TABLE OF CONTENT
PUBLISHED BY HOW BOOKS
PART ONE: MARKETING
Chapter 1: Who Is My Market?
Build on the Foundation of Your Expertise
Specializing Lets You Dominate the Market
Four Strategies for Specializing
It Helps to Have More Than One Area of Expertise
Is This Market Ready for You?
Introducing Yourself to a Brand New Market
Creating Samples for a New Market
Chapter 2: How Can I Find Clients and Prospects?
How to Find Events to Attend
How to Meet Prospects Who Aren’t Geographically Close to You
Using Mailing Lists
How to Build Your Dream List
Cherry-Picking Prospects
Chapter 3: How Should I Present Myself?
Why You Must Have a Personal Brand
The Name of Your Business
Don’t Forget About Your Domain Name
Winning Taglines Take the Mystery Out of Your Services
Presenting Yourself as a Professional
How to Talk About Your Services
Having Blurbs for All Seasons
Don’t Sound Like a Robot
Marketing Syntax: The Language of Results
Engage Your Listeners With Stories
What Are Your Facts and Benefits?
Chapter 4: Which Marketing Tools Should I Use?
Networking
E-Mail Marketing
Online Presence
Cold Calling
Promotional Materials
Chapter 5: What Should I Say in Person, on the Phone and Online?
In Person
On the Phone
Networking Online
Chapter 6: How Should I Follow Up?
Follow Up with a Personal Message
The Follow-Up Process, Step by Step
You Can’t Follow Up Without a System
Ongoing Follow-Up
PART TWO: PRICING
Chapter 7: How Do I Manage My Money?
How Do I Deal With My Personal Money?
Your Money Mentality
You Are in the Driver’s Seat: Planning and Managing Your Money
Peleg Top’s Personal Money Management System
Chapter 8: What Should I Charge?
Understanding What You Are Selling
The Importance of an Hourly Rate
Hire Subcontractors
Rules for Doing Pro Bono Work
Should I Barter and Trade?
Chapter 9: How Do I Talk About Money?
It’s Okay to Talk About Money
Getting Clients to Talk About Their Budgets
Chapter 10: What Should Be in My Proposal?
Your Proposal Is a Marketing Tool
What Should Be in My Proposal?
How Should I Present My Proposal?
How to Ask for the Sale
Three Techniques for Dealing With the Black-Hole Syndrome
Chapter 11: What Should Be in My Contract?
Negotiating the Contract
Turning Your Proposal Into a Contract
Getting Money Upfront (And What Can Happen if You Don’t)
Chapter 12: How Should I Grow My Business?
The Next Steps and When to Take Them
When Should I Hire Employees?
Steps You Can Take Toward Growth
Resources
Books
Web Sites and Blogs
Magazines
Index