fact, how are you going to get inside their head - and stay there?  Jacky Fitt has written a comprehensive guide which takes you through what's needed and allows you to develop your own action plan for your business.

The book describes itself as a starter guide to content marketing and it might be that you'll want to move on to further reading on specific subjects (or even decide that you're going to get a professional in to do the job - and Jacky tells you how to brief them) but by the end of the book you'll understand what can be achieved and the ways in which you can achieve it.  Even business owners who have been content marketing for many years will benefit from the insight into the changes which the internet has brought about and the possibilities offered by digital printing.

If you're thinking 'this is about advertising, isn't it? then you'll need to think again.  This about understanding what your customer (or potential customer) needs and ''giving it to them''.  To do this, you'll need to understand ''yourself'' and ''your business'' and what you can offer that can be distinguished from what other people offer.  The book will help you to engage with the people you see as your customers, get the most from talking about your business and to raise your profile and increase profits.  You'll also look more professional.

This might well be an entry-level book, but you'll find sound advice on everything from defining your brand through to advice on design via all the different ways in which you can connect with potential customers.  There are twenty five chapters in total and don't worry about them being superficial - despite the fact that I've been running a large website for nine years there was still information about websites which I found thought-provoking.  Jacky is particularly good on social media and I've had to rethink some of what I've been doing.

I did like the fact that after each chapter there are references to other chapters which will supplement what you have learned in that chapter (none of this happens in isolation, you know!).  I've also got a new mantra which I keep in my mind as I work: I am not going to pitch what I want to sell, but look at what my (potential) customer needs.  It completely changes your way of thinking.  If I have one minor quibble about the book it's that I would have liked a more comprehensive (and better organised) list of further reading, but that's me being picky.

I'd like to thank the publisher for sending a copy to the Bookbag.

Another starter-level book for businesses which has impressed us is [[The 15 Essential Marketing Masterclasses for Your Small Business by Dee Blick]].  We've also listened to [[Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley]], but this is one of those instances when we think that you really need a ''book'' in your hands. (Jacky's book is available both as {{amazonurl|isbn=0992985900|title=paperback}} and an {{amazonurl|isbn=B00MXXQ5GU|title=ebook}}.)  We think you might also enjoy the thought-provoking [[Thinking Allowed by Julian Wiles]]

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You can read more about Jacky Fitt [[:Category:Jacky Fitt|here]].

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