Categorized | Business Authors

Clients, Clients and More Clients: Create an Endless Stream of New Business with the Power of Psychology

Clients, Clients, and More Clients: Create an Endless Stream of New Business with the Power of Psychology

Larina Kase

A short authors bio:

Larina Kase, PsyD, MBA is a New York Times bestselling author and cognitive behavioral psychologist specializing in marketing and sales communications. Her work has appeared in The New York times, Inc., Entrepreneur, and Selling Power.

A book synopsis / Key Ideas:

Clients, Clients, and More Clients is about how to build the relationships that build your business. It’s about how to make the right connections, keep in touch, and influence people to buy or refer to you.

Why did you write this book?

I wrote this book after finding so many business owners avoid the process of marketing because they thought it would cost too much or not pay off. The ideas included in the book are all free or low-budget based on principles of the psychology of connecting and influence.

write a paragraph stating why readers should buy your book and what they will get out of it after reading it.

Readers who are looking to maximize their marketing and sales efforts will be interested in the ideas and the practical action steps. Readers interested in social psychology and neuroscience will enjoy the research behind the ideas in the book.

The Psychology Keys to Marketing Your Business on a Shoestring

I love to be the bearer of great news—For all of you marketing your business on a shoestring it absolutely can be done. I did it. You can too.

When you understand the psychology of how people think, form relationships, and decide to buy all of your efforts become much more likely to pay off. In building my business I often looked for marketing that would pay me (speaking and writing), and only invested in five things:

1) A high quality visually appealing website or blog
2) A professionally-shot photograph
3) Professionally designed and printed marketing materials
4) Consultation with marketing experts
5) Virtual assistance with the things I am not great at

There may be a couple more smart areas to invest, but for the most part, you absolutely do not need to invest a lot to do great marketing these days.

Here are my answers to some questions about what I’ve done and what I recommend…

Do you have a blog, what is the link, what do you talk about in your blog?

Yes I have a blot at We discuss how to capture attention , stand out and be memorable, keys to successful networking in person and in social media, how to influence people to take action, and many other psychology and business topics.

The goal of the blog and all of my work is to add a new perspective to the idea of business-building, and apply research on influencing human behavior to sales and marketing.

I was on clinical faculty at The University of Pennsylvania (several years ago) and my science background informs everything I do. The challenge is to keep things light and fun rather than academic and intense. I think my strength in writing is in turning theories into action.

Do you do speaking events? What are some common ones that you do on a regular basis? What do you talk about?

Speaking has been the most effective way to build my business. I speak about marketing strategies and about confident speaking.

I commonly speak to entrepreneur and women’s organizations, professional organizations in different fields (design, law, accounting), and I do a lot of interviews hosted by other business-building authors and experts.

In addition to excellent content there are three components to an effective presentation:

1) Organization. If your audience gets lost they will not benefit from your presentation. Be sure to have one simple message that you want people to take away.

2) Connection. One great way to get people engaged and connected with you is through telling stories. Show your personality and don’t try to be too “polished.”

3) Action. Provide people with actions that they can take to benefit from your ideas. Also provide an action for people to follow-up with you or gain additional information.

So many speakers deliver and excellent presentation and are surprised to see that nothing comes of it. This is why #3 is so important—you need to have a way to keep in touch with people in the future.

I like to say that if you are going to invest your time in a marketing activity but won’t follow up, DON’T waste your time. Most people are not ready to commit to a purchase or hiring decision right away, but may be after they have built a relationship with you over time.

Do you do your own marketing or PR? What is a good marketing / PR strategy for a budding author?

Yes, I have always done my own marketing and PR because I believe I must practice what I preach. I do have virtual assistants who help with the administrative side.

Today so much of the power of marketing lies in the personal connection, so someone (if it is not you then someone in your business) needs to be the face of the business to communicate with your audience.

My sales and marketing strategies have always been built around joint venture partnerships. This means partnering with others who have a similar target audience but a different message, product, or service. For example, for the launch of my book I interviewed 15 authors on The Truth About Marketing. They announced the event in social media and received exposure to my audience as well as the other speakers’ audiences. It was a great win-win strategy!

Do you tweet, facebook fan page, myspace friend or use any other social media to get the word out? (Please provide links)

I have a Facebook page and Twitter @LarinaKase I’ve really been enjoying the interaction in these platforms.

I believe that social media should be used for relationship-building and not just for selling. Think of your business relationships like any relationship- If you felt like someone was constantly trying to get something from you you would start avoiding that relationship. Instead focusing on giving (valuable content) and connecting.

What is the best advice you never got?

Actually I got a lot of great advice early on but was too stubborn to listen to a lot of it. In fact I was giving other people great advice that I failed to listen to myself for a little while! I had to learn the hard way that you cannot be all things to all people and the more focused you are in your business the more successful you will be.

What is the one thing that you did right?

I focused on building my expert platform early on. I did this by writing articles and books, speaking (live and through conference calls), media (at the time it was traditional media since social media wasn’t around), and building connections and relationships with credible experts in my field.

Another thing that I believe I did right was focusing on my strengths and my interests. One of the most basic principles of human behavior is we do more of the things that bring the most immediate rewards. Marketing can have very delayed rewards because they often result from ongoing repetition.

If you focus on marketing activities that you’re naturally good at and enjoy you will have an immediate reward—they will be fun. And they will probably be much more effective as well. For me these activities were speaking, writing, and building business relationships.


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