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

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

by Maribeth Kuzmeski
Released September 2010
Publisher(s): Wiley
ISBN: 9780470601761

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Book description

Combine social media with traditional marketing techniques for breakthrough results!

While social media is doing much to change the marketing landscape, it doesn't mean you have to take an either/or approach between it and more traditional methods. ...And the Clients Went Wild! gives you the tools to take an eclectic approach and pick the best, most wildly successful marketing methods-traditional, online, or both-to win at a given marketing goal. And, whether by means of Facebook, Twitter, streaming video, or by old-fashioned word of mouth, public relations, or personal sales skill, the goal is to win, right?

  • Find real-life examples of success from some of today's best businesses

  • Shows how to integrate and benefit from both traditional and new marketing methods

  • Uses the proven business growth strategy Red Zone Marketing® as a central concept

  • Author has proven the concepts successful in her work for numerous major clients

Don't throw out tried and true marketing techniques just for the sake of the new. Do what works! Perfect your marketing mix and win with ...And the Clients Went Wild!

Table of contents

  1. Copyright
  2. ACKNOWLEDGMENTS
  3. INTRODUCTION
    1. Tapping Into The Emotional Connection
    2. The Seven Factors In The Emotional Convention
    3. Creating Unconditional Client Loyalty
    4. The Goal Of This Book
  4. 1. Executive Summary
    1. 1.1. First Principle
      1. 1.1.1. What Are You Doing that No One Else Is Doing? Build Client Delight Through Differentiation
    2. 1.2. Second Principle
      1. 1.2.1. Focus Your Marketing on Benefits, Results, and a Call to Action What's Really in it for Them
    3. 1.3. Third Principle
      1. 1.3.1. Go Viral! Create Memorable Impactful Messaging Worthy of a Pass-Along
    4. 1.4. Fourth Principle
      1. 1.4.1. Leverage Your Business Network for Incremental Growth Find and Cultivate Centers of Influence to Move Your Message Fast
    5. 1.5. Fifth Principle
      1. 1.5.1. The Critical Importance of Execution in Your Game Plan Good Execution Is Better than Good Strategy
  5. I. The Principles
    1. 2. First Principle What Are You Doing that No One Else Is Doing?
      1. 2.1. A Gas Station With A Cult Following
      2. 2.2. When the Offer Is Surprising, People Pay Attention!
      3. 2.3. Is "Free" Really Such a Good Offer?
      4. 2.4. Focus on Differentiating with Your People
      5. 2.5. If No One Is Doing It—Should You?
      6. 2.6. What Will People Buy?
      7. 2.7. Stand Out With Your Promotion—Take a Risk!
      8. 2.8. Offer Something that No One Else Will
    2. 3. Second Principle Focus Your Marketing on Benefits, Results, and a Call to Action
      1. 3.1. Are Your Clients Making the Right Assumptions?
        1. 3.1.1. Finding the Compelling Benefits
      2. 3.2. Pinning Down the Real Compelling Benefit
        1. 3.2.1. It's All About the Results
      3. 3.3. Advertising Feelings
      4. 3.4. Turning Benefits Into Sales
      5. 3.5. What Do Customers Really Want?
      6. 3.6. Do You Have a Strong Call to Action for Buyers?
      7. 3.7. The Specifics of a Call to Action
    3. 4. Third Principle Go Viral!
      1. 4.1. Marketing Versus Viral Marketing
