...And the Clients Went Wild!

Acknowledgments xi
Introduction xiii
CHAPTER 1 Executive Summary: The Five Core Principles forTurning Clients and Prospects into Raving Fans 1
PART I The Principles 5
CHAPTER 2 First Principle: What Are You Doing that No OneElse Is Doing?: Build Client Delight Through YourDifferentiation 7
CHAPTER 3 Second Principle: Focus Your Marketing on Benefits,Results, and a Call to Action: What's Really in It forThem 18
CHAPTER 4 Third Principle: Go Viral!: Create MemorableImpactful Messaging Worthy of a Pass-Along 27
CHAPTER 5 Fourth Principle: Leverage Your Business Networkfor Incremental Growth: Find and Cultivate Centers of Influence toMove Your Message Fast 37
CHAPTER 6 Fifth Principle: The Critical Importance ofExecution in Your Game Plan: Good Execution Is Better than GoodStrategy 53
PART II The Playbook: Online and Traditional MarketingTechniques 61
CHAPTER 7 Create a Playbook that Fits Your Business and YourPersonality: 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 Money101
CHAPTER 9 Find Your Niche: Corner the Market One Segment at aTime! 113
CHAPTER 10 Techniques for Creating a Memorable Experience:Give 'Em Something to Talk About! 122
CHAPTER 11 Your Best Prospects Come from Referrals: Scriptsand Strategies for Increasing Your Introductions to Others134
CHAPTER 12 My Web Site Is Working!: Turn a Bland Site andYour Internet Presence into a Moneymaker 147
CHAPTER 13 Social Media: Effective Strategies that Don'tConsume All of Your Time 160
CHAPTER 14 Permission-Based Marketing: Strategies forSuccessful E-Mail and E-Newsletters 174
CHAPTER 15 Traditional Marketing Still Works: TV and CableAdvertising, Newspaper, and Other Mediums that Still Cause Peopleto Buy 187
CHAPTER 16 Direct Mail: Simple Principles for Gaining Salesfrom Good Old-Fashioned Mail 196
CHAPTER 17 Events and Seminars: Creating Buzz and SalesThrough Group Presentations 209
CHAPTER 18 Media Methods to Gain Celebrity Status: TakeAdvantage of Hot Topics, Timely Events, and Unique Twists toAttract Attention 226
CHAPTER 19 Special Tactics for Financial Advisors: TenSpecific Strategies Working Today 241
Notes 255
Index 257