Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients [Paperback]

Jay Conrad Levinson (Author), Michael W. McLaughlin (Author)

Book Description

Publication Date: October 8, 2004

Trusted advice on successful consulting from the authors of the bestselling Guerrilla Marketing series
Consulting is entering the era of the guerrilla client-buyers with a glut of information at their fingertips and doubts about the value consultants add. Guerrilla Marketing for Consultants is the first book to reveal how guerrilla marketing can transform today's challenges into golden opportunities for winning profitable work from the new breed of consulting clients. Packed with information, this step-by-step guide details the 12 marketing secrets every consultant should know, the anatomy of a marketing plan, Web sites, sources of free publicity, direct-mail marketing, winning proposals, and more.
Jay Conrad Levinson (San Rafael, CA) is the Chairman of the Board of Guerrilla Marketing International and the author or coauthor of more than 30 books, including the bestselling Guerrilla Marketing series. Michael W. McLaughlin (Mill Valley, CA) has been a partner with Deloitte Consulting since 1994.

Product Details

• Paperback: 304 pages
• Publisher: Wiley; 1 edition (October 8, 2004)
• Language: English
• ISBN-10: 047161873X
• ISBN-13: 978-0471618737
• Product Dimensions: 6.4 x 0.8 x 9.1 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #304,779 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

Proven guerrilla marketing tactics specifically designed for consultants

Jay Conrad Levinson’s Guerrilla Marketing revolutionized the way marketers do business by defying the conventional wisdom that effective marketing means spending big bucks. He devised highly successful marketing strategies that rely on creativity, imagination, and energy–instead of money–to get the job done. Now, Guerrilla Marketing for Consultants applies the power of guerrilla marketing to the hypercompetitive business of consulting.

"Wow! If you’re the sort of person who tells someone how to build a watch when they ask you what time it is, this is the book for you. No baloney, essential, useful hands-on advice for anyone who’s serious about being a consultant."
–Seth Godin, author of Free Prize Inside

"Great consultants don’t just talk about marketing, they do it–every day. That’s why they win. Follow the marketing advice in this book, and you’ll outsell, outperform, and outlast your competitors."
–Jeffrey Fox, marketing consultant and author of How to Become a Marketing Superstar

"Mike McLaughlin and Jay Levinson are two of the smartest, street-savvy marketers around. Guerrilla Marketing for Consultants distills their collective wisdom into a practical field guide, chock-full of practical tips and tactics."
–Harry Mills, author of The Rainmaker’s Toolkit and Artful Persuasion

About the Author

JAY CONRAD LEVINSON is Chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide. He is the creator of the Guerrilla series, the best-selling marketing series ever published. Levinson is a former vice president and creative director at J. Walter Thompson and Leo Burnett Advertising.
MICHAEL W. McLAUGHLIN is a Principal with Deloitte Consulting, and has over twenty years of consulting experience. He has worked with clients in businesses of every size, from small start-ups to some of the world’s highest-profile companies. McLaughlin has sold and delivered more than $300 million in consulting services in his career, and he knows what works in the market and what doesn’t.

Product Details

• Paperback: 304 pages
• Publisher: Wiley; 1 edition (October 8, 2004)
• Language: English
• ISBN-10: 047161873X
• ISBN-13: 978-0471618737
• Product Dimensions: 6.4 x 0.8 x 9.1 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #304,779 in Books (See Top 100 in Books)

Most Helpful Customer Reviews

47 of 48 people found the following review helpful

4.0 out of 5 stars A Good Read! May 13, 2005

By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER

Format:Paperback

Consulting is considered one of the most profitable professions, and is one of the last to remain unregulated. As a result, it attracts a variety of firms and people who often exaggerate their capabilities in an effort to gain attention and attract business. Authors Jay Conrad Levinson and Michael W. McLaughlin succumb to the same problem as consultants who promise their clients too much. The "breakthrough tactics" they advertise on the book's front cover never quite materialize and the promise deflates the sound advice they do provide. The first two-thirds of the book addresses "guerrilla marketing," a term used to sell other books, but not particularly apt for the familiar tactics here. However, the authors provide a good rundown on some solid, well-accepted components of marketing, such as public relations, advertising, surveys, books, speeches, Web sites and 'pro bono' work. They teach good management, which can transform and re-energize these tactics. Things pick up a little in the final third of the book as the authors discuss sales techniques, including pricing, dealing with competition and preparing a proposal. We suggest this useful (if not warrior-like) book to beginning marketers and consultants, and to the owners of small consulting firms.

