Book Yourself Solid

This mind map has been created by Certified Book Yourself Solid Coach, Jamie McKean, with the endorsement of Michael Port, and is based on Michael's Book Yourself Solid System.
Book Yourself Solid by Michael Port
Book Yourself Solid is a registered Trademark of Michael Port & Associates LLC. Copyright 2003. All rights reserved.
You can get the book here: www.bookyourselfsolid.com
You can find out more about Jamie here: www.jamiemckean.com
Introduction to BYS
1. Philosophically & Practically
  1. Two underpinning philosophies for BYS
    1. A love story disguised as a business book
      1. One of four books
      2. #2 in amazon business books
      3. Audio books and ebooks available for both editions
      4. Translated into 9 languages
    2. There are people who you are meant to serve (and those that you're not, and that's ok).
  2. Practically...
    1. Marketing doesn't get you clients (though it might).
    2. Instead marketing build awareness to take interested prospects to your foundation...
Module 1
1. Your Foundation
  1. Why do I need a Foundation?
    1. If you're foundation is weak, those who visit won't feel secure and will leave.
  2. To build a strong foundation there are four building blocks
    1. 1. Red Velvet Rope Policy
      1. Why?
      2. It's a filtration system for your business. It filters in Ideal Clients.
      3. those who...
      4. energise you
      5. inspire you
      6. When you define your perfect client
      7. You'll do your best work. When you do...
      8. You'll love every minute of the work you do.
      9. People will be talking about your best work.
      10. More Clients.
      11. In addition to defining the perfect client, you remove your dud clients (if you have them).
      12. Those who drain you, you dread to work with.
      13. How?
      14. You define the values of the people with whom you do your best work.
      15. Draw 3 columns and add clients to appropriate column.
      16. Ideal Clients
      17. Mid Range (everyone else)
      18. Attempt to move to Ideal Client.
      19. Duds
      20. Work out if anyone can be rescued, if not...
      21. Refer them to somone better suited.
      22. Politely part ways.
      23. Repeat this process regularly.
      24. But?
      25. What if I don't have any clients?
      26. Perfect, then you can put this in place now and never have the problems others face.
      27. What if I only have a few clients?
      28. Define your RVR policy and start screening new clients, with a view that you can replace your duds in the future.
      29. You can loosen your rope to start, and tighten over time.
      30. Donkey
      31. If you try to please everyone, you may as well kiss your ass goodbye.
    2. 2. Understand Why People Buy What You're Selling
      1. why?
      2. To help those in your market know that you're dedicated to them.
      3. Also...
      4. To help you get clear about your target market (and the difference between target & niche).
      5. That your perfect client is a subset of your target market.
      6. Professionals usually skip this section, but the sharper you can get, the more effective your marketing.
      7. And to grow your business, you'll either pick a target and add services
      8. Or you can add more targets.
      9. how?
      10. Step 1: Pick a target market
      11. This can be the hardest thing to do in your business, but the most important
      12. Why?
      13. So You Know Where To Do Your Marketing.
      14. When you keep showing up in those places, your target market knows you're dedicated to them.
      15. Allows you to tap into established networks of communications (e.g. social groups, networks, etc).
      16. How?
      17. Checklist of Three things:
      18. Passionate
      19. Knowledgable
      20. Natural Talents
      21. Don't pick it for someone else's needs:
      22. Clients
      23. Parents
      24. Peers
      25. If you get stuck...
      26. Take your time
      27. Have fun with the process
      28. Involve a few trusted people too.
      29. Step 2: Understand their needs and desires
      30. Needs (those things they're moving away from).
      31. Desires (those things they want to move towards).
      32. Step 3: Determine the number 1 biggest result that your target client would get
      33. Something you can hang your hat on.
      34. Make sure you deliver that one big promise.
      35. Step 4: Identify the deep rooted benefits that your client would get from that big one result
      36. ROI of FEPS
      37. Financial
      38. Emotional
      39. Physical
      40. Spiritual
      41. And aim for 20 times return on their investment on as many as you can of the above.
      42. Have Fun!
      43. Be yourself
      44. However quirky
      45. You differentiate yourself by being more yourself.
    3. 3. Develop a Personal Brand Identiy
      1. It should be:
      2. Clear
      3. Consistent
      4. Authentic
      5. Memorable
      6. Meaningful
      7. Soulful
      8. Personal
      9. Why?
      10. So YOU decide how you're known in the world.
      11. Based on:
      12. What you stand for
      13. Why you get up every day to do the work that you do
      14. What is uniquely you.
      15. What?
      16. 3 components:
