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Jay Conrad Levinson, et al, «Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients»
Wiley | ISBN: 047161873X | 2005 Year | PDF | 1 Mb | 306 Pages
Trusted advice on successful consulting from the authors of the bestselling Guerrilla Marketing series Consulting is entering the era of the guerrilla client-buyers with a glut of information at their fingertips and doubts about the value consultants add. Guerrilla Marketing for Consultants is the first book to reveal how guerrilla marketing can transform today’s challenges into golden opportunities for winning profitable work from the new breed of consulting clients. Packed with information, this step-by-step guide details the 12 marketing secrets every consultant should know, the anatomy of a marketing plan, Web sites, sources of free publicity, direct-mail marketing, winning proposals, and more. Jay Conrad Levinson (San Rafael, CA) is the Chairman of the Board of Guerrilla Marketing International and the author or coauthor of more than 30 books, including the bestselling Guerrilla Marketing series. Michael W. McLaughlin (Mill Valley, CA) has been a partner with Deloitte Consulting since 1994.
Easy reading, light on depth
First of all, I am a big fan of Levinson. The man has made an enormous mark on the profession and it would be possible to overestimate his contribution to the relevance of marketing. That being said, and with all due respect, I enjoyed this book, but found the approach a little recycled from other guerilla marketing books. (Hey, it happens. . ) and a little cursory. If you are new to the field, its a good read. I preferred Million Dollar Consulting for inspiration and pricing, SPIN Selling for technique and Opening Closed Doors for prospecting strategies. ( ans scores more for content. . .) If you want to buy one volume instead of three, this one is good.
essential marketing and proposal-writing reference for consultants
If you’re a consultant/business owner, you need this book. Real life examples of how to market your company,make it more professional, and to make yourself feel more established in your field. Along with “Guerrilla Marketing: Secrets for Making Big Profits…”, written in 1998, you will get into the proper mindset for self-promotion. Be brutally honest, put in some brainstorming hours and commit yourself to succeed. I will refer to both these books yearly to refresh my marketing campaign. (Written in 2005, the Internet and email marketing methods here are more contemporary than in the 1998 Guerrilla book).
I also bought a couple of proposal-writing books when I purchased this book, and wish I hadn’t. The proposal-writing axioms in this book were more inline with the attitude of guerrilla marketing; after all, proposals are another way to solidify your company’s identity. The other books’ proposals were very stuffy.
A Good Read!
Consulting is considered one of the most profitable professions, and is one of the last to remain unregulated. As a result, it attracts a variety of firms and people who often exaggerate their capabilities in an effort to gain attention and attract business. Authors Jay Conrad Levinson and Michael W. McLaughlin succumb to the same problem as consultants who promise their clients too much. The “breakthrough tactics” they advertise on the book’s front cover never quite materialize and the promise deflates the sound advice they do provide. The first two-thirds of the book addresses “guerrilla marketing,” a term used to sell other books, but not particularly apt for the familiar tactics here. However, the authors provide a good rundown on some solid, well-accepted components of marketing, such as public relations, advertising, surveys, books, speeches, Web sites and ‘pro bono’ work. They teach good management, which can transform and re-energize these tactics. Things pick up a little in the final third of the book as the authors discuss sales techniques, including pricing, dealing with competition and preparing a proposal. We suggest this useful (if not warrior-like) book to beginning marketers and consultants, and to the owners of small consulting firms.
GREAT GUIDELINES FOR GUERRILLA MARKETING!
Guidelines for consultants and professional service providers. The book offers marketing strategy and tactics for getting clients as well as for selling your services and creating profitable relationships once you’ve been hired. Chapters cover: thirteen guerrilla marketing secrets; a marketing plan and road map; creating a client-centered web presence; free publicity; when it pays to advertise; five steps to a winning speech; publishing articles and books; proposal writing; project pricing; after-sales marketing. Provides lots of highlights and checklists. Gobs of great advice. Consultants will find a lot of nuggests in this book. Highly recommended.