Ultimate Small Business Marketing Guide : 1,500 Great Marketing Tricks That Will Drive Your Business Through the Roof!,9781932156102

Ultimate Small Business Marketing Guide : 1,500 Great Marketing Tricks That Will Drive Your Business Through the Roof!

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Edition: 1st
ISBN13: 9781932156102
ISBN10: 1932156100
Format: Paperback
Pub. Date: 2003-12-01
Publisher(s): Entrepreneur Press
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Summary

The most authoritative and comprehensive marketing book available, the Guide is packed with marketing tricks and secrets that top business and sales professionals use daily to devour competition, close more sales, win new customers, and keep them coming back. It was developed for small-business owners who are looking for cost-effective ways, both innovative and time-tested, to market their businesses, products and services.

In addition to chapters on research, planning, competition, customer service, advertising, direct marketing, networking, Web sites and many other topics, Stephenson's meaty volume provides hundreds of handy online resources, checklists and sample forms. And it's written in a straightforward, jargon-free style that's easy to understand and put into practice.

Author Biography

James Stephenson has fifteen years of small-business, marketing and sales experience, is author of Entrepreneur's Ultimate Start-Up Directory and operates Stephenson & Stephenson, a consulting firm providing small-business owners with creative, results-based marketing solutions.

Table of Contents

Acknowledgments xiii
Introduction xv
RESEARCH, PLANNING, AND COMPETITION
Marketing Tips for Your Business
The Marketing Musts
1(3)
Why Spend Time Researching?
4(1)
Defining Primary Data
5(1)
Defining Secondary Data
5(1)
Defining Quantitative and Qualitative Data
6(1)
The Geographics, Demographics, and Psychographics Data Trail
7(1)
Customer Database Research
8(1)
Informal Surveys and Discussions Research
9(1)
Formal Survey Research
9(2)
Customer Service Inquiries and Complaints Research
11(1)
Harness the Power of the Web for Research
11(1)
Get Schools Onboard to Help with Research
12(1)
Homemade Focus Groups
12(1)
Look-Out-the-Window Research
13(1)
Customer Demographics Questionnaire
13(2)
Target Customer Profile
15(1)
Why Plan?
16(1)
The Nuts and Bolts of a Marketing Plan
16(4)
Stick to the Plan
20(1)
It's All in the Name
20(1)
Create a Marketing Calendar
21(1)
Join the Better Business Bureau
21(1)
Get the Latest Scores at SCORE
21(1)
Tap Into the SBA
22(1)
Join Associations
22(1)
Great Brands Are Consistent
22(2)
Great Brands Take Time to Evolve
24(1)
Great Brands Require Hands-On Management
25(1)
Great Brands Provide More Advantages
25(1)
Great Brands Are Never Fads
26(1)
Great Brands Reinvent the Way We Think
27(1)
Subscribe to Trade Publications
28(1)
Create a Powerful Mission Statement
28(2)
Your Competitive Advantage Should Be Beneficial
30(1)
Your Competitive Advantage Should Be Exclusive
30(1)
Your Competitive Advantage Should Be Simplistic
31(1)
The SWOT Analysis
31(2)
If You Can't Beat 'Em Join 'Em
33(1)
Embrace Change
34(1)
Capitalize on Competitors' Distribution Channels
34(1)
Commission a Study
34(1)
Profit from Competitors' Close Outs
35(1)
Subscribe to Competitors' Mailings
35(1)
Start a Marketing Idea Folder
35(1)
Hire a Clipping Service
36(1)
Yellow Pages Research
36(1)
Look Beyond Traditional Markets
37(1)
Send in the Mystery Shoppers
37(1)
