Book Yourself Solid 3rd Edition by Michael Port ISBN 9781119430919 1119430917

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ISBN 10: 1119430917
ISBN 13: 9781119430919
Author: Michael Port

Kick off the cycle of success with serious self-promotion that works

Book Yourself Solid is a handbook for self-promotion that translates into results. We tend to think of “busy” as the equivalent of “successful”—but that’s not always the case. The key lies in what you’re busy doing. Success means spending your time doing work that gets you closer to your goals, and the critical driving force behind that success is self-promotion. This book shows you how to promote more than just your skills—you need to sell your reputation, your service, your very self. It starts with laying a foundation so potential clients know you can give them what they want and need. How do people see you, and how does that diverge from what you would like them to think? Once you know where you are, you can map out a plan for getting where you need to be, and this book shows you how to build the reputation you need to be the go-to person in your field—and keep the business coming in long-term.

Book Yourself Solid has been one of the most popular marketing books in the world for service-based businesses since its initial release in 2006. This new third edition includes updated and expanded strategies, techniques, and skills to help you get more clients and increase your take-home profits.

• Build a solid foundation for a stellar public image
• Enhance your reputation for trust and credibility
• Perfect your pitch and pricing to attract higher-caliber clients
• Adopt the six core strategies that will keep you booked solid

Spending just a small amount of time on self-promotion is an investment. You build a reputation that attracts high-quality clients, which boosts your profits, your track record, and your reputation, which in turn attracts even more high-quality clients. Book Yourself Solid shows you how to kick off this cycle of success, and maintain it for the long term

Book Yourself Solid 3rd Edition Table of contents:

Module ONE: Your Foundation

CHAPTER 1: The Red Velvet Rope Policy

Dump the Duds

The Old Man, the Little Boy, and the Donkey

What to Do When You Don’t (Yet) Have Clients

Pruning Your Client List

Creating Your Red Velvet Rope Policy

Ideal Clients, the Duds, and Everyone Else

A Perpetual Process

CHAPTER 2: Why People Buy What You’re Selling

Step 1: Identify Your Target Market

Your Passions, Natural Talents, and Knowledge Are Key

If You Feel Stuck

Step 2: Identify the Urgent Needs and Compelling Desires of Your Target Market

Step 3: Determine the Biggest Result Your Clients Get

Step 4: Uncover and Demonstrate the Benefits of Your Investable Opportunities

Relax, Be Playful, and Have Fun!

Clients Want You to Help Them

CHAPTER 3: Develop a Personal Brand

Branding

Releasing Blocks

You Are Uniquely You

The Three Components of Your Personal Brand

Your Who and Do What Statement

Your Why You Do It Statement

Your Tagline

Roma Non è Stata Construita un Giorno (Rome Wasn’t Built in a Day)

CHAPTER 4: How to Talk About What You Do

Developing Your Book Yourself Solid Dialogue

Five-Part Book Yourself Solid Dialogue Formula

Getting into a Book Yourself Solid Dialogue with Ease

Module TWO: Building Trust and Credibility

CHAPTER 5: Becoming a Likeable Expert in Your Field

The Standard Credibility Builders

Standards of Service

Becoming and Establishing Yourself as a Category Authority

Do I Have To?

Where to Begin

Making the Mental Shift

The Power of Likeability

CHAPTER 6: The Book Yourself Solid Sales Cycle Process

Building Relationships of Trust

Turn Strangers into Friends and Friends into Clients

The Book Yourself Solid Six Keys to Creating Connection: Who, What, Where, When, Why, and How

The Book Yourself Solid Sales Cycle Process

The Book Yourself Solid Always-Have-Something-to-Invite-People-to Offer

Use the Book Yourself Solid Sales Cycle to Unconditionally Serve Your Clients

CHAPTER 7: The Book Yourself Solid Keep-in-Touch Strategy

Relevant, Interesting, Current, and Valuable Content

Choosing Your Keep-in-Touch Tools

Automating Your Keep-in-Touch Strategy

CHAPTER 8: The Power of Information Products

Brand-Building Products and Easy-to-Follow Programs

The Five Simple Steps to Developing Your Product

The Simple Three-Step Product Launch Sequence

Pre-Launch Checklist

Joint Venture Partners and Affiliates

A Necessary Step in Your Business Development

Module THREE: Simple Selling and Perfect Pricing

CHAPTER 9: Perfect Pricing

Don’t Buy into a Poverty Mindset

Pricing Models

When to Lower Prices, Discount, and Offer Specials

When to Raise Prices

Regulations on Pricing

CHAPTER 10: Super Simple Selling

Letting Go of Limiting Beliefs

Shifting Your Perspective

Successful Selling Needs the Right Amount of Trust at Just the Right Time

The Secret to the Book Yourself Solid System

The Super Simple Selling System

Book Yourself Solid Four-Part Sales Formula

About the Gap

If They’re Uncertain

Cut the Crap Out of Selling

Module FOUR: The Book Yourself Solid Six Core Self-Promotion Strategies

CHAPTER 11: The Book Yourself Solid Networking Strategy

Networking, Ugh!

Making the Shift to the Book Yourself Solid Way

The Book Yourself Solid 50/50 Networking Rule

Have You Got Any Soul?

Share Who You Know, What You Know, and How You Feel

Networking Opportunities

Networking Events—What to Do

Networking Events—What Not to Do

Online Networking through Social Media

You Are Always Networking

So You’ve Got Spinach in Your Teeth

CHAPTER 12: The Book Yourself Solid Direct Outreach Strategy

Direct Outreach Gone Wrong

You Will Connect More When You’ve Got the Skinny

Only One Link in the Chain of Destiny Can Be Handled at a Time

Socially Successful Conduct

The Book Yourself Solid List of 20

Making Your Case

Direct Outreach Plan

Patience and Persistence Pay Off

CHAPTER 13: The Book Yourself Solid Referral Strategy

Quick Referral Analysis

Finding Referral Opportunities

Beginning the Referral Process

CHAPTER 14: The Book Yourself Solid Speaking Strategy

Self-Promotion

Getting Promoted by Others

Booking Your Way Up

How to Find Your Audiences

Get Booked to Speak

Fifty Public Speaking Performance Tips You Can’t Afford to Ignore

To Speak or Not to Speak, That Is the Question

CHAPTER 15: The Book Yourself Solid Writing Strategy

How to Get Out of Writing

The Five-Part Book Yourself Solid Writing Strategy

Help Editors Help You

CHAPTER 16: The Book Yourself Solid Web Strategy

PART 1: Designing Your Website

Purpose and Benefits of Having a Website

The Biggest Mistake Most People Make Online

Content and Structure

Website Basics

The 10 Most Effective Website Home Page Formats for Service Professionals

What to Look for in a Web Designer

PART 2: Getting Visitors to Your Website

Optimize Your Site

Leverage Your Email Signature

Participate in Online Communities

Cross-Promote through Marketing Partners

Use Tell-a-Friend Forms

Take Advantage of Online Press Releases

Profit from Pay-per-Click Advertising

The Two Essential Principles of Visitor Conversion

PART 3: Building Your Social Media Platform

Don’t Mix the Personal with the Professional

Social Media: Pulling It All Together

Final Thoughts

References

How to Reach Michael Port

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