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Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling, Second Edition

Name: Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling, Second Edition
Author: Michael Port
ISBN: 9780470643471

by Michael Port

December 2010

Beginner

367 pages

7h 20m

English

Wiley

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Copyright
Foreword
Acknowledgments
Author's Note
Preface
I. Your Foundation
1. The Red Velvet Rope Policy
1.1. Dump the Duds1.2. What to Do When You Don't (Yet) Have Clients1.3. Pruning Your Client List1.4. The Old Man, the Boy, and the Donkey1.5. Creating Your Red Velvet Rope Policy1.5.1. Ideal Clients, the Duds, and Everyone Else1.6. A Perpetual Process
2. Why People Buy What You're Selling
2.1. Step 1: Identify Your Target Market2.1.1. Your Passions, Natural Talents, and Knowledge Are Key2.1.2. If You Feel Stuck2.2. Step 2: Identify the Urgent Needs and Compelling Desires of Your Target Market2.3. Step 3: Determine the Biggest Result Your Clients Get2.4. Step 4: Uncover and Demonstrate the Benefits of Your Investable Opportunities2.5. Relax, Be Playful, and Have Fun!2.6. Clients Want You to Help Them
3. Develop a Personal Brand
3.1. Branding3.2. Releasing Blocks3.3. You Are Uniquely You3.4. The Three Components of Your Personal Brand3.5. Your Who and Do What Statement3.6. Your Why You Do It Statement3.7. Your Tagline3.8. Roma Non è Stata Construita un Giorno (Rome Wasn't Built in a Day)
4. How to Talk About What You Do
4.1. Developing Your Book Yourself Solid Dialogue-14.1.1. Developing Your Book Yourself Solid Dialogue4.2. Five-Part Book Yourself Solid Dialogue Formula4.2.1. Short and Sweet4.2.2. The Mid-Length Version4.2.3. The Long Version4.3. Getting into a Book Yourself Solid Dialogue with Ease4.3.1. Speak from the Heart