Be More Convenient Than Your Competition
38(1)
Get the Low Down on Competitors from Your Suppliers
38(2)
Happily Accept the Competitions' Coupons
40(1)
Identifying Direct Competition
40(1)
Identifying Indirect Competition
40(1)
Watch Out for Phantom Competition
41(1)
Predicting Future Competition
41(1)
Make an Incentive Your Competitive Advantage
41(1)
Build Coalitions with Competitors
42(1)
When to Be Realistic
42(1)
More Ways to Beat the Competition
43(1)
The Ultimate Competition Worksheet
43(8)
EMPLOYEE
Marketing Tips for Your Business
What Employees Need
51(1)
The Benefits of Team Building
52(1)
Install an Employee Marketing Idea Box
52(1)
The Magical Money Incentive
53(1)
Motivate by Recognition
53(1)
Motivate by Piling on the Responsibilities
54(1)
With Age Comes Experience
54(1)
Change Can Only Trickle Down
54(1)
Build a Marketing Library for Employees
54(1)
Give Them all Business Cards
55(1)
Brainstorming Roundtables
55(1)
"Manage" to Minimize Wasted Time
56(1)
Bring in Professional Trainers
56(1)
Create an Employee Marketing Handbook
57(1)
Ask for Customer References
57(1)
Master the Art of Delegation
57(1)
Learn from Co-Workers
58(1)
Get Uniformed
58(1)
Make Some Noise
59(1)
Manage By Objectives
59(1)
Let Your Customers Educate Your Employees
59(1)
Identifying Sales Personnel
60(1)
A Family Affair
60(1)
Great Leadership Tips that Every Business Owner and Manager Needs to Know
60(2)
Learn to Challenge Employees to Do Better
62(1)
Simple Tips That Can Increase Employee Productivity
63(1)
Learn to Say Thank You
64(1)
Embrace an Open Door Policy
64(1)
Encourage Employees to Be Creative
65(1)
Enlist Student Trainers
65(1)
Increase Productivity by Reducing Interruptions
65(1)
Great Questions for Employee Interviews
66(3)
CUSTOMER SERVICE
Marketing Tips for Your Business
Why Is Customer Service so Important?
69(1)
Never Fail to Tell Customers How It Is
69(1)
Savvy Debt Collection
70(1)
Clear All Challenges by the End of the Day
71(1)
The One-Minute Trainer
71(1)
Commit to a Call-Back Time
71(1)
Precustomer Contact
72(1)
Ask Employees How to Improve Customer Service
72(1)
Remember Important Dates
72(1)
Cultivating Customers
73(1)
Make It Easy for Customers to Complain
74(1)
Create Information Booklets
74(1)
A Cure for Mismatched Expectations
74(1)
Send Out Reminder Notes
75(1)
Provide a 100 Percent Customer Satisfaction Guarantee
75(1)
Customer Comment Cards
75(2)
Tricks to Calm Irate Customers
77(1)
Add Customer Safety to Customer Service
77(1)
Log All Complaints
77(1)
Follow Up After the Resolution
78(1)
Surveys Can Show What Customers Really Think
78(1)
Promote Reliability
78(1)
Always Fix the Customer First
79(1)
Strive to Form Customer Partnerships
79(1)
Create a Customer-First Team Environment
79(1)
Go the Extra Mile
80(1)
Carefully Evaluate Policies
80(1)
Empower Employees to Make Decisions
80(1)
Keep the Lines of Communication Open
81(1)
Profit from Providing Customer Service
81(1)
Catch Late Customers
82(1)
Support Your Vendors
82(1)
Calculate the True Cost of a Lost Customer
82(1)
Throw Customer Appreciation Parties
83(1)
Give Big-Impact Gifts
83(1)
Gifts That Do Good
83(1)
Powerful Birthday Discounts
84(1)
Work with Clients to Hold the Line on Price Increases
84(1)
Make It a Family Affair
84(1)
Focus on Customers to Stay Motivated
85(1)
Staying Fresh In Your Customer's Memory
85(1)
The Quiet Masses
85(1)
Customer Service Ideas Checklist
86(5)
HOME OFFICE
Marketing Tips for Your Business
Invest In You
91(1)
Meet All Requirements
92(1)
Take It Seriously
