You are previewing Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling, Second Edition.
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Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling, Second Edition

Book Description

The new edition of the bestselling business development guide

Book Yourself Solid, Second Edition reveals why self-promotion is a critical factor to success, giving you a unique perspective that makes this guide much more than an ordinary "how to" manual for getting more clients and raising a business profile.

Book Yourself Solid, Second Edition enables you to adopt the right promotional perspective and provides the strategies, techniques, and skills necessary to get more clients and increase profits. Through verbal and written exercises, you'll discover the keys to developing a strong marketing plan and brand image.

  • Features unique, personalized, updated social media marketing strategies for service professionals

  • Provides new pricing models and sales strategies for simpler selling

  • Delivers fresh networking and outreach strategies guaranteed to take only minutes a day

  • Offers new solid product launch strategies and tactics for creating instant awareness

  • Author a New York Times bestseller, TV personality, and highly recognized professional speaker

Get the proven tools you can put into effect today with Book Yourself Solid, Second Edition, and watch your business grow exponentially!

Table of Contents

  1. Copyright
  2. Foreword
  3. Acknowledgments
  4. Author's Note
  5. Preface
  6. I. Your Foundation
    1. 1. The Red Velvet Rope Policy
      1. 1.1. Dump the Duds
      2. 1.2. What to Do When You Don't (Yet) Have Clients
      3. 1.3. Pruning Your Client List
      4. 1.4. The Old Man, the Boy, and the Donkey
      5. 1.5. Creating Your Red Velvet Rope Policy
        1. 1.5.1. Ideal Clients, the Duds, and Everyone Else
      6. 1.6. A Perpetual Process
    2. 2. Why People Buy What You're Selling
      1. 2.1. Step 1: Identify Your Target Market
        1. 2.1.1. Your Passions, Natural Talents, and Knowledge Are Key
        2. 2.1.2. If You Feel Stuck
      2. 2.2. Step 2: Identify the Urgent Needs and Compelling Desires of Your Target Market
      3. 2.3. Step 3: Determine the Biggest Result Your Clients Get
      4. 2.4. Step 4: Uncover and Demonstrate the Benefits of Your Investable Opportunities
      5. 2.5. Relax, Be Playful, and Have Fun!
      6. 2.6. Clients Want You to Help Them
    3. 3. Develop a Personal Brand
      1. 3.1. Branding
      2. 3.2. Releasing Blocks
      3. 3.3. You Are Uniquely You
      4. 3.4. The Three Components of Your Personal Brand
      5. 3.5. Your Who and Do What Statement
      6. 3.6. Your Why You Do It Statement
      7. 3.7. Your Tagline
      8. 3.8. Roma Non è Stata Construita un Giorno (Rome Wasn't Built in a Day)
    4. 4. How to Talk About What You Do
      1. 4.1. Developing Your Book Yourself Solid Dialogue-1
        1. 4.1.1. Developing Your Book Yourself Solid Dialogue
      2. 4.2. Five-Part Book Yourself Solid Dialogue Formula
        1. 4.2.1. Short and Sweet
        2. 4.2.2. The Mid-Length Version
        3. 4.2.3. The Long Version
      3. 4.3. Getting into a Book Yourself Solid Dialogue with Ease
        1. 4.3.1. Speak from the Heart
  7. II. Building Trust and Credibility
    1. 5. Who Knows What You Know and Do They Like You?
      1. 5.1. The Standard Credibility Builders
