Ep160: Making Emotional Connections with Grant Gooding The Book More Show: More Leads, More Calls, More Business

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Today on the Book More Show, I'm talking with Grant Gooding of Proof Positioning about the secrets of market research for small businesses.


Starting his career in mergers and acquisitions, Grant was a customer of market research provided by some large organizations. Realizing they were great at providing data but not insights into what the data practically meant, Grant started Proof to bridge that gap and provide actionable market-driven intelligence.


We focused our conversation on how market research can help small and medium-sized companies determine what questions matter when growing their business.


Having personally had preconceived ideas that market research was only an option for big companies with significant budgets, it was revealing to see just how accessible it is and how Proof's methodology marries with our approach to creating books.


Both aim to answer potential clients' most pressing questions and start a conversation.


There are a lot of valuable ideas here as you look to use a book to build your business.


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SHOW HIGHLIGHTS




Stuart and discuss the accessibility and utility of market research for small to medium-sized businesses.
Grant shares his transition from consuming market research for mergers and acquisitions to founding Proof Positioning to demystify complex data for entrepreneurs.
We highlight the importance of asking 'burning questions' to help businesses overcome barriers and propel growth.
The conversation addresses the misconceptions surrounding market research and the value of an abductive approach over traditional inductive methods.
Grant emphasizes the significance of emotionally charged messaging in influencing consumer choices and driving customer behavior.
We explore the concept that emotional influence often outweighs logical reasoning in decision-making processes.
The episode discusses how simplifying communication and resonating with customers on an emotional level can transform business strategies.
Stuart talks about the counterintuitive discovery that clients using multiple solution providers can indicate the value of a business's niche expertise.
We reflect on a real-life lesson from a business that failed after ignoring expert advice, stressing the importance of informed analysis and listening to research.
The episode concludes with an invitation for audience engagement and a look at the resources provided for businesses to maximize their market research efforts.


LINKS
Grant Gooding - LinkedIn
Proof Positioning
Insights from Proof


Show notes & video: 90minutebooks.com/podcast/160
How does your book idea score against the 8 book building blocks we use here all the time: Book Blueprint Scorecard
Titles & Outline Workshops: 90MinuteBooks.com/Workshops
Ready to get started: 90MinuteBooks.com


Questions/Feedback: Send us an email
Extra Credit Listening: MoreCheeseLessWhiskers.com


EPISODE CHAPTERS
(0:00:01) - Market Research for Small Businesses
(0:07:23) - Simplifying Market Research Strategies
(0:16:58) - Understanding Emotional Decision Making in Business
(0:29:02) - Leveraging Market Research for Business Success
(0:34:40) - Understanding Customer Behavior and Decision-Making
(0:43:00) - Podcast Follow-Up and Future Plans



TRANSCRIPT


(AI transcript provided as supporting material and may contain errors)



Stuart: Hey everyone, welcome back to another episode of the Book More show. It's Stuart Bell here, and today joined by Grant Gooding. Grant, how you doing, buddy?


Grant: Very good how you doing bud.


Stuart: Good, good, okay, this one's going to be an interesting one. So we are usually talking with authors about their book and kind of frame and get around that. Grant and I were introduced through someone else on LinkedIn I think it was originally. I'll get Grant to do a proper introduction in a second, but I went into the conversation with the expectation that this would be an interesting con