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. Executive Summary
- 1.1. First Principle
- 1.2. Second Principle
- 1.3. Third Principle
- 1.4. Fourth Principle
- 1.5. Fifth Principle
I. The Principles
2. First Principle What Are You Doing that No One Else Is Doing?
- 2.1. A Gas Station With A Cult Following
- 2.2. When the Offer Is Surprising, People Pay Attention!
- 2.3. Is "Free" Really Such a Good Offer?
- 2.4. Focus on Differentiating with Your People
- 2.5. If No One Is Doing It—Should You?
- 2.6. What Will People Buy?
- 2.7. Stand Out With Your Promotion—Take a Risk!
- 2.8. Offer Something that No One Else Will
3. Second Principle Focus Your Marketing on Benefits, Results, and a Call to Action
- 3.1. Are Your Clients Making the Right Assumptions?
- 3.2. Pinning Down the Real Compelling Benefit
- 3.3. Advertising Feelings
- 3.4. Turning Benefits Into Sales
- 3.5. What Do Customers Really Want?
- 3.6. Do You Have a Strong Call to Action for Buyers?
- 3.7. The Specifics of a Call to Action
4. Third Principle Go Viral!
- 4.1. Marketing Versus Viral Marketing
- 4.2. Give Away Valuable Products or Services
- 4.3. Invoke Feelings!
- 4.4. A Simple, Repeatable Message
- 4.5. Exploit Common Wants, Needs, and Motivations
- 4.6. Watershed Moments for a Viral Message
- 4.7. Be Exciting or They Will Never Be Interested
- 4.8. Give Clients More Than They Expect
- 4.9. Get Affiliates to Spread the Word
- 4.10. Creating a Network
- 4.11. Learning from Ponzi and Pyramid Schemes
- 4.12. Create Your Own Marketing "Epidemic"
5. Fourth Principle Leverage Your Business Network for Incremental Growth
- 5.1. Sales 101 versus Advanced Sales Strategies
- 5.2. Finding True Centers of Influence
- 5.3. Build Your Connections—Even Introverts Can Do It!
- 5.4. Partnering with Future Advocates on a Limited Budget
- 5.5. Strategic Partnerships
- 5.6. Similar Industry Alliances
- 5.7. Separate Industry Alliances
- 5.8. Avoid the "Lone Ranger" Syndrome
- 5.9. The Power of a "Harvard" Network
- 5.10. Against All Odds
- 5.11. Bag Idea Creates Buying Frenzy
- 5.12. Mining Your Data for Relationships
- 5.13. Making a Career Out of Creating Alliances
- 5.14. Delighted Clients Become Evangelists for You!
- 6. Fifth Principle The Critical Importance of Execution in Your Game Plan
- 2. First Principle What Are You Doing that No One Else Is Doing?
II. The Playbook Online and Traditional Marketing Techniques
- 7. Create a Playbook that Fits Your Business and Your Personality
8. Build a Brand Identity on a Shoestring Budget
- 8.1. Your Clients Already Describe Your Brand (As They See It)
- 8.2. A Coast-to-Coast Billboard
- 8.3. Image Is Everything
- 8.4. Separate Yourself from Your Competitors
- 8.5. What'S In a Name?
- 8.6. You Don't Have to Break the Bank to Develop Your Brand
- 8.7. Managing Your Brand Online
- 8.8. The Five Attributes of a Strong Brand
- 8.9. A Strong Brand with All of These Attributes—Plus One More
- 8.10. The Power of Celebrity Attached to Your Brand
- 8.11. In Other Words
9. Find Your Niche
- 9.1. Playing Your Position
- 9.2. One Thing at a Time
- 9.3. The Niche Formation
- 9.4. Getting Started
- 9.5. Beware The Naysayers
- 9.6. Find Your "Natural Niche". . .And Never Let It Go
- 9.7. In Other Words
10. Techniques for Creating a Memorable Experience
- 10.1. The Age of Experience
- 10.2. Many Experiences Are Well-Planned
- 10.3. How Are You Creating Your Experience?