        1. 4.1.1. It Spreads Like a Contagious Virus
        2. 4.1.2. An Idea Virus
      2. 4.2. Give Away Valuable Products or Services
        1. 4.2.1. Giving It Away
      3. 4.3. Invoke Feelings!
      4. 4.4. A Simple, Repeatable Message
      5. 4.5. Exploit Common Wants, Needs, and Motivations
      6. 4.6. Watershed Moments for a Viral Message
      7. 4.7. Be Exciting or They Will Never Be Interested
      8. 4.8. Give Clients More Than They Expect
      9. 4.9. Get Affiliates to Spread the Word
      10. 4.10. Creating a Network
      11. 4.11. Learning from Ponzi and Pyramid Schemes
      12. 4.12. Create Your Own Marketing "Epidemic"
    4. 5. Fourth Principle Leverage Your Business Network for Incremental Growth
      1. 5.1. Sales 101 versus Advanced Sales Strategies
      2. 5.2. Finding True Centers of Influence
      3. 5.3. Build Your Connections—Even Introverts Can Do It!
      4. 5.4. Partnering with Future Advocates on a Limited Budget
      5. 5.5. Strategic Partnerships
      6. 5.6. Similar Industry Alliances
      7. 5.7. Separate Industry Alliances
      8. 5.8. Avoid the "Lone Ranger" Syndrome
      9. 5.9. The Power of a "Harvard" Network
      10. 5.10. Against All Odds
      11. 5.11. Bag Idea Creates Buying Frenzy
      12. 5.12. Mining Your Data for Relationships
      13. 5.13. Making a Career Out of Creating Alliances
      14. 5.14. Delighted Clients Become Evangelists for You!
    5. 6. Fifth Principle The Critical Importance of Execution in Your Game Plan
      1. 6.1. What Are You Doing in Your Red Zone?
      2. 6.2. When Do You Give Up?
      3. 6.3. Riding Dead Horses
      4. 6.4. A Better Game Plan
      5. 6.5. Adjusting Your Course
      6. 6.6. Execute Fast and Well
      7. 6.7. Thrilling the Customers
      8. 6.8. Execute with Frequency
      9. 6.9. In Other Words
  6. II. The Playbook Online and Traditional Marketing Techniques
    1. 7. Create a Playbook that Fits Your Business and Your Personality
    2. 8. Build a Brand Identity on a Shoestring Budget
      1. 8.1. Your Clients Already Describe Your Brand (As They See It)
      2. 8.2. A Coast-to-Coast Billboard
      3. 8.3. Image Is Everything
      4. 8.4. Separate Yourself from Your Competitors
      5. 8.5. What'S In a Name?
      6. 8.6. You Don't Have to Break the Bank to Develop Your Brand
      7. 8.7. Managing Your Brand Online
      8. 8.8. The Five Attributes of a Strong Brand
        1. 8.8.1. 1. Delivers Benefits that the Clients Want
        2. 8.8.2. 2. Maintains Consistency in Quality
        3. 8.8.3. 3. Pricing Strategy
        4. 8.8.4. 4. The Brand Message Remains Consistent
        5. 8.8.5. 5. The Brand Encompasses Many Marketing Elements
      9. 8.9. A Strong Brand with All of These Attributes—Plus One More
      10. 8.10. The Power of Celebrity Attached to Your Brand
      11. 8.11. In Other Words
    3. 9. Find Your Niche
      1. 9.1. Playing Your Position
      2. 9.2. One Thing at a Time
      3. 9.3. The Niche Formation
        1. 9.3.1. Niche to Your Competency
      4. 9.4. Getting Started
        1. 9.4.1. Trade Associations
        2. 9.4.2. Publications
        3. 9.4.3. Seminars
        4. 9.4.4. Sponsorships
        5. 9.4.5. Your Client Base
      5. 9.5. Beware The Naysayers
      6. 9.6. Find Your "Natural Niche". . .And Never Let It Go
      7. 9.7. In Other Words
    4. 10. Techniques for Creating a Memorable Experience
      1. 10.1. The Age of Experience
      2. 10.2. Many Experiences Are Well-Planned