      2. 5.2. Standards of Service
      3. 5.3. Becoming and Establishing Yourself as a Category Authority
      4. 5.4. Do I Have To?
      5. 5.5. Where to Begin
      6. 5.6. Making the Mental Shift
      7. 5.7. The Power of Likeability
    2. 6. The Book Yourself Solid Sales Cycle Process
      1. 6.1. Building Relationships of Trust
      2. 6.2. Turn Strangers into Friends and Friends into Clients
      3. 6.3. The Book Yourself Solid Six Keys to Creating Connection: Who, What, Where, When, Why, and How
        1. 6.3.1. Key Number One: Who Is Your Target Client or Customer?
        2. 6.3.2. Key Number Two: What Are They Looking For?
        3. 6.3.3. Key Number Three: Where Do They Look for You?
        4. 6.3.4. Key Number Four: When Do They Look for You?
        5. 6.3.5. Key Number Five: Why Should They Choose You?
        6. 6.3.6. Key Number Six: How Do You Want Them to Engage with You?
      4. 6.4. The Book Yourself Solid Sales Cycle Process
        1. 6.4.1. Book Yourself Solid Sales Cycle—Stage One
        2. 6.4.2. Book Yourself Solid Sales Cycle—Stage Two
        3. 6.4.3. Book Yourself Solid Sales Cycle—Stage Three
        4. 6.4.4. Book Yourself Solid Sales Cycle—Stage Four
        5. 6.4.5. Book Yourself Solid Sales Cycle—Stage Five
      5. 6.5. The Book Yourself Solid Always-Have-Something-to-Invite-People-to Offer
      6. 6.6. Use the Book Yourself Solid Sales Cycle to Unconditionally Serve Your Clients
    3. 7. The Power of Information Products
      1. 7.1. Brand-Building Products and Easy-to-Follow Programs
        1. 7.1.1. Start with the End in Mind
        2. 7.1.2. Define Your Product or Program
        3. 7.1.3. Assess the Need
      2. 7.2. Five Steps to Developing Your Product
        1. 7.2.1. Step 1: Choose the Role You Are Playing
        2. 7.2.2. Step 2: Choose Your Product Framework
        3. 7.2.3. Step 3: Choose a Title that Sells
        4. 7.2.4. Step 4: Build Your Table of Contents
        5. 7.2.5. Step 5: Create Your Content
        6. 7.2.6. Three-Part Formula for Creating Your First Draft
      3. 7.3. The Simple Three-Step Product Launch Sequence
        1. 7.3.1. Step 1: Pre-Launch
        2. 7.3.2. Step 2: Launch
        3. 7.3.3. Step 3: Post-Launch
      4. 7.4. Joint Venture Partners and Affiliates
      5. 7.5. A Necessary Step in Your Business Development
  8. III. Simple Selling and Perfect Pricing
    1. 8. Perfect Pricing
      1. 8.1. Don't Buy Into a Poverty Mindset
      2. 8.2. Pricing Models
      3. 8.3. When to Lower Prices, Discount, and Offer Specials
      4. 8.4. When to Raise Prices
      5. 8.5. Regulations on Pricing
    2. 9. Super Simple Selling
      1. 9.1. Letting Go of Limiting Beliefs
      2. 9.2. Shifting Your Perspective
      3. 9.3. Successful Selling Needs the Right Amount of Trust at Just the Right Time
      4. 9.4. The Secret to the Book Yourself Solid System
      5. 9.5. The Super Simple Selling System
      6. 9.6. Book Yourself Solid Four-Part Sales Formula
      7. 9.7. If they're Uncertain
      8. 9.8. Cut the Crap Out of Selling
  9. IV. The Book Yourself Solid 7 Core Self-Promotion Strategies
    1. 10. The Book Yourself Solid Networking Strategy
      1. 10.1. Networking, Ugh!
      2. 10.2. Making the Shift to the Book Yourself Solid Way
      3. 10.3. The Book Yourself Solid 50/50 Networking Rule
      4. 10.4. Have You Got Any Soul?