      17. Who and do what statement
      18. Your target market
      19. What you help them get.
      20. Why You Do It?
      21. What you stand for
      22. Why you get up every day to do the work that you do.
      23. Your tag line
      24. Based on why you do it statement.
      25. Can take a while to get it right, don't worry!
      26. Just start with what you have and build on it.
      27. How?
      28. Part 1: Releasing Blocks
      29. Work on being fully self expressed.
      30. Think about times where you haven't been.
      31. Work out ways you can be more self-expressed more often
      32. Until you are fully self-expressed all of the time.
      33. Example of Michael, him reading his website and realising its his fathers voice.
      34. Part 2: You Are Uniquely You
      35. What's quirky about you?
      36. Ask those close to you.
      37. IMPORTANT NOTE:
      38. When you're fully self expressed, you'll love marketing!
      39. Part 3: The Three Components of Your Personal Brand
      40. Who and Do What Statement
      41. Tells people:
      42. Who you help
      43. How you help them
      44. I help "_____" get "_______"
      45. Keep it simple and dont worry about being boring with this.
      46. Why You Do It?
      47. What do you stand for.
      48. Why do you get up in the mornings.
      49. This helps you connect on a deeper level with those you're meant to serve.
      50. This doesn't need to be hugely unique, just deeply meaningful for you.
      51. Your Tag Line
      52. Be yourself
      53. Be congruent
      54. Based on your 'why you do it' statement
      55. It let's others know what it's like to be around you
      56. It does not need to be target market specific
      57. It'll resonate at an emotional level
      58. It might come from any of the following:
      59. How are you unique
      60. What makes you memorable
      61. What people compliment you on regularly
      62. What you never get tired of.
    4. 4. How To Talk About What You Do
      1. Why?
      2. We've been polling for thousands of years and...
      3. The elevator speech is...
      4. Not liked
      5. Not right
      6. Not effective
      7. To clearly articulate what you do.
      8. Means you can talk comfortably for...
      9. 30 seconds
      10. 3 minutes
      11. 30 minutes
      12. 3 hours
      13. How?
      14. By killing the elevator speech and using a conversation (heaven forbid!)
      15. Five Part Formula
      16. Based On...
      17. Understanding why people buy what your selling
      18. Part I: Summarise Target Market in One Sentence.
      19. Part II: Identify and Summarise the Three Biggest and Most Critical Problems Your Target Market Faces.
      20. Part III: List How You Solve These Problems And Present Clients With Investable Opportunities.
      21. Part IV: Demonstrate the Number One Result You Can Help Your Clients Achieve.
      22. Part V: Reveal the Deeper Core Benefits Your Clients Will Experience.
      23. How to use the parts
      24. Remember, this is not a speech, its a conversation, use these parts as a guide:
      25. Short and Sweet
      26. I help [Part I]...[insert Part V].
      27. Mid Length Version
      28. I help [Part I].
      29. You Know How [insert Parts I and II]?
      30. Well, that I do is [insert Parts III and V].
      31. Long Version
      32. You know how [drop in Part I] do, are, or feel [include some of Part II]?
      33. Well, what I do is [articulate Part III].
      34. The result it [reveal Part IV].
      35. The benefits are [insert lots of Part V].
      36. Make It Easy...
      37. Practice with those close to you
      38. Speak from the Heart
      39. Show your passion
      40. Self expression goes here.
      41. Smile
      42. Lots of Eye Contact
      43. Be Confident
      44. Lots of Listening
      45. AGAIN: REMEMBER!!! This is not a speech - have I said that enough yet? It's a conversation... Enjoy!
Module 2
1. Building Trust & Credibility
  1. 1. Who Knows What You Know and Do They Like You?
    1. The Standard Credibility Builders
      1. Checklist:
      2. 1. Professional Email Address?
      3. 2. Quality Business Cards?
      4. 3. Quality Website?
      5. 4. Professional photos that represent you?
      6. ie headshot with white background
      7. 5. Specific and personal testimonials
      8. Bonus:
      9. Establish a personal advisory board
      10. If credible people will lend you their names, it builds your credibility
    2. Standards of Service
      1. This is assumed to be good at all levels
      2. Quality of Service
      3. Methods and Tools
      4. Responsiveness
      5. Credentials
      6. Client Importance
      7. Appropriate Price
      8. These will not set you apart, only if you're not delivering them, and then you'll be set apart in a bad way
    3. The Power of Likeability
      1. Likeability leads to
      2. Popularity, which leads to...
      3. Attention, which leads to...
      4. Potential Clients
      5. 4 elements that define likeability
      6. Be friendly
      7. Be real
      8. Be empathetic
      9. Treat others in the way they want to be treated
      10. Be relevant to them
      11. Daily Scorecard - Measure yourself, and see how you can get better
    4. Becoming and Establishing Yourself as a Category Authority
      1. Why?
      2. A potential client goes through a 3 stage process when choosing a professional like you
      3. 1. They Listen
      4. 2. They Believe (or not)
      5. 3. They Apportion Value
      6. It will create the credibility and trust for potential clients to buy from you
      7. It'll gain you visibility you'll need to reach all of your target market
      8. Allow you to get your message out in a big way
      9. Helps you gain clients and increase sales more easily and effortlessly
      10. Easier to expand into new markets if you want to
      11. Increases your own confidence, so you perform at an even higher level
      12. how?
      13. First:
      14. Identify what you want to be known for
      15. be as specific as possible
      16. Ask Yourself:
      17. 1. In what areas are you currently an expert?
      18. 2. In what areas do you need to develop your expertise?
      19. 3. What promises can you make and keep to position yourself as an expert?
      20. 4. What promises would you like to make, but not yet comfortable to?
      21. 5. What do you need to do to become comfortable to be able to deliver these promises?
      22. Second:
      23. If you can pick one thing from those answers, what would it be?
      24. Third:
      25. What do you need to learn to become a category authority in the area you want to be known for?
      26. List the ways in which you could learn those things you've just identified (books, internet, training, apprenticeship with a mentor who's already established?
      27. Fourth:
      28. Research and list 5 books that meet the above criteria
      29. Fifth:
      30. Buy the 5 books & schedule a time to read them
  2. 2. The Book Yourself Solid Sales Cycle Process
    1. Why?
      1. You need to build relationships of trust
      2. The order is:
      3. To Know
      4. To Like
      5. To Trust
      6. Without Trust, nothing else matters
      7. What your potential clients are thinking:
      8. Can You Really Deliver What You Say You Can?
      9. Do I like those who work for you?
      10. Do I think hiring you will give me a significant return on my investment?
      11. Do I feel safe with you?
    2. What?
      1. We'll create a Sales Cycle that turns:
      2. Strangers into Friends
      3. Friends into Potential Clients
      4. Potential Clients into Current Clients
      5. Past Clients into Current Clients
    3. How?
      1. Two Fold
      2. 6 keys to creating connection
      3. 1. Who
      4. Who's your target client?
      5. From Your Foundation
      6. 2. What
      7. What types of products or services are they specifically looking for?
      8. (not what WE think they need)
      9. 3. Where
      10. Where will they be looking for you
      11. Have a list of 10 places minimum
      12. 4. When
      13. When will they be looking for you
      14. What has to happen in their life or business / circumstance to be looking for you?
      15. 5. Why
      16. Why would they choose you?
      17. Your Brand Idendity + Bold Self Expression goes here
      18. 6. How
      19. How you want them to engage with you
      20. Fill out a form?
      21. Read something specific
      22. Download something?
      23. Join your "Always Have Something To Invite People To" offer?
      24. The BYS Sales Cycle Process
      25. Three levels of proportional offers
      26. All based on making an offer proportionate to the level of trust that you've earnt
      27. No barrier to entry
      28. i.e. Free
      29. Examples are:
      30. The BYS Always Have Something to Invite People to Offer
      31. Consistent
      32. Frequency
      33. Bring People Together
      34. Can be
      35. Linked to your personal brand identify (not target market specific for the reason for setting it up)
      36. Linked to your target market
      37. Linked to your own niches
      38. Will help you
      39. Leverage your time to conect to a large group of potential clients
      40. Leverage the power of communities (social proof)
      41. Your credibility will increase as someone who brings people together
      42. Blog
      43. Relevant regular newsletters
      44. Audio/video
      45. Free reports
      46. Test what works for your market
      47. Low barrier to entry
      48. Relatively affordable, next step from no barrier
      49. High barrier to entry
      50. Your top offer(s)
      51. Can have as many offers as you like, just make sure you sell the offer that is proporionate to the amount of trust earned