92(1)
Project a Professional Image
92(1)
Take Advantage of Reduced Operating Cost
93(1)
Go Out of Your Way to Get Involved
94(1)
Make Investments in Disguise
94(1)
Handling Pressure
94(1)
Out-Benefit the Competition
95(1)
Design Your Workspace for Success
95(1)
Develop a Routine
96(1)
Tricks for Writing Great Business Communications
96(1)
More Tricks for Writing Great Business Communications
97(1)
Use Technology to Level the Playing Field
97(1)
Go for the Big Opportunities
98(1)
Get Creative with Appointments and Meetings
98(1)
Replace Your Commuting Time with Prospecting Time
98(1)
Build a Topnotch Team
99(1)
The Art of Making Decisions
99(1)
Target Yourself
100(1)
Place a High Priority on Event Marketing
100(1)
Take Advantage of all Available Resources
101(1)
Limit the Number of Hats You Wear
101(1)
Create Policies Just Like the Big Companies
101(1)
Become a Shameless Self-Promoter
102(1)
Build Through Barter Clubs
102(1)
Goals Need to Be on Paper
102(1)
Benefit by Being Flexible
103(1)
Great Tips to Increase Your Productivity in the Home Office
103(4)
ADVERTISING, DIRECT MARKETING, AND TELEMARKETING
Marketing Tips for Your Business
Why Advertise?
107(1)
Take a Desktop Publishing Course
107(2)
Wasted Advertising
109(1)
Media Questionnaire
109(1)
Turn all Business Mailings into Sales Tools
109(4)
Tricks for Creating Great Advertising Copy
113(1)
Develop a Unique Hook
114(2)
How-To Headlines
116(1)
Make a Promise in Your Headline
116(1)
Present a Testimonial in Your Headline
116(1)
Make Your Headline Look Like News
117(1)
Ask a Question in Your Headline
117(1)
Tap Suppliers for Advertising Assistance
117(1)
Great Magazine Advertising Tricks
118(2)
Stock Up on Reprints
120(1)
Great Tricks for Yellow Pages Advertising
121(1)
Always Err on the Side of Political Correctness
122(1)
Getting Newsletter Savvy
122(4)
More Bang for Your Classified Advertising Buck
126(1)
Negotiate for a Free Flag Ad
127(1)
Get Creative with Postcards
127(1)
Buy from Reps Who Have Done Their Homework
127(1)
Pay Less for Print Advertisements
128(1)
Advertising Believability
129(1)
Get Behind Community Sports
130(1)
Auto Wraps
131(1)
Initiate a Door Hanger Program
132(1)
Site Signs ... The $10 Marketing Wonder
132(1)
Try Inflatable Advertising
132(1)
Turn Customers into Models
133(1)
Take Advantage of Free Community Notice Boards
133(1)
Drive-By Broadcasting
134(1)
Make It Multiuse
134(1)
Float on By
134(1)
Get Noticed with Stickers
135(1)
Benefit from Bench Advertising
135(1)
Outdoor Bicycle Rack Advertising
135(1)
Advertise Your Business in Vacant Storefronts
136(1)
Courtesy Telephones Create Advertising Opportunities
136(1)
Give Away Books and Magazines
136(1)
Advertise Within other Businesses
137(1)
Create Rolling Billboards
137(1)
A Picture Is Worth a Thousand Words
138(1)
Strike a Deal with Local Restaurants
138(1)
Billboard Basics
139(1)
Give Human Billboards a Try
139(1)
Tricks for Tracking Advertisements
139(3)
Get Behind a Local Charity Event
142(1)
Creative Ways to Distribute Fliers for Free
142(1)
Target Hotel and Motel Guests
142(1)
Outdoor Mobile Media
143(1)
Why Is Product Packaging so Important?
143(1)
Create a Story on Your Packaging
144(1)
One Supports the Other
144(1)
Try Online Sponsorships
144(1)
Effective Radio Commercials and More Great Tricks
144(2)
Consider Public Broadcasting
146(1)
Create a Jingle
146(1)
Internet Radio
147(1)
Great Advertising Tricks for the Tube
147(1)
Produce a Television Commercial on the Cheap
148(1)
Why Use Direct Marketing?