      5. 10.5. Share Who You Know, What You Know, and How You Feel
        1. 10.5.1. Share Who You Know
        2. 10.5.2. Share What You Know
        3. 10.5.3. Share How You Feel
      6. 10.6. Networking Opportunities
        1. 10.6.1. Informal Networking Opportunities
        2. 10.6.2. Formal Networking Opportunities
      7. 10.7. Networking Events—What to Do
      8. 10.8. Networking Events—What Not to Do
      9. 10.9. Online Networking—and Social Media Marketing
        1. 10.9.1. Social Media—for Marketing or Networking?
      10. 10.10. You are Always Networking
      11. 10.11. So You've Got Spinach in Your Teeth
    2. 11. The Book Yourself Solid Direct Outreach Strategy
      1. 11.1. Direct Outreach Gone Wrong
      2. 11.2. You Will Connect More When You've Got the Skinny
      3. 11.3. Only One Link in the Chain of Destiny Can Be Handled at a Time
      4. 11.4. Socially Successful Conduct
      5. 11.5. The Book Yourself Solid List of 20
      6. 11.6. Making Your Case
        1. 11.6.1. Whatever-It-Takes Direct Outreach
      7. 11.7. Direct Outreach Plan
      8. 11.8. Patience and Persistence Pay Off
    3. 12. The Book Yourself Solid Referral Strategy
      1. 12.1. Quick Referral Analysis
      2. 12.2. Finding Referral Opportunities
      3. 12.3. Beginning the Referral Process
        1. 12.3.1. Step 1: Identify Your Clients' Benefits
        2. 12.3.2. Step 2: Identify Why Others Would Refer Clients to You
        3. 12.3.3. Step 3: Identify the Types of Referrals You Seek
        4. 12.3.4. Step 4: Identify the Places Where Your Referrers Meet Ideal Referrals
        5. 12.3.5. Step 5: Clarify and Communicate how Your Referrers Make a Referral
        6. 12.3.6. Step 6: Ask for Referrals
        7. 12.3.7. Step 7: Facilitate the Referral Connection
        8. 12.3.8. Step 8: Follow Up with Referrals and Referrers
        9. 12.3.9. Practice Your Referral Presentation
        10. 12.3.10. Who Wants What You Want?
        11. 12.3.11. Other Professionals—the Other Source of Referrals
        12. 12.3.12. Affiliate Fees and Rewards Programs
        13. 12.3.13. Strike While the Iron is Hot
    4. 13. The Book Yourself Solid Keep-in-Touch Strategy
      1. 13.1. Relevant, Interesting, Current, and Valuable Content
        1. 13.1.1. Industry Information
        2. 13.1.2. Strategies, Tips, and Techniques
        3. 13.1.3. Content from Other Sources
      2. 13.2. Product and Service Offerings
        1. 13.2.1. Cool Keep-in-Touch
        2. 13.2.2. Special Announcements
      3. 13.3. Choosing Your Keep-in-Touch Tools
        1. 13.3.1. E-Zine Format
        2. 13.3.2. E-Zine Layout
        3. 13.3.3. E-Zine Frequency
      4. 13.4. Automating Your Keep-in-Touch Strategy
        1. 13.4.1. Building and Managing Your Database
        2. 13.4.2. Getting and Following Up with Prospects and Professional Opportunities
    5. 14. The Book Yourself Solid Speaking Strategy
      1. 14.1. Self-Promotion
        1. 14.1.1. Conference Calls
        2. 14.1.2. Demonstrations and Educational Events
      2. 14.2. Getting Promoted by Others
      3. 14.3. Booking Your Way Up
        1. 14.3.1. Level One
        2. 14.3.2. Level Two
        3. 14.3.3. Level Three
        4. 14.3.4. Level Four
      4. 14.4. How to Find Your Audiences
      5. 14.5. Get Booked to Speak
        1. 14.5.1. What You Need to Present to Get Booked
        2. 14.5.2. Your Invitation to Speak
        3. 14.5.3. Contact Information
