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Index
Foreword ........................................................................................... PART ONE: MARKETING ................................................................................ Chapter 1: Who Is My Market? ..............................................................6 Build on the Foundation of Your Expertise ...................................................7 Specializing Lets You Dominate the Market .................................................9 Four Strategies for Specializing ................................................................... It Helps to Have More Than One Area of Expertise ..................................13 Is This Market Ready for You? ...................................................................... Introducing Yourself to a Brand New Market ............................................20 Creating Samples for a New Market ............................................................24 Chapter 2: How Can I Find Clients and Prospects? ..............27 How to Find Events to Attend ....................................................................... How to Meet Prospects Who Aren't Geographically Close to You .......36 Using Mailing Lists ................................................................................ How to Build Your Dream List ....................................................................... Cherry-Picking Prospects ........................................................................... How Should I Present Myself? Why You Must Have a Personal Brand ........................................................44 The Name of Your Business .......................................................................... Don't Forget About Your Domain Name .......................................................51 Winning Taglines Take the Mystery Out of Your Services Presenting Yourself as a Professional ........................................................61 How to Talk About Your Services .................................................................63 Having Blurbs for All Seasons ...................................................................... Don't Sound Like a Robot ........................................................................... Marketing Syntax: The Language of Results .............................................72 Engage Your Listeners With Stories ............................................................76 What Are Your Facts and Benefits? ............................................................80 Chapter 4: Which Marketing Tools Should I Use? ..................86 Networking ......................................................................................... E-Mail Marketing ................................................................................... Online Presence .................................................................................... Cold Calling ....................................................................................... Promotional Materials .............................................................................. Chapter 5: What Should I Say in Person, on the Phone and Online? ................................... On the Phone ....................................................................................... Networking Online .................................................................................. Chapter 6: How Should I Follow Up? .............................................141 The Follow-Up Process, Step by Step .......................................................146 You Can't Follow Up Without a System .....................................................154 Ongoing Follow-Up .................................................................................. PART TWO: PRICING .................................................................................. Chapter 7: How Do I Manage My Money? ...................................164 Your Money Mentality ............................................................................... You Are in the Driver's Seat: Planning and Managing Your Money ....166 Peleg Top's Personal Money Management System ...............................168 Chapter 8: What Should I Charge? .................................................173 The Importance of an Hourly Rate ..............................................................177 Hire Subcontractors ................................................................................ Rules for Doing Pro Bono Work .................................................................200
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