149(1)
Identifying the Most Common Mailing Lists
149(2)
More About Mailing Lists
151(1)
Plan and Review to Cut Printing Costs
152(1)
Stick with Standard Sizes and Negotiate
153(1)
Never Date Key Material
153(1)
Downgrade to Save Money
153(1)
Never Stop Experimenting
154(1)
Test, Test, and Retest
154(2)
Capitalize with Card Decks
156(1)
Guaranteed Tips to Boost Your Mail Responses
157(3)
Great Tricks to Secure Better Quality Mail Responses
160(1)
The Low-Down on Catalogs
161(1)
Consider Cable Shopping Channels
162(1)
Getting Past the Telemarketing Stigma
163(1)
Forget Cold Calls and Concentrate on Warm Calls
163(1)
Use Telemarketing to Reinforce
163(1)
Small Details Equal Big Impact in Telemarketing
164(1)
Tricks to Sell by Voice
164(1)
Telemarketing Mistakes to Avoid
165(1)
Visit Your Best 20 Percent, Telemarker the Rest
166(1)
Direct Marketing Market Place®
166(1)
The 200 Most Persuasive Words to Use in Advertising
166(2)
Places to Advertise Idea Checklist
168(5)
PUBLIC RELATIONS
Marketing Tips for Your Business
Use PR to Level the Competitive Playing Field
173(1)
The "Other" Public Relations
173(1)
Key Public Relations Considerations
174(2)
Your PR Program Options
176(1)
Become a Junior Reporter
177(1)
Press Release Basics
178(1)
More Great Press Release Tricks
179(2)
Distribute Your Press Release Electronically
181(1)
Researching Press Releases
182(1)
Create Your Own Media Kit
182(1)
Pitch Letters
183(1)
Media Advisory
184(1)
Fact Sheets
184(1)
More Clever Ways to Introduce Yourself to the Media
185(1)
Expert Postcards
186(1)
Don't Overreact to Negative PR
186(1)
Get Fad Savvy
186(1)
Never Stop Promoting
186(1)
Become an Expert Media Source
187(1)
Use Media Directories
187(1)
Hire a Clipping Service
188(1)
Build a Media Contact Database
188(1)
Start a Public Relations Idea Folder
188(1)
Think Photo Opportunity
189(1)
What Can You Offer Local Media?
189(1)
Benefit by Using Editorial Calendars
190(1)
Take Ownership of an Event
190(1)
Business and Marketing Activities that Should Be Publicized
190(2)
Pardon Our Mess
192(1)
Savvy Tricks to Create Charity Goodwill
193(1)
Make It Exclusive
193(1)
Increase the Value of Your Knowledge
194(1)
Major Publicity Opportunities
194(1)
Write Letters to the Editor
195(1)
Conduct Public Opinion Polls
195(1)
Call a Press Conference
196(1)
Build a PR Web Page in Your Site
196(1)
Print Media Interview Tricks
197(1)
Broadcast Media Interview Tricks
198(2)
Tricks for Getting on Talk Radio
200(1)
Don't Forget to Say Thank You
200(1)
Places to Seek Publicity and Publicity Methods Checklist
200(3)
NETWORKING AND REFERRAL
Marketing Tips for Your Business
Why Network?