  3. 3. The Power of Information Products
    1. Why?
      1. It helps...
      2. Speed up the sales cycle
      3. Starts the thinking process of how to package your offer
      4. To leverage your time for money
      5. Build lead generation products
      6. To offer small bite size chunks of what you have to offer
      7. Learn your offering better when you can package it up more
      8. People love to buy packaged learning and experiences
      9. Have 24/7/365 Investible Opportunities
      10. Builds your credibility
    2. But?
      1. What if you think your service is not easily defined as a packaged product?
      2. Don't under estimate yourself :)
    3. How?
      1. To Create Content
      2. The 5 Steps
      3. 1. Choose the role that you're playing
      4. Expert
      5. "Here's what I've done, here's how it works"
      6. Reluctant hero
      7. ...This was an amazing thing i created, but i'm no hero, i'm just like you, so you can too
      8. Reclusive genius
      9. Interviewer
      10. Compile other experts
      11. Researcher
      12. Create reference product
      13. Repurposer
      14. With permission, use other information in different ways
      15. 2. Choose the framework
      16. Problem / Solution
      17. Numerical
      18. e.g. Stephen Covey: 7 Habits of Highly Effective People
      19. Chronological
      20. Steps
      21. Your Week by Week Pregnancy
      22. Modular
      23. e.g. Book Yourself Solid (Michael Port) :)
      24. Compare and contrast
      25. e.g. Jim Collins: Good to Great
      26. Reference
      27. e.g. Words That Sell
      28. 3. Choosing a title that sells
      29. Types
      30. Suspense
      31. The Secret Lives of Stay At Home Mums
      32. Tell a Story
      33. The Path of a Successful Entrepreneur
      34. Address a pain or fear
      35. The Top 10 Fears Every Leader Has And How To Overcome Them!
      36. Grab the readers attention
      37. Caught! The Six Deadliest Dating Mistakes
      38. Solutions to Problems
      39. How To Keep Smiling with Three Screaming Kids
      40. Emotional Connection
      41. What My Sons Tragedy Taught Me About Living Life to the Fullest
      42. Ways to identify if they work
      43. Picture the title as a voice over or an announcement at the end of a commercial
      44. Or visualise as a 'coming soon' voice over at a movie theatre
      45. With rhythm
      46. 4. Build your table of contents
      47. Must be easy to read, scan and understand
      48. Allows you to break the content into manageable pieces
      49. To Read
      50. To Write
      51. 5. Create your content
      52. Focus on getting first draft done
      53. The Philosiphy of the First Draft
      54. Done is better than perfect
      55. Three Part Formula for creating your first draft:
      56. Step 1: Based on your table of contents, choose 2-5 key points per section
      57. Step 2: Flesh out each of the key points with supporting content
      58. Step 3: Repeat step 2 until you've completed it
      59. Yes its that easy
      60. To Launch Content
      61. The Simple Three-Step Product Launch Sequence
      62. Step 1: Pre-Launch
      63. To warm up your audience
      64. Focus on giving so much value until you've gone too far, then give more!
      65. Incude Teaser Content to include specific problems that the product will address
      66. Do not mention the actual product just yet
      67. This can last a few days or weeks
      68. Use the time to evalute audience response
      69. Adjust product accordingly
      70. Towards the later stages of Pre Launch, mention the product in the places you seeded valuable content
      71. Add more bonuses here too to overdeliver the value
      72. Use the pre-launch checklist found in BYS
      73. Step 2: Launch
      74. The success is in large part due to the structure of your offer
      75. Be careful of the types of tactics you use - be true to yourself
      76. Either
      77. Hyperkinetic launch?
      78. Scarcity based?
      79. Fear of failure based?
      80. Or
      81. Reasoned, sensible and appropriate to your integrity?
      82. Launch usually lasts 3-7 days
      83. Feel free to share new content and/or testimonials during the Launch
      84. Step 3: Post-Launch
      85. It's normal for sales to slow after the initial launch
      86. There are ways to reignite Sales...
      87. Added bonuses
      88. Special Live Event
      89. Close out and use opt-in form to capture future leads
      90. Joint Venture Partners and Affiliates
      91. Why?
      92. It's a way to get a rush of clients sooner than you would by yourself
      93. How?
      94. Use Direct Outreach to contact those outside of your network
      95. Add value to the JV/Affiliate first before asking for something in return
      96. Have commission structure in place
      97. Recognise that you're leveraging the trust the JV has built up with their own database
      98. never take this lightly
      99. Have prepared materials ready:
      100. Email Copy for the launch
      101. A content for JV/Afiliates
      102. A separate password protected JV partner blog for updates
      103. Affiliate accounts for your JV partners in your shopping cart software
Module 4
1. 7 core promotional strategies
  1. Mandatory
    1. The BYS Networking Strategy
      1. Why?
      2. Helps you move from dread and fear to abundance and love (giving lots)
      3. This strategy allows you to build lasting relationships with 90-100 people per month
      4. Only taking 10-15 minutes per day
      5. Two Approaches:
      6. Old School Approach:
      7. 1. How can I push my agenda?
      8. 2. How can I keep the attention on myself?
      9. 3. What can I say to impress or manipulate?
      10. 4. How can I use this person to get what I need?
      11. How about this Approach?:
      12. 1. What can I give and offer to others?
      13. 2. How can I help others be successful?
      14. 3. How can I start and continue friendly conversations?
      15. 4. How can I listen attentively to recognise the needs and desires of others?
      16. 5. How can I provide true value to others?
