What Clients Love:
A Field Guide to Growing Your Business
What Clients Love will help you stand out and make your messages stick. From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take to the front lines of your daily sales and marketing battles.
Filled with case studies of successes and failures, it shows you:
- Why Jefferson Airplane Flew. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? Why do names like that stick?
- How to Strike with Velvet Sledgehammers. How do you find the perfect point between saying too little and selling too hard?
- Applying The Frenchman on the Street Test. How do you know if your message is simple enough to stick in people's memories? Here's a simple test.
- Dress Julia Roberts. A memorable scene from Pretty Woman that will help you understand the key emotion that drives every prospect.
What Clients Love will help you get focused, stay focused and follow the essential rules to success by doing the little things right--and the big things much better.