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Do It! Marketing

Book Description

As a small-business owner or solopreneur, you wear many hats—perhaps the most important of which is marketer. But these days, with so many new ways to reach customers and clients and only so much time in the day, it’s hard to know where to start. Should you be using social media? Email? Blogs? Video? SEO? Small-business marketing doesn’t have to be a mystery. It’s just a series of simple decisions (and the action steps to implement those decisions) that will help you regain the clarity, confidence, and control you need to succeed. Do It! Marketing is a quick read and an encouraging kick in the pants that will reignite your marketing mojo. The underlying premise is that “only action creates results.” Packed with do-this-now ideas to attract, engage, and win more customers and clients, this no-nonsense book reveals how to: • Avoid blah, blah, blah marketing • Use magnetic marketing strategies that pull—not push—qualified decision-makers into your world • Get noticed • Position yourself as an expert • Become the obvious choice in your market • Do social media right • Zero in on your customers’ pain/gain factors • Learn to speak their language • Get a steady stream of referrals • Identify and focus on high-payoff activities • Cultivate and leverage enthusiastic advocates • And more Energetic, inspiring, and filled with concrete strategies, tactics, templates, and tools, Do It! Marketing shows you how to stop “marketing by accident” and start outsmarting, out-positioning, and out-executing the competition.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Contents
  5. Prologue: Doing Your Best is not Enough
  6. Part One: Marketing Rocks
    1. Introduction
    2. 1. Stop Throwing Money into a Marketing Black Hole
    3. 2. Determine Who, Then Why—And Your What Comes Last
  7. Part Two: It’s About Them, Really
    1. 3. Who Are You?
    2. 4. What Do You Want to Be KNOWN For?
    3. 5. Who Are They?
    4. 6. Show Up With a Bucket
    5. 7. Hula Hoops® And Kool Aid®
    6. 8. Avoid Blah-Blah-Blah Marketing
    7. 9. Stop Selling Sugar
    8. 10. Visibility + Credibility = Buyability
    9. 11. 50 Reasons People Should Buy from You
  8. Part Three: Learn to Speak Prospect
    1. 12. Build Your Marketing Language Bank
    2. 13. Seven Questions to Identify Your Best Buyers
    3. 14. Don’t Fall into the Same-O Lame-O Trap
    4. 15. Zero In on Your Pain/Gain Factors
    5. 16. How to Build Your Prospect Phrase Book
    6. 17. The Only Three Problems You Can Solve
    7. 18. You Solve People Problems
    8. 19. You Solve Process Problems
    9. 20. You Solve Profit Problems
    10. 21. Control Is Priceless
    11. 22. Your Buyers Are Lazy, Busy, and Befuddled
    12. 23. Clarity Indicates Expertise
  9. Part Four: Expert Positioning
    1. 24. How to Profit from 3PR
    2. 25. CEO Speaking ls Your Best Weapon
    3. 26. Find Out Which Audiences Pay Off
    4. 27. Be Serious
    5. 28. Chasing Chum Makes You a Chump
  10. Part Five: Dominate Social Media
    1. 29. Create Killer Social Media Scripts
    2. 30. Seven Rules for Your E-Mail Signature File
    3. 31. The (Real) IDIOT’s Guide to Social Media Marketing
    4. 32. I: “I, Me, My” Syndrome
    5. 33. D: Dumb It Down
    6. 34. I: Information Without Invitation
    7. 35. O: Overselling
    8. 36. T: Talk Without Action
    9. 37. S: Short-Term Focus
  11. Part Six: The “S” Word
    1. 38. Sell Like a Girl
    2. 39. Your Sales To-Don’t List
    3. 40. You Don’t Need Sales Training
  12. Part Seven: Get Better Leads
    1. 41. Market to People Who Are Already Listening
    2. 42. Why You DON’T Want to Be in the Book
    3. 43. Old Media Is Dead! Long Live Old Media!
    4. 44. Nobody Is Going to Steal Your Idea
  13. Part Eight: Get Better Prospects
    1. 45. Five Reasons You’re Getting Referred to Losers—And How to Fix It
    2. 46. Build Your Referral Blurb
    3. 47. Don’t Be a Referral Jackass
    4. 48. Work Your Network
    5. 49. Why Your Inbound Leads Are a 911 Call
    6. 50. Seven Stupid Ways to Blow Up Your Sales Process
    7. 51. Five Signs That Your Prospect Is Giving You Too Much BS
    8. 52. Your Nine-Point Client GPS
    9. 53. How Good of a Client Will You Be?
  14. Part Nine: Eliminate Roadblocks
    1. 54. RBI Meets CSI
    2. 55. Become the Missing Piece
    3. 56. Stop Wasting Your Time Following Up
    4. 57. Nobody Leaves Hungry
  15. Part Ten: Your Business DNA
    1. 58. Branding Is BS
    2. 59. Your Name Supports Everything You Do
    3. 60. BMW at One Dollar Over Invoice!
    4. 61. You’re Competing With Idiots—And They’re Winning
    5. 62. Diversify While Still Specializing
    6. 63. Focus on Strategy, Not Tactics
    7. 64. Planning Trumps Passion Every Time!
  16. Part Eleven: Personal Success Strategies
    1. 65. Confidence Is Sexy
    2. 66. Charm Is NOT a Four-Letter Word
    3. 67. Lone Wolves Starve to Death
    4. 68. Live Out of Your Calendar Not Your Inbox
    5. 69. Five Ways to Use E-Mail Without Getting Sucked In
    6. 70. The Secret Sauce
    7. 71. Do WHAT You Love for PEOPLE You Love
  17. Part Twelve: Taking Action
    1. 72. Five Marketing Moves for Business Success
    2. 73. Move Up
    3. 74. Move In
    4. 75. Move Ahead
    5. 76. Move Aside
    6. 77. Move Alone
  18. Part Thirteen: Your 21-day Marketing Launch Plan
    1. DAY 1. Who Are YOU?
    2. DAY 2. Who Are THEY?
    3. DAY 3. Develop Your Platform-Building Plan—Part I
    4. DAY 4. Develop Your Platform-Building Plan—Part II
    5. DAY 5. Personal Branding, Domain, and Web Setup
    6. DAY 6. Research and (Re-)set Your Prices
    7. DAY 7. Article Day
    8. DAY 8. Rest Day
    9. DAY 9. Website Setup or Review/Revision
    10. DAY 10. Building Inbound Links
    11. DAY 11. Assembling Your Basic Presentation
    12. DAY 12. Build a Simple Speaker One-Sheet
    13. DAY 13. Find Speaking Leads and Places to Deliver Your Client-Magnet Presentation
    14. DAY 14. Ask for AIR (Advice, Insights, Recommendations)
    15. DAY 15. Article Submission Day
    16. DAY 16. Rest Day
    17. DAY 17. Product Development Day
    18. DAY 18. Create Your E-Mail and List-Building Platform
    19. DAY 19. Social Media Day
    20. DAY 20. Map Out Your Organization Chart
    21. DAY 21. You Made It!
    22. Your 21-Day Do It! Marketing Playbook
  19. Acknowledgments
  20. Index
  21. About The Author