Summary |
The contents of the book includes –
1. The biggest mistakes professionals make in marketing their services
2. What ‘marketing’ is and how it differs from ‘selling’
3. Lessons from the best business generators in the professions
4. How to focus on your best opportunities: defining your personal marketing strategy
5. The art of marketing to your existing clients
6. Building powerful marketing alliances
7. A systematic approach that guarantees quality referrals
8. Developing productive relationship through effective networking
9. Building your personal reputation through public speaking
10. Building your reputation by writing articles and getting published
11. The ultimate form of personal marketing writing the book
12. Multiplication marketing conducting seminars that sell business
13. Executing a direct or e-mail campaign that produces results
14. Press releases: additional ammo in your marketing arsenal
15. Using newsletters as effective marketing tools
16. How to create brochures and written materials that sell
17. Using the telephone as a marketing tool
18. Creating advertising that makes money
19. Marketing on the web
20. Marketing your firm at trade shows
21. How to create a brand that gets clients in the door
22. Getting help from outside experts
23. How to start or reinvigorate your firm’s marketing function
24. How to create a powerful, effective marketing plan for your firm
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