      17. How?
      18. Switch the word "Networking" to "Connecting"
      19. Does that feel better already?
      20. Use the 50/50 rule
      21. 50% networking with prospective clients
      22. 50% networking with fellow professionals
      23. 'Share your intangibles'
      24. Network
      25. Who you know
      26. Knowledge
      27. What you know
      28. Compassion
      29. How you feel
      30. When?
      31. Always!
      32. You're constantly networking
      33. Formal Events
      34. Informal Events
      35. Walking your dog and talking to your neighbour
      36. Activities
      37. Daily:
      38. Introduce 2 people to each other
      39. 2 people covered in one action
      40. Personal or professional
      41. Follow up in two weeks to see how it went
      42. Share a piece of knowledge with someone
      43. A news or industry article to one person
      44. Do this three times a day
      45. Result: 3 people receive 1 item each
      46. Share compassion, support or congratulations on something with someone
      47. Advice
      48. Money
      49. Help
      50. A Smile
      51. Support
      52. Encouragement
      53. Whatever you can
      54. Weekly:
      55. Send a book to one person once a week
      56. Follow up in 3 weeks
    2. The BYS Direct Outreach Strategy
      1. When?
      2. Well before you actually need something from that person
      3. Instead Build the relationship by adding value first, before ever asking for something
      4. What it's NOT?
      5. SPAM
      6. (Unsolicited contact that doesn't add value)
      7. Who?
      8. Types of people with whom to use Direct Outreach?
      9. An ideal client or referral partner within your target market
      10. A decision maker at an organisation or association that will help you speak, write or more
      11. The Press
      12. And a myriad of other Business Development opportunities
      13. Preparation?
      14. Before reaching out identify:
      15. 1. What motivates this person? Hobbies, Business, Family?
      16. 2. What has the person accomplished?
      17. 3. What common interests might you both have?
      18. 4. Who are this persons peers?
      19. 5. Who is his competition?
      20. 6. What unique benefits do you offer?
      21. 7. What excites you about knowing or working with this person?
      22. 8. What do you believe is possible for the person?
      23. 9. What is your current status or role in the person's life?
      24. 10. How can you become an indispensable asset to the person?
      25. Points of Note
      26. Always work on the next single step, don't jump ahead
      27. Social Awareness / Social Intelligence
      28. Set aside time to study
      29. Your Self-awareness
      30. Your Self-Management
      31. Your Social awareness
      32. Relationship management
      33. Read: Daniel Goleman's Social Intelligence Book
      34. Key skills to succeed
      35. Throw away the sales pitch and learn to listen
      36. Be empathetic and understand the other persons feelings
      37. Foster credibility, trust and connection confidence
      38. How?
      39. The BYS List of 20
      40. Why 20?
      41. Large enough to be expansive
      42. Focused enough to ensure traction
      43. To approach someone who is not in your Network of 90 'yet'
      44. What to do:
      45. 1. Make a list of 20 people who you'd like to develop professional relationships with
      46. 2. Keep the list with you at all times (you're looking for opportunities to add value to them)
      47. 3. Each day reach out to #1 on the list and look for a way to add value to them
      48. a. Identify the individual you're going to reach out to (using 10 points above)
      49. b. choose the steps that you'll use to reach out
      50. c. Create a schedule for your initiatives
      51. d. Execute the plan
      52. e. Evaluate the plan
      53. 4. Move the #1 to the bottom of the list, and move #2 to #1
      54. 5. Repeat process daily
      55. What's next?
      56. When you get a positive response, add them into the Network of 90
      57. then remove them from the BYS List of 20
      58. If you dont hear from them after 3 months, remove them from the list
    3. The BYS Referral Strategy
      1. Why?
      2. Best way to get them is to give them
      3. Giving a referral makes you look good
      4. Adds to the emotional bank account
      5. Builds reciprocity
      6. Refresh yourself on the benefits of doing business with you
      7. Prepare First
      8. Identify how past referrals have come to you
      9. Who sent it?
      10. What was the referral for, specifically?
      11. Did the referral need your services immediately?
      12. How did they contact you?
      13. Had you educated the referrer about your services before they made the referral?
      14. How did you accept the referral and follow up?
      15. Is that new referral an ongoing client today?
      16. How?
      17. Step 1 - Identify Your Clients Benefits
      18. Step 2 - Identify Why Others Would Refer Clients To You
      19. Step 3 - Identify the Types of Referrals You Seek
      20. Step 4 - Identify the Places Where Your Referrers Meet Ideal Referrals
      21. Step 5- Clarify and Communicate How Your Referrers Make a Referral
      22. Step 6 - Ask for Referrals
      23. This will increase your referrals by 50%
      24. But make sure you've completed the preceding steps before you ask
      25. A few situations that are perfect during which to ask for a referral:
      26. Your ideal client thanks you for a job well done
      27. Your ideal client asks you for more services
      28. Your ideal client asks for clarification on a process or concept
      29. Your ideal client describes a past problem that you helped fix or goal you helped her achieve
      30. Your ideal client mentions a friend or associate who's facing the same challenges your client has faced
      31. Your ideal client mentions they're going to an industry conference (the industry that you serve)
      32. Step 7 - Facilitate the Referral Connection
      33. Step 8 - Follow up with Referrers and Referrals
      34. Practice your referral presentation
      35. Consider:
      36. Other Professionals - the Other Sources of Referrals
      37. Affiliate Fees and Reward Programs
      38. Strike While the Iron is Hot
      39. Always act quickly on referrals and follow up right away
      40. Gang of 5 strategy
      41. Identify 4 individuals who also serve your target market and offer complimentary services
      42. So you can send referrals to them
    4. The BYS Keep In Touch Strategy
      1. Why?
      2. Buyers do not usually buy first time they visit
      3. You need to forge a relationship with them
      4. Using a long term Keep In Touch Strategy for a Group
      5. Emails
      6. Newsletters
      7. Blogs
      8. Direct Mail
      9. etc
      10. One to One Strategy
      11. Met them at a function (as an example)
      12. You have permission to get in touch personally with relevance
      13. Not permission (yet) to be broadcast to
      14. When you do contact them, invite them to sign up
      15. Ensure it's permission based
      16. Anticipated
      17. Personal
      18. Relevant
      19. What?
      20. Six Basic Types of Keep In Touch Information
      21. 1. Industry Information
      22. 2. Strategies, tips and techniques
      23. 3. Content from other sources (experts)
      24. 4. Product and Service Offerings
      25. 5. Cool Keep-In-Touch
      26. 6. Special Announcements
      27. How?
      28. Keep In Touch Tools
      29. E-zines
      30. Printed Newsletters
      31. Phone
      32. Postcards and mailers
      33. Social Media
      34. Facebook
      35. LinkedIN
      36. Twitter
      37. etc
      38. When?
      39. Start Monthly
      40. Adjust according to what's appropriate for your target audience
      41. What Next?
      42. Move to Automation
      43. Build and manage your Database
      44. Use a CRM to:
      45. Track performance of lead sources
      46. Create a consistent sales process
      47. Increase the speed of your sales conversion
      48. Keep a track of activities
      49. Report on past performance
      50. Forecast future sales
      51. Enter data correctly
      52. Backup your Data
      53. Follow Up with your prospects and professional opportunities
      54. This is critical to develop trust and credibility
      55. To keep you at front of mind for prospects
  2. Optional
    1. Pick any one to put horsepower into your marketing
      1. Writing
      2. Is writing for you?
      3. Yes
      4. Jump straight in and learn the 5 Part Strategy
      5. No
      6. Writing is a skill that can be learnt well enough to master this through practice
      7. Then follow the 5 Parts
      8. Or
      9. Hire a Ghost Writer
      10. Collaborate with a Writer
      11. Then skip this entire section
      12. 5 Part BYS Writing Strategy
      13. 1. Decide on the subject
      14. Use these five questions to select a broad subject:
      15. a. What are you passionate about?
