Table of Contents
Foreword Ken McCarthy xi
Introduction xvii
Part I Direct Marketing
Chapter 1 The Big Switch 5
Chapter 2 An OFFER They Can't Refuse 13
Chapter 3 Make Them OBEY ORDERS 31
Chapter 4 No Freeloaders 37
Chapter 5 How to Find Profit in an Unprofitable World 53
Chapter 6 Media Is Not Marketing 63
Chapter 7 The Importance of Creating Your Unique Selling Proposition 71
Chapter 8 Niche Marketing 79
Chapter 9 What Disney VIP Treatment Can Teach You about Email Marketing 83
Chapter 10 Effective Calls to Action 87
Chapter 11 The Trouble with Trending 93
Part II Branding and Local Marketing
Chapter 12 The Golden Opportunity and Harsh Reality of Owning a Brand 103
Chapter 13 A Demonstration of Brand vs. Brand + Direct Response 121
Chapter 14 Building a Brand by Building Bonfires 127
Chapter 15 Building a PERSONAL Brand 141
Chapter 16 Turning a Problematic Environment Upheaval to Your Advantage 153
Chapter 17 Rethinking the Business You Are In 159
Chapter 18 Come One, Come All to Your Marketing Event 165
Part III Personalized Marketing
Chapter 19 Trust-Based Marketing as the Path to Wealth 189
Chapter 20 Trust Without Trying Is No Longer Enough 201
Chapter 21 The Power of Prescription 213
Chapter 22 The Role of Proof 223
Chapter 23 Meet the LEB/S Market 231
Chapter 24 The Power of Profiling 241
Chapter 25 Advantages in Marketing to LEB/S 251
Chapter 26 The Power of the Right Media Strategy: The Online vs. Offline Debate and the LEB/S Market 263
Chapter 27 The Power of "FOR ME": Customization, Exclusivity, and Membership 271
Chapter 28 The Power of Aspiration and Ambition 285
Chapter 29 Across the Rubicon 301
Chapter 30 The Number-One Best Retention Strategy 309
Chapter 31 Seven Ways to Grow Each Customer's Value and Have More Power in the Marketplace 313
Part IV Wealth Building
Chapter 32 Wealth Magnet 1: No Guilt 329
Chapter 33 Wealth Magnet 2: Unequivocal Belief in Abundance 341
Chapter 34 Wealth Magnet 7: Speak Money 353
Chapter 35 Wealth Magnet 26: Energy From People 363
Chapter 36 Positioning Yourself and Your Business for Maximum Success 369
Chapter 37 Why and How to Build Your Own Mini Conglomerate 383
Chapter 38 Using Your Business as a Path to Financial Independence 395
Part V Productivity and Management 395
Chapter 39 How to Turn Time into Money 409
Chapter 40 The Ten Time Management Techniques Really Worth Using 425
Chapter 41 The Inner Game of Peak Personal Productivity 457
Chapter 42 How to Turn Time into Wealth 469
Chapter 43 The Willy Loman Syndrome Moves to Management 479
Chapter 44 The Two Most Crucial Management Decisions of All 485
Chapter 45 Hire Slow, Fire Fast 499
Chapter 46 How to Make Every Employee's Job a Profit Center 503
Chapter 47 Managing the Sales Process 505
Chapter 48 Three Strategies for Managing Salespeople for Maximum Results 515
Part VI Pricing
Chapter 49 If and When You Discount, Get Quid Pro Quo 525
Chapter 50 The Nasty Cancer of FREE 531
Chapter 51 B2B Price Wars and the Way of the Warriors Who Win 539
Chapter 52 The Making of Propositions 549
About the Author 561
Index 565
