You are a successful entrepreneur with a brain for business, but you’re indecisive about marketing and need a guide that will help your company distinguish itself, inspire customer loyalty and increase profits. Marketing for Rainmakers: 52 Rules of Engagement to Attract and Retain Customers for Life presents practical concepts, helpful tips and real-life examples to help you take your business to the next level with marketing that focuses on the customers’ needs. Fifty-two business-building ideas will inspire you to take immediate action and develop a marketing mindset.
Author(s): Phil Fragasso
Edition: 1
Year: 2008
Language: English
Pages: 304
Marketing for Rainmakers: 52 Rules of Engagement to Attract and Retain Customers for Life......Page 5
Contents......Page 9
Acknowledgments......Page 13
Introduction Making Rain While the Sun Shines......Page 15
MARKETING......Page 16
RAINMAKING......Page 20
RAINMAKER MARKETING......Page 21
Section One: The Brand-Focused Rainmaking Marketer......Page 23
ROE #1: Begin at the End......Page 25
A LESSON FROM THE GREATEST RAINMAKER OF ALL-TIME......Page 26
A COROLLARY LESSON FROM SOMEONE WHO WOULDN'T QUALIFY TO HOLD TOM WATSON'S MEMORY STICK......Page 28
A COROLLARY LESSON FROM MY INNER "DR. PHIL"......Page 30
ROE #2: Be a Hobgoblin......Page 31
THE BEST OF THE HOBGOBLINS......Page 33
INNOVATION......Page 35
FUN......Page 36
ROE #3: Get Yourself Some Culture......Page 38
ROE #4: Be True to Your School......Page 43
ROE #5: Say It Like You Mean It......Page 47
ROE #6: Broaden Your Brandwidth......Page 52
A SELF-ASSESSMENT......Page 53
ACTIVITY ASSESSMENT......Page 54
SWOT ANALYSIS......Page 56
PUTTING IT TOGETHER......Page 57
ROE #7: Bow to the Wow......Page 59
ROE #8: Stay Up, Sell Out, Cash In......Page 65
INFOMERCIALS AND AIDA......Page 68
Section Two: The Strategic Rainmaking Marketer......Page 71
ROE #9: See the Forest in Every Tree......Page 73
THE “ TOO SMART FOR THEIR OWN GOOD" COROLLARY......Page 74
TIPS ON BECOMING A BIG-PICTURE, INVISIBLE-DOT CONNECTOR......Page 76
ROE #10: Feed the Lion and Spare the Mouse......Page 78
ROE #11: Smarten Up......Page 83
SMART MOVES......Page 87
ROE #12: Manifest Your Destiny......Page 89
MANIFEST YOUR WORKDAY......Page 93
ROE #13: Kill the Cat......Page 96
A CURIOUS AFTERTHOUGHT......Page 101
ROE #14: Fuhgeddabout Woulda Coulda Shoulda......Page 102
ROE #15: Muddy the Waters......Page 106
HOW TO BE A DEVIL......Page 108
DEVILISH QUESTIONS......Page 110
DEVILISH QUESTIONS THAT SHOULD HAVE BEEN ASKED......Page 111
ROE #16: Start From Scratch......Page 112
Section Three: The Tactical Rainmaking Marketer......Page 117
ROE #17: Celebrate Smilestones......Page 119
ROE #18: Ignore the Bliss......Page 124
ROE #19: Stick It......Page 127
HOW TO STICK IT GOOD......Page 129
THINGS THAT UNGLUE......Page 132
POSTSCRIPT......Page 135
POST-POSTSCRIPT......Page 137
ROE #21: Face the Facts......Page 139
ROE #22: Say No to Yes But......Page 143
IDENTIFY YOUR OWN YES-BUT......Page 146
ROE #23: Sweat Like a Pig......Page 148
A NO-SWEAT COROLLARY......Page 150
ROE #24: Lose Your Head......Page 152
HOW TO GET SERIOUS ABOUT HUMOR......Page 154
ROE #25: Slow Down to Speed Up......Page 157
ROE #26: Don’t Just Because You Can......Page 161
ROE #27: Show Them the Money......Page 165
A CONTEMPLATIVE FOOTNOTE......Page 169
Section Four: The Customer-Focused Rainmaking Marketer......Page 171
ROE #28: Walk a Mile in Your Customer’s Shoes—Backwards......Page 173
ROE #29: Reject IOUs......Page 178
IOU TIPPING POINTS......Page 180
ROE #30: Act Big, Feel Small......Page 182
ROE #31: Speak Greek Only in Greece......Page 186
ROE #32: Listen to be Heard......Page 190
ROE #33: Say Nyet to Nyuk!......Page 196
ROE #34: Love'em or Leave’em......Page 200
ON A MORE POSITIVE NOTE......Page 203
ROE #35: Go the Extra 18 Inches......Page 205
ON THE OTHER HAND......Page 208
ROE #36: Tarnish the Golden Rule......Page 209
THE GOOD PARTS OF THE GOLDEN RULE......Page 211
Section Five: The Competitive Rainmaking Marketer......Page 213
ROE #37: See the Whites of Their Eyes......Page 215
ROE #38: Shop Till You Drop......Page 220
ROE #39: Experience the Experience......Page 224
HOW CLIENTS EXPERIENCE YOUR FIRM......Page 225
HOW CLIENTS EXPERIENCE YOUR PRODUCTS......Page 227
HOW CLIENTS EXPERIENCE YOU......Page 229
ROE #40: Choose to Lose......Page 232
ROE #41: Analyze This......Page 236
ROE #42: Expect the Unexpected......Page 241
ROE #43: Give Up......Page 245
Section Six: The Hardwired Rainmaking Marketer......Page 249
ROE #44: Tell a Story Worth a Thousand Pictures......Page 251
ROE #45: French KISS......Page 256
HOW TO BECOME A BETTER FRENCH KISSER......Page 258
WARNING: DO NOT TRY THIS AT HOME......Page 260
ROE #46: Light Your Lying Pants on Fire......Page 262
MAKE THE MOST OF A BAD SITUATION......Page 264
A FINAL NOTE......Page 265
ROE #47: Sell Soft, Market Hard......Page 266
ROE #48: Reduce Your Attention Spam......Page 270
PRIORITIES ARE NOT......Page 273
ROE #49: Choose Them Over Us......Page 275
A WORD FROM MARKETING'S UNDISPUTED RAINMAKER......Page 278
ROE #50: Just Don’t Do Id......Page 280
ROE #51: Suck It Up......Page 284
NO DOWN TIME......Page 286
THE BIG Q......Page 287
ROE #52: Burn This Book......Page 289
Index......Page 293
