This short book is a good option if you think you could make better use of LinkedIn to promote your business. It also provides helpful guidance on defining what you do, and who your target market is.
John recommends taking a client-focused approach to your LinkedIn profile, which explains how you solve their problems. He recommends that profile summaries include the following information:
Get Clients Now – A 28-Day Marketing Program for Professionals, Consultants and Coaches, by C.J. Hayden
The book helps you to identify the marketing strategy you most need to work on, depending on which of the following best describes your situation:
Keeping the level of effectiveness of each marketing method in mind, as well as the marketing strategy you most need to work on, you then select 10 specific actions to work on, on a regular basis for the next 28 days, using an accountability worksheet.
The worksheet helps you to easily generate a task list for each day, and at the end of each day you note what you actually achieved. This systematic approach showed me how substantial progress can be made even in the midst of a busy month.
The Pumpkin Plan — A Simple Strategy to Grow a Remarkable Business in Any Field, by Mike Michalowicz
This book was instrumental in changing the shape of my business. Before reading this book, I divided my time between multiple different target audiences.
The key point of this book is to grow a great pumpkin you need to “identify the most promising pumpkins, kill off the rest of the vine, and nurture only the pumpkins with the biggest potential.”
This involves cutting your client list — even when it scares you! Here are the steps Mike outlines in The Pumpkin Plan.
1. Identify and leverage your biggest natural strengths.
2. Sell, sell, sell.
3. As your business grows, fire all of your small-time, rotten clients.
4. Never, ever let distractions — often labelled as new opportunities — take hold. Weed ‘em out fast.
5. Identify your top clients and remove the rest of your less-promising clients.
6. Focus all your attention on your top clients. Nurture and protect them; find out what they want more than anything, and if it’s in alignment with what you do best, give it to them. Then, replicate that same service or product for as many of the same types of top client as possible.
7. Watch your company grow to a giant size.
The book then goes on to provide examples of people who have taken this approach in their business.
My only regret is I bought this book as an e-book. It’s one I would prefer to leaf through for inspiration whenever I’m tempted to stray from my own pumpkin plan.