Press Release

GUERRILLA MARKETING FOR CONSULTANTS
By

Jay Conrad Levinson & Michael W. McLaughlin

“If I never see one again, it will be too soon.”
– William Clay Ford Jr., Ford Motor Company, New York Times interview

Mr. Ford’s comment was about consultants. Twenty years of learning from consultants and Internet-fueled changes in business have given rise to a new, more sophisticated breed of client just like Mr. Ford—one that is less satisfied with consultants, highly price sensitive, and less loyal. Fanning the flames of this buyer’s market, the Enron debacle and the litany of subsequent corporate scandals have intensified skepticism of consultants’ credibility.

Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients (Wiley; $19.95; October 2004; Paper) by veteran author Jay Conrad Levinson and consultant Michael W. McLaughlin is the first book to reveal how guerrilla marketing can transform these challenges into a golden opportunity for winning profitable consulting work from the new breed of consulting clients.

Guerrilla Marketing for Consultants is more than just good advice—it’s an owner’s manual for a consultant’s career and practice. The authors guide the reader through dozens of winning marketing strategies such as:

• Why a marketing plan is more important for a consultant than a business plan.
• How to create a marketing plan and a marketing road map that will have clients knocking at the door.
• How buying patterns for services have changed and what consultants must do to sell now.
• How to manage the ten most common selling situations a consultant faces.
• When to pursue a sales opportunity and when to run the other way.
• How to price services in a manner that is fair to clients and profitable for consultants.

The authors, who have been called “two of the smartest, street-savvy marketers around,” bring more than fifty years of experience in marketing and consulting to the book.

JAY CONRAD LEVINSON has authored or co-authored more than thirty books, including the best selling marketing series in history, Guerrilla Marketing. A former vice president and creative director at J. Walter Thompson Advertising and Leo Burnett Advertising, Levinson is chairman of Guerrilla Marketing International, a consulting organization serving large and small businesses around the world. More than a million copies of books in the Guerrilla series are in print.

MICHAEL W. MCLAUGHLIN is a principal with Deloitte Consulting LLP, one of the world’s largest consulting firms. In twenty years with Deloitte, McLaughlin has sold and delivered hundreds of consulting projects. He has worked with clients in businesses of every size, from start-ups to some of the world’s highest profile companies. He knows what works in the market and what doesn’t.

Guerrilla Marketing for Consultants:
Breakthrough Tactics for Winning Profitable Clients
Author(s): Jay Conrad Levinson, Michael W. McLaughlin
Publisher: John Wiley & Sons
Publication Date: October 2004
ISBN-0-471-61873-X; $19.95; Paper
www.guerrillaconsulting.com

Press contact:

Andrea Harris
978-897-1616
andrea@minerva-inc.com

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Word version of this press release