Maribeth Kuzmeski 
…And the Clients Went Wild! 
How Savvy Professionals Win All the Business They Want

Combine social media with traditional marketing techniques for
breakthrough results!

While social media is doing much to change the marketing
landscape, it doesn’t mean you have to take an either/or approach
between it and more traditional methods. And the Clients Went
Wild! gives you the tools to take an eclectic approach and pick
the best, most wildly successful marketing
methods–traditional, online, or both–to win at a given
marketing goal. And, whether by means of Facebook, Twitter,
streaming video, or by old-fashioned word of mouth, public
relations, or personal sales skill, the goal is to win, right?

* Find real-life examples of success from some of today’s best
businesses

* Shows how to integrate and benefit from both traditional and
new marketing methods

* Uses the proven business growth strategy Red Zone
Marketing® as a central concept

* Author has proven the concepts successful in her work for
numerous major clients

Don’t throw out tried and true marketing techniques just for the
sake of the new. Do what works! Perfect your marketing mix and win
with And the Clients Went Wild!

Inhaltsverzeichnis

Acknowledgments xi

Introduction xiii

CHAPTER 1 Executive Summary: The Five Core Principles for
Turning Clients and Prospects into Raving Fans 1

PART I The Principles 5

CHAPTER 2 First Principle: What Are You Doing that No One
Else Is Doing?: Build Client Delight Through Your
Differentiation 7

CHAPTER 3 Second Principle: Focus Your Marketing on Benefits,
Results, and a Call to Action: What’s Really in It for
Them 18

CHAPTER 4 Third Principle: Go Viral!: Create Memorable
Impactful Messaging Worthy of a Pass-Along 27

CHAPTER 5 Fourth Principle: Leverage Your Business Network
for Incremental Growth: Find and Cultivate Centers of Influence to
Move Your Message Fast 37

CHAPTER 6 Fifth Principle: The Critical Importance of
Execution in Your Game Plan: Good Execution Is Better than Good
Strategy 53

PART II The Playbook: Online and Traditional Marketing
Techniques 61

CHAPTER 7 Create a Playbook that Fits Your Business and Your
Personality: Design Your Own Marketing Action Plan 63

CHAPTER 8 Build a Brand Identity on a Shoestring Budget:
Spending Time Effectively Can Be Worth More Than Money
101

CHAPTER 9 Find Your Niche: Corner the Market One Segment at a
Time! 113

CHAPTER 10 Techniques for Creating a Memorable Experience:
Give ‚Em Something to Talk About! 122

CHAPTER 11 Your Best Prospects Come from Referrals: Scripts
and Strategies for Increasing Your Introductions to Others
134

CHAPTER 12 My Web Site Is Working!: Turn a Bland Site and
Your Internet Presence into a Moneymaker 147

CHAPTER 13 Social Media: Effective Strategies that Don’t
Consume All of Your Time 160

CHAPTER 14 Permission-Based Marketing: Strategies for
Successful E-Mail and E-Newsletters 174

CHAPTER 15 Traditional Marketing Still Works: TV and Cable
Advertising, Newspaper, and Other Mediums that Still Cause People
to Buy 187

CHAPTER 16 Direct Mail: Simple Principles for Gaining Sales
from Good Old-Fashioned Mail 196

CHAPTER 17 Events and Seminars: Creating Buzz and Sales
Through Group Presentations 209

CHAPTER 18 Media Methods to Gain Celebrity Status: Take
Advantage of Hot Topics, Timely Events, and Unique Twists to
Attract Attention 226

CHAPTER 19 Special Tactics for Financial Advisors: Ten
Specific Strategies Working Today 241

Notes 255

Index 257

Über den Autor

MARIBETH KUZMESKI, MBA, is the founder of Red Zone Marketing, Inc., which consults to Fortune 500 firms on strategic marketing planning and business growth. A frequent national media contributor and international speaker, Maribeth shares her research and case studies on what is working today in sales and marketing. She has a degree in journalism from Syracuse University and an MBA from The George Washington University. Maribeth lives in the Chicago, Illinois, area with her husband and two teenagers.

www.Red Zone Marketing.com