"The best hands–on book on contemporary marketing I′ve seen. Highly recommended!"
Alexander Hiam, author of Marketing For Dummies®
"As an entrepreneur who specializes in financial services, I recommend this book to any professional who desires to attract versus chase quality prospects and clients. The principles that Kuzmeski talks about are timely and relevant, and her playbook provides the concepts and strategies to help you differentiate yourself in today′s competitive marketplace."
Lou Cassara, CLU, ChFC, CEO of The Cassara Clinic, coach and consultant, author of From Selling to Serving: The Essence of Client Creation
"My firm works with hundreds of high–level leaders in the healthcare industry. And I′ve discovered that the best way to influence busy people is to craft clear, targeted, cut–to–the–chase messages and repeat them again and again in various ways. Maribeth Kuzmeski has this formula down pat. Whether you′re seeking to grow a company or to deepen and strengthen relationships with existing clients, her book is a must–read."
Quint Studer, CEO and founder of Studer Group,bestselling author of Results That Last
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
MARIBETH KUZMESKI and her firm, Red Zone Marketing, consult with businesses from entrepreneurial firms to Fortune 500 corporations on strategic marketing planning and business growth. She is a member of the Entrepreneurs′ Organization (EO) and The National Speakers Association, a frequent national media contributor, an international speaker, and is the author of five books including The Connectors: How the World′s Most Successful Businesspeople Build Relationships and Win Clients for Life (Wiley).