Guerrilla Marketing For Consultants Breakthrough Tactics For Winning Profitable Clients – Jay Conrad Levinson

Case studies are an ex- cellent device to help readers retain information. Keep your writing as brief as possible. Eliminate unnecessary repetition; assume that you’re writing for intelligent readers who lead busy lives. Avoid dense pages by including lots of white space. Thin margins and tightly packed pages intimidate readers and don’t provide con- venient havens where they can stop to comprehend what they just read. Break up your text with headings and subheadings that inform readers what is to come. When appropriate—and only when it’s actually how you feel—be provocative.

Controversial writings garner more interest than those that echo collective wisdom. Express a strong point of view and don’t be afraid to take a different angle or position. If most recent articles warn about the dangers of debt financing, set forth the advantages. Taking an uncommon or unpopular position will attract the atten- tion of editors, agents, and readers. It will also be of interest to the many independent thinkers in positions of power and influence. Provide an explicit call to action that tells readers what to do with the information you have provided.

If you have proposed a new way to reduce factory overhead costs, be sure to include a three-step pro- gram for getting started. If your article extols the virtues of new tools that speed the delivery of customer orders, be sure your readers know how to find them. Calls to action confirm that you understand the problem, especially its practical aspects, and that you have solutions. 1. Informs, educates, and entertains the reader 2.

Has a distinct point of view 3. Is jargon-free 4. Is easy to read 5. Solves a problem or saves time 6. Is simple, but not simplistic 7. Can be used for other purposes such as speeches or special reports 8. Contains a call to action 9. Has a way for readers to contact you 10.

Creates interest in your other work Write This Way ➤ Adopt a consistent format for all the writings on your Web site by using similarly designed pages. Design each page to be consistent with your firm’s overall visual identity, business cards, and promo- tional materials. Create templates so that all your pieces have a uni- form format when printed or displayed on the reader’s computer. If all your articles have the same look, they’ll be suitable for binding, which will extend their life. Consistency with your visual identity will help you look professional and promote your brand.

You need to maintain uniformly excellent quality and content in your writings. If your articles are not vastly superior to the usual run- of-the mill stuff, you will be wasting your time.

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No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. The publisher is not engaged in rendering professional services, and you should consult a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. Library of Congress Cataloging-in-Publication Data: Levinson, Jay Conrad. Guerrilla marketing for consultants : breakthrough tactics for winning profitable clients / Jay Conrad Levinson and Michael W.

McLaughlin. p. cm. Includes bibliographical references and index. ISBN 0-471-61873-X (pbk.) 1. Marketing. 2. Consultants—Marketing. 3. Professions—Marketing. 4. Business consultants. I. McLaughlin, Michael W., 1955– II. Title. HF5415.L4762 2004 001′.068′8—dc22 2004042253 Printed in the United States of America. 10 9 8 7 6 5 4 3 2 1 For Sally The road continues . . .

This is a short excerpt from the opening of “” by Unknown, quoted for review and introduction purposes. All rights belong to the copyright holders.

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• ISBN: 047161873X
• Pages: 306
• Language: English (en)

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