As part of UpHabit’s series of Book Reviews and Recommendations about being a thoughtful Super Connector, we’re pleased to share what we’ve learned from Michael Port about self-promotion and its importance to success in his book Book Yourself Solid. UpHabit’s a Personal CRM for thoughtful Super Connectors and those that aspire to be one!
From the start of his 2006 book, Michael Port highlights the two main reasons we don’t serve as many clients as we may like to: we don’t know how to attract them or we aren’t trying. Updated with a third edition in 2017, Port offers a solution to both these problems in Book Yourself Solid.
Port’s book demonstrates a systematic approach to growing your business by bringing awareness to your product or service and leveraging this awareness to create sales. This approach and book are divided into four core ideas, or modules:
Your Foundation
Building Trust and Credibility
Simple Selling and Perfect Pricing
Self-Promotion Strategies
Port highlights the need to go through the entire process in order to truly “book yourself solid.” In fact, marketing, or self-promotion, only draws attention to the product or service you sell. Once consumers are aware, you still need to sell. That’s where a strong foundation, trust, credibility, correct pricing, and real conversations become priceless.
In the first module, we are taken through the basics of building a brand and product. This includes finding your target market or ideal clients and having a clear understanding of why people would buy your product or service. Using these two, you can develop a unique, memorable brand and a clear description of your objectives.
An important phrase Port mentions is “dump the dud clients.” There may be nothing wrong with them; they may just not be the ideal client for you. Being comfortable with “dumping” clients is vital to building a foundation of great service.
Building a personal brand is another key foundation. Consumers and clients want to know who they’re dealing with; having a consistent and clear brand does just that. Most importantly, your personal brand isn’t just about your skills and accomplishments. Highlighting your goals and what you stand for makes you authentic and memorable. Most people have the skills, but few are authentic.
With a strong foundation, Port moves along to the second module: building trust and credibility. Demonstrating your expertise, fostering long-term relationships, and keeping in touch with clients all help build trust and confidence.
Engaging with current and potential clients can be a major challenge for anyone. But UpHabit, the Personal CRM for thoughtful Super Connectors, makes it an easy and enjoyable experience. From keeping your contacts organized with Tags, to reminding you to keep in touch, UpHabit will save you time while building even stronger relationships.
The ultimate goal of Port’s book is to get new clients and earn new business. That’s where the third module becomes key. Specifically, learning to price your products based off of the trust you’ve earned previously is central. Port provides a clear overview of all the various pricing models, from time for money to prestige pricing, and highlights the objectives of each.
Lastly, module four provides the groundwork for bringing in new clients. Using the 6 Book Yourself Solid Self-Promotion strategies, you’ll be able to build upon the great work you’ve done in the previous modules. These 6 core strategies include:
Networking
Direct Outreach
Referral
Speaking
Writing
Web
Port offers a detailed guide for each of these strategies. One great insight includes the way connections can grow exponentially. By introducing your connections to each other, you are developing a bigger, stronger community.
UpHabit is the perfect tool for building these communities. As the personal CRM for super connectors and those who aspire to be one, its features make managing and fostering your connections a breeze. With the upcoming Introductions feature, using the Book Yourself Solid Networking Strategy will become easier and more effective.
Book Yourself Solid has become a classic business building system since Michael Port first created it in 2003. With the updated 2017 edition, it has become a staple for any professional building their business in a rapidly changing marketplace. With plenty of examples, practical and theoretical tips, and a plethora of exercises to guide you along, Book Yourself Solid is a must-read!
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