Go-To Expert, The

<p>About the authors</p> <p>Authors’ acknowledgements</p> <p>Publisher’s acknowledgements</p> <p>Foreword</p> <p>Introduction</p> <p><strong>Part 1: Determining what your thing is </strong></p> <p>Chapter 1: Why do you want to become the Go-To-Expert?</p> <p>What are your reasons for wanting to become the Go-To-Expert?</p> <p>The importance of setting goals</p> <p>Getting started on your journey to become the Go-To-Expert</p> <p>Chapter 2: What is going to be your thing?</p> <p>What do we mean by a niche?</p> <p>The importance of being committed to your niche</p> <p>Why professionals resist adopting a niche?</p> <p>How to find your niche</p> <p> Deciding on your niche</p> <p><strong>Part 2: Packaging your brand</strong></p> <p>Chapter 3: How to make your services irresistible to clients</p> <p>What you need to know about your niche to build a successful marketing plan</p> <p>Deciding what services to offer</p> <p>Your sound bite</p> <p>How to package up your services</p> <p>How to differentiate yourself from your colleagues and competitors in the eyes of your niche market</p> <p>Removing the risk for your clients</p> <p>Chapter 4: How to craft the right impression</p> <p>Your personal marketing toolkit</p> <p>How to dress the part</p> <p>Social media etiquette</p> <p>Chapter 5: How to use your content to reinforce your expertise</p> <p>What is meant by valuable content?</p> <p>The three ways to create your content</p> <p>What is a content plan?</p> <p>Questions to ask before writing a content plan</p> <p>Planning your business development content</p> <p>Tips to save time producing and sharing content</p> <p>The how, what, when and why of blogging</p> <p><strong>Part 3: How to build your visibility and profile to generate high-quality, warm leads</strong></p> <p>Chapter 6: Networking your way to success</p> <p>Why build your network and community?</p> <p>How to build your own personal networking strategy</p> <p>How to generate referrals via your network</p> <p>Your networking routine</p> <p>Chapter 7: Publishing your way to success</p> <p>The benefits of writing a business book</p> <p>The challenges of writing a business book</p> <p>The five steps to writing and successfully marketing your book</p> <p>How to decide whether to go published or self-published</p> <p>Chapter 8: Speaking your way to success</p> <p>Why you need to add speaking to your marketing mix</p> <p>The difference between ‘public speaking’ and ‘presenting’</p> <p>How to design a speech that helps you achieve your objectives</p> <p>How to deliver a speech with impact</p> <p>How to conquer your nerves</p> <p>What should be included in your speaker kit?</p> <p>How to successfully secure speaking engagements</p> <p>Chapter 9: Using PR to open doors</p> <p>The different types of PR available to you</p> <p>What the media is looking for</p> <p>How to organise your PR campaign</p> <p>How to successfully pitch your article to the media</p> <p>What a press release is and why you need it</p> <p>How to get yourself regularly called by journalists</p> <p>How to get yourself on TV or radio or have your own column</p> <p>Monitoring your media coverage</p> <p>How to use PR to win business</p> <p>Should you do it yourself or employ a PR professional?</p> <p>Chapter 10: Successful seminar selling</p> <p>How events help you generate more leads</p> <p>The different types of events available to you</p> <p>The key stages in planning, marketing and running an event</p> <p><strong>Part 4: Turning leads into clients</strong></p> <p>Chapter 11: Managing your sales pipeline</p> <p>Building your tactical marketing plan</p> <p>How to spot a potential lead</p> <p>What is my sales pipeline?</p> <p>How to follow up with a lead without being pushy</p> <p>How to get a face-to-face meetin</p>