Clients, Clients, and More Clients: Create an Endless Stream of New Business with the Power of Psychology

Book description

Convert relationships into revenue-generating business!

With Clients, Clients, and More Clients, you’ll learn how to capture the attention of the right connections, build loyal relationships, and influence people to hire you.

Larina Kase combines the latest research from the field of psychology with her own background as a marketing psychologist to help you understand exactly how potential clients think—and use this information to close the deal. Discover how to understand the true needs of a client; access underlying emotions through the use of metaphor; alleviate clients' stress or fears; use color and design psychology to optimize your branding; make yourself memorable; use endorsements in the way that really works; package your products and services so people decide to purchase them.

Table of contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Contents
  5. Foreword
  6. Acknowledgments
  7. Introduction
  8. Part 1 How Do I Initiate Relationships That Get Results?
    1. Chapter 1 Make the Right Connections—People Look for Those Who Fill a Need
      1. Why We Don’t Get Out and Meet People
      2. Finding the Right People
      3. Filling a Need
      4. Initiating Conversations
    2. Chapter 2 Grab Attention—People Are Drawn to These Five Things
      1. How Attention Works
      2. Attention Grabber 1: Visual Imagery
      3. Attention Grabber 2: Unexpected Elements
      4. Attention Grabber 3: Meaning
      5. Attention Grabber 4: Relevance and Clarity
      6. Attention Grabber 5: Emotion
    3. Chapter 3 Engage Emotion—People Respond to Feelings, Stories, and Metaphors
      1. Evoke Positive Emotions
      2. The Sound of Your Brand
      3. Tell Stories to Engage Emotion
      4. Use Metaphors to Engage Emotion
    4. Chapter 4 Establish Credibility—People Want to Work with Trustworthy Experts
      1. What Determines Credibility?
      2. Know Your Audience
      3. Credibility and Your Brand
      4. Establish Expertise
  9. Part 2 How Do I Create Meaningful Connections That Last?
    1. Chapter 5 Be Memorable—People Can Be Aware of Only a Few Things at a Time
      1. How Do You Get into Memory?
      2. Make Yourself Memorable
      3. Now Get Recognized
    2. Chapter 6 Follow Up—People Are Comforted by Consistency
      1. The Problem of Inconsistent Follow-Up
      2. The Magic Recipe
      3. The Trust Factor
      4. Staying Focused and Motivated When Results Aren’t Immediate
    3. Chapter 7 Give Value—People Quickly Determine Whether Something Is Helpful
      1. Becoming Fluent and Providing Value
      2. Generating Automated Content
    4. Chapter 8 Stimulate Discussion—People Become Invested When They’re Involved
      1. Engaging Is Everything
      2. Be Affective to Be Effective
      3. If You Aren’t Relatable, You’re Invisible
      4. Simple Is Superior
  10. Part 3 How Do I Influence People to Refer to Me, Hire Me, and Buy from Me?
    1. Chapter 9 Use Social Proof—People Look to Certain Others to Decide What to Do
      1. Who Are We Most Influenced By?
      2. Use Similarities to Gain Clients and Referral Partners
      3. Use Numbers to Gain Clients and Referral Partners
      4. Use Social Proof to Resolve Ambivalence or Objections
      5. Enhancing Outcomes
    2. Chapter 10 Give First—People Naturally Reciprocate Genuine Support
      1. Give When You Mean It
      2. Give Thought to Your Opening
      3. Give without Giving Everything Away
      4. Give Compliments and Concessions
      5. Give Gratitude
      6. Give Back
    3. Chapter 11 Simplify Everything—People Deliberate on the General and Act on the Specific
      1. Why People Buy
      2. No Choice or a Handful of Choices?
      3. Which Option Will People Choose?
    4. Chapter 12 Influence Action—People Decide in the Opposite Way of What You’d Think
      1. What Happens When Heart and Mind Are in Conflict?
      2. Is the Decision to Hire or Buy from You Complex or Simple?
      3. Strike While the Iron’s Hot (or Not)
  11. References
  12. Index
  13. About the Author

Product information

  • Title: Clients, Clients, and More Clients: Create an Endless Stream of New Business with the Power of Psychology
  • Author(s): Larina Kase
  • Release date: November 2011
  • Publisher(s): McGraw-Hill
  • ISBN: 9780071771009