Today is Sunday. I’m sitting on a plane, Continental flight 629, Denver to Newark. I usually post Monday through Friday. However, I’ve just finished reading a book that got me so excited that I couldn’t wait till tomorrow to post about it. The book is Book Yourself Solid. The author is Michael Port….
Book Yourself Solid is a book written primarily for solo entrepreneurs in the service industry – consultants, accountants, chiropractors etc. The subtitle is The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling.
In short, Book Yourself Solid is written for people like me. Mr. Port delivers on what he promises. He presents a common sense, easy to use system for getting more clients. I like the book because it is comprehensive. Over the years, I have seen much of the material and advice Mr. Port presents, but never all in one place. Also, I have never come across as comprehensive a business building system.
Book Yourself Solid is a book that every service entrepreneur should buy, read and use. The key word in the last sentence is use. A quick word of caution here. Like most common sense advice, Mr. Port’s ideas are deceptively simple. You will probably find yourself saying “that makes sense to me” as you read. But like all common sense advice, the payoff comes from putting into play the ideas Mr. Port shares. This takes discipline, commitment and hard work. But like most things that do, the payoffs can be great.
I must confess, I violated one of Mr. Port’s first pieces of advice. On the preface, on page xxviii, he says: “Go to www.bookyourselfsolid.com/workbook.htm right now and download your free copy of the workbook so you’ve got it in your hands before you turn another page.”
I didn’t do this because I am on a plane, and have no access to the internet or a printer. However, I will download and print the workbook as soon as I get to my hotel tonight. I have already begun making notes in the margins of the books to help me complete the exercises in the workbook. I, for one, am planning on taking full advantage of Mr. Port’s advice – by putting it to work.
As I’ve mentioned, on the surface, this book appears to be narrowly targeted to solo service entrepreneurs. This could not be further from the truth. This book has some great career and life lessons.
Here are a few examples. On page 32, Mr. Port discusses the importance of a personal brand. If you’re a regular reader of the blog, you know that I am a big proponent of building a personal brand – whether you’re in business for yourself, or work for someone else.
Mr. Port identifies seven characteristics of a powerful personal brand:
1. Clear
2. Consistent
3. Authentic
4. Memorable
5. Meaningful
6. Soulful
7. Personal
I’ve compared my Common Sense Guy brand, and think I stack up pretty well. But that’s not the important point here. These seven characteristics are important advice for anyone who wants to present themselves well, and get noticed by the people they want to notice them.
For the close to 20 years I’ve been in business, my marketing strategy has been simple:
1. Get people to like me
2. Once they like me, get them to trust me.
3. Once they trust me, get them to purchase my services.
Mr. Port echoes these ideas. In Chapter 5, "Who Needs What You Know and Do They Like You?", he quotes Tim Sanders, author of The Likeability Factor. “Life is a series of popularity contests.”
Mr. Port goes on to say “if you’re likeability factor is high, you’re more likely to get booked solid.” I always advise my coaching client to build strong, lasting, mutually beneficial relationships with the people in their work and life. To me, this starts with being a likeable person.
Later in the book, in a chapter on referrals, Mr. Port offers the following advice:
• Speak with lots of expression, get excited, and show the passion you have for the benefits your services can offer.
• Smile.
• Make eye contact.
• Be confident.
• Open your heart.
• When your potential client starts speaking, listen.
Again, great advice for building your career – not just for entreprenuers. Everybody likes to be around positive, enthusiastic, transparent people who listen to them.
Finally, through the entire book, Mr. Port reinforces the importance of having what I call an abundance mentality. He urges readers to give away a lot of their knowledge and advice. He suggests becoming a referral source – always helping others find what they need and are looking for. In general, he advocates being both a likeable and helpful person. This really resonates me. I believe that likable and helpful people get ahead – in business and life.
I really like Book Yourself Solid – because it offers a common sense, straightforward plan for building a service business, but more so because Mr. Port offers important life lessons for anyone, not just entrepreneurs. Mr. Port, I’m a big fan. Keep up the good work.
That’s it for today. Thanks for reading. For more common sense business, life and career advice, log on to my website www.BudBilanich.com.
I’ll see you around the web, and at Alex’s Lemonade Stand.
Bud
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