Marketing Your Services: For People Who Hate to Sell
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Marketing is not a dirty word. Done right, it involves customer service and relationship building. Whether you're in an established company or just starting out, whether your company is big or small, whether you're an attorney or a window washer, this book gets your marketing program moving. It covers networking, referrals, publicity, advertising, customer service, seminars, newsletters, brochures, the telephone, online, personal selling, the "MBA" technicalities of marketing, and action plans. Plus an easy-to-read design.
This book is based on a philosophy of building relationships with your prospects and clients. Old fashioned marketing and sales often look at customers as adversaries. My philosophy looks for win/win situations to build long-term relationships and trust. In fact, often you create win/win situations where you benefit, your client benefits, and you help your clients with their clients.
Chapter 1 is a bit more complex than most of the later ones. It defines marketing in a number of ways. It explains a philosophy of marketing based on relationship building. It shows you why marketing and selling are not "sleazy" or unprofessional when done right. It also starts you on "mini-plans" for your marketing, with an emphasis on customer service.
Chapter 2 is very unusual for marketing books. It simply gives short examples of practical marketing that you can do immediately.
Chapter 3 covers the "technicalities" of marketing (concepts like positioning, niche, and branding). The chapters from four on each clearly cover the "how-tos" that you need to apply one method of marketing. They start with the most common methods of marketing (like advertising and brochures) and move to those that are more effective ? and usually less expensive ? for service providers (like writing, speaking, and networking).
Here is the complete table of contents:
Chapter 1
Marketing For Real People: If You?re Proud of What You Do, You Can Market Easily and Effectively
Chapter 2
What You Can Do Today: "One-Minute Marketing" for the Impatient
Chapter 3
Your "Mini-MBA" in Marketing: Don?t Be Bothered by Technicalities
Chapter 4
Advertising: You Pays Your Money and You Takes Your Chances
Chapter 5
Writing Your Way to Clients: Brochures, Sales Letters, and More
Chapter 6
How to Like Pesonal Selling: Turning Selling from Sleazy to Satisfying
Chapter 7
Free Publicity: How to Exploit the Media for Fun and Profit
Chapter 8
Networking: Build Relationships for More Clients
Chapter 9
Using the Telephone and Fax: Reach Out and Involve Someone
Chapter 10
Keep in Touch: Publish a Newsletter or E-zine
Chapter 11
Giving Talks, Workshops, and Seminars: How to Open Your Mouth and Not Shoot Yourself in the Foot!
Chapter 12
Online Marketing: Integrated Marketing in Action
Chapter 13
Customer Service: Where the Real Gold Is Buried
Chapter 14
Referrals and Word-of-Mouth Marketing
Chapter 15
Your Marketing Action Plan: Implementing Your Success
Chapter 16
Things You Can Do Now: An Expanded Action Agenda
Appendix
The appendix contains more than 30 pages of material that you can use to help your marketing. It is keyed to the individual chapters and includes: hiring help, customer letters, pricing, sample ads, sales proposals, publicity ideas, sample press release, sample letters to the editor, networking tips, telephone scripts, newsletter material you can use, customer information, and marketing planning.
This book is available for order at amazon.com