Description
About the authors Authors’ acknowledgements Publisher’s acknowledgements Foreword Introduction Part 1: Determining what your thing is Chapter 1: Why do you want to become the Go-To-Expert? What are your reasons for wanting to become the Go-To-Expert? The importance of setting goals Getting started on your journey to become the Go-To-Expert Chapter 2: What is going to be your thing? What do we mean by a niche? The importance of being committed to your niche Why professionals resist adopting a niche? How to find your niche Deciding on your niche Part 2: Packaging your brand Chapter 3: How to make your services irresistible to clients What you need to know about your niche to build a successful marketing plan Deciding what services to offer Your sound bite How to package up your services How to differentiate yourself from your colleagues and competitors in the eyes of your niche market Removing the risk for your clients Chapter 4: How to craft the right impression Your personal marketing toolkit How to dress the part Social media etiquette Chapter 5: How to use your content to reinforce your expertise What is meant by valuable content? The three ways to create your content What is a content plan? Questions to ask before writing a content plan Planning your business development content Tips to save time producing and sharing content The how, what, when and why of blogging Part 3: How to build your visibility and profile to generate high-quality, warm leads Chapter 6: Networking your way to success Why build your network and community? How to build your own personal networking strategy How to generate referrals via your network Your networking routine Chapter 7: Publishing your way to success The benefits of writing a business book The challenges of writing a business book The five steps to writing and successfully marketing your book How to decide whether to go published or self-published Chapter 8: Speaking your way to success Why you need to add speaking to your marketing mix The difference between ‘public speaking’ and ‘presenting’ How to design a speech that helps you achieve your objectives How to deliver a speech with impact How to conquer your nerves What should be included in your speaker kit? How to successfully secure speaking engagements Chapter 9: Using PR to open doors The different types of PR available to you What the media is looking for How to organise your PR campaign How to successfully pitch your article to the media What a press release is and why you need it How to get yourself regularly called by journalists How to get yourself on TV or radio or have your own column Monitoring your media coverage How to use PR to win business Should you do it yourself or employ a PR professional? Chapter 10: Successful seminar selling How events help you generate more leads The different types of events available to you The key stages in planning, marketing and running an event Part 4: Turning leads into clients Chapter 11: Managing your sales pipeline Building your tactical marketing plan How to spot a potential lead What is my sales pipeline? How to follow up with a lead without being pushy How to get a face-to-face meetin
