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...And the Clients Went Wild!: How Savvy Professionals Win All the Business They Want Hardcover – September 14, 2010


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Product Details

  • Hardcover: 288 pages
  • Publisher: Wiley; 1 edition (September 14, 2010)
  • Language: English
  • ISBN-10: 0470601760
  • ISBN-13: 978-0470601761
  • Product Dimensions: 9.1 x 6.3 x 0.8 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #754,850 in Books (See Top 100 in Books)

Editorial Reviews

Review

And The Clients Went Wild is Like Having a Marketing VP in a Box.
--Ivana Taylor, publisher of DIYMarketers.com and President of Third Force, Inc.

From the Inside Flap

When you think of a great business, you often think of its clients. They're not just happy customers; they're raving fans who'll take time out of their day to tell you or anyone within range just how much they love that business. They'll line up before dawn for its latest product offering, create buzz, and treat the brand as a personal status symbol. Does your business have super-fans like this? Do you want them?

If so, . . . And the Clients Went Wild! is your essential marketing toolbox for fostering the fans whose word-of-mouth will drive your growth to exponential levels. Focusing on the practical—what's worked for a wide range of businesses—and employing an eclectic mix of methods, platforms, and technologies, this go-to guide shows you five key principles for cultivating passionate and vocal clients. Access a complete playbook of techniques and approaches for connecting with clients as well as a template to build your own successful strategy.

Filled with lessons drawn from various business success stories, as well as plans, worksheets, lists, and tools you can use immediately, . . . And the Clients Went Wild! reveals how:

  • A gas station—yes, a gas station—differentiated itself and created a loyal following
  • A highly successful small business was started with less than $1,000 . . . and smart partnerships
  • Product awareness goes viral in the hands of the right "connectors"
  • Effective client communication built an entire financial services business
  • Superior execution accomplishes marketing miracles every day
  • Businesses get celebrity status with their customers by taking advantage of current events and hot topics
  • You can use social media and traditional media separately and together to build excitement and win fans over

There's a difference between feeling okay about a business and feeling complete, wild enthusiasm for it. If you want your customers to talk up your business at every opportunity, generate lasting word-of-mouth and highly valuable referrals . . . And the Clients Went Wild! is the only marketing playbook you need. Start using its proven game plan today, and discover just how powerful your biggest fans can be!


More About the Author

Maribeth Kuzmeski and her firm, Red Zone Marketing consult and speak for businesses from financial services firms to Fortune 500 corporations on strategic marketing planning and business growth. Maribeth has personally consulted with some of the world's most successful CEO's, entrepreneurs and professionals. An internationally recognized speaker, she shares the tactics that businesspeople use today to create more sustainable business relationships and sales and marketing successes.

Maribeth has written 6 books including And The Clients Went Wild! (Wiley, 2010), and The Connectors (Wiley, 2009). Her newest book is written with her teenage daughter, The Engaging Child: Raising Children to Speak, Write, and Have Relationship Skills Beyond Technology (2011).

She is an international keynote speaker and is a regular media contributor appearing on Fox, ABC, NBC, CBS, WGN-TV, and in publications including The Wall Street Journal, Chicago Tribune, New York Times, Entrepreneur, and Forbes. Maribeth is also very involved in charity and has her own foundation supporting youth leadership and education, The Red Zone Leadership Foundation.

She has a degree in journalism from Syracuse University and an MBA from The George Washington University. She also has her Certified Speaking Professional designation from the National Speakers Association. Maribeth lives in the Chicago, IL area with her husband Rich and 2 teenagers.


www.RedZoneMarketing.com
www.TheConnectorsBook.com
www.AndTheClientsWentWild.com
www.TheEngagingChild.com

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Customer Reviews

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I work with numerous small business owners and most are extremely poor at marketing their business.
John Chancellor
I was thrilled to finally finish a book that has me motivated to improve the way I do business, AND shown me where I need to get started.
Mark O'Brien
If you are in sales or in business for yourself you will find a wealth of ideas and information in this book.
Kurt Jackson

