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Guerilla marketing for consultants (Thirteen secrets (Sell yourself first,…
Guerilla marketing for consultants
Six Principles
Insights-based marketing wins
Guerrilla marketing is cohesive and coordinated
Consulting is a contact sport
High tech is for high touch
Focus on profits, not fees
One size fits none
Thirteen secrets
Sell yourself first
Don't torch the touch points (phone and voice mail)
Solve the real problem (not symptoms)
Offer a guarantee
Fire 20 percent of your clients
Be a good guest
Deliver stunning results - your most potent marketing weapon
Clients buy, they are not "sold"
Toss your brochures out the window
Put clients second
Client loyalty is an oxymoron
Float to the top
Marketing has no on/off switch
Marketing plan = 7 sentences
Explains the purpose of your marketing
Explains how you achieve that purpose by describing the substantive benefits you provide to clients
Describes your target market(s)
Describes your niche
Outlines the
marketing weapons
you will use
Reveals the identity of your business
Provides your marketing budget
Marketing budget
--> divide it + other resources (time, energy, effort) into three groups of clients
Current clients (60%)
Prospective clients (30%)
The broader market (10%)