This is a cheat sheet for the book "Get Clients Now!" by C. J. Hayden
These are the notes I wrote down while reading the book. I hope it delivers some value to you. If so, please let me know in the comments.
I tried to get the gist of the book with a slight focus on actionable tips.

What Really Works? Effective Marketing Strategies

"If you have built castles in the air, your work need not be lost; that is where they should be. Now put the foundations under them." – Henry David Thoreau

Marketing Made Simple

• Marketing is telling people what you do, over and over
• reasons you don't have enough clients
  • you can't decide where to begin – analysis paralysis
  • you aren't sure how to put the pieces together
    • Website before cold calls?
    • New leads before follow-up?
    • No system, program or plan
  • You can't stay motivated
    • no boss
    • no immediate results
    • blame lack of clients on weather, economy or time of year

 

How The Program Works

• Effective, personalized marketing strategies
• action-oriented 28-day program (2 rest days / week included)
• suggestions for managing fear, resistance & procrastination
• repeat program after 28 days or begin anew

Marketing is a System, Not an Event

• SMBs think "Marketing is an Event" (Marketing Idea of The Week)
• Marketing System is:
  • documented, written down
  • built on sound marketing principles
  • constantly measure, innovate and refine
• A plan is a calendar plus money

Key Components of The Program

• Marketing Strategies (2-4 strategies used per 28 day period)
• Marketing Stage – stage of the Universal Marketing Cycle you are stuck on / needs more work
• Program  Goal – intended result after 28 days
• Success Ingredients – missing ingredients you plan to create during program
• Daily Actions – ten specific steps you plan to take daily / weekly
• Special Permission – permissions you need to grant yourself

Getting Help to Make It Happen

• Accountability – someone who will ask you once or twice a week what you have done
• perspective – different POV, get your problem restated, encouragement
• Support – someone else to complain to or celebrate with
• Can be
  • spouse / friend / business partner; best is someone more detached, who understands problems (business budy)
  • action / mastermind group (can be found at http://www.getclientsnow.com)
  • personal coach
• not necessarily in-person meetings / travel involved; Skype or phone work well too

What Works and What Doesn't

• Marketing a service business is not the same as marketing a product (service needs demonstration)
• "People do business with people they know, like and trust"
• 6 Strategies don't work for everyone, effectiveness differs

Direct Contact & Follow-Up

• Direct contact by phone, in person, mail, fax, e-mail
• first contact really personal (not broadcast!) – else we are talking about direct mail / advertising
• After inital contact e-zines/mailings become suitable for follow-up
• only refers to prospective clients (not business partners etc)
• Tactics
  • Cold Calling
  • Warm Calling
  • Lunch / Coffee meetings
  • In-person or phone appointments
  • Extending Invitations
  • Newsletteres / E-Zines
  • Personal letter or email
  • Announcement Card or Letter
  • Nice-To-Meet-You Notes
  • Sending Articles / Weblinks
  • Reminder Postcards
  • E-Mail Autoresponders

Networking and Referral Building

• not purely in-person
• influencers in your market ==> referral building
• Tactics
  • Attending Meetings and Seminars
  • Participating in Online Communities
  • Staying in Touch with former clients
  • Sharing Information and Resources
  • Swapping contacts
  • Giving referrals
  • Developing Referral Partners
  • Lunch or coffee meetings
  • Volunteering or Serving on commitees
  • Collaborations and strategic alliances
  • Leads groups

Public Speaking

• immensely powerful form of networking
• don't try to start your own event
• Tactics
  • Hosting meetings
  • Making presentations
  • Giving classes or workshops
  • Serving on Panels
  • Virtual speaking on webinars and chats

Writing and Publicity

• in the outreach tell the editor his benefits from having you
• don't expect big traffic or many prospects
• add results to marketing kit
• Tactics
  • Writing articles and tips
  • Writing a column
  • Being quoted by the media
  • Getting others to link to your website
  • Reprinting previously written articles
  • Publishing a blog
  • Having stories published about you
  • Interview on broadcast media

Promotional Events

• Figure out costs before doing an event
• try to estimate the CPA (cost per acquisition)
• try other strategies first
• Tactics
  • Booth at trade shows
  • Free demonstrations or workshops
  • Virtual events like webinars and chats
  • Open house or receptions
  • Co-sponsored events
  • Networking breakfast or lunch

Advertising

• often inefficient for consultants (does not bring people to know, like & trust you)
• Yellow Pages are good for
  • business used in case of an emergency (dentists)
  • rarely sought after businesses (resume writer)
  • businesses that are located privately (psychotherapist)
• Ask yourself "How do clients usually select a service like mine?" – if answer is "by referral", ads are not for you
• Tactics
  •  Newspaper / Magazine Cassifieds
  • Display ads in Newspapers, Magazines & Trade Journals
  • Yellow Pages
  • Other Print Directories
  • Professional Directories (lends credibility)
  • Event / Conference Programs
  • Website
  • Search Engine Positioning / Optimization
  • Pay-Per-Click (PPC) Advertising
  • Web Directories (both free & paid)
  • Banner Ads
  • Bulk-E-Mail
  • Direct Mail
  • Flyer Distribution
  • Radio / TV advertisments
  • Billboards

But What About Selling?

• marketing and sales integrate
• conversations rapidly / constantly switch between networking and sales conversation
• The successful sales rep seems like doing nothing at all, because she invested YEARS in personal marketing/networking

-Christoph