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Index
Copyright
ACKNOWLEDGMENTS
INTRODUCTION
Tapping Into The Emotional Connection
The Seven Factors In The Emotional Convention
Creating Unconditional Client Loyalty
The Goal Of This Book
1. Executive Summary
1.1. First Principle
1.1.1. What Are You Doing that No One Else Is Doing? Build Client Delight Through Differentiation
1.2. Second Principle
1.2.1. Focus Your Marketing on Benefits, Results, and a Call to Action What's Really in it for Them
1.3. Third Principle
1.3.1. Go Viral! Create Memorable Impactful Messaging Worthy of a Pass-Along
1.4. Fourth Principle
1.4.1. Leverage Your Business Network for Incremental Growth Find and Cultivate Centers of Influence to Move Your Message Fast
1.5. Fifth Principle
1.5.1. The Critical Importance of Execution in Your Game Plan Good Execution Is Better than Good Strategy
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?
3.1.1. Finding the Compelling Benefits
3.2. Pinning Down the Real Compelling Benefit
3.2.1. It's All About the Results
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
4.1.1. It Spreads Like a Contagious Virus
4.1.2. An Idea Virus
4.2. Give Away Valuable Products or Services
4.2.1. Giving It Away
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
6.1. What Are You Doing in Your Red Zone?
6.2. When Do You Give Up?
6.3. Riding Dead Horses
6.4. A Better Game Plan
6.5. Adjusting Your Course
6.6. Execute Fast and Well
6.7. Thrilling the Customers
6.8. Execute with Frequency
6.9. In Other Words
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
8.8.1. 1. Delivers Benefits that the Clients Want
8.8.2. 2. Maintains Consistency in Quality
8.8.3. 3. Pricing Strategy
8.8.4. 4. The Brand Message Remains Consistent
8.8.5. 5. The Brand Encompasses Many Marketing Elements
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
9.3.1. Niche to Your Competency
9.4. Getting Started
9.4.1. Trade Associations
9.4.2. Publications
9.4.3. Seminars
9.4.4. Sponsorships
9.4.5. Your Client Base
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?
10.3.1. Give Them Something to Talk About
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?
10.10.1. The Cheesehead Phenomenon
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
11.1.1. Are You Truly Referable?
11.1.2. Are You Doing What You Said You Would?
11.2. Acquiring a Stream of Qualified Referrals Needs a System
11.2.1. Just Ask!
11.3. Tell the Truth—The Whole Truth—Nothing But the Truth
11.4. Getting Others to Ask for Referrals
11.4.1. Sample Referral Script for Staff
11.5. Create a Referral Event to Get Clients Talking
11.5.1. Sample Script to Introduce the Event
11.5.2. Create a Free Reward Campaign
11.5.3. Become a "List Lord"
11.5.4. Remember the "R" Word
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
12.1.1. A Site that Takes (and Sells!) the Cake
12.1.2. Your Site Should Be Unique, Just Like Your Firm
12.1.3. Video Is a True Differentiator
12.1.4. Of Course, Quality Matters on Your Web Site
12.1.5. Expertise Needed in a Web Design Firm
12.2. A Good Idea Needs a Great Web Strategy
12.3. Search Engine Optimization (Seo)
12.3.1. Simple SEO Tips
12.3.2. Paid Search Engine Marketing
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
13.1.1. What Really Is Social Media?
13.1.1.1. Social Media Is Immediate
13.1.1.2. Social Media Is Measurable
13.1.1.3. Active Participation Is the Key
13.1.1.4. Social Media Can Be Internal
13.1.2. Social Media Business Benefits
13.1.3. So What's the Catch?
13.1.4. What Is "Interesting"?
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
14.2.2.1. Getting Your Mail Opened
14.2.2.2. Delivering Value
14.2.2.3. Use a Professional Service
14.2.2.4. Make Your Message Mobile Friendly
14.2.2.5. Consider Using E-Mail in Your Never-Ending Quest for Referrals
14.2.2.6. Send a Survey
14.2.2.7. Respect the Unsubscribe Request
14.3. Taking Big Baby Steps into E-Mail Marketing
14.4. A Closer Look at E-Newsletters
14.4.1. Fill Your E-Newsletter with the "Write" Stuff
14.4.1.1. Give Them Something to Talk About
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
15.9.1. Too Good To Be True?
15.10. In Other Words
16. Direct Mail
16.1. What Exactly Is Direct Mail?
16.1.1. The Proof Is in the Numbers
16.1.2. An 819 Percent Return on Investment? Really?!
16.2. The Formula For Direct Mail Success
16.3. Simple May Be Better!
16.4. The Elements of Direct Mail Success
16.4.1. The Right Design
16.4.2. The Right Message
16.5. Your Offer and Call to Action
16.5.1. The Right Target
16.5.2. The Right Response Vehicle
16.5.3. The Right Strategy—Test It!
16.6. Measure Your Responses
17. Events and Seminars
17.1. Get Eventful
17.1.1. Web-Based Events
17.1.2. Networking Events
17.1.3. Client-Focused Events
17.1.4. Traditional Events
17.1.5. Give Back: Community Events
17.1.6. Employee-Focused Events
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
18.1. Go Public!
18.2. It Starts with a Compelling Angle
18.3. The Nuts And Bolts of Creating a Great Press Release
18.4. Become a Media Maven
18.5. Put It In Writing
18.6. Put All The Pieces Together
18.7. Now Submit!
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
NOTES
19.3. Chapter 2
19.4. Chapter 5
19.5. Chapter 12
19.6. Chapter 19
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