        4. 14.5.4. Know Your Audience
        5. 14.5.5. Knowing Your Audience—Questionnaire
        6. 14.5.6. Be Prepared
        7. 14.5.7. Know Your Speaking Venue
        8. 14.5.8. The Book Yourself Solid Guide to Putting Your Presentation Together
        9. 14.5.9. Develop Your Bio and Introduction
      6. 14.6. Plan Your Presentation
        1. 14.6.1. Choose Your Role
        2. 14.6.2. Define Your Message
        3. 14.6.3. Develop Your Presentation Title
        4. 14.6.4. Define Your Content by Filling Your Presentation Basket
      7. 14.7. Deliver Your Message
        1. 14.7.1. Know Your Material
        2. 14.7.2. Wrap-Up and Follow-Up
      8. 14.8. To Speak or Not to Speak, That Is the Question
    6. 15. The Book Yourself Solid Writing Strategy
      1. 15.1. How to Get Out of Writing
      2. 15.2. The Five-Part Book Yourself Solid Writing Strategy
        1. 15.2.1. Part 1: Deciding on the Subject
        2. 15.2.2. Part 2: Choosing an Ideal Topic
        3. 15.2.3. Part 3: Creating an Attention-Grabbing Title
        4. 15.2.4. Part 4: Writing Your Article
        5. 15.2.5. Part 5: Getting Your Article Published
      3. 15.3. Help Editors Help You
    7. 16. The Book Yourself Solid Web Strategy
  10. Part 1 Designing Your Web Site
    1. 16.1. Purpose and Benefits of Having a Web Site
    2. 16.2. The Biggest Mistake Most People Make Online
    3. 16.3. Content and Structure
    4. 16.4. Web Site Basics
    5. 16.5. The 10 Most Effective Web Site Home Page Formats for Service Professionals
      1. 16.5.1. The Brochure
      2. 16.5.2. The E-Mail Converter
      3. 16.5.3. The One-Page Sales Letter
      4. 16.5.4. The Menu of Services
      5. 16.5.5. The Assessment
      6. 16.5.6. The Portal
      7. 16.5.7. The Viral Entertainment Site
      8. 16.5.8. The Blog
      9. 16.5.9. The Social Network
      10. 16.5.10. The Personal Brand Identity Site
    6. 16.6. What to Look for in a Web Designer
  11. Part 2 Getting Visitors to Your Web Site
    1. 16.7. 9 Book Yourself Solid Web Traffic Strategies
      1. 16.7.1. Get Listed in Search Engines and Optimize Your Site
      2. 16.7.2. Boost Your Link Popularity
      3. 16.7.3. Leverage Your E-Mail Signature
      4. 16.7.4. Promote Your Site Using Article Directories
      5. 16.7.5. Participate in Online Communities
      6. 16.7.6. Cross-Promote through Marketing Partners
      7. 16.7.7. Use Tell-a-Friend Forms
      8. 16.7.8. Take Advantage of Online Press Releases
      9. 16.7.9. 9. Profit from Pay-per-Click Advertising
    2. 16.8. The Two Essential Principles of Visitor Conversion
      1. 16.8.1. Enticement
      2. 16.8.2. Consumption
  12. Part 3 Building Your Social Media Platform
    1. 16.9. Social Media Sites and How to Use Them
      1. 16.9.1. The Booked Solid Facebook Strategy
        1. 16.9.1.1. Why Use Facebook?
        2. 16.9.1.2. Tools
      2. 16.9.2. The Booked Solid LinkedIn Strategy
      3. 16.9.3. The Book Yourself Solid Twitter Strategy
        1. 16.9.3.1. Using Twitter to Book Yourself Solid
      4. 16.9.4. The Booked Solid Video Marketing Strategy
    2. 16.10. Social Media: Pulling It All Together
  13. Final Thoughts
  14. References
  15. How to Reach Michael Port
    1. 16.11. Participate in a Book Yourself Solid Training Course or Mentoring Program or Become a Certified Book Yourself Solid Coach
    2. 16.12. Fulfill Your Destiny
  16. About the Author