Description
Book SynopsisTrusted 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
Table of ContentsAcknowledgments.
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.
