Book Summary Preview : Book Yourself Solid

The Big Idea

If you’ve always hated marketing and selling your products and services, then you’re in for a big surprise. In this book, Michael Port, author, business coach extraordinaire and the creator of Think Big Revolution, shares with you a turnkey system of getting new clients based on the Law of Reciprocity. The book is filled with invaluable tips and techniques as well as exercises that will help you identify key areas for growth. Learn why people buy your services, how to develop your personal brand, how to best market your services and so much more.

Chapter 1: The Red Velvet Rope Policy
What is the Red Velvet Rope Policy? According to the author, it means selecting those ideal clients who energize and inspire you and enable you to grow and give your best. This endeavor allows you to fully enjoy what you are doing and show off a positive image of who you are as a businessperson. Remember, you are the company you keep and your clients are an extension and expression of who you are.

Keeping those dud clients who you dread interacting with or bore you to tears will drain your energy and leave you feeling empty. Whether you like it or not there are personalities you just don’t click with. It is much better for you to prune those clients because you are not rendering them your best service.

Bear in mind that your clients represent you and will speak of your work to others. If you have been at odds with them or just simply middle of the spectrum in terms of service, that is what they will tell people. It is far better to be associated with clients who have been immensely satisfied with your work. You will have room for more ideal clients if there are fewer duds hanging around you.

Chapter 2: Why People Buy What You’re Selling
The next step is to find out why people buy what you’re selling them. There are four steps you need to do in order to accomplish this.

Step 1: Identify Your Target Market. You need to identify your target market or that group of people or business you’re most passionate about serving because it will allow you to determine where to find potential clients and to focus your efforts on what is compelling and well-received.

Step 2: Identify the Urgent Needs and Compelling Desires of Your Target Market.This is what prompts your target market to go in search of your services. It’s critical to be able to identify and address them when they come looking or you’ll miss your window of opportunity.

Step 3: Offer Investable Opportunities.Your services and products should offer your clients a considerable return on their investments. The author believes that clients should get a return of 20 times at the least. The potential returns on investment must be clearly evident to your clients before they purchase services from you. If they understand the distinct benefits and advantages, they will be more than willing to purchase your services.

Step 4: Uncover and Demonstrate the Benefits of Your Investable Opportunities.Benefits, majority of the time, are intangible; they’re the effects your services have on your clients’ quality of life. Identifying benefits allows you to speak and be in tune with your target market on a deeper level. Always keep in mind that people buy results and the benefits of those results.

Chapter 3: Develop A Personal Brand
Personal branding is how you want to be known in your market. It should be compelling and unforgettable. A personal brand will help clearly and consistently define, express, and communicate who you are, whom you serve, and why you have chosen to dedicate your life and work to serving your target market.

Your personal brand is about your uniqueness, your distinguishing feature. It’s not about mimicking what worked for others but what will work for you. It’s finding out what you offer that’s different and unique.

In one of the exercises he provides, Mr. Port asks you to examine the synergy between your personal and professional intentions. Your purpose and intent should be in harmony, otherwise conflicting intentions will eventually undermine your success without you even knowing it.

Your personal brand will be composed of two things:

1. Your “who and do what” statement lets others know exactly whom you help and what you can help them do.
2. Your “why you do it” statement differentiates you from the others who share the same business as you. It says something about you and what drives you.

Chapter 4: How to Talk About What You Do
The ability to communicate the solutions and benefits you offer is crucial in building a thriving business.

Your “who and do what” statement serves as a fantastic jump off point for conversation. The next step is to ensure that you captivate and actively engage the person you’re talking to in a conversation that elicits questions about what you do rather than just polite acknowledgements.

When specifying what you do and the services you provide, note that it shouldn’t lead to a dead-end answer but instead to a rich discussion that allows you to share your expertise. In order for you to do this, the author helps you build a template for three types of dialogue: long, mid-length and short versions. These dialogues build on all the previous discussions and exercises. It encapsulates in an engaging manner your target audience, the critical issues that particular target market needs to address, how you can contribute your solutions, and the benefits your clients receive. . .

 

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