Guerrilla Marketing for Consultants by Levinson, Jay Conrad -- Read -- Imperial Library of Trantor

Index

• CAN CLIENTS HEAR YOU NOW? • THE NATIVES ARE RESTLESS • ROOTS OF SKEPTICISM • THE EMERGENCE OF THE GUERRILLA CLIENT • THE NEW BUYING ENVIRONMENT • BRANDING IS IN A COMA • WHAT’S THE BIG IDEA? • FEAST OR FAMINE • WHAT YOU WILL GET • YOU ARE THE PRODUCT • VALUE, VALUE, VALUE • TRADITIONAL VERSUS GUERRILLA MARKETING • SIX PRINCIPLES OF GUERRILLA MARKETING FOR CONSULTANTS

Principle 1: Insight-Based Marketing Wins Principle 2: Guerrilla Marketing Is Cohesive and Coordinated Principle 3: Consulting Is a Contact Sport Principle 4: High Tech Is for High Touch Principle 5: Focus on Profits, Not Fees Principle 6: One Size Fits None

• FOLLOWING YOUR PLAN • WHAT GUERRILLA MARKETING ISN’T • SECRET 1: SELL YOURSELF FIRST • SECRET 2: DON’T TORCH THE TOUCH POINTS • SECRET 3: SOLVE THE REAL PROBLEM • SECRET 4: OFFER A GUARANTEE • SECRET 5: FIRE 20 PERCENT OF YOUR CLIENTS • SECRET 6: BE A GOOD GUEST • SECRET 7: DELIVER STUNNING RESULTS—YOUR MOST POTENT MARKETING WEAPON • SECRET 8: CLIENTS BUY—THEY ARE NOT “SOLD” • SECRET 9: TOSS YOUR BROCHURES OUT THE WINDOW • SECRET 10: PUT CLIENTS SECOND • SECRET 11: CLIENT LOYALTY IS AN OXYMORON • SECRET 12: FLOAT TO THE TOP • SECRET 13: MARKETING HAS NO ON/OFF SWITCH • WHY YOU NEED A MARKETING PLAN • WHAT IS A MARKETING PLAN? • WITH NO DESTINATION, ANY ROAD WILL DO • CHOOSING YOUR GOALS • WHO ARE THEY GOING TO CALL? • STANDING OUT IN A CROWD • EIGHT DIFFERENTIATORS THAT DON’T WORK • NINE DIFFERENTIATORS THAT DO WORK • WHAT ARE YOUR STRENGTHS? • HITTING YOUR TARGETS • HOW TO COMPLETE A MARKETING PLAN

Sample Marketing Plan 1: Spinnaker Consulting Sample Marketing Plan 2: FairPay Consultants Sample Marketing Plan 3: TechNot Consulting

• IT’S ALL RELATIVE • WHERE THE RUBBER MEETS THE ROAD • A WINNING ROAD MAP • THE DEATH OF THE LOGO? • FINDING ON-RAMPS • ROAD MAP UNDER CONSTRUCTION • SPINNAKER CONSULTING • FAIRPAY CONSULTANTS • YOU MAKE THE CALL • REVISING YOUR ROAD MAP • PUT YOUR MARKETING ON THE MAP • SO WHAT’S WRONG? • WHY YOU NEED A GREAT WEB SITE • TEN CHARACTERISTICS OF A KILLER WEB SITE • THE DEVIL IS IN THE DETAILS • THERE’S NO PLACE LIKE HOME • SOLUTIONS AND RESULTS • CASE STUDIES AND TESTIMONIALS • HOW YOU WORK WITH CLIENTS • WHAT’S YOUR STORY? • ALLIANCES AND AFFILIATIONS • MEDIA CENTER • RESOURCE LIBRARY • TERMS OF USE • BUILDING YOUR WEB SITE • TO ZINE OR NOT TO ZINE • THE UPSIDE OF ZINES • ARE YOU UP TO THE ZINE CHALLENGE? • STEP UP TO THE PLATE • CREATE TRUST • DELIVER VALUE • STIMULATE DIALOGUE WITH READERS • EXUDE PROFESSIONALISM