      16. b. What interests you on a personal level?
      17. c. What is the scope of your expertise?
      18. d. What life lessons have you learned?
      19. e. What is your target audience interested in learning?
      20. Hint:
      21. Write what you already know about
      22. Or something you want to learn more about through research
      23. 2. Choose an ideal topic
      24. Narrow your broad subject down to a focused topic
      25. Determine your objective for writing
      26. Examples:
      27. 1. What do I want to be known for?
      28. 2. What life experiences do I want to share?
      29. 3. What do I want to teach the reader?
      30. Understand Your Target Audience
      31. Once you've defined your target audience at a deeper level you can more easily know:
      32. What you'll tell them
      33. How you'll tell them
      34. Hot Buttons of your Target Audience
      35. Understanding emotional hot buttons can help better focus your writing
      36. 3. Creating an Attention Grabbing Headline
      37. 7 step checklist to help:
      38. 1. Select a few descriptive words
      39. 2. Tell the reader what they'll learn
      40. 3. Hint at the solution that you're providing
      41. 4. Use questions in the title to involve the reader
      42. 5. Curiosity works well, consider a teaser title
      43. 6. Promise Results
      44. 7. Promise to teach them something
      45. Optimize Your Title
      46. To align with what people will be searching for (in Search Engines)
      47. 4. Write your article
      48. The Introduction
      49. A strong introduction is important to engage the readers
      50. The Body
      51. Where you fulfill your promises you made in the title and Introduction
      52. Tips to help your writing
      53. Stick to one idea in each sentence
      54. Two or three sentences per paragraph
      55. Use subheadings
      56. Use lists
      57. Be consistent with your layout
      58. Optimize your body copy for your keywords
      59. For search engines
      60. To satisfy what the readers where looking for
      61. The Conclusion
      62. Wrap up by:
      63. Restating your main points in a neat summary
      64. Encourage readers to try your advice
      65. End on a positive note
      66. Authors Resource Box
      67. About You
      68. About Your Offer
      69. Call To Action
      70. Optional:
      71. Offer gift/incentive to motivate action
      72. Leave it for a day
      73. Revisit and re-read 24 hours later to improve
      74. 5. Get your article published
      75. Online
      76. Article Directories
      77. Online Press Releases
      78. Niche Websites
      79. Newsletters/Websites of the Influencers of your Target Market
      80. E-Zines
      81. Where should you start?
      82. Where your target market hangs out
      83. Identify what's needed from Websites/Article Site owners, and adapt to suit
      84. Offline
      85. 1. Think Big, but start small
      86. Focus on smaller publications
      87. Build your portfolio to take to the larger Publishers
      88. 2. Request writing guidelines from Print Publishers
      89. 3. Analyse the Contents
      90. Make sure you're aligned with what the publisher is looking for
      91. 4. Write a query letter
      92. One page letter proposing your ideas to the publication
      93. 5. Send a self addressed envelope
      94. 6. Follow up with the Editor
      95. Help Editors Help You
      96. Build your relationships with Editors
      97. Find out how you can help them
      98. Learn the art of delayed gratification
      99. Don't give up!
      100. Speaking
      101. If Speaking is right for you, and you want to give it a try, great. If it's not, don't worry
      102. Why should you?
      103. Leverage
      104. Build followers
      105. Credibilitiy and positioning increase
      106. Helps you master your material
      107. How?
      108. You can invite the audience to you
      109. Audience Pays (or perhaps not)
      110. Can be your 'Always have something to invite someone to' Offer
      111. Can position a sales opportunity
      112. By Promoting Yourself:
      113. How
      114. Try out different types until you find what works best
      115. Conference calls
      116. Create a frequent call
      117. Monthly
      118. Weekly
      119. With topics
      120. Something topical / useful
      121. From an industry magazine
      122. Invite a guest expert to talk
      123. Ask your clients what they'd most like to hear about
      124. Introduce the topic then open up for questions
      125. Record and have replays available for others to access
      126. Demonstrations / Educational events
      127. Seminars
      128. No cost / low cost retreat
      129. Ask yourself:
      130. How can you be unconventional and risky as to create interest and excitement for my services?
      131. 3 reasons for bringing audiences to you:
      132. 1. You want to leverage your time to connect to as many people as possible
      133. 2. You want to leverage the power of communities, building energy and credibility
      134. 3. You'll be viewed as a generous connector, increasing reputation and likeability
