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... And the Clients Went Wild! : How Savvy Professionals Win All the Business They Want.

Author: Maribeth Kuzmeski
Publisher: Wiley [Imprint] Hoboken : John Wiley & Sons, Incorporated. Dec. 2011
Edition/Format:   eBook : Document : English : RevisedView all editions and formats
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Genre/Form: Electronic book
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Maribeth Kuzmeski
ISBN: 9781118156292 1118156293
OCLC Number: 1055369388
Target Audience: Trade
Description: 1 online resource (270 pages)
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

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Combine social media with traditional marketing techniques for solid results! * Explains how companies can drive their sales and make their marketing more effective by combining traditional  Read more...

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