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Preface: What If Everything You Were Taught and Believed About Successfully Connecting with Your Clients Was Wrong? Dan Kennedy ix
Chapter 1 Trust-Based Marketing as the Path to Wealth Dan Kennedy 1
"But My Business Is Different…" 4
Trust, Relationship, Equity, and Wealth 5
Let's Go Through a Consulting Session on this 6
A Wealth Secret from Warren Buffett 7
Your Navigational System 9
What Do People Really Exchange Money for? 9
Chapter 2 Trust Without Trying Is No Longer Enough Dan Kennedy 13
Much Undeserved Trust Occurs 13
Where Trust Comes from 15
Trust as Supreme Marketing Advantage 16
How Does Trust Affect Buying Decisions? 18
Trust Is Rarely Rational 19
The Trust Virus 19
Chapter 3 Underestimating the Difficulty of the Task Dan Kennedy 25
The Fears that Face Them 27
The Problem Isn't Just Distrust of Salespeople 28
A Tactical Suggestion: The Positive Power of Negative Preparation 31
One More Warnings: The Trouble with True Superiority 31
Entitlement Doesn't Work in the Marketplace 32
You Simply Can't Rely on Entitlement in the Marketplace 33
Chapter 4 What Do Clients Really Want to Know? Dan Kennedy 35
Into the Repair Shop We Go. Roll Up Your Sleeves 37
A Valuable Tactical Exercise 55
Chapter 5 How Not to be Another Salesman Dan Kennedy 57
If It Looks Like a Salesman, Walks Like a Salesman, and Quacks Like a Salesman, Hey, It's a Salesman! 58
The Top Ten Ways People Know You're a Dangerous Salesman 60
Trust-Based Marketing Requires Selling via Media Without Screaming "Salesman" 62
The Power of the Principle of the Delayed Sale 65
Tactical Exercise: Differentiate or Die! 68
Chapter 6 The Suze Orman Factor Matt Zagula 69
Chapter 7 Publish or Perish Dan Kennedy Matt Zagula 75
Don't Turn Molehills into Mountains 80
Tactical Advice: How to Get Your Book Done, Right, Fast (Even if You Think You Can't Write) 81
Why Promotional Publishing Is So Important 82
Chapter 8 All Media Is Not Equal: High-Trust vs. Low-Trust Media Online vs. Offline Media Dan Kennedy 87
Online vs. Offline 89
Media Integration, for One and All 95
Offline Media's Superiority in Creating Trust 97
Chapter 9 Creating Trust Online-Pipe Dream? Matt Zagula 101
The Choice: Brand/Image Like Almost Everybody Else or Interested Prospects Inviting You In 104
Chapter 10 Don't Get Google Slapped Matt Zagula 107
Nothing Stops Trust in Its Tracks Faster Than the Google Slap 108
Here's the Foolproof Way to Avoid the Slap 112
Chapter 11 How Familiarity Breeds Trust Dan Kennedy 115
Small = Speed to Familiarity 122
There's Science Behind All This 124
Chapter 12 The Unmatched Power of Affinity Dan Kennedy 139
Matchmaking 140
Birds of a Feather Really Do Flock Together 145
Tactical Opportunity: A Trust-Based Marketing Tool: "Find Yourself Here…" 147
A Remarkably Simple Tactical Example of the Power of Affirnity 156
The Power Formula: Affinity + Specific Reason Why 157
Chapter 13 Establishing and Asserting Your Authority Dan Kennedy 159
Why and How Unique Authority May Be Your Gold Key 162
How Authority Governs Income 164
Tactical Advice 165
Chapter 14 The Power of Prescription Dan Kennedy 173
Why Doesn't Your Selling Work Like This? 174
How Matt Zagula and I Position to Prescribe 175
If You Want to Argue That Your Business Is Different … 177
What Place Do You Want, in Your Prospect's Mind? 181
Chapter 15 It's Not What You Say, It's What They Hear Dan Kennedy 183
Being Heard as You Want to Be Heard, When Speaking from a Distance Away 185
Chapter 16 Trust Language: The Book Only You Can Write, That Only You Will Read, That Can Make You Rich Dan Kennedy 193
Hospital Administrators 194
Accountants 198
The Reason So Few Are at the Top and a Piece of Tactical Advice 200
Chapter 17 Astound and Amaze with The Houdini Factor and the Power of Dramatic Demonstration Dan Kennedy 207
The Houdini Effect and the Power of Dramatic Demonstration 209
A Personal Trick of Mine, Revealed Here, for the First Time 212
The Dramatic Demonstration of Psychic Empathy and Understanding 213
Why Does the Right Kind of Dramatic Demonstration Create and Support Trust? 215
Chapter 18 The Role of Proof Dan Kennedy 217
Proof of Concept 219
Proof of Personal Relevance 220
Proof of Promised Benefits and Outcomes 221
Proof of Superiority 222
Preponderance of Proof 222
Chapter 19 The Cache Client as Its Own Form of Proof Dan Kennedy 225
Chapter 20 Risk Reversal Dan Kennedy 231
Short-Term vs. Long-Term Risk Reversal 234
The Relationship of Risk Reversal and Price/Fee Elasticity 236
Two Pieces of Tactical Advice 239
Chapter 21 The Power and Hazard of Leadership Position Dan Kennedy 241
"Most Recommended" Leadership Position 244
How to "Borrow" Leadership Position 245
How to Buy Leadership Position 247
How to Best Use Owned Leadership Position 249
Chapter 22 The Power of Exclusivity Matt Zagula 251
An Example of Acceptance at Work 255
The Ultimate Marketing Media Available to You via Exclusivity and Acceptance 256
Chapter 23 How Do You Know If You Are Succeeding at Trust-Based Marketing? Dan Kennedy 259
How Many Endless Chains Do You Own? 260
Dare to Compare-Do You Measure Up? 261
Resources: Master Checklist of Trust Triggers 263
About the Authors 265
Index 267
Free Offer 273
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Add No B.S.Trust-Based Marketing: The Ultimate Guide to Creating Trust in an Understandably UN-Trusting World, My research shows we are heading into a major shake-out in business that will determine the leaders for decades to come. This will REQUIRE creative marketing and positionin, and there is no better source than Dan Kennedy on this topic. His book No B.S, No B.S.Trust-Based Marketing: The Ultimate Guide to Creating Trust in an Understandably UN-Trusting World to the inventory that you are selling on WonderClubX
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Add No B.S.Trust-Based Marketing: The Ultimate Guide to Creating Trust in an Understandably UN-Trusting World, My research shows we are heading into a major shake-out in business that will determine the leaders for decades to come. This will REQUIRE creative marketing and positionin, and there is no better source than Dan Kennedy on this topic. His book No B.S, No B.S.Trust-Based Marketing: The Ultimate Guide to Creating Trust in an Understandably UN-Trusting World to your collection on WonderClub |