O'Reilly logo

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Book Yourself Solid, 3rd Edition

Book Description

Kick off the cycle of success with serious self-promotion that works

Book Yourself Solid is a handbook for self-promotion that translates into results. We tend to think of "busy" as the equivalent of "successful"—but that's not always the case. The key lies in what you're busy doing. Success means spending your time doing work that gets you closer to your goals, and the critical driving force behind that success is self-promotion. This book shows you how to promote more than just your skills—you need to sell your reputation, your service, your very self. It starts with laying a foundation so potential clients know you can give them what they want and need. How do people see you, and how does that diverge from what you would like them to think? Once you know where you are, you can map out a plan for getting where you need to be, and this book shows you how to build the reputation you need to be the go-to person in your field—and keep the business coming in long-term.

Book Yourself Solid has been one of the most popular marketing books in the world for service-based businesses since its initial release in 2006. This new third edition includes updated and expanded strategies, techniques, and skills to help you get more clients and increase your take-home profits.

  • Build a solid foundation for a stellar public image
  • Enhance your reputation for trust and credibility
  • Perfect your pitch and pricing to attract higher-caliber clients
  • Adopt the six core strategies that will keep you booked solid

Spending just a small amount of time on self-promotion is an investment. You build a reputation that attracts high-quality clients, which boosts your profits, your track record, and your reputation, which in turn attracts even more high-quality clients. Book Yourself Solid shows you how to kick off this cycle of success, and maintain it for the long term.

