- Cover
- Title
- Copyright
- Contents
- Foreword by Jay Conrad Levinson
- Acknowledgments
- Introduction
- Part I: The Setup
- Chapter 1: What Really Works? Effective Marketing Strategies
- MARKETING MADE SIMPLE
- Marketing Is a System, Not an Event
- HOW THE PROGRAM WORKS
- Key Components of the Program
- Getting Help to Make It Happen
- Say It and You’ll Do It
- WHAT WORKS AND WHAT DOESN’T?
- It’s a Matter of Trust
- WHAT GOES INTO A STRATEGY?
- Tactics for Direct Contact and Follow-Up
- Tactics for Networking and Referral Building
- People Do Business with People
- Tactics for Public Speaking
- Tactics for Writing and Publicity
- Your Parents Love You, But Who Else?
- Tactics for Promotional Events
- Tactics for Advertising
- MAKING YOUR FIRST SELECTION
- Get Personal About Your Marketing
- BUT WHAT ABOUT SELLING?
- A WORD ABOUT TERMINOLOGY
- Chapter 2: Where Do You Start? The Marketing and Sales Cycle
- Chapter 3: Where Are You Headed? Setting Your Sales and Marketing Goal
- Chapter 1: What Really Works? Effective Marketing Strategies
- Part II: The System
- Chapter 4: What’s Stopping You? Selecting Your Success Ingredients
- WHAT ARE THE MISSING INGREDIENTS?
- SHOPPING FOR SUCCESS INGREDIENTS
- Using the “Black-Box” Principle
- Which Ingredients to Choose
- The Strategy Icons
- Bridging the Gap from Idea to Action
- EDITING YOUR SHOPPING LIST
- Make Your Projects Bite-Size
- SETTING TARGET COMPLETION DATES
- Climbing the Marketing Ladder
- QUANTIFYING YOUR SUCCESS INGREDIENTS
- Feel Better to Sell Better
- Chapter 5: Here’s What to Do: Choosing from the Action Plan Menu
- WHERE DO THE CLIENTS COME FROM?
- Build a Fire Under It
- ORDERING FROM THE ACTION PLAN MENU
- It’s Okay to Be Yourself
- START WITH THE FUN STUFF
- Strength of Purpose Defeats Avoidance
- TIME FOR THE MAIN COURSE
- How to Make the Best Selections
- Nobody Wants a Drudger
- A WORD ABOUT CLOSING SALES
- Marketing Alone Won’t Do It
- WHAT IS GOING TO STOP YOU?
- Got Permission from a Rabbit
- Chapter 6: You’re Ready . . . Let’s Go! Putting the System into Action
- Chapter 4: What’s Stopping You? Selecting Your Success Ingredients
- Part III: The Strategies
- Chapter 7: Filling the Pipeline: When You Don’t Know Enough People to Contact
- MAKING YOUR STRATEGIES WORK
- WHO BELONGS IN YOUR PIPELINE
- Ingredient: Description of Services
- Ingredient: Market Niche Definition
- A Bigger Pond Isn’t a Better Pond
- Ingredient: 10-Second Introduction
- Ingredient: Business Cards
- Ingredient: Self-Confidence Skills
- Get Your Confidence Rolling
- Ingredient: Website
- Climbing to the Top of Mt. Search Engine
- Ingredient: Social Media Profile/Page
- Recipe: Calling and Mailing
- Recipe: Meeting People in Person
- Recipe: Finding Prospects
- Get a List and Get Going
- A WORD ABOUT FEAR
- What You Miss When You Fear to Persist
- Recipe: Attending Live Events
- Recipe: Meeting People Online
- Adding More Links to Your Marketing Chain
- Recipe: Following Up with New Contacts
- Recipe: Networking with Referral Partners
- Reframing Can Lead to Referring
- Recipe: Learning to Speak in Public
- Recipe: Finding Places to Speak
- Recipe: Getting Booked as a Speaker
- Turn a Pack of Wolves into Purring Kittens
- Recipe: Writing Articles or Tips
- Virtual Customers Have Real Expectations
- Recipe: Publish Your Own Writing with a Blog
- Blogging that Makes Sense
- Recipe: Getting Media Publicity
- Making the News
- Recipe: Making Your Own News Online
- Recipe: Putting on a Show
- Recipe: Making Advertising Work
- Recipe: Distributing Flyers
- Ads Should Win Rewards, Not Awards
- Recipe: Sending Direct Mail by E-mail or Post
- Recipe: Display, Classified, and Calendar Advertising
- Recipe: Pay-per-Click Advertising
- Recipe: Broadcast and Webcast Advertising
- The More Things Change, the More They Stay the Same
- Chapter 8: Following Up: When You Know Plenty of People but You’re Not Contacting Them
- IT’S SIMPLE, BUT NOT ALWAYS EASY
- Ingredient: Contact Management System
- Help, I’m Drowning in Details!
- Ingredient: 30-Second Commercial
- Ingredient: Brochure
- Ingredient: Marketing Kit
- What’s Different About You?
- Recipe: Calling and Mailing
- Recipe: Follow-Up Meetings
- Recipe: Follow-Up Mailings
- The Power of Postcards
- Recipe: Following Up by E-mail
- You’ll Sell More If You Don’t Sell Anything
- Turn Your Visitors into Subscribers
- Recipe: Following Up with Social Media and Online Communities
- Recipe: Strengthening Personal Connections
- ANOTHER WORD ABOUT FEAR
- Find a Fix for Your Discomfort
- Chapter 9: Having Sales Conversations: When You’re Contacting People but Not Getting a Chance to Sell
- WHAT’S IN THE WAY?
- Recipe: Making the Pitch
- Prospects Are Also People
- Recipe: Qualifying Your Prospects
- If You Don’t Ask, You’re Selling in the Dark
- Recipe: Making Your Website a Better Sales Tool
- Ingredient: Professional Visibility
- Connecting with the Invisible
- Ingredient: Competitive Research
- Ingredients: Target Market Research and New Market Position
- Know Yourself and You’ll Know Your Clients
- MORE WORDS ABOUT FEAR
- Chapter 10: Closing Sales: When You’re Having Sales Conversations but Not Getting Sales
- THE FINAL FRONTIER
- Ingredient: Professional Credibility
- Ingredient: Testimonials or References
- Boost Credibility and You’ll Boost Sales
- Recipe: Changing Whom You Have Sales Conversations With
- Recipe: Scripting Your Sales Conversations
- Recipe: Adding Tangibility to Your Sales Conversations
- Recipe: Making the Sale
- Recipe: Following Up
- A FINAL WORD ABOUT FEAR
- Chapter 7: Filling the Pipeline: When You Don’t Know Enough People to Contact
- Index
Get Clients Now!™
THIRD EDITION
A 28-Day Marketing Program for Professionals, Consultants, and Coaches
C. J. Hayden
American Management Association
New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco
Shanghai • Tokyo • Toronto • Washington, D.C.
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