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Winter Book Club: Book Yourself Solid

Book solid2

Winter Book Club: Book Yourself Solid

Before we begin

I love to read a great book with a warm drink on a cold snowy day. There’s just something about the idea of rejuvenation during the rest and quiet of winter (especially since hibernation is frowned upon in our species) that inspires me to take a little “internal” action and improve myself for the year ahead, and hopefully, beyond.
The other books we covered this winter focused on habits and faith. This book is more about your business. If you struggle with booking and sales, this book is for you! Michael Port brings common sense and “aha moments” together in this book.

This month’s book and author

Michael Port owns a coaching and consulting firm. He’s a former actor that has found a passion for writing, public speaking, and coaching business owners. You can learn more about him at https://www.michaelport.com/ You should know that the book “Book yourself solid” has had multiple edition updates since its first publication, including an illustrated version for the visual learners!

My favorite takeaways

If you only get so far as the end of this little section, I want you to come away with something. When I look back over this book, this is what struck me most:

  1. Small business owners often have to do it all. Being limited, they skip the marketing if they hate it, but they don’t have to. The strategies in this book make marketing make sense, even if you hate it.
  2. You need to know your market and what they want and need. Knowing this will eliminate a lot of wasted time and burn-out.
  3. A key to marketing that gets overlooked or underestimated is choosing your market. You’re in control of who you work with! Choose wisely.
  4. You need to be credible and visible to your market. They need to know how to find you and what you’re good at.
  5. Have a strategy. This book lays out many that you can choose from so you can find one (or more than one) that suits you and your needs.
  6. You need to stand out among the crowd; develop a personal brand. 

Basic Summary

The Velvet Rope Policy

You may think that you need every prospective client, but this desperation mentality burns you out and exhausts you. Be choosy. Decide what your ideal clients look like, and figure out where to find them.

Finding a Target Market

Defining your audience and target market helps you find them where they are. You can focus your energy and efforts on a more specific target.

“Marketing and sales isn’t about trying to convince, coerce or manipulate people into buying your services. It’s about putting yourself out in front of, and offering your services to, those whom you are meant to serve – people who already need and are looking for your services.”

Once you determine your target market, you need to determine what they need and want. What, specifically, do they get from working with you? You might sell skincare and makeup, but what you’re offering them is greater confidence when they look in the mirror. Touch that chord, and you’ll get more interest.

You, the Personal Brand

When someone asks what you do, you should have a meaningful answer. The book goes into how you can nail down the qualities and aspects that are unique to you. There are fill-in-the-blank examples to help you articulate it. Having a confident, articulated explanation of who you are, what you do, and what you offer allows you to market to anyone in any conversation effortlessly.

Establishing Trust

This section addresses multiple ways that you can increase credibility, which drives people to seek your services, and in turn, refer others to you. In a word-of-mouth business like ours, this is critical.

Sales Cycle Process

This section breaks down the process in ways you may not have ever dissected before. It helps you see where the failure(s) might lie. It also gives practical tips to most pitfalls.

  1. Meeting prospects
  2. Always have something to invite people to
  3. Follow up
  4. Go beyond expectations
  5. Repeat

Creating a Product or Program

This section is somewhat less useful than the rest of the book given the Mary Kay products are created for us, but still worth reading.

Seven Self-Promotion Strategies

Ideally use as many of these as possible, but don’t get overwhelmed and start all of them at once. Start small and build up.

  1. Networking Strategies
  2. Web Strategies
  3. Writing Strategies
  4. Speaking/Demonstrating Strategies
  5. Referral Strategies
  6. Direct Outreach Strategies
  7. Follow-up Strategies

My Take         

You will probably see many things in this book that seem familiar. Marketing is everywhere, and you’ll start seeing these strategies and methods when others market to YOU. You’ll also see things you have already been trained to do by mentors and leaders in our company. Still, you’ll probably see many things and go, “Wow, I never thought of it that way before.”

Further resources available:

Michael Port has a great YouTube Channel here: https://www.youtube.com/user/michaelport

As I mentioned before, his book has several editions (so you may choose to save money and get an older edition from the library, or you might prefer the latest edition) and if you’re a visual learner that doesn’t love reading much, you should definitely check out the illustrated version!

If you choose to buy through these links, I may earn a small commission at no extra cost to you:
Illustrated Version: https://amzn.to/49SWy1k

First Edition: https://amzn.to/4bOQYPH

Third Edition: https://amzn.to/3USN7uP

Third Edition, Audible: https://amzn.to/3wD8zKk

 

I hope you loved this book club! Let me know your thoughts and if I should do it again next winter!

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