Get Clients Now! Cheat Sheet – Chapter 1

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
    • 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


  • 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

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About Christoph

Christoph lives in Munich, Germany and is bootstrapping his own SaaS application as a part-time entrepreneur.

He likes to write on this blog about anything of relevance to single-founder bootstrapped software startups.

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