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Index
Title Page
Preface
CHAPTER 1 - Trust-Based Marketing as the Path to Wealth
″But MY Business Is Different...″
Trust͵ Relationship͵ Equity͵ and Wealth
Let′s Go Through a Consulting Session on This
A Wealth Secret from Warren Buffett
Your Navigational System
What Do People REALLY Exchange Money For?
CHAPTER 2 - Trust Without Trying Is No Longer Enough
Much Undeserved Trust Occurs
Where Trust Comes From
Trust as Supreme Marketing Advantage
How Does Trust Affect Buying Decisions?
Trust Is Rarely Rational
The Trust Virus
CHAPTER 3 - Underestimating the Difficulty of the Task
The Fears that Face Them
The Problem Isn′t Just Distrust of Salespeople
A Tactical Suggestion: The Positive Power of Negative Preparation
One More Warning: The Trouble with True Superiority
Entitlement Doesn′t Work in the Marketplace
You Simply Can′t Rely on Entitlement in the Marketplace
CHAPTER 4 - What Do Clients REALLY Want to Know?
Into the Repair Shop We Go. Roll Up Your Sleeves.
A Valuable Tactical Exercise
CHAPTER 5 - How NOT to Be Another Salesman
If It Looks Like a Salesman͵ Walks Like a Salesman͵ and Quacks Like a Salesman͵ ...
The Top Ten Ways People Know You′re a Dangerous Salesman
Trust-Based Marketing Requires Selling via Media Without Screaming ″Salesman″
The Power of the Principle of the Delayed Sale
Tactical Exercise: Differentiate or Die!
CHAPTER 6 - The Suze Orman Factor
CHAPTER 7 - Publish or Perish
Don′t Turn Molehills into Mountains
Tactical Advice: How to Get Your Book Done͵ Right͵ Fast (Even if You Think You ...
Why Promotional Publishing Is So Important
CHAPTER 8 - All Media Is NOT Equal High-Trust vs. Low-Trust Media Online vs. ...
Online vs. Offline
Media Integration͵ for One and All
Offline Media′s Superiority in Creating Trust
CHAPTER 9 - Creating Trust ONLINE— Pipe Dream?
The Choice: Brand/Image Like Almost Everybody Else or Interested Prospects ...
CHAPTER 10 - Don′t Get Google Slapped
Nothing Stops Trust in Its Tracks Faster Than the Google Slap
Here′s the Foolproof Way to Avoid the Slap
CHAPTER 11 - How Familiarity Breeds Trust
Small = Speed to Familiarity
There′s Science Behind All This
CHAPTER 12 - The Unmatched Power of Affinity
Matchmaking
Birds of a Feather Really Do Flock Together
Tactical Opportunity: A Trust-Based Marketing Tool: ″Find Yourself Here ...″
A Remarkably Simple Tactical Example of the Power of Affinity
The Power Formula: Affinity + Specific Reason Why
CHAPTER 13 - Establishing and Asserting Your Authority
Why and How Unique Authority May Be Your Gold Key
How Authority Governs Income
Tactical Advice
CHAPTER 14 - The Power of Prescription
Why Doesn′t Your Selling Work Like This?
How Matt Zagula and I Position to Prescribe
If You Want to Argue That Your Business Is Different . . .
What Place Do You Want͵ in Your Prospect′s Mind?
CHAPTER 15 - It′s Not What You Say͵ It′s What They Hear
Being Heard as You Want to Be Heard͵ When Speaking from a Distance Away
CHAPTER 16 - Trust Language The Book Only You Can Write͵ That Only You Will ...
Hospital Administrators
Accountants
The Reason So Few Are at the Top and a Piece of Tactical Advice
CHAPTER 17 - Astound and Amaze with THE HOUDINI FACTOR and the Power of ...
The Houdini Effect and the Power of Dramatic Demonstration
A Personal Trick of Mine͵ Revealed Here͵ for the First Time
The Dramatic Demonstration of Psychic Empathy and Understanding
Why Does the Right Kind of Dramatic Demonstration Create and Support Trust?
CHAPTER 18 - The Role of Proof
Proof of Concept
Proof of Personal Relevance
Proof of Promised Benefits and Outcomes
Proof of Superiority
Preponderance of Proof
CHAPTER 19 - The Cache Client as Its Own Form of Proof
CHAPTER 20 - Risk Reversal
Short-Term vs. Long-Term Risk Reversal
The Relationship of Risk Reversal and Price/Fee Elasticity
Two Pieces of Tactical Advice
CHAPTER 21 - The Power and Hazard of Leadership Position
″Most Recommended″ Leadership Position
How to ″Borrow″ Leadership Position
How to Buy Leadership Position
How to Best Use Owned Leadership Position
CHAPTER 22 - The Power of Exclusivity
An Example of Acceptance at Work
The Ultimate Marketing Media Available to You via Exclusivity and Acceptance
CHAPTER 23 - How Do You Know If You Are Succeeding at Trust-Based Marketing?
How Many Endless Chains Do You Own?
Dare to Compare—Do You Measure Up?
RESOURCES
About the Authors
Index
Subscribe to Entrepreneur Magazine
Copyright Page
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