II. Building Trust and Credibility
5. Who Knows What You Know and Do They Like You?
5.1. The Standard Credibility Builders5.2. Standards of Service5.3. Becoming and Establishing Yourself as a Category Authority5.4. Do I Have To?5.5. Where to Begin5.6. Making the Mental Shift5.7. The Power of Likeability
6. The Book Yourself Solid Sales Cycle Process
6.1. Building Relationships of Trust6.2. Turn Strangers into Friends and Friends into Clients6.3. The Book Yourself Solid Six Keys to Creating Connection: Who, What, Where, When, Why, and How6.3.1. Key Number One: Who Is Your Target Client or Customer?6.3.2. Key Number Two: What Are They Looking For?6.3.3. Key Number Three: Where Do They Look for You?6.3.4. Key Number Four: When Do They Look for You?6.3.5. Key Number Five: Why Should They Choose You?6.3.6. Key Number Six: How Do You Want Them to Engage with You?6.4. The Book Yourself Solid Sales Cycle Process6.4.1. Book Yourself Solid Sales Cycle—Stage One6.4.2. Book Yourself Solid Sales Cycle—Stage Two6.4.3. Book Yourself Solid Sales Cycle—Stage Three6.4.4. Book Yourself Solid Sales Cycle—Stage Four6.4.5. Book Yourself Solid Sales Cycle—Stage Five6.5. The Book Yourself Solid Always-Have-Something-to-Invite-People-to Offer6.6. Use the Book Yourself Solid Sales Cycle to Unconditionally Serve Your Clients
7. The Power of Information Products
7.1. Brand-Building Products and Easy-to-Follow Programs7.1.1. Start with the End in Mind7.1.2. Define Your Product or Program7.1.3. Assess the Need7.2. Five Steps to Developing Your Product7.2.1. Step 1: Choose the Role You Are Playing7.2.2. Step 2: Choose Your Product Framework7.2.3. Step 3: Choose a Title that Sells7.2.4. Step 4: Build Your Table of Contents7.2.5. Step 5: Create Your Content7.2.6. Three-Part Formula for Creating Your First Draft7.3. The Simple Three-Step Product Launch Sequence7.3.1. Step 1: Pre-Launch7.3.2. Step 2: Launch7.3.3. Step 3: Post-Launch7.4. Joint Venture Partners and Affiliates7.5. A Necessary Step in Your Business Development
III. Simple Selling and Perfect Pricing
8. Perfect Pricing
8.1. Don't Buy Into a Poverty Mindset8.2. Pricing Models8.3. When to Lower Prices, Discount, and Offer Specials8.4. When to Raise Prices8.5. Regulations on Pricing
9. Super Simple Selling
9.1. Letting Go of Limiting Beliefs9.2. Shifting Your Perspective9.3. Successful Selling Needs the Right Amount of Trust at Just the Right Time9.4. The Secret to the Book Yourself Solid System9.5. The Super Simple Selling System9.6. Book Yourself Solid Four-Part Sales Formula9.7. If they're Uncertain9.8. Cut the Crap Out of Selling
IV. The Book Yourself Solid 7 Core Self-Promotion Strategies
10. The Book Yourself Solid Networking Strategy
10.1. Networking, Ugh!10.2. Making the Shift to the Book Yourself Solid Way10.3. The Book Yourself Solid 50/50 Networking Rule10.4. Have You Got Any Soul?10.5. Share Who You Know, What You Know, and How You Feel10.5.1. Share Who You Know10.5.2. Share What You Know10.5.3. Share How You Feel10.6. Networking Opportunities10.6.1. Informal Networking Opportunities10.6.2. Formal Networking Opportunities10.7. Networking Events—What to Do10.8. Networking Events—What Not to Do10.9. Online Networking—and Social Media Marketing10.9.1. Social Media—for Marketing or Networking?10.10. You are Always Networking10.11. So You've Got Spinach in Your Teeth
11. The Book Yourself Solid Direct Outreach Strategy
11.1. Direct Outreach Gone Wrong11.2. You Will Connect More When You've Got the Skinny11.3. Only One Link in the Chain of Destiny Can Be Handled at a Time11.4. Socially Successful Conduct11.5. The Book Yourself Solid List of 2011.6. Making Your Case11.6.1. Whatever-It-Takes Direct Outreach11.7. Direct Outreach Plan11.8. Patience and Persistence Pay Off
12. The Book Yourself Solid Referral Strategy
12.1. Quick Referral Analysis12.2. Finding Referral Opportunities12.3. Beginning the Referral Process12.3.1. Step 1: Identify Your Clients' Benefits12.3.2. Step 2: Identify Why Others Would Refer Clients to You12.3.3. Step 3: Identify the Types of Referrals You Seek12.3.4. Step 4: Identify the Places Where Your Referrers Meet Ideal Referrals12.3.5. Step 5: Clarify and Communicate how Your Referrers Make a Referral12.3.6. Step 6: Ask for Referrals12.3.7. Step 7: Facilitate the Referral Connection12.3.8. Step 8: Follow Up with Referrals and Referrers12.3.9. Practice Your Referral Presentation12.3.10. Who Wants What You Want?12.3.11. Other Professionals—the Other Source of Referrals12.3.12. Affiliate Fees and Rewards Programs12.3.13. Strike While the Iron is Hot