203(1)
Professional Brainstorming Lunch
203(1)
High-Tech CD-ROM Business Cards
204(1)
The Power of Your Business Card
204(1)
Set Networking Objectives
205(1)
The Headcount Rule
205(1)
Tricks for Being a Brilliant Conversationalist
206(1)
Enlarge Your Networking Circle
206(1)
Stand Out in the Networking Crowd
206(1)
Develop a Personal Trademark
207(1)
Make a Memorable Donation
207(1)
Get Involved
208(1)
First In, Last Out
208(1)
Go Out of Your Way to Welcome Newcomers
208(1)
It's All in the Nametag
209(1)
Develop a Follow-Up System
209(1)
Develop Your Own Mini Sales Pitch
209(1)
Network Through Current Projects
210(1)
Go Online to Network
210(1)
Create a Contact List
210(1)
Make It a Door Prize
211(1)
Creative Introductions
211(1)
Become a Portable Advertisement for Your Business
211(1)
For People Who Hate to Network
212(1)
Sorry Letters Work Wonders
212(1)
Spend 3 Percent to Generate a 100 Percent Referral Rate
213(1)
Set Referral Targets
213(1)
Provide Incentives for Referrals
214(1)
Simply Ask for Referrals
214(1)
Go Networking for Referrals
215(1)
Tap Suppliers for Referrals
215(2)
Tap Competitors for Referrals
217(1)
Build Strategic Alliances for Referrals
217(1)
Maximize Your Odds of Getting Referred
217(1)
Networking and Referral Checklist
218(3)
PROSPECTING
Marketing Tips for Your Business
Why Continue to Prospect for New Business?
221(1)
A Lead Versus a Prospect
221(1)
Set Daily Goals
222(1)
Prospecting Basics
222(1)
Great Telephone Cold-Calling Tricks
223(1)
Great Tricks for Leaving Voice-Mail Messages
223(1)
Qualifying: Needs
224(1)
Qualifying: Decision-Maker
224(1)
Qualifying: Time Line
225(1)
Qualifying: Obstacles
225(1)
Qualifying: Financial
226(1)
Qualifying: Assumption
226(1)
Qualifying: Competition
226(1)
Qualifying: Open-Ended Questions
227(1)
Qualifying: Comfort and Compliments
227(1)
Tricks for Becoming an Effective Listener
228(1)
Time Management for Prospecting Success
228(1)
Thou Shalt Never Prejudge
229(1)
Thou Shalt Never Express Personal Opinions
229(1)
Thou Shalt Never Push Only What You Like
230(1)
Practice Immediate Follow-Up
230(1)
Clone Your Best Customers
230(1)
Getting to Know the Gatekeeper
231(1)
Donation Prospecting
231(1)
Try Reverse Prospecting
231(1)
Troll For Prospects Online
232(1)
Experiment with Lifecycle Prospecting
232(1)
Demonstration Prospecting Works
233(1)
Expert Prospecting May Be the Best
233(1)
Swap Customer Lists and Leads
233(1)
Respect Your Clients' Time
234(1)
Mine Newspapers and Magazines
234(1)
Get in Through the Back Door
234(1)
Prospect by Promoting a Contest
235(1)
Identify the Big Prospecting Opportunities
235(1)
Prospect Through Pro-Net
235(1)
Prospect By Sharing Your Knowledge
236(1)
Look for Prospecting Gold in Your Junkmail
236(1)
Fishbowl Prospecting
236(1)
Fact-Finding Missions
237(1)
Multiply Your Prospecting Efforts Via E-Mail
237(1)
Identify Those Who Can Influence Others
237(1)
Lean Mean Database Machine
238(1)
B2B Prospect Research Checklist
239(2)
PRESENTATION
Marketing Tips for Your Business
Great Impressions: Be Punctual
241(1)
Great Impressions: Be Respectful
241(1)
Great Impressions: Be Educated
242(1)
Great Impressions: Be Prepared
242(1)
Great Impressions: Listen
242(1)
Great Impressions: Be Professional
243(1)
Great Impressions: Be Ready for Action
243(1)
Simple Tricks to Improve Your B2B Sales Presentation
243(1)
Consider a Prepresentation Survey
244(1)
Let Prospects Set the Tone
