Guerrilla Marketing for Consultants

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. McLAUGHLIN 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. McLaughlin 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.

• 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.