13. The Book Yourself Solid Keep-in-Touch Strategy
13.1. Relevant, Interesting, Current, and Valuable Content13.1.1. Industry Information13.1.2. Strategies, Tips, and Techniques13.1.3. Content from Other Sources13.2. Product and Service Offerings13.2.1. Cool Keep-in-Touch13.2.2. Special Announcements13.3. Choosing Your Keep-in-Touch Tools13.3.1. E-Zine Format13.3.2. E-Zine Layout13.3.3. E-Zine Frequency13.4. Automating Your Keep-in-Touch Strategy13.4.1. Building and Managing Your Database13.4.2. Getting and Following Up with Prospects and Professional Opportunities
14. The Book Yourself Solid Speaking Strategy
14.1. Self-Promotion14.1.1. Conference Calls14.1.2. Demonstrations and Educational Events14.2. Getting Promoted by Others14.3. Booking Your Way Up14.3.1. Level One14.3.2. Level Two14.3.3. Level Three14.3.4. Level Four14.4. How to Find Your Audiences14.5. Get Booked to Speak14.5.1. What You Need to Present to Get Booked14.5.2. Your Invitation to Speak14.5.3. Contact Information14.5.4. Know Your Audience14.5.5. Knowing Your Audience—Questionnaire14.5.6. Be Prepared14.5.7. Know Your Speaking Venue14.5.8. The Book Yourself Solid Guide to Putting Your Presentation Together14.5.9. Develop Your Bio and Introduction14.6. Plan Your Presentation14.6.1. Choose Your Role14.6.2. Define Your Message14.6.3. Develop Your Presentation Title14.6.4. Define Your Content by Filling Your Presentation Basket14.7. Deliver Your Message14.7.1. Know Your Material14.7.2. Wrap-Up and Follow-Up14.8. To Speak or Not to Speak, That Is the Question
15. The Book Yourself Solid Writing Strategy
15.1. How to Get Out of Writing15.2. The Five-Part Book Yourself Solid Writing Strategy15.2.1. Part 1: Deciding on the Subject15.2.2. Part 2: Choosing an Ideal Topic15.2.3. Part 3: Creating an Attention-Grabbing Title15.2.4. Part 4: Writing Your Article15.2.5. Part 5: Getting Your Article Published15.3. Help Editors Help You
16. The Book Yourself Solid Web Strategy
Part 1 Designing Your Web Site
16.1. Purpose and Benefits of Having a Web Site16.2. The Biggest Mistake Most People Make Online16.3. Content and Structure16.4. Web Site Basics16.5. The 10 Most Effective Web Site Home Page Formats for Service Professionals16.5.1. The Brochure16.5.2. The E-Mail Converter16.5.3. The One-Page Sales Letter16.5.4. The Menu of Services16.5.5. The Assessment16.5.6. The Portal16.5.7. The Viral Entertainment Site16.5.8. The Blog16.5.9. The Social Network16.5.10. The Personal Brand Identity Site16.6. What to Look for in a Web Designer
Part 2 Getting Visitors to Your Web Site
16.7. 9 Book Yourself Solid Web Traffic Strategies16.7.1. Get Listed in Search Engines and Optimize Your Site16.7.2. Boost Your Link Popularity16.7.3. Leverage Your E-Mail Signature16.7.4. Promote Your Site Using Article Directories16.7.5. Participate in Online Communities16.7.6. Cross-Promote through Marketing Partners16.7.7. Use Tell-a-Friend Forms16.7.8. Take Advantage of Online Press Releases16.7.9. 9. Profit from Pay-per-Click Advertising16.8. The Two Essential Principles of Visitor Conversion16.8.1. Enticement16.8.2. Consumption
Part 3 Building Your Social Media Platform
16.9. Social Media Sites and How to Use Them16.9.1. The Booked Solid Facebook Strategy16.9.1.1. Why Use Facebook?16.9.1.2. Tools16.9.2. The Booked Solid LinkedIn Strategy16.9.3. The Book Yourself Solid Twitter Strategy16.9.3.1. Using Twitter to Book Yourself Solid16.9.4. The Booked Solid Video Marketing Strategy16.10. Social Media: Pulling It All Together
Final Thoughts
References
How to Reach Michael Port
16.11. Participate in a Book Yourself Solid Training Course or Mentoring Program or Become a Certified Book Yourself Solid Coach16.12. Fulfill Your Destiny
About the Author

Content preview from Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling, Second Edition

How to Reach Michael Port

Participate in a Book Yourself Solid Training Course or Mentoring Program or Become a Certified Book Yourself Solid Coach

They're like living, breathing, how-to manuals that will start your engine roaring and send you out the door with a complete system you can use to propel your business, your income, and your life.

Learn more at MichaelPort.com
Follow Michael on Twitter: @michaelport
Join Michael on Facebook: facebook.com/authormichaelport
E-mail Michael at: questions@michaelport.com

Never hesitate to be in touch. We're here to serve you. And it's an honor to do so.

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Book Yourself Solid Illustrated: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling

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