      3. 10.3. How Are You Creating Your Experience?
        1. 10.3.1. Give Them Something to Talk About
      4. 10.4. Marketing to Current Clients Creates a Tangible Experience
      5. 10.5. Keeping In Touch
      6. 10.6. Set Yourself Apart
      7. 10.7. Video and Audio on Your Web Site
      8. 10.8. Conference Call or Webinar
      9. 10.9. Unique Events that Go "The Extra Mile"
      10. 10.10. What Are the Consequences of Not Creating an Experience?
        1. 10.10.1. The Cheesehead Phenomenon
      11. 10.11. Tell Them What You Do
    5. 11. Your Best Prospects Come from Referrals
      1. 11.1. The Reasons You May Not Get The Referrals You Want
        1. 11.1.1. Are You Truly Referable?
        2. 11.1.2. Are You Doing What You Said You Would?
      2. 11.2. Acquiring a Stream of Qualified Referrals Needs a System
        1. 11.2.1. Just Ask!
      3. 11.3. Tell the Truth—The Whole Truth—Nothing But the Truth
      4. 11.4. Getting Others to Ask for Referrals
        1. 11.4.1. Sample Referral Script for Staff
      5. 11.5. Create a Referral Event to Get Clients Talking
        1. 11.5.1. Sample Script to Introduce the Event
        2. 11.5.2. Create a Free Reward Campaign
        3. 11.5.3. Become a "List Lord"
        4. 11.5.4. Remember the "R" Word
      6. 11.6. Persuade Your Clients With a Club
      7. 11.7. Fuel Your Referrals by Showing Appreciation
      8. 11.8. Don't Rule Out Prospects and Family Members as Incredible Referral Sources
    6. 12. My Web Site Is Working!
      1. 12.1. Your Online Presence Defines You
        1. 12.1.1. A Site that Takes (and Sells!) the Cake
        2. 12.1.2. Your Site Should Be Unique, Just Like Your Firm
        3. 12.1.3. Video Is a True Differentiator
        4. 12.1.4. Of Course, Quality Matters on Your Web Site
        5. 12.1.5. Expertise Needed in a Web Design Firm
      2. 12.2. A Good Idea Needs a Great Web Strategy
      3. 12.3. Search Engine Optimization (Seo)
        1. 12.3.1. Simple SEO Tips
        2. 12.3.2. Paid Search Engine Marketing
      4. 12.4. Evaluate Your Site Using Analytics
      5. 12.5. Get Affiliates to Promote Your Products and Services
      6. 12.6. Other Methods of Bringing Visitors to Your Web Site
    7. 13. Social Media
      1. 13.1. The Power of Social Media Is Everywhere
        1. 13.1.1. What Really Is Social Media?
          1. 13.1.1.1. Social Media Is Immediate
          2. 13.1.1.2. Social Media Is Measurable
          3. 13.1.1.3. Active Participation Is the Key
          4. 13.1.1.4. Social Media Can Be Internal
        2. 13.1.2. Social Media Business Benefits
        3. 13.1.3. So What's the Catch?
        4. 13.1.4. What Is "Interesting"?
      2. 13.2. Social Media Tools
      3. 13.3. Strategies For Gaining Followers
      4. 13.4. Using Social Media Tools to Increase Loyalty and Save Money
      5. 13.5. Monitor Your Brand Online
      6. 13.6. Create Your Brand Reputation System Using Monitoring Tools
      7. 13.7. Social Media Time Management
    8. 14. Permission-Based Marketing
      1. 14.1. Permission-Based Marketing
      2. 14.2. Two "Es" in a Pod: E-Mail and E-Newsletters
        1. 14.2.1. Building a Great List
        2. 14.2.2. A Closer Look at E-Mail
          1. 14.2.2.1. Getting Your Mail Opened
          2. 14.2.2.2. Delivering Value
          3. 14.2.2.3. Use a Professional Service
          4. 14.2.2.4. Make Your Message Mobile Friendly
          5. 14.2.2.5. Consider Using E-Mail in Your Never-Ending Quest for Referrals
