Contents

Acknowledgments vii

Introduction ix

PART I MARKETING FOR CONSULTANTS THE GUERRILLA WAY

Chapter 1: Why Consultants Need Guerrilla Marketing 3

Chapter 2: What Is Guerrilla Marketing for Consultants? 10

Chapter 3: Thirteen Guerrilla Marketing Secrets 19

Chapter 4: Anatomy of a Marketing Plan 32

Chapter 5: The Guerrilla's Marketing Road Map 47

PART II GUERRILLA MARKETING AT WORK

Chapter 6: Beyond Web Sites: Create a Client-Centered

Web Presence 61

Chapter 7: Boost Your Web Presence with a Zine 79

Chapter 8: Talking Heads: The Cost of Free Publicity 92

Chapter 9: When It Pays to Advertise 108

vi < CONTENTS

Chapter 10: Write This Way 119

Chapter 11: Five Steps to a Winning Speech 129

Chapter 12: Book Publishing: The Guerrilla's

800-Pound Gorilla 144

Chapter 13: Survey Said! Make Surveys and Proprietary

Research Work 160

Chapter 14: The Power of Giving Back 170 PART 111 GUERRILLA SELLING FOR CONSULTANTS

Chapter 15: All Projects Are Not Created Equal 179

Chapter 16: "Send Me a Proposal": Create Proposals

That Win 194

Chapter 17: The Price 1s Right 211

Chapter 18: The Guerrilla's Competitive Edge 227

Chapter 19: After the Sale: Selling While Serving 242

PART 1V PULLING 1T ALL TOGETHER

Chapter 20: Put Your Plan into Action 259

Notes 269

Resource Guide 277

About the Authors 285

1ndex 287

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