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| Foreword | |
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| Acknowledgements | |
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| A Personal Note About the Style of this Book from Winton Churchill | |
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| Introduction. Email Marketing Is Not About "Spam" | |
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| Email: No "hall pass" needed | |
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| Surviving the anti-spam hysteria - six realistic coping strategies | |
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| What's going to happen now? | |
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| Five simple steps you can take to put spammers out of business | |
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| Email Marketing... Relatively Easy, and Extremely Powerful - When You Do it Right | |
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| Mindset matters - you've been brainwashed to do something different | |
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| Change Your Mindset, Change Your Future | |
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| Will you be able to "delete" the sales staff? | |
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| The process of persuasion | |
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| The process of conversion | |
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| The process of closing | |
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| How to accelerate the process | |
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| Six Special Needs of Complex Sales Cycles | |
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| Dramatically increase your sales revenue | |
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| Reduce the laborious, tedious, and humiliating process of getting sales started | |
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| Substantially reduce your costs | |
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| Remove the uncertainty about meeting your sales objectives month-in and month-out | |
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| Make sure a competitor isn't tapping a part of the market you're not reaching | |
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| Accelerate the speed at which deals move through your sales process | |
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| The Disappointment of Email Marketing | |
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| Four typical ways executives go wrong - and nine excuses they make | |
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| Confusing the beginning of a sales cycle with the end of it | |
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| Sending out spam | |
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| Falling victim to a "list scam" | |
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| Failing before even trying | |
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| Summary | |
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| Critical Mindset Shifts | |
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| "Myth-information" in the marketplace | |
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| Company websites don't sell | |
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| Every lead generated must be followed through | |
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| The Triangle of Hidden Opportunity | |
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| Prospects buy on their timetable - not yours | |
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| The secret to getting the best performance out of your sales staff | |
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| "Oh Lord, please give me just one more dotcom boom..." | |
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| Three Critical Stages of Success | |
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| Finding opportunities | |
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| Moving deals forward | |
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| Bringing deals home | |
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| Unhooking - The Process of Un-Training Your Brain | |
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| Stop prospecting with expensive sales people | |
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| Forget the "decision-maker" | |
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| Abandon unproductive legacy marketing | |
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| And the same goes for... | |
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| Five Essential Email Marketing Steps | |
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| Produce a continuous flow of prospects | |
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| Build a process that gets you "invited in" | |
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| Have them ring the bell (Sort the wheat from the chaff) | |
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| Stay focused on the prospect's problem | |
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| Be a trusted advisor... not an imposter | |
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| Keep the Process Moving | |
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| Risk is the major source of friction and delay in deals | |
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| The silver bullet - a "Champion Kit" | |
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| Avoid self-centered Champion Kits | |
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| Making the case for ROI | |
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| Four Ways to Identify and Qualify Legitimate Prospects | |
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| Sweep your market for prospects | |
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| Target for profitability | |
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| Can they be educated? | |
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| Create an itch they have to scratch... | |
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| The Rapport Sequence | |
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| Five types of rapport sequence messages | |
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| How to guarantee your rapport sequence will fail | |
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| Eighteen Essential Components Simplified | |
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| Here's what you'll need | |
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| Six Creative Vehicles You'll Need to Accelerate the Process | |
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| Offline lists | |
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| Online lists | |
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| Special deals for lists | |
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| Articles | |
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| Joint venture partners | |
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| Backward links | |
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| Seven Damaging Mistakes Many Executives Make | |
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| Confusing lead generation with sales | |
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| Using your company website for your email campaign | |
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| Using a bad list | |
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| Using "poison language" | |
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| Sending your emails at bad times | |
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| Asking for too much information too soon | |
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| Offering "bribes" | |
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| And also... | |
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| Eight Indispensable "Fast Track" Strategies | |
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| How to shorten your time to success | |
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| Transcribe sales people | |
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| Use the best lists | |
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| Segment or bracket? | |
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| Be careful with graphics | |
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| Don't waste time and resources gathering extensive statistics | |
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| Test, test, and test some more | |
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| Use a separate website | |
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| Buy a turnkey system | |
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| Conclusion | |
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| Bonus | |
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| Index | |
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| Author Biography | |