Marketing Your Services : For People Who Hate to Sell

Preface xiii Marketing for Real People 1(26) If You're Proud of What You Do, You Can Market Easily and Effectively What You Can Do Today 27(12) ``One-Minute Marketing'' for the Impatient Your ``Mini-MBA'' in Marketing 39(24) Don't Be Bothered by Technicalities Advertising 63(26) You Pays Your Money and You Takes Your Chances! Writing Your Way to Clients 89(26) Brochures, Sales Letters, and More How to Like Personal Selling 115(28) Turning Selling from Sleazy to Satisfying Free Publicity 143(30) How to Exploit the Media for Fun and Profit Networking 173(26) Build Relationships for More Clients Using the Telephone and Fax 199(14) Reach Out and Involve Someone Keep in Touch 213(16) Publish a Newsletter or E-zine Giving Talks, Workshops, and Seminars 229(14) How to Open Your Mouth and Not Shoot Yourself in the Foot! Online Marketing 243(18) Integrated Marketing in Action Customer Service 261(22) Where the Real Gold Is Buried Referrals and Word-of-Mouth Marketing 283(18) Your Marketing Action Plan 301(22) Implementing Your Success Things You Can Do Now 323(8) An Expanded Action Agenda Appendix 331(42) References 373(2) Index 375