      135. You can be invited to the audience
      136. Getting Promoted By Others
      137. Build trusting relationships with decision makers at associations and organisations that serve your target market
      138. Use your BYS List of 20 for this
      139. This will benefit you through:
      140. Large audiences
      141. Audiences that include potential clients
      142. Name recognition to build prestige
      143. The opportunity to sell at the events (books and CD's as an example)
      144. Four hierarchy of levels to leverage
      145. Level One
      146. Your entry point to speaking
      147. Local not-for-profit groups
      148. Good place to practice your material
      149. And find potential clients
      150. Level Two
      151. For Profit Local Groups
      152. Level Three
      153. Local and Regional Associations
      154. And within Businesses
      155. Level Four
      156. National Associations
      157. National Businesses
      158. How to find your Audiences
      159. Internet Search
      160. Library's and Journals with Trade and Associations listed (in your country)
      161. Get Booked To Speak
      162. Use your BYS List of 20
      163. Do your homework for your targets in Direct Outreach
      164. Research the Person, the organisation
      165. Speak to members if you can to get more information
      166. What you need to present to get booked
      167. Everyone is different, but...
      168. Speaker One Sheet, Video, Session descriptions, etc
      169. Make sure you tailor each proposal as appropriate
      170. Your invitation to speak
      171. Attempt to lock down the topic and duration when booked to set clear expectations
      172. Collect contact information of all key stakeholders
      173. Who is in charge of the event
      174. Who will introduce you
      175. Land line and Mobile phone numbers
      176. Know your audience
      177. Research your audience so your content can be tailored to suit
      178. Pick the right vocabulary (Add any technical jargon that's needed)
      179. Understand how much background information you need to deliver
      180. Ask to interview some of the leadership personnel if possible
      181. Even better if you interview those who will attend the event
      182. Can you involve any in your presentation?
      183. Important: A strong foundation leads to a superior performance
      184. Use a questionnaire to collect:
      185. Pre-Questionnaire - Know Your Audience
      186. Audience Evaluation Forms
      187. Testimonial Forms
      188. Contact Information Forms
      189. Be Prepared
      190. Slides?
      191. Location?
      192. Extra Equipment needed from you?
      193. Timings of talk
      194. Remind facilitator of any requirements you have closer to the time (they've got a lot going on!)
      195. Know Your Venue
      196. Room setup
      197. Location of Toilets (seriously)
      198. Setup and Breakdown time allowed - and will you have help?
      199. Technical and physical needs - who brings what?
      200. Back of room sales - yes or no?
      201. Parking - free/paid/etc
      202. Putting your Presentation Together
      203. Keep it simple
      204. Either
      205. Teach your audience something that will add huge value
      206. Give them an experience
      207. Preferably Both
      208. Develop your Bio and Introduction
      209. Respect from the audience is very important
      210. Plan your presentation
      211. The better organised your information, the better it's consumed
      212. Choose your role
      213. Pick one of the roles from the Creating Information Products Chapter
      214. Define Your Message
      215. What's the one takeaway you want them to leave with?
      216. Develop Your Presentation Title
      217. "It has to personalise, tantalise, build expectation and motivate action."
      218. Define your Content by filling your Presentation Basket
      219. Using these six steps
      220. 1. Set the main objective of the presentation
      221. 2. Prepare your opening
      222. 3. Deliver the content
      223. 4. Summarise the key points
      224. 5. Offer Q&A
      225. 6. Close by thanking them and your host, and reminding how they can continue to connect with you
      226. Deliver Your Message
      227. Try and combine the three main ways of learning:
      228. 1. Sound
      229. Listening to you
      230. 2. Sight
      231. Powerpoint/slides/illustrations
      232. 3. Sensory
      233. Experiencing something from you
      234. How to make your presentations sizzle:
      235. Practice, practice, practice
      236. Stage your presentation
      237. Love your audience
      238. Dress appropriately for your audience
      239. Market yourself as an expert whilst staying on topic
      240. Use mics, props and handouts effectively
      241. Video record if you can to leverage into information products for later use
      242. Know your material
      243. Wrap up and Follow up
      244. Use your Networking and Keep in touch strategy here to stay in touch
      245. If you want to become a professional speaker, read these two books:
      246. Money Talks: How to Make a Million as a Speaker - Alan Weiss
      247. Getting Started in Speaking, Training or Seminar Consulting - Robert Bly
      248. Web
      249. Part 1 - Design
      250. Purpose and Benefits
      251. Positions Expertise
      252. Builds Brand
      253. Gives a Global Reach
      254. 24/7 Money Making Machine
      255. Builds Your Database
      256. Allows Filtering Unwanted Clients
      257. Provides an Opportunity for Bold Self-Expression
      258. The Biggest Mistake People Make
      259. For each page of the website they do not answer these questions:
      260. Who's coming?
      261. What do you want them to do?
      262. How are you going to get them to do it?
      263. How To Structure Content
      264. Focus on your Target Audiences Needs
      265. (You should know how to Structure your content as the Expert)
      266. The 10 Most Effective Types of Websites for Service Professionals
      267. Brochure
      268. Squeeze Page
      269. Sales Letter
      270. Menu of Services
      271. The Assessment
      272. The Portal
      273. The Viral Entertainment Site
      274. The Blog
      275. The Social Network
      276. A Profile Site
      277. What to look for in a Web Designer
      278. Design
      279. Marketing
      280. Programming
      281. Sense of Humour
      282. Patience
      283. Part 2 - Traffic
      284. Get Traffic
      285. 9 Traffic Strategies
      286. Search Engine Optimisation
      287. Boost Your Link Popularity
      288. Leverage Your Email Signature
      289. Article Directories
      290. Participate in Online Communities
      291. Cross Promote Through Marketing Partners
      292. Use Tell a Friend Forms
      293. Use Online Press Releases
      294. Pay per click Advertising
      295. Bonus...
      296. From your other 6 Core Self-Promotional Strategies
      297. Enticement
      298. What have you got to tempt a visitor?
      299. Value adding download / report / interactive / etc?
      300. Consumption
      301. Giving content that is easily consumed
      302. Following up to reinforce (or help) the consuming
      303. Part 3 - Building Your Social Media Platform
      304. Facebook
      305. Why use Facebook?
      306. Powerful Networking Platform for Keep in Touch
      307. Allows Targeted Marketing
      308. Integrates with your website/blog/twitter/etc
      309. Can increase Trust and Credibility with your Target Audience
      310. Gives you increased reach
      311. Allows you to build your database (using Opt-In forms or links to your Sign Up pages)
      312. Using Facebook for Business (the Basics)
      313. Your Profile
      314. Use this until you get close to 5,000 followers
      315. More powerful to connect to others as you grow your following
      316. Your Business Page
      317. Increased analytics (to know demographics)
      318. People can 'like' your page
      319. Recent Timeline changes mean its harder to embed sign up code, but you can link to signup pages outside of Facebook
      320. You can get a friendly URL once you have over 25 likes (facebook.com/username)
      321. Groups
      322. Setup to cater for those with special interests
      323. Very good to find your Target Audience in one place
      324. Perhaps setup a Group if you can't find one dedicated to your Target Audience as a way to build Credibility
      325. Community Pages
      326. More useful to research if your Target Audience is geographical
      327. Tools
      328. Messaging
      329. Like email, inside of Facebook
      330. Chat
      331. Real time chat to connect with others
      332. Lists
      333. A way to segregate your friends list into more targeted groups (assuming you're using Facebook as a marketing strategy)
      334. Events
      335. Allows you to plan and announce events to your Facebook friends
      336. Posts
      337. A post is a message that is put on your wall, and is then shown on your Friends wall (and potentially their friends too) - this gives exponential reach to new Friends / connections
