Marketing for Rainmakers

Dedication
Acknowledgments
Introduction Making Rain While the Sun Shines

Section One The Brand-Focused Rainmaking Marketer
1 Begin at the End
2 Be a Hobgoblin
3 Get Yourself Some Culture
4 Be True to Your School
5 Say It Like You Mean It
6 Broaden Your Brandwidth
7 Bow to the Wow
8 Stay Up, Sell Out, Cash In

Section Two The Strategic
Rainmaking Marketer
9 See the Forest in Every Tree
10 Feed the Lion and Spare the Mouse
11 Smarten Up
12 Manifest Your Destiny
13 Kill the Cat
14 Fuhgeddabout Woulda Coulda Shoulda
15 Muddy the Waters
16 Start From Scratch

Section Three The Tactical Rainmaking Marketer
17 Celebrate Smilestones
18 Ignore the Bliss
19 Stick It
20 Shorten Up to Sweeten Up
21 Face the Facts
22 Say No to Yes But
23 Sweat Like a Pig
24 Lose Your Head
25 Slow Down to Speed Up
26 Don't Just Because You Can
27 Show Them the Money

Section Four The Customer-Focused Rainmaking Marketer
28 Walk a Mile in Your Customer's Shoes-BACKWARDS
29 Reject IOUs
30 Act Big, Feel Small
31 Speak Greek Only in Greece
32 Listen to be Heard
33 Say NYET to Nyuk!
34 Love'em OR Leave'em
35 Go the Extra 18 Inches
36 Tarnish the Golden Rule

Section Five The Competitive Rainmaking Marketer
37 See the Whites of Their Eyes
38 Shop Till You Drop
39 Experience the Experience
40 Choose to Lose
41 Analyze This
42 Expect the Unexpected
43 Give Up

Section Six The Hardwired Rainmaking Marketer
44 Tell a Story Worth a Thousand Pictures
45 French KISS
46 Light Your Lying Pants on Fire
47 Sell Soft, Market Hard
48 Reduce Your Attention Spam
49 Choose Them Over Us
50 Just Don't Do Id
51 Suck It Up
52 Burn This Book!

Index