Table of Contents
Acknowledgments xi
Introduction xiii
CHAPTER 1 Executive Summary: The Five Core Principles for Turning Clients and Prospects into Raving Fans 1
PART I The Principles 5
CHAPTER 2 First Principle: What Are You Doing that No One Else Is Doing?: Build Client Delight Through Your Differentiation 7
CHAPTER 3 Second Principle: Focus Your Marketing on Benefits, Results, and a Call to Action: What’s Really in It for Them 18
CHAPTER 4 Third Principle: Go Viral!: Create Memorable Impactful Messaging Worthy of a Pass-Along 27
CHAPTER 5 Fourth Principle: Leverage Your Business Network for Incremental Growth: Find and Cultivate Centers of Influence to Move Your Message Fast 37
CHAPTER 6 Fifth Principle: The Critical Importance of Execution in Your Game Plan: Good Execution Is Better than Good Strategy 53
PART II The Playbook: Online and Traditional Marketing Techniques 61
CHAPTER 7 Create a Playbook that Fits Your Business and Your Personality: Design Your Own Marketing Action Plan 63
CHAPTER 8 Build a Brand Identity on a Shoestring Budget: Spending Time Effectively Can Be Worth More Than Money 101
CHAPTER 9 Find Your Niche: Corner the Market One Segment at a Time! 113
CHAPTER 10 Techniques for Creating a Memorable Experience: Give ’Em Something to Talk About! 122
CHAPTER 11 Your Best Prospects Come from Referrals: Scripts and Strategies for Increasing Your Introductions to Others 134
CHAPTER 12 My Web Site Is Working!: Turn a Bland Site and Your Internet Presence into a Moneymaker 147
CHAPTER 13 Social Media: Effective Strategies that Don't Consume All of Your Time 160
CHAPTER 14 Permission-Based Marketing: Strategies for Successful E-Mail and E-Newsletters 174
CHAPTER 15 Traditional Marketing Still Works: TV and Cable Advertising, Newspaper, and Other Mediums that Still Cause People to Buy 187
CHAPTER 16 Direct Mail: Simple Principles for Gaining Sales from Good Old-Fashioned Mail 196
CHAPTER 17 Events and Seminars: Creating Buzz and Sales Through Group Presentations 209
CHAPTER 18 Media Methods to Gain Celebrity Status: Take Advantage of Hot Topics, Timely Events, and Unique Twists to Attract Attention 226
CHAPTER 19 Special Tactics for Financial Advisors: Ten Specific Strategies Working Today 241
Notes 255
Index 257