      338. Comments
      339. You can comment on other peoples posts to build interaction
      340. Likes
      341. You can click LIKE to show you like something, as others can do with your Posts / Events / etc
      342. Invites
      343. Inviting others to Facebook, Events, Groups, etc
      344. Discussion Boards
      345. You can add these to Pages to allow discussions / feedback / testimonials
      346. Adverts
      347. Facebook has Paid Advertising to reach a wider audience of your Target Audience
      348. Links
      349. You can post links to external webpages for others to visit
      350. Notes
      351. Extended postings that have their own unique URL
      352. Your Goal With Facebook?
      353. Finding Clients
      354. Finding Network Partners
      355. Cross-promoting with Strategic Alliances
      356. Earning Credibility
      357. Creating Visibility
      358. Announcing Events
      359. Promoting your Products or Services
      360. Driving traffic to your Website (or Blog)
      361. Building your email list
      362. Having Sales Conversations
      363. Creating a base of Raving Fans
      364. How to use the BYS system on Facebook
      365. 1. Who knows what you know and do they like you?
      366. Building Credibility and Likeability
      367. 2. BYS Sales Cycle Process
      368. Make your page 'sticky' with relevant information
      369. 3. Power of Information Products
      370. Promoting your products
      371. 4. Super Simple Selling
      372. 4 step process easy to work through in real time chat
      373. 5. Networking Strategy
      374. Easy to share your Network using Facebook
      375. 6. Direct Outreach
      376. Connecting and adding value to those in your List of 20
      377. 7. Referral Strategy
      378. Give and get referrals though Facebook
      379. 8. Keep in Touch
      380. Send messages and engage in a personal way
      381. 9. Speaking & Demonstrating
      382. A channel to share your webinars / teleseminars (invites or recordings)
      383. 10. Writing Strategy
      384. A great platform to share your writing
      385. 11. Web Strategy
      386. Integrates well with your Website
      387. Facebook Done Wrong!
      388. 1. Inviting everyone to everything
      389. Instead: Target your Audience (Likes/Interests/Geography)
      390. 2. Having games show up on your Wall
      391. Farmville / Mafia Wars / etc
      392. Think about the reputation you want with your Facebook Friends
      393. Facebook Done Right!
      394. 1. Having a prepared plan on how to use Facebook and engage your Target Market
      395. Example: facebook.com/TheGrowingPractice
      396. LinkedIN
      397. Why use LinkedIN?
      398. A professional network allowing you to highlight your skills and past work experience
      399. A robust environment to help find corporate and professional prospects
      400. An easy way to keep up to date with industry trends
      401. Manages your professional identity online
      402. Builds your know, like and trust factors (by sharing your knowledge)
      403. A powerful communication platform
      404. Offers communition Tools for Messaging and Events
      405. Business use for LinkedIN - The Basics:
      406. Your Profile
      407. Your online resume
      408. Include your Who and Do What statement
      409. Connect your other Social Media platforms
      410. Network and Degress of Connection
      411. Allows you to connect to decision makers quickly through referrals in your network
      412. You can see how many people you're potentially connected to
      413. Recommendations
      414. You can give and receive recommendations for work
      415. Acts as a great way to collect testimonials
      416. LinkedIN Tools
      417. Events
      418. You can schedule and invite others
      419. Applications
      420. You can add / integrate applications you use in your profile to build your sharing and credibility
      421. Search
      422. You can find people, companies and skills to define targets
      423. Groups
      424. Either join or create established groups of your Target Audience
      425. Answers
      426. Share your knowledge through Answers to build even more credibility
      427. Jobs
      428. Apply for or hire through LinkedIN Jobs
      429. What are your Goals?
      430. Finding Clients
      431. Finding Network Partners
      432. Cross-promoting with Strategic Alliances
      433. Earning Credibility
      434. Creating Visibility
      435. Announcing Events
      436. Promoting your Products or Services
      437. Driving traffic to your Website (or Blog)
      438. Building your email list
      439. Having Sales Conversations
      440. Creating a base of Raving Fans
      441. Twitter
      442. Why use Twitter?
      443. It helps drive traffic to your website
      444. Effective SEO tool
      445. Builds the 'know, like and trust' factors
      446. Great way to build strong personal connections
      447. Robust real-time chat platform
      448. Allows for permission based marketing
      449. Allows you to listen in to Target Audience conversations (in case you can add value)
      450. Business Use for Twitter - The Basics
      451. Profile
      452. About you, your bio and a link to your website
      453. Following
      454. To follow others who could add value to you and vice versa
      455. Twitter Stream
      456. The tweets that appear on your homepage from those you follow
      457. Twitter Tools
      458. Direct Messages
      459. DM's
      460. Private Messages to other Twitter users
      461. Reply
      462. @
      463. Public for all to see, but the other person will be notified
      464. Retweet
      465. RT
      466. When you forward someone elses Tweet to your followers
      467. Lists
      468. You can segment your followers into groups (aka Lists) for more Targeted Messaging
      469. Hash Tags
      470. #
      471. Allow you to focus on a specific topic, by adding the Hash Tag at the start of the topic (ie #BookYourselfSold or #Marketing)
