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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 ReviewMichael Port begins his book practically: "[T]here may be two simple reasons why you don't serve as many clients as you'd to today. You either don't know what to do to attract and secure more clients or you know what to do but you're not actually doing it" (p. xxvii).
In the pages that follow, he unpacks his "Booked Solid System" to which he ascribes the power to solve both of those stated problems.
Contrasting "old school" and "new school" marketing methods, he writes, "[Many] have come to believe that marketing and selling is pushy and self-centered and borders on sleazy ... You must never fall into the typical client-snagging mentality. If you do, you'll operate in a mentality of scarcity and shame as opposed to one of abundance and integrity" (p. xxix).
Questions to ask yourself:
How can I be fully self-expressed in my work to create meaning for me and those whom I serve?
How can I work only in the areas of my greatest strengths and talents so that I can shine?
How many relationships with people of purpose did I make and deepen?
How can I better listen to and serve my ideal clients?
How can I wow people with substance?
How can I overdeliver on my promises to my clients?
How can I cooperate with other professionals to create more abundance?
Port's claim is a large one: "If you keep asking yourself these questions, if you set a solid foundation for your business, build trust and credibility within your marketplace, and use the seven core self-promotion strategies [offered later in the book], you'll be booked solid in no time" (p. xxx).
His layout of information consists of 3 modules: Your Foundation, Building Trust and Credibility, and The Seven Core Self-Promotion Strategies.
Each of the modules has something worthy to note, but I found module 1 to be the most informative and helpful - especially chapter 2: "Why People Buy What You're Selling."
He counsels, "Marketing and sales isn't about trying to convince, coerce, or manipulate people into buying your services. It's about putting yourself out in front of, and offering your services to, those whom you are meant to serve - people already looking for your services" (p. 17).
Those who are already looking for your services are those who should make up your target market. It's in this section where Port shines. He says, "Your target market's urgent needs [the things they would like to move away from] and compelling desires [the things that they would like to move toward] prompt them to go in search of you and your services ... You must offer what your potential clients want to buy, not you want to sell or think they should want to buy" (p. 22).
What will cause someone to purchase the service that you are selling?
" [I]f your potential clients are going to purchase your service and products, they must see them as investable opportunities; they must feel that the return they receive is greater than the investment they made.
... This return will come in different forms, depending on what you offer, but the return is almost always financial or [24] emotional.
... Rather than talking about what you do, focus instead on clear, specific, and detailed solutions that solve your clients' problems" (pp. 23-24).
The next biggest issue that Port addresses is how we talk about what we do - commonly referred to as "The Elevator Speech." This is important because, in Port's words, "A primary reason that many service professionals fail to build thriving businesses is that they struggle to articulate - in a clear and compelling way - exactly what solutions and benefits they offer" (p. 47). Port offers guidance and examples for a long version, a mid-length version, and a short version by mixing and matching your answers to some exercises that you've already worked through. Those exercises include: Summarizing your target market in one sentence, identifying the three most critical problems faced by that market, telling how you solve these problems (the more unique the better), mentioning the most dramatic ("Wow!") results that your clients have experienced, and including the benefits your clients receive" (see p. 51).
This wisdom alone is worth the price of the book. The rest is just bonus as far as I'm concerned!
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 OverviewThe new edition of the bestselling business development guide
Book Yourself Solid, Second Edition reveals why self-promotion is a critical factor to success, giving you a unique perspective that makes this guide much more than an ordinary "how to" manual for getting more clients and raising a business profile.
Book Yourself Solid, Second Edition enables you to adopt the right promotional perspective and provides the strategies, techniques, and skills necessary to get more clients and increase profits. Through verbal and written exercises, you'll discover the keys to developing a strong marketing plan and brand image.
Features unique, personalized, updated social media marketing strategies for service professionals
Provides new pricing models and sales strategies for simpler selling
Delivers fresh networking and outreach strategies guaranteed to take only minutes a day
Offers new solid product launch strategies and tactics for creating instant awareness
Author a New York Times bestseller, TV personality, and highly recognized professional speaker
Get the proven tools you can put into effect today with Book Yourself Solid, Second Edition, and watch your business grow exponentially!
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