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.

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: 9 x 6.1 x 0.8 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: #258,035 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

44 of 45 people found the following review helpful:

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

By 

Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(HALL OF FAME REVIEWER)    (TOP 500 REVIEWER)    (REAL NAME)   

This review is from: Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients (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.

24 of 25 people found the following review helpful:

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

By 

Brian Fugere (Walnut Creek, CA) - See all my reviews
(REAL NAME)   

This review is from: Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients (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 (New York, NY) - See all my reviews

This review is from: Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients (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.