Content Frequency of Publication Length Format Advertising Policy Subscription Fees Administrative Matters Outsourcing Get Legit

• HIT YOUR TARGET MARKETS • CREATE A REALISTIC BUDGET • MEASURE SUCCESS • ASK WHAT PUBLICITY CAN DO FOR YOU • ARE CONSULTANTS IDEAL MEDIA DARLINGS? • CONSIDER THE TRADE-OFFS • THE COST OF FREE PUBLICITY • USE PUBLICITY EFFECTIVELY • MANAGE YOUR MEDIA EXPOSURE

Become a Media Resource Develop Newsworthy Content Build Your Network of Media Contacts Aim for the Perfect Pitch Give Them What They Want Follow-Up Prepare for Interviews

• WHEN TO AVOID PUBLICITY • CONSIDER PROFESSIONAL HELP • ARE WE THERE YET? • GUERRILLA ADVERTISING • GOING POSTAL: DIRECT MAIL • READ ALL ABOUT IT: NEWSPAPER AND MAGAZINES • TELEVISION AND RADIO • TRADE SHOWS AND CONVENTIONS • PRINTED BROCHURES GATHER MOLD • PROFESSIONAL DIRECTORIES • START YOUR SEARCH ENGINES • PAY PER CLICK (PPC) • ONLINE MAGAZINES • LINK STRATEGIES • WHY PUBLISH? • A PUBLISHING STRATEGY • PUTTING FINGERS TO KEYBOARD

Focus Maintain a Clippings File Outline Give It a Name Identify Targeted Publications Create a Research and Writing Schedule Be Flexible

• THE WRITING PROCESS • MARKETING WHILE WRITING • SELLING WHILE YOU SLEEP • THAT’S THE IDEA • TRAINING AND PRACTICE • A SPEECH IS NOT A SPEECH

Step 1: Develop Compelling Content Step 2: Get a Speaking Engagement Step 3: Prepare Your Presentation Step 4: The Big Event Step 5: Postevent Activities

• THE POWER OF THE PEN • SHOULD YOU WRITE A BOOK? • TAKING THE LEAP • HAVE YOUR AGENT CALL MY AGENT • YOUR PUBLISHING DECISIONS

Traditional Publishing Smaller Publishers Self-Publishing Vanity Publishers E-Publishing

• PROMOTION • THE GUERRILLA CONSULTANT’S RULES FOR PROMOTING A BOOK • TWENTY-FIVE WAYS TO BUILD YOUR CONSULTING BUSINESS WITH YOUR BOOK • PUBLISHING REALITIES • WHY CONSULTANTS SHOULD CONDUCT SURVEYS • PROCEED WITH CAUTION • SEVEN CHARACTERISTICS OF A GREAT SURVEY TOPIC • TAKING THE PLUNGE • STEPS TO A SUCCESSFUL SURVEY • GETTING THE SURVEY TO THE MARKET • BENEFITS TO CONSULTANTS • SEVEN SKILLS YOU BUILD • CHOOSING OPPORTUNITIES • PRO BONO RULES • THE CLIENT QUALIFICATION SEQUENCE • STEP 1: PREQUALIFY EVERY LEAD

What You Need to Know before You Proceed Now Can We Meet?

• STEP 2: DISCOVERY—THE REST OF THE STORY

Guerrilla Rules for Discovery The Results of Discovery What Clients Want Give Clients What They Want

• STEP 3: DECISION TIME

Client Qualification Checklist The Fruits of Due Diligence

• THE REALITIES OF PROPOSAL WRITING • THE IDEAL PROPOSAL • WORDS TO AVOID IN PROPOSALS • THREE AILMENTS THAT CAN INFECT YOUR PROPOSAL

Ban Buzzwords Words to Dump from Every Proposal Plague of the Pronouns

• CONSULTING ISN’T ROCKET SCIENCE • BEFORE YOU BEGIN WRITING • WHAT EVERY PROPOSAL MUST INCLUDE

Executive Summary Background Objectives and Scope Results Project Approach Team Members Timing Fees and Risk Reversal Qualifications

• TWELVE TIPS FOR A SUCCESSFUL PROPOSAL • THE COST OF A BAD PRICING DECISION • THREE DILEMMAS OF PRICING SERVICES

Dilemma 1: Whatever You Quote, They Want It for Less Dilemma 2: You Can Never Know Everything Dilemma 3: What’s the Question?

