And the Clients Went Wild! How Savvy Professionals Win All the Business They Want -- Contents -- Introduction -- Tapping into the Emotional Connection -- The Seven Factors in the Emotional Convention -- Creating Unconditional Client Loyalty -- Emotional Convention Assessment -- The Goal of This Book -- Chapter 1: Executive Summary -- First Principle -- Second Principle -- Third Principle -- Fourth Principle -- Fifth Principle -- Part I: The Principles -- Chapter 2: First Principle What Are You Doing that No One Else Is Doing? -- A Gas Station with a Cult Following -- When the Offer Is Surprising, People Pay Attention! -- Is ''Free'' Really Such a Good Offer? -- Focus on Differentiating with Your People -- If No One Is Doing It-Should You? -- What Will People Buy? -- Stand Out with Your Promotion-Take a Risk! -- Offer Something that No One Else Will -- Chapter 3: Second Principle Focus Your Marketing on Benefits, Results, and a Call to Action -- Are Your Clients Making the Right Assumptions? -- Pinning Down the Real Compelling Benefit -- List How You Promote Your Products and Services Now -- Advertising Feelings -- Turning Benefits into Sales -- What Do Customers Really Want? -- Do You Have a Strong Call to Action for Buyers? -- The Specifics of a Call to Action -- Chapter 4: Third Principle Go Viral! -- Marketing versus Viral Marketing -- Give Away Valuable Products or Services -- Invoke Feelings! -- A Simple, Repeatable Message -- Exploit Common Wants, Needs, and Motivations -- Watershed Moments for a Viral Message -- Be Exciting or They Will Never Be Interested -- Give Clients More Than They Expect -- Get Affiliates to Spread the Word -- Creating a Network -- Learning from Ponzi and Pyramid Schemes -- Create Your Own Marketing ''Epidemic'' -- Chapter 5: Fourth Principle Leverage Your Business Network for Incremental Growth.

Sales 101 versus Advanced Sales Strategies -- Finding True Centers of Influence -- Build Your Connections-Even Introverts Can Do It! -- Partnering with Future Advocates on a Limited Budget -- Strategic Partnerships -- Similar Industry Alliances -- Separate Industry Alliances -- Avoid the ''Lone Ranger'' Syndrome -- The Power of a ''Harvard'' Network -- Against All Odds -- Bag Idea Creates Buying Frenzy -- Mining Your Data for Relationships -- Making a Career Out of Creating Alliances -- Delighted Clients Become Evangelists for You! -- Chapter 6: Fifth Principle The Critical Importance of Execution in Your Game Plan -- What Are You Doing in Your Red Zone? -- When Do You Give Up? -- Riding Dead Horses -- A Better Game Plan -- Adjusting Your Course -- Execute Fast and Well -- Thrilling the Customers -- Execute with Frequency -- In Other Words -- Part II: The Playbook Online and Traditional Marketing Techniques -- Chapter 7: Create a Playbook that Fits Your Business and Your Personality -- Marketing Plan: Your Playbook for Winning All the Business You Want! -- Chapter 8: Build a Brand Identity on a Shoestring Budget -- Your Clients Already Describe Your Brand (As They See It) -- A Coast-to-Coast Billboard -- Image Is Everything -- Separate Yourself from Your Competitors -- What's In a Name? -- You Don't Have to Break the Bank to Develop Your Brand -- Managing Your Brand Online -- The Five Attributes of a Strong Brand -- A Strong Brand with All of These Attributes-Plus One More -- The Power of Celebrity Attached to Your Brand -- In Other Words -- Chapter 9: Find Your Niche -- Playing Your Position -- One Thing at a Time -- The Niche Formation -- Getting Started -- Beware the Naysayers -- Find Your ''Natural Niche'' . . . And Never Let It Go -- In Other Words -- Chapter 10: Techniques for Creating a Memorable Experience -- The Age of Experience.

Many Experiences Are Well-Planned -- How Are You Creating Your Experience? -- Marketing to Current Clients Creates a Tangible Experience -- Keeping in Touch -- Set Yourself Apart -- Video and Audio on Your Web Site -- Conference Call or Webinar -- Unique Events that Go ''The Extra Mile'' -- What Are the Consequences of Not Creating an Experience? -- Tell Them What You Do -- Chapter 11: Your Best Prospects Come from Referrals -- The Reasons You May Not Get the Referrals You Want -- Acquiring a Stream of Qualified Referrals Needs a System -- Tell the Truth-The Whole Truth-Nothing But the Truth -- Getting Others to Ask for Referrals -- Create a Referral Event to Get Clients Talking -- Persuade Your Clients with a Club -- Fuel Your Referrals by Showing Appreciation -- Don't Rule Out Prospects and Family Members as Incredible Referral Sources -- Chapter 12: My Web Site Is Working! -- Your Online Presence Defines You -- A Good Idea Needs a Great Web Strategy -- Search Engine Optimization (SEO) -- Evaluate Your Site Using Analytics -- Get Affiliates to Promote Your Products and Services -- Other Methods of Bringing Visitors to Your Web Site -- Chapter 13: Social Media -- The Power of Social Media Is Everywhere -- Social Media Tools -- Strategies for Gaining Followers -- Using Social Media Tools to Increase Loyalty and Save Money -- Monitor Your Brand Online -- Create Your Brand Reputation System Using Monitoring Tools -- Social Media Time Management -- Chapter 14: Permission-Based Marketing -- Permission-Based Marketing -- Two ''Es'' in a Pod: E-Mail and E-Newsletters -- Taking Big Baby Steps into E-Mail Marketing -- A Closer Look at E-Newsletters -- Being There When They Need You! -- Staying Out of the SPAM Folder -- Pressing Send -- Chapter 15: Traditional Marketing Still Works -- Advertising Is Still Important -- How Many Ads Do You See Each Day?.

Don't Waste Your Money! Test and Track -- The Three Keys to Successful Advertising -- A Grass Roots Approach to Reaching a Target Market -- Are Newspapers Dead? No! -- Radio Advertising Brings Quick Exposure -- Television and Cable -- Infomercials -- In Other Words -- Chapter 16: Direct Mail -- What Exactly Is Direct Mail? -- The Formula for Direct Mail Success -- Simple May Be Better! -- The Elements of Direct Mail Success -- Your Offer and Call to Action -- Measure Your Responses -- Chapter 17: Events and Seminars -- Get Eventful -- Making Meaningful Connections at Events -- Get the Word Out -- Avoid a Party Foul -- The After Party: What to Do Once Your Event Is Over -- Speak Up -- Organizing a Great Presentation -- Chapter 18: Media Methods to Gain Celebrity Status -- Go Public! -- It Starts with a Compelling Angle -- The Nuts and Bolts of Creating a Great Press Release -- Become a Media Maven -- Put It in Writing -- Put All the Pieces Together -- Now Submit! -- Chapter 19: Special Tactics for Financial Advisors -- How Does One Advisor Really Stand Out from the Others? -- So, What's Working? -- Notes -- Index.