245(1)
Use Physical and Visual Devices
245(1)
Low-Cost Digital Video Pitch
245(1)
Tricks for Overcoming the Fear of Rejection
246(1)
Never Take Rejection Personally
247(1)
Keep Their Attention
247(1)
Be on the Lookout for Common Interests
247(1)
Tricks to Earn a Prospect's Trust
248(1)
Never Ignore Even the Smallest Concerns
249(1)
Careful Questioning
249(1)
Find the Achilles Heel
249(1)
Start with Documents
250(1)
Greener Grass Syndrome
250(1)
Identify All the Players
250(1)
No One Wants to Sail into Uncharted Waters Alone
251(1)
Train all the Pitchers
251(1)
Develop a Winning Attitude
252(1)
Welcome Objections
252(1)
The Five-Point Objection Process
252(1)
Great Tricks for Overcoming the Price Objection
253(1)
Great Tricks for Overcoming
the No-Money Objection
254(1)
Great Tricks for Overcoming the "Let Me Think About It" Objection
255(1)
Be Prepared to Negotiate
256(1)
Set Your Negotiation Objectives
256(1)
Position Your Value Before Negotiations
256(1)
Learn to Negotiate Without Home Court Advantage
257(1)
Get the Negotiation Ball Rolling with Yes
257(1)
Develop Strong Negotiation Questions
257(1)
Negotiate Under Fire
258(1)
Learn When to Walk Away from a Deal
258(1)
Win-Win Negotiation Tricks
258(1)
Confirm the Negotiation Details
258(1)
Be a Patient Negotiator
259(1)
Learn to Stop Negotiating
259(1)
More Great Negotiation Tricks
259(1)
Never Leave Empty Handed
260(3)
CLOSING
Marketing Tips for Your Business
What Is Your Prospect's Motivation?
263(1)
Confirm the Details
263(1)
Survey Lost Sales
264(1)
Talking Ownership Is a Buying Signal
264(1)
Comprehensive Questions Are Buying Signals
265(1)
Objections Are Buying Signals
265(1)
Offering Referrals Is a Buying Signal
265(1)
Arrange for Prospects to Meet Your Customers
266(1)
Extend Credit to Close
266(1)
Close by Changing Prospect's Expectations
267(1)
The Quiet Close
267(1)
The Trial Close
268(1)
The Echo Close
268(1)
The Summary Close
268(1)
The Take-Away Close
269(1)
The Fear Close
269(1)
The Chip-Away Close
270(1)
The Alternate-Choice Close
270(1)
The In-Hindsight Close
270(1)
The Yes Close
271(1)
The Assumption Close
272(1)
The Chances Are Close
272(1)
The 30-Minute Follow-Up Close
272(1)
The Compliment Close
273(1)
The "Close Everyone Around the Decision Maker" Close
273(1)
The Benjamin Franklin Close
273(1)
The Fish-Out-of-Water Close
274(1)
The Convenience Close
274(1)
The Compromise Close
275(1)
The Make-a-Suggestion Close
275(1)
The Casting-Doubts Close
276(1)
The Last-One-In Close
276(1)
The Event Close
277(1)
The Maximum Benefit Close
277(1)
The Productivity Close
277(1)
The Try-Before-You-Buy Close
278(1)
The What-Will-It-Take Close
278(1)
Great Follow-Up Tricks
279(1)
Make Them All True Believers
280(3)
CREATIVE SELLING
Marketing Tips for Your Business
The Art of Duplication
283(1)
Consulting? Apply for a Job
283(1)
Profit by Making Your Vendors Sales Champions
284(1)
Break the Feast-or-Famine Sales Cycle
284(1)
Develop Your Own Mission Statement
285(1)
B2B Shift Selling
285(1)
Use Extended Warranties to Make It Exclusive
286(1)
Reports Can Be a Powerful Sales Tool
286(1)
Free Offers to Gain Exclusivity
286(1)
Getting Beyond Language Barriers
287(1)
Package Yourself
287(1)
The Real Work Begins after the Sale
288(1)
Ditch the Competition with Flexible Payment Options
288(1)
Separate Your Offer by Providing Incredible Service
289(1)
Tricks for Crafting Great Sales Letters, Part One
289(1)
