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by Jay Conrad Levinson, C.J. Hayden
Get Clients Now! (TM), 3rd Edition
Cover
Title
Copyright
Contents
Foreword by Jay Conrad Levinson
Acknowledgments
Introduction
WHO SHOULD USE THIS BOOK
HOW TO USE THIS BOOK
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
THE UNIVERSAL MARKETING CYCLE
Keep Your Prospects Cycling
HOW DOES THE CYCLE WORK?
Self-Promotion Serves Your Clients
CHOOSING WHERE TO FOCUS
Pick What’s in Front of You
WHAT NEEDS THE MOST WORK?
WHAT STRATEGIES SHOULD YOU USE?
Keep the Pipeline Flowing
No Marketing? No Business!
Chapter 3: Where Are You Headed? Setting Your Sales and Marketing Goal
HOW HAVING A GOAL WILL HELP YOU
You Gotta Have a Plan
WHAT IS A GOAL, ANYWAY?
From Dream to Idea to Goal
SETTING YOUR GOAL FOR THE PROGRAM
If You Want It, Declare It!
TIME FOR A REALITY CHECK
Set a Goal, Get Focused, Get Results
ARE YOU RESISTING THIS PROCESS?
LOCKING IT IN
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
THE TRACKING WORKSHEET
THE 28-DAY PROGRAM
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Day 8
Day 9
Day 10
Day 11
Day 12
Day 13
Day 14
Day 15
Day 16
Day 18
Day 19
Day 20
Day 21
Day 22
Day 23
Day 24
Day 25
Day 26
Day 27
Day 28
WHAT’S NEXT FOR YOU?
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
Index
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