Most Helpful Customer Reviews

24 of 30 people found the following review helpful By Cenk Sumen on November 6, 2010
Format: Hardcover
Reading this book, I thought about writing an article about how to see past marketing jargon to the heart of the matter: how good the product is. No amount of Psych 101 or cookie cutter biz books can cover up a poor product or service. It's like people wearing too much makeup or even a toupee (maybe not in Chicago). I was assigned this book by my marketing unit and found a copy online. I was glad to arrive at the section on "Give Away Valuable Products or Services" and realize the author agrees with this approach (and cites Godin as an example. She is absolutely right. Nonetheless, a lot of space is devoted to empty boxes where the reader is encouraged to write her/his own notes. I found this strangely similar to notes some people leave in their pantry, warning themselves away from eating cookies, ice cream etc. Why do we do this? Do most of us really have such little self control? Is it because we feel bad about ourselves? Why not try learning the neurobiology of why cookies taste great to some people, how evolution favored different metabolisms, how farming drastically changed society? Why do we feel it's easier to put up little notes everywhere than to learn how stuff really works, and look at truth straight in the (oft times ugly) face?

For example, it's interesting that the book essentially serves as product placement for Kopp Consulting, yet the author herself is the presenter on an advertising video on Kopp's website. Kopp-flict of interest? Apparently not in this climate (this is what brought the big banks to the brink, not people taking out fourth mortgages to buy a bigger SUV and a new tea kettle).
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6 of 6 people found the following review helpful By Mark O'Brien on September 14, 2010
Format: Hardcover
There are many business books out there that are purely inspirational. You close the book, sit down at your desk and are so ready to transform your business...without a clue as to where to get started.

...And the Clients Went Wild! is not only an inspiration to transform the way you do business and the way you engage your clients. It shows you how other successful businesses are creating powerful networks of clients, but also shows me where I need to get started to achieve similar success.

I was thrilled to finally finish a book that has me motivated to improve the way I do business, AND shown me where I need to get started. The Marketing Plan template alone makes this book worth its weight in gold.
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6 of 6 people found the following review helpful By Erik, Chicago on September 14, 2010
Format: Hardcover Verified Purchase
I was able to get an advance copy and read it in one sitting. It's two days new and dog-eared, highlighted, marked up and ready for battle.
I purchased copies for all of my employees and plan on incorporating it into our employee development program.
These are essential skills for any professional who wants to establish truly valuable and rewarding relationships with the people they interact with.
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Format: Hardcover
Just imagine if you could get customers to become raving fans of your business or service!

That's the basic premise behind a book I really enjoyed: . . . AND THE CLIENTS WENT WILD! by Maribeth Kuzmeski . . . why it was so great was because it gave numerous real examples of what real companies did to achieve that goal, including this one:

* Throughout Texas, Buc-ee's gas stations have focused their number-one offering on what people dread most about stopping at a gas station: the bathrooms! Each of the 30 Buc-ee's locations has incredibly clean, substantially sized bathrooms, along with full-time attendants to keep them in tip-top shape. Buc-ee's built its entire business around the bathrooms-a feature the company knew it could use to differentiate its business. The idea behind this strategy is that if motorists pull in to use the restroom, they are likely to buy. Buc-ee's employs more than 1,000 Texans, has been written about in local newspapers, and has even been featured on national TV. An ABC news segment about Buc-ee's told the story of drivers waiting hundreds of miles to stop at a gas station-essentially planning their entire trip around their stop at the next Buc-ee's!

I also liked this other approach that was used to grab attention:

* Another individual decided to use his head-literally--as an advertising medium, listing his forehead for rent on eBay. Sure enough, he found a taker. The CEO of one company, noting that the young man "clearly has a head for business," paid him $37,375 to display its logo on his forehead-for one month!

The author, living up to the book's subtitle (HOW SAVVY PROFESSIONALS WIN ALL THE BUSINESS THEY WANT), also presents a useful playbook that can be used to develop your own marketing action plan . . .
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6 of 7 people found the following review helpful By Jessica on September 14, 2010
Format: Hardcover
As a small business owner, I always knew that my clients were a powerful source for growing my business...but I've never been sure how to fully harness that power. ...And the Clients Went Wild is exactly what I've been looking for. It's a guidebook to creating a business, experience, and brand that is worthy of the praise of clients.

Chapters like Build a Brand Identity on a Shoestring Budget, and Create a Playbook that Fits Your Business and Your Personality are simply exceptional. This book engages you throughout, asking you the questions that you need to think about to make your clients go wild for you.
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