Tricks for Crafting Great Sales Letters, Part Two
290(1)
Take "Sales" Out of Your Job Description
291(1)
Mining Your Dead File
291(1)
Never Be a Hit and Run Artist
292(1)
Make Clients Look Forward to Your Next Visit
292(1)
Avoid the Water Cooler Talk
292(1)
Good Advice, Bad Advice
293(1)
The Power of a Dog Biscuit
293(1)
Assistants Pay Off
293(1)
Work the Tender Process
294(1)
Be What You Sell
294(1)
What Top Producers Have in Common
294(1)
Make Your Product or Service an Employee Benefit
295(1)
Be Present at Delivery
296(1)
Ways to Beat Desperation
296(1)
Down-Sell For the Long Term
297(1)
Let Your Customers Convince Them
297(1)
Testimonials with Impact
297(1)
Enlist a Lobbyist
298(1)
Five-Point Time Management
298(1)
What Is Easy to Do Is Easier Not to Do
299(1)
Incentives Must Have Value
299(1)
The Sales Professional's Checklist
300(3)
RETAILING
Marketing Tips for Your Business
Ask Your Customers How They Heard About Your Store
303(1)
Location, Location, Location
304(2)
Retail Location Pros and Cons
306(1)
Retail Location, Competition, and Big Box Stores
306(1)
Design Your Store for Your Target Audience
307(1)
Buy and Sell Liquidated Inventory Online
307(1)
Promote Environmentally Friendly
308(1)
Window Space: The 24-Hour Silent Salesperson
308(1)
Window Space: Professional Look on a Budget
309(1)
Window Space: Creativity Counts
310(2)
Appeal to the Five Senses
312(1)
Make It Easy for Customers to Give You Money
313(1)
Seek Outside Opportunities
314(1)
Clean for More Customers
315(1)
Put a Promotional Flier in Every Shopping Bag
316(1)
Consider a Resale Program
317(1)
Are You Prepared to Increase Sales?
317(1)
Ask Customers for Referrals
318(1)
Profit from Gift Certificates
319(1)
Small Purchases Present Big Sales Opportunities
319(1)
Implement a Direct Mail Promotional Program
320(1)
Become Known for Offering Something for Free
320(1)
Start a Club
321(1)
Lure Customers in by Providing Conveniences
321(2)
Create Tip Sheets
323(1)
Implement Your Own Customer Loyalty Program
323(1)
Don't Be Undersold
324(1)
Benefit by Building Client Files
324(1)
Profit from Blackboards
325(1)
Expand Via Mail Order
325(1)
Promote Hard with Fliers
325(1)
Run Free Seminars to Increase Sales
326(1)
Promote Products After Hours
326(1)
Get Creative with Special Shopping Days
326(1)
"Try Before You Buy" Events
327(1)
Get Creative with In-Store Displays
327(1)
Ask Me about Today's Deal
328(1)
Start an Insertion Swap Program
329(1)
Nonintrusive Ways to Build a Customer Database
329(1)
Sales Spectacular
330(4)
Target Clubs to Increase Sales
334(1)
Great Cross-Promotional Ideas
334(2)
Stock Up on Consignment Goods
336(1)
Getting Creative with Contests
337(2)
Consider a Rental Program to Increase Revenues
339(1)
Negotiate Everything
339(1)
Tap Suppliers for the Works
340(1)
Seek Exclusive Agreements
341(1)
Consider Private Labeling
341(1)
Small, But Mighty, Tricks for Increasing Profit Margins
342(1)
Great Curb Appeal
343(1)
Clever Calendars
344(1)
Consider the eBay Advantage
344(1)
Try Gift with Purchase
345(1)
Boost Sales with VIC Cards
345(1)
Bring in the Entertainers
345(2)
Shoot for a Record
347(1)
Free Gift Wrapping
347(1)
Try Trade-In Promotions
347(1)
Overuse Deadlines
348(1)
Rank Your Customers
348(1)
Don't Forget the Good Old Suggestion Box
348(1)
Creative Gift Program
349(1)
Clever Ways to Build Repeat Business
349(1)
Tricks for Successfully Marketing a Move
350(1)
What Signs Do
