Book Yourself Solid, 3rd Edition

Module ONEYour Foundation

To be booked solid requires that you have a solid foundation. That foundation begins like this:

• Choose your ideal clients so you work only with people who inspire and energize you.
• Understand why people buy what you are selling.
• Develop a personal brand to make you memorable and unique.
• Talk about what you do without sounding confusing or bland.

Over the course of Module One, I'll step you through the process of building your foundation so that you have a platform on which to stand, a perfectly engineered structure that will support all of your business development and marketing, and—dare I add—personal growth. That's because being in business for yourself, especially as someone who stands in the service of others, requires constant personal reflection and growth.

Over the years, I've found that many people want to hurry through the foundation and just get to the marketing. Please resist this temptation. Remember: Marketing rarely gets you clients. What you do once someone becomes aware of you is what actually books you the business. I'm aware that I've said this three times now. I'll say it again later. It bears repeating. You need a solid foundation on which to stand first.

Building your foundation may seem like a lot of work. Maybe it is. That all depends on your definition of work, I suppose. But having a solid foundation that feels secure to your potential clients is the first key to business success.

Building your foundation is a bit like putting ...