          6. 14.2.2.6. Send a Survey
          7. 14.2.2.7. Respect the Unsubscribe Request
      3. 14.3. Taking Big Baby Steps into E-Mail Marketing
      4. 14.4. A Closer Look at E-Newsletters
        1. 14.4.1. Fill Your E-Newsletter with the "Write" Stuff
          1. 14.4.1.1. Give Them Something to Talk About
      5. 14.5. Being There When They Need You!
      6. 14.6. Staying Out of the SPAM Folder
      7. 14.7. Pressing Send
    9. 15. Traditional Marketing Still Works
      1. 15.1. Advertising Is Still Important
      2. 15.2. How Many Ads Do You See Each Day?
      3. 15.3. Don't Waste Your Money! Test and Track
      4. 15.4. The Three Keys to Successful Advertising
      5. 15.5. A Grass Roots Approach to Reaching a Target Market
      6. 15.6. Are Newspapers Dead? No!
      7. 15.7. Radio Advertising Brings Quick Exposure
      8. 15.8. Television and Cable
      9. 15.9. Infomercials
        1. 15.9.1. Too Good To Be True?
      10. 15.10. In Other Words
    10. 16. Direct Mail
      1. 16.1. What Exactly Is Direct Mail?
        1. 16.1.1. The Proof Is in the Numbers
        2. 16.1.2. An 819 Percent Return on Investment? Really?!
      2. 16.2. The Formula For Direct Mail Success
      3. 16.3. Simple May Be Better!
      4. 16.4. The Elements of Direct Mail Success
        1. 16.4.1. The Right Design
        2. 16.4.2. The Right Message
      5. 16.5. Your Offer and Call to Action
        1. 16.5.1. The Right Target
        2. 16.5.2. The Right Response Vehicle
        3. 16.5.3. The Right Strategy—Test It!
      6. 16.6. Measure Your Responses
    11. 17. Events and Seminars
      1. 17.1. Get Eventful
        1. 17.1.1. Web-Based Events
        2. 17.1.2. Networking Events
        3. 17.1.3. Client-Focused Events
        4. 17.1.4. Traditional Events
        5. 17.1.5. Give Back: Community Events
        6. 17.1.6. Employee-Focused Events
      2. 17.2. Making Meaningful Connections at Events
      3. 17.3. Get the Word Out
      4. 17.4. Avoid a Party Foul
      5. 17.5. The After Party: What to Do Once Your Event Is Over
      6. 17.6. Speak Up
      7. 17.7. Organizing a Great Presentation
    12. 18. Media Methods to Gain Celebrity Status
      1. 18.1. Go Public!
      2. 18.2. It Starts with a Compelling Angle
      3. 18.3. The Nuts And Bolts of Creating a Great Press Release
      4. 18.4. Become a Media Maven
      5. 18.5. Put It In Writing
      6. 18.6. Put All The Pieces Together
      7. 18.7. Now Submit!
    13. 19. Special Tactics for Financial Advisors
      1. 19.1. How Does One Advisor Really Stand Out from the Others?
      2. 19.2. So, What's Working?
        1. 19.2.1. 1. Become the Media
        2. 19.2.2. 2. Yes, Seminars Are Working!
        3. 19.2.3. 3. One-on-One "Seminars"
        4. 19.2.4. 4. Referrals—Receiving Without Asking!
        5. 19.2.5. 5. Charity Alliances
        6. 19.2.6. 6. Your Brand Awareness
        7. 19.2.7. 6. Your Community Involvement
        8. 19.2.8. 7. Your Online Presence Defines You
        9. 19.2.9. 8. Deliver Your Messages via Video
        10. 19.2.10. 9. Doing Something Really Out of the Box
    14. NOTES
      1. 19.3. Chapter 2
      2. 19.4. Chapter 5
      3. 19.5. Chapter 12
      4. 19.6. Chapter 19

Product information

  • Title: ... And the Clients Went Wild!: How Savvy Professionals Win All the Business They Want
  • Author(s): Maribeth Kuzmeski
  • Release date: September 2010
  • Publisher(s): Wiley
  • ISBN: 9780470601761