And the Clients Went Wild! How Savvy Professionals Win All the Business They Want, Revised and Updated

Acknowledgments xi
<p>Introduction xiii</p>
<p>CHAPTER 1 Executive Summary: The Five Core Principles for Turning Clients and Prospects into Raving Fans 1</p>
<p>PART I The Principles 5</p>
<p>CHAPTER 2 First Principle: What Are You Doing that No One Else Is Doing?: Build Client Delight Through Your Differentiation 7</p>
<p>CHAPTER 3 Second Principle: Focus Your Marketing on Benefits, Results, and a Call to Action: What s Really in It for Them 18</p>
<p>CHAPTER 4 Third Principle: Go Viral!: Create Memorable Impactful Messaging Worthy of a Pass–Along 27</p>
<p>CHAPTER 5 Fourth Principle: Leverage Your Business Network for Incremental Growth: Find and Cultivate Centers of Influence to Move Your Message Fast 37</p>
<p>CHAPTER 6 Fifth Principle: The Critical Importance of Execution in Your Game Plan: Good Execution Is Better than Good Strategy 53</p>
<p>PART II The Playbook: Online and Traditional Marketing Techniques 61</p>
<p>CHAPTER 7 Create a Playbook that Fits Your Business and Your Personality: Design Your Own Marketing Action Plan 63</p>
<p>CHAPTER 8 Build a Brand Identity on a Shoestring Budget: Spending Time Effectively Can Be Worth More Than Money 101</p>
<p>CHAPTER 9 Find Your Niche: Corner the Market One Segment at a Time! 113</p>
<p>CHAPTER 10 Techniques for Creating a Memorable Experience: Give Em Something to Talk About! 122</p>
<p>CHAPTER 11 Your Best Prospects Come from Referrals: Scripts and Strategies for Increasing Your Introductions to Others 134</p>
<p>CHAPTER 12 My Web Site Is Working!: Turn a Bland Site and Your Internet Presence into a Moneymaker 147</p>
<p>CHAPTER 13 Social Media: Effective Strategies that Don′t Consume All of Your Time 160</p>
<p>CHAPTER 14 Permission–Based Marketing: Strategies for Successful E–Mail and E–Newsletters 174</p>
<p>CHAPTER 15 Traditional Marketing Still Works: TV and Cable Advertising, Newspaper, and Other Mediums that Still Cause People to Buy 187</p>
<p>CHAPTER 16 Direct Mail: Simple Principles for Gaining Sales from Good Old–Fashioned Mail 196</p>
<p>CHAPTER 17 Events and Seminars: Creating Buzz and Sales Through Group Presentations 209</p>
<p>CHAPTER 18 Media Methods to Gain Celebrity Status: Take Advantage of Hot Topics, Timely Events, and Unique Twists to Attract Attention 226</p>
<p>CHAPTER 19 Special Tactics for Financial Advisors: Ten Specific Strategies Working Today 241</p>
<p>Notes 255</p>
<p>Index 257</p>