- 10.4. Marketing to Current Clients Creates a Tangible Experience
- 10.5. Keeping In Touch
- 10.6. Set Yourself Apart
- 10.7. Video and Audio on Your Web Site
- 10.8. Conference Call or Webinar
- 10.9. Unique Events that Go "The Extra Mile"
- 10.10. What Are the Consequences of Not Creating an Experience?
- 10.11. Tell Them What You Do
11. Your Best Prospects Come from Referrals
- 11.1. The Reasons You May Not Get The Referrals You Want
- 11.2. Acquiring a Stream of Qualified Referrals Needs a System
- 11.3. Tell the Truth—The Whole Truth—Nothing But the Truth
- 11.4. Getting Others to Ask for Referrals
- 11.5. Create a Referral Event to Get Clients Talking
- 11.6. Persuade Your Clients With a Club
- 11.7. Fuel Your Referrals by Showing Appreciation
- 11.8. Don't Rule Out Prospects and Family Members as Incredible Referral Sources
12. My Web Site Is Working!
- 12.1. Your Online Presence Defines You
- 12.2. A Good Idea Needs a Great Web Strategy
- 12.3. Search Engine Optimization (Seo)
- 12.4. Evaluate Your Site Using Analytics
- 12.5. Get Affiliates to Promote Your Products and Services
- 12.6. Other Methods of Bringing Visitors to Your Web Site
13. Social Media
- 13.1. The Power of Social Media Is Everywhere
- 13.2. Social Media Tools
- 13.3. Strategies For Gaining Followers
- 13.4. Using Social Media Tools to Increase Loyalty and Save Money
- 13.5. Monitor Your Brand Online
- 13.6. Create Your Brand Reputation System Using Monitoring Tools
- 13.7. Social Media Time Management
14. Permission-Based Marketing
- 14.1. Permission-Based Marketing
14.2. Two "Es" in a Pod: E-Mail and E-Newsletters
- 14.2.1. Building a Great List
- 14.2.2. A Closer Look at E-Mail
- 14.3. Taking Big Baby Steps into E-Mail Marketing
- 14.4. A Closer Look at E-Newsletters
- 14.5. Being There When They Need You!
- 14.6. Staying Out of the SPAM Folder
- 14.7. Pressing Send
15. Traditional Marketing Still Works
- 15.1. Advertising Is Still Important
- 15.2. How Many Ads Do You See Each Day?
- 15.3. Don't Waste Your Money! Test and Track
- 15.4. The Three Keys to Successful Advertising
- 15.5. A Grass Roots Approach to Reaching a Target Market
- 15.6. Are Newspapers Dead? No!
- 15.7. Radio Advertising Brings Quick Exposure
- 15.8. Television and Cable
- 15.9. Infomercials
- 15.10. In Other Words
16. Direct Mail
- 16.1. What Exactly Is Direct Mail?
- 16.2. The Formula For Direct Mail Success
- 16.3. Simple May Be Better!
- 16.4. The Elements of Direct Mail Success
- 16.5. Your Offer and Call to Action
- 16.6. Measure Your Responses
17. Events and Seminars
- 17.1. Get Eventful
- 17.2. Making Meaningful Connections at Events
- 17.3. Get the Word Out
- 17.4. Avoid a Party Foul
- 17.5. The After Party: What to Do Once Your Event Is Over
- 17.6. Speak Up
- 17.7. Organizing a Great Presentation
- 18. Media Methods to Gain Celebrity Status
19. Special Tactics for Financial Advisors
- 19.1. How Does One Advisor Really Stand Out from the Others?
19.2. So, What's Working?
- 19.2.1. 1. Become the Media
- 19.2.2. 2. Yes, Seminars Are Working!
- 19.2.3. 3. One-on-One "Seminars"
- 19.2.4. 4. Referrals—Receiving Without Asking!
- 19.2.5. 5. Charity Alliances
- 19.2.6. 6. Your Brand Awareness
- 19.2.7. 6. Your Community Involvement
- 19.2.8. 7. Your Online Presence Defines You
- 19.2.9. 8. Deliver Your Messages via Video
- 19.2.10. 9. Doing Something Really Out of the Box
- Title: ... And the Clients Went Wild!: How Savvy Professionals Win All the Business They Want
- Release date: September 2010
- Publisher(s): Wiley
- ISBN: 9780470601761