<p>&#8220;Differentiating yourself from your peers is the challenge that every professional faces. This book gives you the clarity, process and confidence to make yourself stand out in a crowded market place.&#8221;</p><p>Toni Hunter, Partner, George Hay Chartered Accountants</p><p>&nbsp;</p><p>&#8220;This easy-to-read book shows you how to build a firm foundation to win business regularly from your network. Highly recommended for any corporate professional or small business owner.&#8221;</p><p>Charlie Lawson, National Director, BNI UK &amp; Ireland</p><p>&nbsp;</p><p>&nbsp;</p><p><i>The Go-To Expert</i> provides no-nonsense advice on managing your transition into a well-known and trusted name within your industry. </p><p>&nbsp;</p><p>Discover:</p><ul> <li>Simple steps to build your profile  </li><li>How to market and sell yourself with ease and confidence  </li><li>Techniques to make your clients come to you</li></ul><p>&nbsp;</p><p>&nbsp;</p><p>&#8220;If you want to move your career on, shifting from being just another professional advisor to being truly recognised as a go-to expert, this book will show you the way.&#8221;</p><p>Richard Newton, award-winning author of <i>The Management Book</i></p><p>&nbsp;</p>

<p><i>About the authors</i></p><p><i>Authors&#8217; acknowledgements</i></p><p><i>Publisher&#8217;s acknowledgements</i></p><p><i>Foreword</i></p><p><i>Introduction</i></p><p><i>&nbsp;</i></p><p>&nbsp;</p><p><b>Part 1: Determining what your thing is </b></p><p><b>&nbsp;</b></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>&nbsp;</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>&nbsp;&nbsp; Deciding on your niche</p><p>&nbsp;</p><p><b>Part 2: Packaging your brand</b></p><p><b>&nbsp;</b></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>&nbsp;</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>&nbsp;</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>&nbsp;</p><p><b>Part 3: How to build your visibility and profile to generate high-quality, warm leads</b></p><p><b>&nbsp;</b></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>&nbsp;</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>&nbsp;</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 &#8216;public speaking&#8217; and &#8216;presenting&#8217;</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>&nbsp;</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>&nbsp;</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>&nbsp;</p><p><b>Part 4: Turning leads into clients</b></p><p><b>&nbsp;</b></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><em>About the authors</em></p><p><em>Authors&rsquo; acknowledgements</em></p><p><em>Publisher&rsquo;s acknowledgements</em></p><p><em>Foreword</em></p><p><em>Introduction</em></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 &lsquo;public speaking&rsquo; and &lsquo;presenting&rsquo;</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>

<ul>
    <li><b>Part 1: Determining what your thing is </b></li>
    <li>Chapter 1: Why do you want to become the Go-To-Expert? </li>
    <li>Chapter 2: What is going to be your thing? </li>
    <li><b>Part 2: Packaging your brand</b> </li>
    <li>Chapter 3: How to make your services irresistible to clients </li>
    <li>Chapter 4: How to craft the right impression </li>
    <li>Chapter 5: How to use your content to reinforce your expertise </li>
    <li><b>Part 3: How to build your visibility and profile to generate high-quality, warm leads</b> </li>
    <li>Chapter 6: Networking your way to success </li>
    <li>Chapter 7: Publishing your way to success </li>
    <li>Chapter 8: Speaking your way to success </li>
    <li>Chapter 9: Using PR to open doors </li>
    <li>Chapter 10: Successful seminar selling </li>
    <li><b>Part 4: Turning leads into clients</b> </li>
    <li>Chapter 11: Managing your sales pipeline </li>
    <li>Chapter 12: Honing your selling skills </li>
    <li><b>Part 5: The business of your brand</b> </li>
    <li>Chapter 13: Curing the growing pains </li>
    <li>Chapter 14: How to build your team </li>
    <li>Chapter 15: How to keep your knowledge fresh </li>
    <li>Chapter 16: Building your plan and making it happen </li>
    <li>Index </li>
</ul>

<p><i>The Go-To Expert</i> provides no-nonsense advice on managing your transition into a well-known and trusted name within your industry. </p>
<p>Discover:</p>
<ul>
    <li>Simple steps to build your profile </li>
    <li>How to market and sell yourself with ease and confidence </li>
    <li>Techniques to make your clients come to you </li>
</ul>
<p>&nbsp;</p>
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Heather Townsend

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Go-To Expert, The: How To Grow Your Reputation, Differentiate Yourself From The Competition and Win New Business

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Go-To Expert, The: How To Grow Your Reputation, Differentiate Yourself From The Competition and Win New Business, 1st edition

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