      472. Using Twitter to Book Yourself Solid
      473. Build Your Followers
      474. Finding People through Twitter
      475. Using Twitter Search
      476. Add using email importer
      477. Inviting others to follow you
      478. Twitter directories (eg Twello)
      479. What are your Goals for using Twitter?
      480. Finding Clients
      481. Finding Network Partners
      482. Cross-promoting with Strategic Alliances
      483. Earning Credibility
      484. Creating Visibility
      485. Announcing Events
      486. Promoting your Products or Services
      487. Driving traffic to your Website (or Blog)
      488. Building your email list
      489. Having Sales Conversations
      490. Creating a base of Raving Fans
      491. What is your message?
      492. Prepare content (80/20 rule)
      493. BYS Networking strategy - Share your Knowledge
      494. Automate...
      495. Sending content and prescheduled messages
      496. Welcome message
      497. Manage mulitple accounts
      498. Track statistics
      499. Create mulitple lists and easier management
      500. Automatically follow (and un-follow)
      501. Post audio or video on Twitter
      502. Twitter done right
      503. Two examples:
      504. @ChrisBrogan
      505. @MichaelPort
      506. Video
      507. Why Use Online Video?
      508. Low Barrier to entry
      509. Creates strong personal connection with clients and followers
      510. Trustworthy, credibility and likeability are all increased when they can see you
      511. Strong SEO benefits
      512. All working together to increase the awareness of you
      513. Business use for Video
      514. Website
      515. As a welcome video or your Who and Do What Statement
      516. Blog
      517. you can turn your blog into a video blog
      518. Sales Page
      519. Client Testimonials through Video
      520. Video Email
      521. Video Coaching
      522. Enhancing the delivery of your services
      523. Video tutorials and screen captures
      524. For training
      525. Create online video in Four Simple Steps
      526. 1. Your Goal
      527. Increasing online exposure
      528. Driving traffic to your website
      529. Enhancing Expert Status
      530. Building Trust and Credibility
      531. 2. Your Message
      532. Be consistent
      533. Develop a theme
      534. Maintain focus on your core message
      535. It's important HOW you say it, as well as WHAT you say
      536. List of types of video as examples:
      537. Expert Tip Series
      538. Your Backstory (Why You Do It Statement)
      539. Personal Message on your homepage
      540. Product Launch Promotion
      541. Intructional How-To Video
      542. Editorial
      543. Your "Top Ten" list
      544. Testimonial / Review
      545. Live Q&A ask the expert
      546. Intervew format
      547. Speaking Demo or Event Video
      548. 3. Your Format
      549. Webcam
      550. Webcast
      551. On Location Video Shoot
      552. Record Screen Capture
      553. Create Video or Photo Montage
      554. Five Step Process to Complete:
      555. 1. Develop Your Content
      556. 2. Setup your Equipment
      557. 3. Record your video
      558. 4. Upload your video to the web
      559. 5. Share / Distribute your video
      560. 4. Your Distribution and Promotion
      561. YouTube first
      562. Embed YouTube into your Website/Blog
      563. Share across Social Media
      564. Distribute using TubeMogul (now OneLoad.com)
      565. Video Done Right
      566. See LouBortone: www.Loubortone.tv
      567. Social Media: Pulling it all together
      568. Return on Investment is Three Fold:
      569. 1. Return on Interaction
      570. 2. Return on Involvement
      571. 3. Return on Investment
      572. Suggested Tasks:
      573. Daily:
      574. Post Personal Tweets 2-3 times minimum per day
      575. Schedule 15 minutes each day to monitor your social networks
      576. Get involved in relevant discussions
      577. Read your streams/walls/pages to look for content you can share with your network
      578. Twice per week:
      579. Write a new blog entry
      580. Visit other related industry blogs and make comments
      581. Ongoing:
      582. Add new links, videos, etc to your social networks, websites, etc
Module 3
1. Simple Selling and Perfect Pricing
  1. 1. Perfect Pricing
    1. Why?
      1. We want to identify what pricing models and strategies would be best for the people we're serving
      2. Often emotionally challenging
    2. How to Value?
      1. How much income will your service create?
      2. How long will what you create be useful or productive?
      3. How much pain will you relieve?
      4. How much pleasure will you create?
      5. Will your work create substantial and long lasting piece of mind?
      6. How are you helping your client connect to their purpose?
    3. What Options?
      1. Pricing Models
      2. Trading Time For Money
      3. Open-ended time for money trade
      4. i.e. Time and Materials
      5. Fixed Price for pre-set result
      6. i.e. Fixed Price
      7. Recurring fee for an open-ended amount of time
      8. i.e. Retainer
      9. Retainer plus back-end
      10. i.e. Retainer plus Profit Share
      11. Flexible Pricing
      12. i.e. Different pricing for the same product with different clients
      13. Bundled Pricing
      14. i.e. Offer a combination of products/services
      15. Penetration Pricing
      16. To break into a market
      17. Loss-leader Pricing
      18. Use your first offer at a loss, with an aim that they'd spend more on additional products once in
      19. Economy Pricing
      20. Be the lowest price offering in the market as a point of difference
      21. e.g. Walmart
      22. Prestige Pricing
      23. Have a higher price point than other competitors to position yourself as exclusive
      24. Consider these 5 Objectives
      25. 1. Maximise long-term profits
      26. 2. Maximise short-term profits
      27. 3. To gain market share
      28. 4. To survive
      29. 5. To do good
    4. When?
      1. When to Lower Prices, Discount and Offer Specials
      2. When you need to
      3. Quantity Discounts
      4. Cash Discounts
      5. Seasonal Discounts
      6. Markdowns and time sensitive discounts
      7. Free Services
      8. Use sparingly and with reason
      9. When to Raise Prices
      10. As often as possible
      11. Just for the heck of it
      12. Economic Conditions
      13. You're in Demand and Overbooked
      14. Training and skill development
      15. You've upgraded yourself, so you can charge more
      16. Upgrading your packaging
      17. Ensure you check any pricing regulations in your industry
  2. 2. Simple Sales Conversation
    1. To start
      1. Two Things
      2. Shift Your Perspective
      3. Let go of limiting beliefs
      4. Think of Solutions and Benefits in your Sales Process
      5. Realise the Value you have to offer
      6. Simple selling is having the right amount of Trust at the right Time
    2. How
      1. Using your solid Foundation that you've already built by now
      2. Earn Trust
      3. Using the Standard Credibility Builders
      4. Have a designed Sales Cycle starting with a No Barrier to Entry
      5. Using simple lead generating information products
      6. The Simple Four Step Process
      7. 1. Execute a FEW of the Core Promotional Strategies
      8. 2. Let your Foundation welcome visitors, giving you the oppotunity to earn trust
      9. 3. Buid Trust & Credibility through your Sales Cycle
      10. 4. When the potential client raises their hand, have a Simple Sales Conversation
      11. The Simple Sales Conversation
      12. Part 1
      13. What?...
      14. What are you working on?
      15. What is your goal?
      16. What are you trying to achieve?
      17. Part 2
      18. How?...
      19. How will you know when you've achieved it?
      20. What results will you see?
      21. What feedback will you hear?
      22. How will it feel?
      23. Part 3
      24. Help?...
      25. Would you like someone to help you with that?
      26. Part 4
      27. Me?...
      28. Because I believe you're my ideal client
      29. Would you like that someone to be me?
      30. Yes
      31. Book the Business!
      32. No
      33. If they're uncertain
      34. That's OK
      35. When they are ready, they will come back
      36. As long as you have a Keep In Touch strategy in place
      37. See Core Promotional Strategies
      38. Cut the crap out of Selling
      39. Trash the provocative questions
      40. Ditch the pitch
      41. Use the Red Velvet Rope Policy