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  1. 1. TeAM YYePG Digitally signed by TeAM YYePG DN: cn=TeAM YYePG, c=US, o=TeAM YYePG, ou=TeAM YYePG, email=yyepg@msn.com Reason: I attest to the accuracy and integrity of this document Date: 2005.07.10 21:43:16 +08'00'
  2. 2. GUERRILLA MARKETINGFOR CONSULTANTS Breakthrough Tactics for Winning Profitable Clients JAY CONRAD LEVINSON MICHAEL W. McLAUGHLIN JOHN WILEY & SONS, INC.
  3. 3. Copyright 2005 by Jay Conrad Levinson and Michael W. McLaughlin. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. The publisher is not engaged in rendering professional services, and you should consult a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. Library of Congress Cataloging-in-Publication Data: Levinson, Jay Conrad. Guerrilla marketing for consultants : breakthrough tactics for winning profitable clients / Jay Conrad Levinson and Michael W. McLaughlin. p. cm. Includes bibliographical references and index. ISBN 0-471-61873-X (pbk.) 1. Marketing. 2. ConsultantsMarketing. 3. ProfessionsMarketing. 4. Business consultants. I. McLaughlin, Michael W., 1955 II. Title. HF5415.L4762 2004 001.0688dc22 2004042253 Printed in the United States of America. 10 9 8 7 6 5 4 3 2 1
  4. 4. For Sally The road continues . . .
  5. 5. v Contents Acknowledgments vii Introduction ix PART I MARKETING FOR CONSULTANTS THE GUERRILLA WAY Chapter 1: Why Consultants Need Guerrilla Marketing 3 Chapter 2: What Is Guerrilla Marketing for Consultants? 10 Chapter 3: Thirteen Guerrilla Marketing Secrets 19 Chapter 4: Anatomy of a Marketing Plan 32 Chapter 5: The Guerrillas Marketing Road Map 47 PART II GUERRILLA MARKETING AT WORK Chapter 6: Beyond Web Sites: Create a Client-Centered Web Presence 61 Chapter 7: Boost Your Web Presence with a Zine 79 Chapter 8: Talking Heads: The Cost of Free Publicity 92 Chapter 9: When It Pays to Advertise 108
  6. 6. vi CONTENTS Chapter 10: Write This Way 119 Chapter 11: Five Steps to a Winning Speech 129 Chapter 12: Book Publishing: The Guerrillas 800-Pound Gorilla 144 Chapter 13: Survey Said! Make Surveys and Proprietary Research Work 160 Chapter 14: The Power of Giving Back 170 PART III GUERRILLA SELLING FOR CONSULTANTS Chapter 15: All Projects Are Not Created Equal 179 Chapter 16: Send Me a Proposal: Create Proposals That Win 194 Chapter 17: The Price Is Right 211 Chapter 18: The Guerrillas Competitive Edge 227 Chapter 19: After the Sale: Selling While Serving 242 PART IV PULLING IT ALL TOGETHER Chapter 20: Put Your Plan into Action 259 Notes 269 Resource Guide 277 About the Authors 285 Index 287
  7. 7. vii Acknowledgments Theres pure joy in thanking those who helped bring this book to life. None of this would have been possible if my good friend, colleague and confidante, Marty Rosenthal, hadnt taken a chance and hired me as a consultant. Over the past 20 years, my partner at Deloitte, Mike Deverell, taught me the art and craft of consulting and showed me how integrity, professionalism, and value draw clients to a consulting practice. Ive been fortunate to work alongside some of the finest consul- tants in the profession. A very special thanks to Tom Dekar, John Demetra, Peter Gertler, Erik Gilberg, Greg Seal, Phil Strause, and Jack Witlin. Hundreds of others at Deloitte also shaped my thinking about this book. I wish I could thank each of you personally for your gen- erosity and collegiality, but you know who you are. Most of all I learned from clients. They always let you know when things are right and when theyre not. From our first conversation, my co-author, Jay Levinson, pro- vided the glue that holds this book together. From the roughest pro- posal outline to the completed manuscript, Jay steered the project with his experience and keen intellect. No problem was too big or small for Jays attention. All I had to do was ask and Jay was there to lend a hand. It was a rare treat to work with my agents, Michael Larsen and Elizabeth Pomada. They knew exactly when to apply the right pres- sure to keep the project moving, and they never gave up on the idea. Without their guidance, this book would still be a pile of notes. The team at John Wiley & Sons made the editing and production of the book seem like magic. My editor, Mike Hamilton, was there to answer every question, solve any problem, and keep the book on the right track. Deborah Schindlar, my Wiley production editor who worked with Pam Blackmon and her team at Publications Develop- ment Company; Kimberly Vaughn; and Michelle Becker brought the
  8. 8. viii ACKNOWLEDGMENTS book from rough manuscript to the bookshelves, and I owe each of you a debt of gratitude. Mark Steisel, my friend and colleague, contributed his blood, sweat, and tears to this book. Mark has a feel for the language that most of us simply dream about. His perseverance, editorial touch, and inspiration helped bring this book to a whole new level. Every author has a secret weaponthat one person who is there to do whatever is needed, no matter what. My generous sister-in-law, Mary Dillon, is my secret weapon. Thank you, Mary, for tending to just about everything when writing and editing took over my life. To my wife, Sally, you stuck by me when the going got the tough- est. You gave selflessly of your days, nights, and weekends editing and reediting every last chapter of this book. I have no words to describe what your devotion has meant to me. You are in my mind and heart at all times. This book is for you. M.W.M. The Guerrilla Marketing brand has grown in 20 years from a single book to a library of books available around the world. One of the main reasons for that success is authors such as Michael W. McLaugh- lin who bring the spirit, the wisdom, and the practicality of Guerrilla Marketing to vibrant life. I want to acknowledge Mikes painstaking work and superb writ- ing. It is not easy to write a Guerrilla Marketing book. But he has done it with grace and aplomb. I also single out for gratitude some of the same people that Mike has identifiedMark Steisel, writer and editor extraordinaire, and Mike Larsen and Elizabeth Pomada, the shepherds of the brandwho have been my literary agents since the first bookand will be my agents for many more books. Finally, I thank Jeannie Huffman, president of Guerrilla Market- ing International, who has built the brand, as people like Michael and I have crafted the words. J.C.L.
  9. 9. ix Introduction Are you a consultant? That title applies to professionals from actuar- ial advisors to Web site designers, including management consul- tants, accountants, architects, investment counselors, lawyers, public relations consultants, engineers, human resources experts, executive coaches, professional speakers, technology consultants, internal con- sultants, and others. All consultants are different and each specialty requires unique skills. One of those skills, though it may not say so on your business card, is marketing. If youre not a top-notch marketer, expect an up- hill road all the way. And dont expect that road to lead to the bank. Professional service providers need powerful marketing now more than ever. You may be a brilliant advisor or strategist, but in our highly competitive world you must convince clients that your services are head and shoulders above the competition if you want to stay in business. This book was written from the perspective of a management con- sultantcoauthor, Michael McLaughlin. But the message of guerrilla marketing is equally relevant for all professional service providers. Whatever consulting you do, guerrilla marketing can separate your practice from the pack. Thats not to say that classical market- ing principles have no validity. But they are not a potent enough re- sponse to the rapidly changing demands of todays clients. Guerrilla marketing strategy and tactics will take you to the next level, where profits flow abundantly. Guerrillas use their time, en- ergy, creativity, and knowledge to maximize the return on their mar- keting