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Book Yourself Solid

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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

Wiley,

15 min read
10 take-aways
Text available

What's inside?

How to walk targeted prospective clients through an introductory process that deepens their connection with your company.


Editorial Rating

7

Qualities

  • Applicable

Recommendation

The owners and employees of small service companies often end up doing it all, providing the service or product, managing the office, and handling sales and marketing - often the entrepreneur’s least favorite chore. Now, you can learn to love it or at least to do it well with less pain. Author Michael Port cites many applicable marketing activities that you probably already know about, but he pulls them together in an organized manner supported by lists of questions and answers. He begins with the foundation of your business, including your motivation and area of specialization. Then he teaches you how to build credibility with clients. Next, he covers marketing and outreach, including tactics for promoting yourself. The book’s concepts are easy to grasp and implement, including advice for conquering online marketing. You may already be carrying out some of these strategies, but this book can take you to the next level. getAbstract recommends it to those who want new clients badly enough to make sales and marketing a regular part of their jobs for a few hours a week. If you are a new entrepreneur, this resource will help you learn the art of rainmaking.

Summary

The "Red Velvet Rope Policy"

To begin the process of becoming completely booked by clients, build your foundation. First, weed out any current clients who drain your energy and lead to more stress than enjoyment. It’s scary to release clients when you need money, but having a red velvet rope policy - like the bouncer at an exclusive club - leads to getting "booked solid." This policy helps you enlist and focus on clients who spark your dynamism. Maybe you’ve heard parents tell kids to stop hanging around with troublemakers. When you hang out with the right clients and let go of energy drainers, the contagious sense of high energy you feel will spill over into your work.

Create a velvet rope policy by identifying the traits that ideal clients should have. Focus on quality. Categorize your current clients into three groups: ideal, duds and everyone else. Review which clients you love working with and why. The clients in the ideal category will help you define your specific target market.

"Finding a Target Market"

Having a defined audience makes it easier to locate clients who need what you offer. For instance, acupuncturists serve anyone in pain, but one...

About the Author

Michael Port owns a coaching and consulting firm.


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