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Appendix C: Press Release Template
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Appendix C: Press Release Template
by Marshall Goldsmith, Jay Niblick
The Profitable Consultant: Starting, Growing, and Selling Your Expertise
Cover
Praise for The Profitable Consultant
Title Page
Copyright
Foreword
Acknowledgments
Introduction
Chapter 1: Is Consulting Even Right for Me?
Why Choose Management Consulting as a Career?
What Does a Management Consultant Do?
Types of Practice Mind-Sets
Trends in Management Consulting
Risks of Independent Consulting
What Experience Is Needed?
Chapter 2: Build a Foundation That Supports Heavy Profits
Opening Your Doors
What Should You Call the Business?
What Business Structure Should You Choose?
Should You Have Insurance?
The Importance of Planning
The Critical Importance of Branding
What Business Supplies/Materials Will You Need?
Business Cards, E-Mail, and Letterhead
Brochures/Marketing Collateral
Phone Lines
Stock Headshot
Webinar Capability
Establishing Your Internet Presence
Listing with Website Directories
Banking
Do You Need an Office?
Software Programs
What Will Your Role Be?
The Myth of Strengths and Weaknesses
The CEO Bucket List
Outsourcing
Talent Bartering
Chapter 3: Poor Pricing Equals Poor Profits
The Money Side
Determining Your True Hourly Base Rate
Types of Fee Structures and Benefits
Thoughts on Pricing in General
How to Deal with People Who Always Want a Deal
Proven Methods to Increase/Protect Your Profits
How to Increase Fees Appropriately
Chapter 4: How You Charge Is as Important as What You Charge
Proposals as Confirmation—Not Negotiation
A Brief Word on Contracts
The Option of Multiple Yeses
Negotiating Price for Maximum Profit
Invoicing Properly
Dealing with Deadbeats
Firing Your Bottom 10 Percent
Justifying Your Fees
Chapter 5: Not Just Any Ole Fishing Hole Will Do
Choosing Your Target Market
The Greatest Profit Key in the World
Team Separation
What Is Your Final Offering (UVP)?
Chapter 6: Seek Only to Give—Marketing That Actually Works
Effective Marketing
Education-Based Marketing
The Golden Rules of EBM
The 16 Marketing Vehicles
Website Marketing
Social Media Marketing
Blog Marketing
Article Marketing
Lecture/Seminar Marketing
Webinar Marketing
Presentation Marketing
Video Marketing
Audio Podcast Marketing
Workshop Marketing
Book Marketing
Drip or E-Mail Marketing
Referral Marketing
Effective Partnership Marketing
Network-Based Marketing (i.e., Networking)
Research-Based Marketing
Press Release Marketing
Where to Take Your Awesome Press Release
Nonstarters in Marketing
Chapter 7: Why Selling Sucks—The Profits from Your Practice
Cause #1: Selling Is a Full-Time Job
Cause #2: Selling Isn't Right for What You Do
Cause #3: Selling Isn't Right for You
Cause #4: The “Die-chotomy” of Being an Independent Consultant
Chapter 8: He Who Identifies the Cause of the Problem Gets to Fix It
Becoming the Business Diagnostician
“He Who Identifies the Cause of the Problem Gets to Fix It”
The Psychology of Sales
The Diagnostic Sales Process
The Physician Analogy
Induce the Customer to Come to You
Establish a Concrete Power Source
Advance a Hypothetical Cause
Recommend Diagnostic Profiling
Behavioral Profiles
Motivational Profiles
Organizational Profiles
Negotiate the Appropriate Solution
Connecting the Dots
Don't Forget to Close
Chapter 9: The Golden Rule Is Just Plain Wrong
Effective Communication = Effective Persuasion
The Seven Buying Motives (Why People Buy)
The Four Buying Styles (How People Buy)
Buying Style Communication Tips
Who's on First?
Connection versus Speed
Chapter 10: Be Bold and Mighty Forces Will Come to Your Aid
Squeezing the Trigger
Comfort Zones
Courage to Change
Just What Is a Qualified Prospect?
Always Deliver Superior Customer Service
When to Squeeze the Trigger
Your Launch Checklist
Conclusion: Don't Lose Sight of Your Success
Appendix A: Putting It All to Work for You—A Review
Appendix B: The EBM Guide: How to Get Started on an EBM Campaign
Appendix C: Press Release Template
Appendix D: Launch Cheat Sheet
About the Author
Index
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Appendix B: The EBM Guide: How to Get Started on an EBM Campaign
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Appendix D: Launch Cheat Sheet
Appendix C
Press Release Template
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