Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients
Jay Conrad Levinson,Michael W. McLaughlin | 2004-10-08 00:00:00 | Wiley | 304 | Consulting
Trusted advice on successful consulting from the authors of the bestselling Guerrilla Marketing series
Consulting is entering the era of the guerrilla client-buyers with a glut of information at their fingertips and doubts about the value consultants add. Guerrilla Marketing for Consultants is the first book to reveal how guerrilla marketing can transform today's challenges into golden opportunities for winning profitable work from the new breed of consulting clients. Packed with information, this step-by-step guide details the 12 marketing secrets every consultant should know, the anatomy of a marketing plan, Web sites, sources of free publicity, direct-mail marketing, winning proposals, and more.
Jay Conrad Levinson (San Rafael, CA) is the Chairman of the Board of Guerrilla Marketing International and the author or coauthor of more than 30 books, including the bestselling Guerrilla Marketing series. Michael W. McLaughlin (Mill Valley, CA) has been a partner with Deloitte Consulting since 1994.
Reviews
While this book is a number of years old, it still has many of the basic principles that continue to apply today. Regardless if you are a new consultant or a seasoned veteran the book provides good solid insight or reminders of what is important. As an independent consultant you tend to forget you have to sell and market your services all the time, otherwise you will end up without any clients. This book does a good job of reminding you, that you are only as successful as your last contract!
Reviews
As recently hired employee to a consulting firm, I realized that their was a lot the firm was not doing when it came to marketing. I was unfamiliar that consulting firms needed a special brand of marketing, until i cam across this book (i have read other books in the Guerilla Series).
All of the advise is cheap, effective, and applicable to the real world. The firm that i work for now employes almost every one of his tips in the book, and I can proudly say that our current clients are more satisfied than ever, and we're able to attract new clients regardless of the current economic climate. A must read for any consultant that wants to effectively expand their maket and customer base.
Reviews
I have spent 28 years as a consultant, 15 of these at a large firm (The MAC Group/Gemini Consulting, where I was a Senior Vice President) and the rest running my own boutique. Based on this experience, it's clear to me that the essence of marketing for consultants is creating a kind of gravitational pull which attracts clients to you. Advertising and knocking on doors just doesn't work. McClaughlin and Levinson totally understand this--McClaughlin himself is a consulting veteran who spent many years at Deloitte. Their book is based on real experience, and it sets out a wonderful set of very practical things you can do to attract clients and establish your name in the marketplace. It takes the reader through all of the foundations you need to put into place, including building a marketing plan; speaking; publishing; writing proposals; pricing; creating a web presence; and many others. It's an excellent, useful, and lively read.
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This book is very thorough and gives you the foundation to really market your consulting business and maintain that competitive edge over your competition. It is definitely worth reading.
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This fabulous book is akin to my own book "The Expert's Edge" in terms of the advice it gives. It lays out what consultants need to do to get ahead of their competitors and to attain a "go-to" visibility: publish their ideas, speak to groups, pay attention to marketing, and so on. It is accurate and smart. Buy and devour this book.
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