Go-To Expert, The

Heather Townsend helps professionals become the Go-To-Expert. She is the author of The FT Guide To Business Networking and a high profile member of the professional services industry. Heather has worked with over 300 partners, coached, trained and mentored over 2000 professionals at every level of the UK’s most ambitious professional practices. She is a regular speaker and writer for the trade press.Jon Baker has 25 years experience of managing, training & coaching in business. He is an in demand speaker, social media and sales trainer (Jon is a member of the professional speaker’s association). In the last 7 years he has coached hundreds of Business owners, helping to grow their firms by more than 63%. He has also had blue chip clients; including BP, Total, and Feel Good Drinks.

• About the authorsAuthors’ acknowledgementsPublisher’s acknowledgementsForewordIntroductionPart 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 goalsGetting started on your journey to become the Go-To-ExpertChapter 2: What is going to be your thing?What do we mean by a niche?The importance of being committed to your nicheWhy professionals resist adopting a niche?How to find your nicheDeciding on your nichePart 2: Packaging your brandChapter 3: How to make your services irresistible to clientsWhat you need to know about your niche to build a successful marketing planDeciding what services to offerYour sound biteHow to package up your servicesHow to differentiate yourself from your colleagues and competitors in the eyes of your niche marketRemoving the risk for your clientsChapter 4: How to craft the right impressionYour personal marketing toolkitHow to dress the partSocial media etiquetteChapter 5: How to use your content to reinforce your expertiseWhat is meant by valuable content?The three ways to create your contentWhat is a content plan?Questions to ask before writing a content planPlanning your business development contentTips to save time producing and sharing contentThe how, what, when and why of bloggingPart 3: How to build your visibility and profile to generate high-quality, warm leadsChapter 6: Networking your way to successWhy build your network and community?How to build your own personal networking strategyHow to generate referrals via your networkYour networking routineChapter 7: Publishing your way to successThe benefits of writing a business bookThe challenges of writing a business bookThe five steps to writing and successfully marketing your bookHow to decide whether to go published or self-publishedChapter 8: Speaking your way to successWhy you need to add speaking to your marketing mixThe difference between ‘public speaking’ and ‘presenting’How to design a speech that helps you achieve your objectivesHow to deliver a speech with impactHow to conquer your nervesWhat should be included in your speaker kit?How to successfully secure speaking engagementsChapter 9: Using PR to open doorsThe different types of PR available to youWhat the media is looking forHow to organise your PR campaignHow to successfully pitch your article to the mediaWhat a press release is and why you need itHow to get yourself regularly called by journalistsHow to get yourself on TV or radio or have your own columnMonitoring your media coverageHow to use PR to win businessShould you do it yourself or employ a PR professional?Chapter 10: Successful seminar sellingHow events help you generate more leadsThe different types of events available to youThe key stages in planning, marketing and running an eventPart 4: Turning leads into clientsChapter 11: Managing your sales pipelineBuilding your tactical marketing planHow to spot a potential leadWhat is my sales pipeline?How to follow up with a lead without being pushyHow to get a face-to-face meetin

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