Lessons from C.J. Hayden's "Get Clients Now!"
Get Clients Now begins with a strong title...and keeps on winning
C.J. Hayden has created one of the most successful brands out of three simple words: "Get Clients Now." The title sets the stage for a book which introduces a client acquisition process that C.J. and her associates have successfully converted into a thriving business through her website.
But--wait--there's more! Not only has C.J. created a brand, but she has created a business based on helping others use her book as the basis of their own businesses.
The Get Clients Now! title includes several of the proven techniques common to effective titles, including:
Promise and duration: the title's promise, "Get Clients," is obvious, as is the amount of time needed to profit from the book, "Now!"
The title's promise is amplified and made specific by the subtitle: "A 28-day marketing program for professionals, consultants, and coaches." In those 10 words, you learn how you're going to get clients, how long it's going to take you to benefit, and who the she wrote the book for.
If you're a professional, consultant, or coach, you'll immediately identify with the book, feeling that it was written specifically for readers like you.
The title begins with a commanding, or imperative, verb, i.e., "You." This approach creates titles with more urgency than a simple statement of what the book is all about.
The title also includes alliteration, or repeated letters with "hard" sounds. The "g" at the beginning of "Get" is reinforced by the "tuh" sound of the "t" at the end of the word. The "cl" sound at the beginning of "clients" echoes the initial sounds, and leads to the exclamation point at the end of the title.
Title impact on cover
The conciseness of the title makes the high-impact cover possible. If the words in the title were longer, they would have to be set in a significantly smaller type size, which would considerably diminish the success of the cover.
As it is, the cover can be read from across the room, or, equally important, when reproduced at small size on a computer screen.
Consider how different the cover for a book entitled "Customer Acquisition and Design" would have to be!
Contents and organization
C.J. wisely avoided writing a 28-chapter book by dividing the book into 3 major sections and a total of 10 chapters. Although the book contains 240 pages, it's structure promises an easy read.
More important, C.J. further simplifies the reader's task by helping readers identify areas of weakness and showing them where they can go to immediately address those issues.
Like many successful books, Get Clients Now! is more than a just book. Readers are encouraged to do more than read it from cover to cover.
Accordingly, there are numerous action plans, exercises, questions, and worksheets for readers to put to work. These make it easy for readers to relate the book's lessons to their specific business.
Layout and graphics
The layout of the inside pages contributes to the success of Get Clients Now! Pages contain frequent summaries, illustrations, bulleted and numbered lists, worksheets, and case studies. These provide visual interest that prevents reader boredom and fatigue.
Just about every 2-page spread, i.e., combination of left-hand and right-hand pages, contains at least one element that adds visual interest.
Website and facilitators
By themselves, the book and the www.getclientsnow.com website are really strong, but the back-end profit system that C.J. has created is even more impressive.
Basically, she offers offers a Facilitator's Kit and Teaching License program. These involve a "train the trainers" program that includes a curriculum others can offer and deliver in their areas of specialization.
Each time training event that her licensed Facilitator's offer, of course, creates more buyers for her books!
Her Licensed Facilitator program is a win-win situation for all. Coaches and consultants who do not have time to create their own curriculum receive the training they need to train others in the Get Clients Now! program, while she is selling more books and training materials.