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Imperial Library
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Index
Cover
Title Page
Copyright
Dedication
Contents
Foreword
Introduction
SECTION I: WHAT IS CONTACT MARKETING?
Chapter 1: The Wonderfully Strange World of Contact Marketing
Chapter 2: What Is a Contact Campaign?
Chapter 3: The Nature of CEOs and VIPs
Chapter 4: Your VIP Makeover
Chapter 5: Identifying Your Top 100 Prospects
Chapter 6: Getting to Know Your Targets
SECTION II: CONTACT CAMPAIGN TACTICS & METHODS
Chapter 7: Contact Campaign Methods and Tactics
Chapter 8: Gifts and Visual Metaphors
Chapter 9: Free and Nearly Free
Chapter 10: Media, Insight, Exposure, and Events
Chapter 11: Over the Top
SECTION III: YOUR CONTACT CAMPAIGN IN ACTION
Chapter 12: How a Contact Campaign Works
Chapter 13: Developing Your Contact Letter, Scripts, and Anti-Pitch
Chapter 14: Your Secret Weapon: The Hold-Back Device
Chapter 15: The Critical Role of Executive Assistants
Chapter 16: Making Contact
Chapter 17: Your Call to the CEO
Chapter 18: Now the Work Begins
Chapter 19: Defining Success
Chapter 20: Social Media’s Expanding Role in Contact Campaigns
Chapter 21: Where Do We Go from Here?
Bonus Chapter: Channeling Your Inner Coach
SECTION IV: TOOLS & RESOURCES
Tools and Resources
Acknowledgments
Notes
Index
About the Author
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