...And the Clients Went Wild!: How Savvy Professionals Win All the Business They Want Revised and Updated

Praise for ...And the Clients Went Wild! "My firm works with hundreds of high–level leaders in the healthcare industry. And I′ve discovered that the best way to influence busy people is to craft clear, targeted, cut–to–the–chase messages and repeat them again and again in various ways. Maribeth Kuzmeski has this formula down pat. Whether you′re seeking to grow a company or to deepen and strengthen relationships with existing clients, her book is a must–read." — Quint Studer, CEO and founder of Studer Group, bestselling author of Results That Last "The best hands–on book on contemporary marketing I′ve seen.Highly recommended!" — Alexander Hiam, author of Marketing For Dummies® "As an entrepreneur who specializes in financial services, I recommendthis book to any professional who desires to attract, versus chase, quality prospects and clients. The principles that Kuzmeski talks about are timely and relevant, and her playbook provides the concepts and strategies to help you differentiate yourself in today′s competitive marketplace." — Lou Cassara, CLU, ChFC, CEO of The Cassara Clinic, coach and consultant, author of From Selling to Serving: The Essence of Client Creation

Acknowledgments xi Introduction xiii CHAPTER 1 Executive Summary: The Five Core Principles for Turning Clients and Prospects into Raving Fans 1 PART I The Principles 5 CHAPTER 2 First Principle: What Are You Doing that No One Else Is Doing?: Build Client Delight Through Your Differentiation 7 CHAPTER 3 Second Principle: Focus Your Marketing on Benefits, Results, and a Call to Action: What’s Really in It for Them 18 CHAPTER 4 Third Principle: Go Viral!: Create Memorable Impactful Messaging Worthy of a Pass–Along 27 CHAPTER 5 Fourth Principle: Leverage Your Business Network for Incremental Growth: Find and Cultivate Centers of Influence to Move Your Message Fast 37 CHAPTER 6 Fifth Principle: The Critical Importance of Execution in Your Game Plan: Good Execution Is Better than Good Strategy 53 PART II The Playbook: Online and Traditional Marketing Techniques 61 CHAPTER 7 Create a Playbook that Fits Your Business and Your Personality: Design Your Own Marketing Action Plan 63 CHAPTER 8 Build a Brand Identity on a Shoestring Budget: Spending Time Effectively Can Be Worth More Than Money 101 CHAPTER 9 Find Your Niche: Corner the Market One Segment at a Time! 113 CHAPTER 10 Techniques for Creating a Memorable Experience: Give ’Em Something to Talk About! 122 CHAPTER 11 Your Best Prospects Come from Referrals: Scripts and Strategies for Increasing Your Introductions to Others 134 CHAPTER 12 My Web Site Is Working!: Turn a Bland Site and Your Internet Presence into a Moneymaker 147 CHAPTER 13 Social Media: Effective Strategies that Don′t Consume All of Your Time 160 CHAPTER 14 Permission–Based Marketing: Strategies for Successful E–Mail and E–Newsletters 174 CHAPTER 15 Traditional Marketing Still Works: TV and Cable Advertising, Newspaper, and Other Mediums that Still Cause People to Buy 187 CHAPTER 16 Direct Mail: Simple Principles for Gaining Sales from Good Old–Fashioned Mail 196 CHAPTER 17 Events and Seminars: Creating Buzz and Sales Through Group Presentations 209 CHAPTER 18 Media Methods to Gain Celebrity Status: Take Advantage of Hot Topics, Timely Events, and Unique Twists to Attract Attention 226 CHAPTER 19 Special Tactics for Financial Advisors: Ten Specific Strategies Working Today 241 Notes 255 Index 257

Maribeth Kuzmeski, MBA, is the founder of Red Zone Marketing, Inc., which consults to Fortune 500 firms on strategic marketing planning and business growth. A frequent national media contributor and international speaker, Maribeth shares her research and case studies on what is working today in sales and marketing. She has a degree in journalism from Syracuse University and an MBA from The George Washington University. Maribeth lives in the Chicago, Illinois, area with her husband and two teenagers.