Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients

ISBN-13: 9780471618737 / Angielski / Miękka / 2004 / 294 str.

Jay Conrad Levinson; Michael W. McLaughlin

Opis

Trusted advice on successful consulting from the authors of the bestselling Guerrilla Marketing series
Consulting is entering the era of the guerrilla client-buyers with a glut of information at their fingertips and doubts about the value consultants add. Guerrilla Marketing for Consultants is the first book to reveal how guerrilla marketing can transform today's challenges into golden opportunities for winning profitable work from the new breed of consulting clients. Packed with information, this step-by-step guide details the 12 marketing secrets every consultant should know, the anatomy of a marketing plan, Web sites, sources of free publicity, direct-mail marketing, winning proposals, and more.
Jay Conrad Levinson (San Rafael, CA) is the Chairman of the Board of Guerrilla Marketing International and the author or coauthor of more than 30 books, including the bestselling Guerrilla Marketing series. Michael W. McLaughlin (Mill Valley, CA) has been a partner with Deloitte Consulting since 1994.

Spis treści

Acknowledgments.

Introduction.

PART I: MARKETING FOR CONSULTANTS THE GUERRILLA WAY.

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.

PART II: GUERRILLA MARKETING AT WORK.

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.

PART III: GUERRILLA SELLING FOR CONSULTANTS.

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.

PART IV: PULLING IT ALL TOGETHER.

Chapter 20. Put Your Plan into Action.

Notes.

Resource Guide.

About the Authors.

Index.

O autorze

JAY CONRAD LEVINSON is Chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide. He is the creator of the Guerrilla series, the best–selling marketing series ever published. Levinson is a former vice president and creative director at J. Walter Thompson and Leo Burnett Advertising.
MICHAEL W. McLAUGHLIN is a Principal with Deloitte Consulting, and has over twenty years of consulting experience. He has worked with clients in businesses of every size, from small start–ups to some of the world’s highest–profile companies. McLaughlin has sold and delivered more than $300 million in consulting services in his career, and he knows what works in the market and what doesn’t.

Blurb

Proven guerrilla marketing tactics specifically designed for consultants

Jay Conrad Levinson’s Guerrilla Marketing revolutionized the way marketers do business by defying the conventional wisdom that effective marketing means spending big bucks. He devised highly successful marketing strategies that rely on creativity, imagination, and energy instead of money to get the job done. Now, Guerrilla Marketing for Consultants applies the power of guerrilla marketing to the hypercompetitive business of consulting.

"Wow! If you’re the sort of person who tells someone how to build a watch when they ask you what time it is, this is the book for you. No baloney, essential, useful hands–on advice for anyone who’s serious about being a consultant."
Seth Godin, author of Free Prize Inside

"Great consultants don’t just talk about marketing, they do it every day. That’s why they win. Follow the marketing advice in this book, and you’ll outsell, outperform, and outlast your competitors."
Jeffrey Fox, marketing consultant and author of How to Become a Marketing Superstar

"Mike McLaughlin and Jay Levinson are two of the smartest, street–savvy marketers around. Guerrilla Marketing for Consultants distills their collective wisdom into a practical field guide, chock–full of practical tips and tactics."
Harry Mills, author of The Rainmaker’s Toolkit and Artful Persuasion