Get Growing : Get Clients, Grow Faster, and Spend Less Time Selling / Dean Seddon.

Format:

Book

Author/Creator:

Seddon, Dean, author.

Language:

English

Subjects (All):

Small business--Growth.

Small business.

Small business marketing.

Self-employed.

Physical Description:

1 online resource (259 pages)

Edition:

First edition.

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Inc., [2024]

Summary:

"There are 41m solopreneurs in the US and 3.5m in the UK. Many of these are not twenty-something tiktokers, they are 30 leveraging their learned experience as freelancers, designers, consultants, coaches and marketers. The challenge for all expertise led businesses is they have a blind spot, they struggle to market themselves because they are their product. Many of them don't aspire to go global, but their continual struggle to market themselves leaves them not growing, not contracting and no real confidence in any of their marketing and sales. This book will provide individuals with practical advice that will help them promote their business more effectively. Not just lofty principles but how does that help them, how they can take action to grow their business online and achieve those priorities. The guiding principle for the book: Make the complex simple and make knowledge actionable. It will blend both knowledge, actions and mindset as many solopreneurs get lost in their own heads when it comes to marketing."-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Contents

Introduction

Chapter 1 Changing the World with Outcomes

A Vehicle of Transformation

Beach Holidays

Selling the Dream of a Better Future

Clarifying Your Value Proposition

The Gaddie Pitch

Transforming Curiosity into Sales

Chapter 2 Knowing Your Most Valuable Clients

Making Marketing Easier

Identifying Your Most Valuable Clients

Creating a Buyer Persona

Financial Fred

Chapter 3 Creating Your Offer

Step 1: Identifying Your Most Valuable Clients (MVCs)

Step 2: Defining the Desired Outcome

Step 3: Developing the Process

Step 4: Determining the Price

Reducing the Risk in Your Offer

Chapter 4 Building Your Message to the World

The Big Promise

What Is a Personal Brand?

How Do You Build a Personal Brand?

Repetition Is Powerful, Even When You Think It's Annoying

Can I Create a Personal Brand?

Busting Common Myths About Personal Branding

Myth 1: Personal Branding Is Only for Celebrities or High-Profile Individuals

Myth 2: Personal Branding Is Just About Self-Promotion

Myth 3: Personal Branding Requires You to Be an Expert in Everything

Myth 4: Personal Branding Is All About Your Online Presence

Myth 5: Personal Branding Means You Can't Show Vulnerability

Myth 6: Personal Branding Is Set in Stone

Myth 7: Personal Branding Is a Time-Consuming Process

Myth 8: Personal Branding Is Only for Individuals in Certain Professions

Myth 9: Personal Branding Is Only About Making Money

Myth 10: Personal Branding Is a Solo Effort

Authenticity Matters

Chapter 5 Getting Organized and Systemizing Your Growth

Searching for the Missing Puzzle Piece

Diarizing Your Actions

The Eisenhower Matrix

Focusing on Long-Term Success

Avoiding Short-Term Results

Eliminating Activities That Add No Value.

Outsource or Automate

Outsourcing: Leverage Expertise and Get More Done

Automating: Do More with Less

Chapter 6 Reducing Sales Friction

Awareness

Relatability

Belief

From Curious Prospects to Believing Fans

Education-Based Selling Certainty

Chapter 7 Social Selling: Leveraging Social Media Without Becoming an Influencer

The Proper Focus of Social Selling

Should I Do Social Selling?

Which Platforms Should I Use?

Where Do I Start?

The Seven Steps of Social Selling

Customizing Your Strategy for Each Platform

LinkedIn

Facebook

X

TikTok

Instagram

Chapter 8 Creating Prolific Content Efficiently and Effectively

The Big Challenge of Creating Content

1. Struggling for Ideas

2. Feeling Like They're Saying the Same Thing

3. Not Finding the Time to Create

Overcoming the Content Creation Problem

The Power of Repurposing Content

Strategies for Repurposing Content with a Fresh Perspective

Repurposing Other People's Ideas

Adding Your Unique Spin

Replaying Your Best Hits

Reformatting Your Content

Content Tips for Driving More Engagement

Chapter 9 Unleashing Your Selling and Marketing Power with Email

Why You Need an Email List

Understanding the Customer Buying Journey

Using Your Email List in the Customer Buying Journey

Additional Benefits of Email Lists

How to Build Your Email List

1. Including a Sign-Up Form on Your Website

2. Pinning to Your Profiles on Social Media

3. Creating a Lead Magnet and Landing Page

4. Conducting Educational Webinars

5. Commenting for Access

6. Running a Permission-Based DM Campaign

The Bottom Line

Chapter 10 Creating Compelling Copy That Converts Prospects into Paying Clients

Engaging the Emotions

Structuring Your Writing

AIDA (Attention, Interest, Desire, Action).

Attention: Drawing Your Reader's Notice

Interest: Building Curiosity and Engagement

Desire: Creating an Emotional Connection

Action: Prompting Your Reader to Take the Next Step

PAS (Problem, Agitate, Solution)

Identify the Problem

Agitate the Problem

Present the Solution

Call to Action

Additional Tips for PAS Copywriting

FAB (Features, Advantages, Benefits)

Features

Advantages

Benefits

The Four Cs (Clear, Concise, Compelling, Credible)

Clear

Concise

Compelling

Credible

The Four Ps (Promise, Picture, Proof, Push)

Promise

Picture

Proof

Push

The Bridge Method

Identify and Acknowledge the Current Situation

Present the Bridge

Paint a Picture of the Future Situation

End with a Compelling Call to Action

Additional Tips for Using the Bridge Method

Chapter 11 Handling Inquiries and Discovery Calls

Do You Need a Call?

What Is a Discovery Call?

Preparing for the Call

Breaking the Ice

Look for Common Ground

Comment on Their Space

Use the Weather

Keep It Light and Casual

Use Humor

Compliment Their Achievements

Listen and Show Interest

Setting the Agenda

Discovery

Questions for the Discovery Phase

Mirroring Back

The Art of Actively Mirroring Back

Developing Your Mirroring Skills

Presenting Your Offer

Introducing Your Pricing

Follow-Up Questions and Discussion

Scheduling Next Steps

Fortune Is in the Follow-Up

Chapter 12 Mastering Your Mindset

Establishing a Growth Mindset

Practical Tips for Building Your Mindset

Self-Doubt Is Normal

Conquering Self-Doubt

Replacing Inaction with Action

Chapter 13 Tactics and Resources to Take Your Business to the Next Level

How to Write Content for Any Social Media Platform

90 Days of Social Media Content

20 Marketing Ideas to Grow Your Business.

21 Sites and Tools You Should Check Out

Chapter 14 It's Time for Action

Acknowledgments

About the Author

Index

EULA.

Notes:

Description based on print version record.

Includes index.

Other Format:

Print version: Seddon, Dean Get Growing

ISBN:

9781394205851

1394205856

OCLC:

1412503932