A WORD ABOUT TERMINOLOGY

Before moving on to the next chapter, it might be helpful to review some of the terminology used so far. Up to this point, you have encountered marketing strategies, tactics, and types of impact. Each overall strategy (e.g., direct contact and follow-up) is made up of tactics (e.g., cold calling, warm calling, or personal letters), and has a resulting impact (outreach, visibility, or credibility). In a few pages, you will also learn about stages of the marketing cycle. If you remember the distinctions among these terms and the elements they represent, you will be able to follow the process of building your Get Clients Now! program more easily.