Title: How to get clients to come to you
Author: Nigel Temple
Published by: Words at Work
Reviewed by: Danny Turnbull, General Manager, Gyro International
As someone running a marketing communications business during a so-called recession I felt inextricably drawn to this title, and the nirvana it alluded to. As with everything in this life however, on closer inspection it offered no elixir or silver bullet’ to the challenges of client acquisition or retention, however it did serve as a very useful and well-rounded reminder of some of the basic principles.
Whilst this book is aimed very firmly at smaller businesses with its down to earth, practical and low cost prescriptions, its advice is equally valid to those operating further up the corporate food chain, not least in reminding us that in the age of endless meetings, proposals and counter proposals, “the successful marketer must get up and do something…”
Nigel Temple outlines a simple and easy to follow seven stage plan that reiterates some of the core principles of running a successful business, starting with having a clearly defined business vision and the conviction to deliver this. This follows through the process of detailed planning to client attraction laws’ which mirror those of good marketing communications, namely precise targeting, relevant and creative differentiation and incisive communication.
Like anything in life, these are often easier said than done, however the practical and down to earth approach of this book is a welcome antidote to the plethora of pseudo academic tomes and airport lounge business bestsellers’. It’s a short read and I’d recommend it to anyone who is in the business of attracting custom (so pretty much everyone then). My only criticism would be that perhaps the book falls into the trap of confusing selling with marketing, although that’s an academic debate for another day…
20-05-08
