A marketing aid that doesn't hide the pitch
Michael Port has branded himself ``the guy to call when you're tired of thinking small." Port repeats that mantra throughout ``Book Yourself Solid." He reiterates it to everyone he talks to about his business.
``I never get tired of saying it or hearing it because I really want people to think big, not only about who they are but about what they offer others," Port writes. ``And most important, not only does it very deeply and truly mean something to me but it resonates with the people I'm meant to serve."
The book is one of the kinds of ``information products" that Port advises using to expand your market and keep your clients on board and making referrals.
``Having a product to offer based on your services gives potential clients the opportunity to test you out without having to take a big risk. Then, if they connect with you and are well-served by your product, they will upgrade from the lower-priced product to the higher-priced service," Port writes.
That's uncommon honesty. Admirably, the author openly admits that, although he would like to make some money off his book, it is designed to be primarily a marketing appetizer for his coaching service for service professionals.
Because so many exercises are offered along with the practical wisdom dished out in ``Book Yourself Solid," it would take weeks, perhaps months, to complete the book if one did them all.
But the text is so readable that most are likely to skip the exercises and race through it in a few hours or days.
That reading will undoubtedly whet the appetites of those who could use Port's advice. Port has created an online club called the ``Think Big Revolution," and he coaches more than 20,000 service professionals.
He tells his readers and potential clients how he developed his brand. He spent months, after starting his business, trying to find just the right words to convey to clients what he had to offer. Then one evening, in a brainstorming session with other professionals, he teased and challenged some of them to say succinctly why a client should hire them.
``I was playing devil's advocate until finally one of the women gave it right back to me and said, `Yeah, well why would I hire you?' I blurted out, `Because I'm the guy to call when you're tired of thinking small,' " Port writes.
Port advises that you serve only people who are passionate about what they do and with whom you can establish an impassioned and sustainable rapport. In fact, and this may sound counterintuitive, he advocates a policy of regularly pruning the ``dud clients" to be able to serve the better clients better.
To that end, Port advocates a letting in and keeping only the clients who inspire and energize and spread the word about your services.
``First, because when you work with clients you love, you'll truly enjoy the work you're doing; you'll love every minute of it. And when you love every minute of the work you do, you'll do your best work," he writes.
People interested in this book are also interested in:
BLOGWILD! A Guide for Small Business Blogging by Andy Wibbels (Portfolio Hardcover , $19.95 )THE IRRESISTIBLE OFFER How to Sell Your Product or Service in 3 Seconds or Less by Mark Joyner (John Wiley & Sons , $21.95 )
THE GREAT FORMULA for Creating Maximum Profit with Minimal Effort by Mark Joyner (John Wiley & Sons , $21.95 )
COACHING INTO GREATNESS 4 Steps to Success in Business and Life by Kim George (John Wiley & Sons , $39.95 )
ALL MARKETERS ARE LIARS The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin (Portfolio Hardcover , $23.95 )
NEVER COLD CALL AGAIN Achieve Sales Greatness Without Cold Calling by Frank J. Rumbauskas Jr. (John Wiley & Sons , $16.95 )
POWER OF AN HOUR Business and Life Mastery in One Hour A Week by Dave Lakhani (John Wiley & Sons , $24.95 )
THE BEST DAMN SALES BOOK EVER by Warren Greshes (John Wiley & Sons , $19.95 )
SOURCE: Amazon.com 