How to get clients to come to you, Nigel Temple

Published by Words at Work

Buy it now from Blackwell Books

‘Temple’ supported by seven pillars

Marketing consultant and author Nigel Temple goes back to basic principles for this well-balanced work. To the very experienced there will be little that is new but Mr Temple puts the basics across clearly and even for the ‘old war horses’ there will be some very useful reminders of what they should be doing.

This book is aimed at you if you have ever wondered just who your customers are (or should be), what really is your ‘USP’ or how to get your message across.

Borrowing from the field of sports psychology, he begins by urging the reader to develop his or her ‘inner marketer’, developing a vision and the confidence to reach for it.

Subsequent chapters deal with such things as creating your marketing plan and what Mr Temple calls client attraction laws. Among these is a fascinating piece on reciprocity – giving potential clients something really useful such as relevant information instead of the usual self-promoting leaflets. This is on the grounds that they are then more likely to ‘reciprocate’ by giving you something useful – their business.

Internet marketing is covered, of course, and we also get some useful advice on low-cost promotional techniques; writing effective copy and the one everyone seems to forget – taking action!

There is also a useful appendix on analysing your competition; again something that seems not to occur to many businesses.

Altogether a useful short introduction to marketing from a man who has trained thousands in the subject and has a client list of over a thousand companies in Europe and Asia.