• GUERRILLA PRICING

What Is It Worth? Project Profitability It Costs How Much?

• SO MANY PRICES

Hourly Rate (Time and Materials) Fixed Fees Contingency Pricing “Success” Fees Value-Based Pricing: The Consultant’s Dream Retainers Equity-Based Pricing Composite Pricing

• THE SPIRIT OF FAIR PLAY • WHAT SELLING PROGRAMS WON’T TEACH YOU

Prevailing over Incumbent Consultants Fending Off New Competitors Competing with Low-Priced Contenders Selling in a Cattle Call Proceeding When There’s No Money Trumping a Small Firm Winning against a Big Firm Handling the Client as a Competitor Responding When You’re Late to the Game Selling in an Unfamiliar Industry

• FINAL THOUGHTS • THE SMALLEST TARGET IS THE BIGGEST • CLIENT-LEVEL MARKETING • THE SEVEN RULES OF ENGAGEMENT

Rule 1: Make It Real—Real Fast Rule 2: Results Rule Rule 3: Expect a Cast of Characters Rule 4: Draw Yourself a Diagram Rule 5: Invest in Strategic Clients Rule 6: Loyalty Is a Two-Way Street Rule 7: Know When to Fold ’Em

• IT IS PERSONAL • ALL DETAILS ARE MAJOR • PROMPTLY FOLLOW UP ON EVERY COMMITMENT • KNOW YOUR CLIENTS WELL • KEEP CLIENTS IN THE LOOP • BE FAIR • INVEST IN YOURSELF • BE CREATIVE AND PROVOCATIVE • KEEP YOUR EYES AND EARS OPEN • TRUST YOUR DECISIONS • PUTTING YOUR PLAN INTO ACTION • MAKING MARKETING WORK

Remember Your Values Select Your Targets Distinguish Yourself Create Your Marketing Plan Choose Your Marketing Weapons Set Up a Marketing Calendar Launch Your Marketing Program Stay on Track Measure Performance Regenerate

• CHAPTER 1: WHY CONSULTANTS NEED GUERRILLA MARKETING • CHAPTER 2: WHAT IS GUERRILLA MARKETING FOR CONSULTANTS? • CHAPTER 3: THIRTEEN GUERRILLA MARKETING SECRETS • CHAPTER 4: ANATOMY OF A MARKETING PLAN • CHAPTER 5: THE GUERRILLA’S MARKETING ROAD MAP • CHAPTER 6: BEYOND WEB SITES: CREATE A CLIENT-CENTERED WEB PRESENCE • CHAPTER 7: BOOST YOUR WEB PRESENCE WITH A ZINE • CHAPTER 8: TALKING HEADS: THE COST OF FREE PUBLICITY • CHAPTER 9: WHEN IT PAYS TO ADVERTISE • CHAPTER 10: WRITE THIS WAY • CHAPTER 11: FIVE STEPS TO A WINNING SPEECH • CHAPTER 12: BOOK PUBLISHING: THE GUERRILLA’S 800-POUND GORILLA • CHAPTER 13: SURVEY SAID! MAKE SURVEYS AND PROPRIETARY RESEARCH WORK • CHAPTER 14: THE POWER OF GIVING BACK • CHAPTER 15: ALL PROJECTS ARE NOT CREATED EQUAL • CHAPTER 16: “SEND ME A PROPOSAL”: CREATE PROPOSALS THAT WIN • CHAPTER 17: THE PRICE IS RIGHT • CHAPTER 18: THE GUERRILLA’S COMPETITIVE EDGE • CHAPTER 19: AFTER THE SALE: SELLING WHILE SERVING • CHAPTER 20: PUT YOUR PLAN INTO ACTION • BOOKS

Client Relationship Building The Consulting Process Marketing Professional Services Proposals and Pricing Public Speaking Publishing Selling Services Surveys Web Site Design and Promotion Writing

• SELECTED NEWSLETTERS AND ONLINE RESOURCES • INDUSTRY ASSOCIATIONS

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