Table of Contents
Preface to the Paperback Edition ix
Foreword 1
Introduction 5
Section I What Is Contact Marketing?
Chapter 1 The Wonderfully Strange World of Contact Marketing 15
Chapter 2 What Is a Contact Campaign? 25
Chapter 3 The Nature of CEOs and VIPs 37
Chapter 4 Your VIP Makeover 47
Chapter 5 Identifying Your Top 100 Prospects 57
Chapter 6 Getting to Know Your Targets 67
Section II Contact Campaign Tactics & Methods
Chapter 7 Contact Campaign Methods and Tactics 79
Chapter 8 Gifts and Visual Metaphors 87
Chapter 9 Free and Nearly Free 107
Chapter 10 Media, Insight, Exposure, and Events 129
Chapter 11 Over the Top 151
Section III Your contact campaign in action
Chapter 12 How a Contact Campaign Works 167
Chapter 13 Developing Your Contact Letter, Scripts, and Anti-Pitch 179
Chapter 14 Your Secret Weapon: The Hold-Back Device 191
Chapter 15 The Critical Role of Executive Assistants 199
Chapter 16 Making Contact 209
Chapter 17 Your Call to the CEO 221
Chapter 18 Now the Work Begins 227
Chapter 19 Defining Success 233
Chapter 20 Social Media's Expanding Role in Contact Campaigns 243
Chapter 21 Where Do We Go from Here? 255
Bonus Chapter Channeling Your Inner Coach 263
Section IV Tools & resources
Tools and Resources 274
Acknowledgments 282
Notes 287
Index 288
About the Author 294