27 of 28 people found the following review helpful

5.0 out of 5 stars Modern Day Lunchpail February 20, 2005

By Brian Fugere

Format:Paperback

If you buy this book expecting to learn about some startling new idea or theory, you are going to be disappointed. But what you will get are literally hundreds of practical, useable tips for professional services marketing. As a consultant, what I like about this book is that it gives me, all in one place, a reference manual that covers the whole spectrum of marketing and selling. This is one of those books that I expect will end up all dog-eared, filled with hand-scrawled reminders, and stuffed with post-it notes and page markers. I especially liked the chapter on pricing services -- that chapter should be read by every professional before they submit any proposal for work. It's the kind of practical advice that can save you a boatload of money.

My only gripe is that the title is really not accurate. This isn't just "guerilla" marketing -- it's really covers a much broader set of marketing and selling topics.

Well worth the investment.

16 of 16 people found the following review helpful

5.0 out of 5 stars McLaughlin Has it Right--This is THE Handbook December 2, 2004

By Johnny D

Format:Paperback

When I got into the business of consulting, everyone I knew thought that business would just roll in, but that is just so not true! It's the de-facto bible for anyone in consulting who needs to market themselves. Easy to use, quick to read, lots of things you can apply immediately.

10 of 10 people found the following review helpful

5.0 out of 5 stars GREAT GUIDELINES FOR GUERRILLA MARKETING! March 31, 2005

By Gerry Stern

Format:Paperback

Guidelines for consultants and professional service providers. The book offers marketing strategy and tactics for getting clients as well as for selling your services and creating profitable relationships once you've been hired. Chapters cover: thirteen guerrilla marketing secrets; a marketing plan and road map; creating a client-centered web presence; free publicity; when it pays to advertise; five steps to a winning speech; publishing articles and books; proposal writing; project pricing; after-sales marketing. Provides lots of highlights and checklists. Gobs of great advice. Consultants will find a lot of nuggests in this book. Highly recommended.

7 of 7 people found the following review helpful

3.0 out of 5 stars Good Overview of Creating A Marketing Plan For A Consulting Practice...But Focus On Large Firms Limits Its Usefulness October 25, 2011

By Christopher Munson

Format:Paperback

The Good: Guerilla Marketing for Consultants provides a decent overview of everything that a consulting firm needs to be aware of in terms of assembling a marketing plan. The author covers all of the major topics from advertising to relationship marketing. The chapters on building a proposal and on setting fees are probably worth the price you pay for the book. The Bad: The primary author has spent a good deal of his career working for Deloitte - bringing in large multi-million dollar contracts. The vast majority of his advice is written from the point of view of a medium to large consulting firm. He constantly refers to your firm's staff or consulting team. This means that if you are a sole proprietorship/independent consultant...much of the advice is difficult to apply. In general, if you are on your own or running a small consulting firm...go with one of Alan Weiss' books. This one will not be of much help to you.

7 of 7 people found the following review helpful

5.0 out of 5 stars More Pertinent Than I Expected It To Be November 29, 2004

By MJMcG

Format:Paperback

When I read the back cover comment from Seth Godin, I was intrigued because I am a person who will tell someone how to build a watch when they ask me what time it is. Still, I questioned whether a self-employed private investigator could really employ methods developed for professional consultants. I found that I can, because I face the same challenges that any other business owner faces: sluggish or erratic growth; fierce competition; newcomers who are willing to undercut rates to astonishing levels; and clients who are in turn open to marketing or completely fed up with being targeted. The techniques put forth in this book are helping me to develop a unique approach that I am confident will, at the very least, win me an initial interview with a prospective client because I will not be seen as the "same old same old."

6 of 6 people found the following review helpful

5.0 out of 5 stars A MUST book for any consultant's library January 10, 2005

By Doc Pratt

Format:Paperback

If you provide any type of consulting service then you need this book. There are lots of books that give you lots of ideas, but every once in a while a book comes along that will make a difference. This is one of those books; it will make a difference in your consulting business. It is a very powerful business book, but it is also very easy to read. When you start to read it, have a pencil and paper handy since you will take lots of notes. If you don't read this book then you better hope that your competitors don't read it either!