Table of Contents

  1. Cover
  2. Title Page
  3. Acknowledgments
  4. Author's Note
  5. Preface
  6. Module ONE: Your Foundation
    1. CHAPTER 1: The Red Velvet Rope Policy
      1. Dump the Duds
      2. The Old Man, the Little Boy, and the Donkey
      3. What to Do When You Don't (Yet) Have Clients
      4. Pruning Your Client List
      5. Creating Your Red Velvet Rope Policy
      6. Ideal Clients, the Duds, and Everyone Else
      7. A Perpetual Process
    2. CHAPTER 2: Why People Buy What You're Selling
      1. Step 1: Identify Your Target Market
      2. Your Passions, Natural Talents, and Knowledge Are Key
      3. If You Feel Stuck
      4. Step 2: Identify the Urgent Needs and Compelling Desires of Your Target Market
      5. Step 3: Determine the Biggest Result Your Clients Get
      6. Step 4: Uncover and Demonstrate the Benefits of Your Investable Opportunities
      7. Relax, Be Playful, and Have Fun!
      8. Clients Want You to Help Them
    3. CHAPTER 3: Develop a Personal Brand
      1. Branding
      2. Releasing Blocks
      3. You Are Uniquely You
      4. The Three Components of Your Personal Brand
      5. Your Who and Do What Statement
      6. Your Why You Do It Statement
      7. Your Tagline
      8. Roma Non è Stata Construita un Giorno (Rome Wasn't Built in a Day)
    4. CHAPTER 4: How to Talk About What You Do
      1. Developing Your Book Yourself Solid Dialogue
      2. Five-Part Book Yourself Solid Dialogue Formula
      3. Getting into a Book Yourself Solid Dialogue with Ease
  7. Module TWO: Building Trust and Credibility
    1. CHAPTER 5: Becoming a Likeable Expert in Your Field
      1. The Standard Credibility Builders
      2. Standards of Service
      3. Becoming and Establishing Yourself as a Category Authority
      4. Do I Have To?
      5. Where to Begin
      6. Making the Mental Shift
      7. The Power of Likeability
    2. CHAPTER 6: The Book Yourself Solid Sales Cycle Process
      1. Building Relationships of Trust
      2. Turn Strangers into Friends and Friends into Clients
      3. The Book Yourself Solid Six Keys to Creating Connection: Who, What, Where, When, Why, and How
      4. The Book Yourself Solid Sales Cycle Process
      5. The Book Yourself Solid Always-Have-Something-to-Invite-People-to Offer
      6. Use the Book Yourself Solid Sales Cycle to Unconditionally Serve Your Clients
    3. CHAPTER 7: The Book Yourself Solid Keep-in-Touch Strategy
      1. Relevant, Interesting, Current, and Valuable Content
      2. Choosing Your Keep-in-Touch Tools
      3. Automating Your Keep-in-Touch Strategy
    4. CHAPTER 8: The Power of Information Products
      1. Brand-Building Products and Easy-to-Follow Programs
      2. The Five Simple Steps to Developing Your Product
      3. The Simple Three-Step Product Launch Sequence
      4. Pre-Launch Checklist
      5. Joint Venture Partners and Affiliates
      6. A Necessary Step in Your Business Development
  8. Module THREE: Simple Selling and Perfect Pricing
    1. CHAPTER 9: Perfect Pricing
      1. Don't Buy into a Poverty Mindset
      2. Pricing Models
      3. When to Lower Prices, Discount, and Offer Specials
      4. When to Raise Prices
      5. Regulations on Pricing
    2. CHAPTER 10: Super Simple Selling
      1. Letting Go of Limiting Beliefs
      2. Shifting Your Perspective
      3. Successful Selling Needs the Right Amount of Trust at Just the Right Time
      4. The Secret to the Book Yourself Solid System
      5. The Super Simple Selling System
      6. Book Yourself Solid Four-Part Sales Formula
      7. About the Gap
      8. If They're Uncertain
      9. Cut the Crap Out of Selling
  9. Module FOUR: The Book Yourself Solid Six Core Self-Promotion Strategies
    1. CHAPTER 11: The Book Yourself Solid Networking Strategy
      1. Networking, Ugh!
      2. Making the Shift to the Book Yourself Solid Way
      3. The Book Yourself Solid 50/50 Networking Rule
      4. Have You Got Any Soul?
      5. Share Who You Know, What You Know, and How You Feel
      6. Networking Opportunities
      7. Networking Events—What to Do
      8. Networking Events—What Not to Do
      9. Online Networking through Social Media
      10. You Are Always Networking
      11. So You've Got Spinach in Your Teeth
    2. CHAPTER 12: The Book Yourself Solid Direct Outreach Strategy
      1. Direct Outreach Gone Wrong
      2. You Will Connect More When You've Got the Skinny
      3. Only One Link in the Chain of Destiny Can Be Handled at a Time
      4. Socially Successful Conduct
      5. The Book Yourself Solid List of 20
      6. Making Your Case
      7. Direct Outreach Plan
      8. Patience and Persistence Pay Off
    3. CHAPTER 13: The Book Yourself Solid Referral Strategy
      1. Quick Referral Analysis
      2. Finding Referral Opportunities
      3. Beginning the Referral Process
    4. CHAPTER 14: The Book Yourself Solid Speaking Strategy
      1. Self-Promotion
      2. Getting Promoted by Others
      3. Booking Your Way Up
      4. How to Find Your Audiences
      5. Get Booked to Speak
      6. Fifty Public Speaking Performance Tips You Can't Afford to Ignore
      7. To Speak or Not to Speak, That Is the Question
    5. CHAPTER 15: The Book Yourself Solid Writing Strategy
      1. How to Get Out of Writing
      2. The Five-Part Book Yourself Solid Writing Strategy
      3. Help Editors Help You
    6. CHAPTER 16: The Book Yourself Solid Web Strategy
    7. PART 1: Designing Your Website
      1. Purpose and Benefits of Having a Website
      2. The Biggest Mistake Most People Make Online
      3. Content and Structure
      4. Website Basics
      5. The 10 Most Effective Website Home Page Formats for Service Professionals
      6. What to Look for in a Web Designer
    8. PART 2: Getting Visitors to Your Website
      1. Optimize Your Site
      2. Leverage Your Email Signature
      3. Participate in Online Communities
      4. Cross-Promote through Marketing Partners
      5. Use Tell-a-Friend Forms
      6. Take Advantage of Online Press Releases
      7. Profit from Pay-per-Click Advertising
      8. The Two Essential Principles of Visitor Conversion
    9. PART 3: Building Your Social Media Platform
      1. Don't Mix the Personal with the Professional
      2. Social Media: Pulling It All Together
  10. Final Thoughts
  11. References
  12. How to Reach Michael Port
  13. About the Author
  14. Index
  15. End User License Agreement