Jay Conrad Levinson & Michael W. McLaughlin 
Guerrilla Marketing for Consultants 
Breakthrough Tactics for Winning Profitable Clients

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. Mc Laughlin (Mill Valley, CA) has been a partner
with Deloitte Consulting since 1994.

Mục lục

Acknowledgments.

Introduction.

PART I: MARKETING FOR CONSULTANTS THE GUERRILLA WAY.

Chapter 1. Why Consultants Need Guerrilla Marketing.

Chapter 2. What Is Guerrilla Marketing for Consultants?

Chapter 3. Thirteen Guerrilla Marketing Secrets.

Chapter 4. Anatomy of a Marketing Plan.

Chapter 5. The Guerrilla’s Marketing Road Map.

PART II: GUERRILLA MARKETING AT WORK.

Chapter 6. Beyond Web Sites: Create a Client-Centered Web
Presence.

Chapter 7. Boost Your Web Presence with a Zine.

Chapter 8. Talking Heads: The Cost of Free Publicity.

Chapter 9. When It Pays to Advertise.

Chapter 10. Write This Way.

Chapter 11. Five Steps to a Winning Speech.

Chapter 12. Book Publishing: The Guerrilla’s 800-Pound
Gorilla.

Chapter 13. Survey Said! Make Surveys and Proprietary Research
Work.

Chapter 14. The Power of Giving Back.

PART III: GUERRILLA SELLING FOR CONSULTANTS.

Chapter 15. All Projects Are Not Created Equal.

Chapter 16. ‘Send Me a Proposal’: Create Proposals
That Win.

Chapter 17. The Price Is Right.

Chapter 18. The Guerrilla’s Competitive Edge.

Chapter 19. After the Sale: Selling While Serving.

PART IV: PULLING IT ALL TOGETHER.

Chapter 20. Put Your Plan into Action.

Notes.

Resource Guide.

About the Authors.

Index.

Giới thiệu về tác giả

JAY CONRAD LEVINSON is Chairman of Guerrilla Marketing
International, a consulting firm serving large and small businesses
worldwide. He is the creator of the Guerrilla series, the
best-selling marketing series ever published. Levinson is a former
vice president and creative director at J. Walter Thompson and Leo
Burnett Advertising.

MICHAEL W. Mc LAUGHLIN is a Principal with Deloitte Consulting, and
has over twenty years of consulting experience. He has worked with
clients in businesses of every size, from small start-ups to some
of the world’s highest-profile companies. Mc Laughlin has sold
and delivered more than $300 million in consulting services in his
career, and he knows what works in the market and what
doesn’t.