part
one: marketing
Chapter
1: Who Is My Market?
Build
on the Foundation of Your Expertise
Specializing
Lets You Dominate the Market
Four
Strategies for Specializing
It
Helps to Have More Than One Area of Expertise
Is
This Market Ready for You?
Introducing
Yourself to a Brand New Market
Creating
Samples for a New Market
Chapter
2: How Can I Find Clients and Prospects?
How
to Find Events to Attend
How
to Meet Prospects Who Aren’t Geographically Close to You
Using
Mailing Lists
How
to Build Your Dream List
Cherry-Picking
Prospects
Chapter
3: How Should I Present Myself?
Why
You Must Have a Personal Brand
The
Name of Your Business
Don’t Forget About Your Domain Name
Winning Taglines Take the Mystery Out of Your Services
Don’t Forget About Your Domain Name
Winning Taglines Take the Mystery Out of Your Services
Presenting
Yourself as a Professional
How
to Talk About Your Services
Having
Blurbs for All Seasons
Don’t
Sound Like a Robot
Marketing
Syntax: The Language of Results
Engage
Your Listeners With Stories
What
Are Your Facts and Benefits?
Chapter
4: Which Marketing Tools Should I Use?
Networking
E-Mail
Marketing
Online
Presence
Cold
Calling
Promotional
Materials
Chapter
5: What Should I Say in Person, on the Phone and Online?
In
Person
On
the Phone
Networking
Online
Chapter
6: How Should I Follow Up?
Follow
Up with a Personal Message
The
Follow-Up Process, Step by Step
You
Can’t Follow Up Without a System
Ongoing
Follow-Up
part
two: pricing
Chapter
7: How Do I Manage My Money?
How
Do I Deal With My Personal Money?
Your
Money Mentality
You
Are in the Driver’s Seat: Planning and Managing Your Money
Peleg
Top’s Personal Money Management System
Chapter
8: What Should I Charge?
Understanding
What You Are Selling
The
Importance of an Hourly Rate
Hire
Subcontractors
Rules
for Doing Pro Bono Work
Should
I Barter and Trade?
Chapter
9: How Do I Talk About Money?
It’s
Okay to Talk About Money
Getting
Clients to Talk About Their Budgets
Chapter
10: What Should Be in My Proposal?
Your
Proposal Is a Marketing Tool
What
Should Be in My Proposal?
How
Should I Present My Proposal?
How
to Ask for the Sale
Three
Techniques for Dealing With the Black-Hole Syndrome
Chapter
11: What Should Be in My Contract?
Negotiating
the Contract
Turning
Your Proposal Into a Contract
Getting
Money Upfront (And What Can Happen if You Don’t)
Chapter
12: How Should I Grow My Business?
The
Next Steps and When to Take Them
When
Should I Hire Employees?
Steps
You Can Take Toward Growth
resources
Books
Web
Sites and Blogs
Magazines
Index
©
2008 Marketing-Mentor.
All
rights reserved.