351(2)
Sign Regulations
353(1)
Become an Official Supplier
354(1)
Get Newsletter Savvy
354(1)
Become Known as a Local Attraction
355(1)
Shoplifting Prevention Tricks
355(6)
SERVICE PROVIDER
Marketing Tips for Your Business
Transform Your Waiting Room into a Selling Room
361(1)
Leverage Your Current Business Assets to Grow
361(1)
Selling Solutions
362(1)
Proactive Warranty Inspections
362(1)
Expand by Phone Numbers
363(1)
Step-by-Step Details Sell
363(1)
Take a Packaged Approach
363(1)
Create a New Customer Kit
364(1)
Sizzling Workmanship Warranties
364(1)
Be More Memorable
364(1)
Invoice Greetings
365(1)
Offer Free Second Opinions
365(1)
Newsletter Marketing
366(1)
Turn Service Vehicles into Mobile Showrooms
366(1)
Cover the Costs of Customer Calls
367(1)
Catch After-Hours Calls
367(1)
Choose Work Carefully
367(1)
"Why I Need and Deserve?" Contest
368(1)
Rate our Service
368(2)
Call to Confirm
370(1)
Offer Free Checkups
370(1)
Tricks for Surviving Tough Times
370(1)
Crank Up the Price of Your Service
371(1)
Index Your Contracts
372(1)
Enter Competitions
372(1)
Voice-Mail Marketing
372(1)
Create a Reputation
373(1)
Seek Out Piggybacking Opportunities
373(1)
Benefit by Giving Your Service Away for Free
373(1)
Build a Recognizable Corporate Image
374(1)
Specialize for Success
374(1)
Invest in Your Marketing Skills
374(1)
Create an Electronic Resume
375(1)
Managing Your Marketing Capital
375(1)
Service Providers Win When They Are Prepared to Overcome Obstacles
376(3)
WEB SITE AND ONLINE
Marketing Tips for Your Business
Why Do You Need a Web Site?
379(1)
Build Your Site to Appeal to Your Target Audience
380(1)
Choosing the Best Domain Name
380(1)
Analyze Your Online Competition
381(1)
Keep Your Web Site Consistent and User-Friendly
382(1)
Search Engine Basics
382(1)
Search Engine Submission Services
383(1)
The Importance of Keywords
384(1)
Pay-per-Click Keywords
385(1)
Multicultural Web Site
386(1)
Keep Your Web Site Quick
386(1)
Which Shopping Cart?
387(1)
Give Information that Builds Confidence
387(1)
Focus on the Customer
387(1)
Provide Great Online Customer Service, Part One
388(1)
Provide Great Online Customer Service, Part Two
388(1)
Present a Crystal Clear Message
389(1)
Tricks to Punch-Up Your Content, Part One
389(1)
Tricks to Punch Up Your Content, Part Two
390(1)
Provide a Return on Investment
391(1)
Promote Through Newsgroups
391(1)
Get Bookmarked
392(1)
Great Tricks for Building Online Credibility, Part One
392(1)
Great Tricks for Building Online Credibility, Part Two
393(1)
You Want to Create an Online Community
393(1)
Get the Bugs Out
394(1)
Don't Forget the Grand Opening
394(1)
High-Tech Web Site Positioning Tools
395(1)
Create an E-Mail Communication Marketing Plan
395(1)
Respond Automatically
396(1)
Tell a Friend
397(1)
Aim to Get Their Permission
397(1)
Understanding Common Banner Advertising Terms
398(2)
Great Banner Advertising Tricks, Part One
400(1)
Great Banner Advertising Tricks, Part Two
401(1)
Create Your Own E-Zine
402(1)
Where You Can Get Content for Your E-Zine
403(1)
Great E-Zine Advertising Tricks
403(1)
Great Tricks to Turn Them All into Subscribers, Part One
404(1)
Great Tricks to Turn Them All into Subscribers, Part Two
405(1)
Make It Difficult to Opt Out
405(1)
Market by Writing E-Zine and Online Articles
406(1)
Marketing with Publicly Accessible Lists
406(1)
Marketing with Opt-In Lists
407(1)
Add a "What's New" Page
408(1)
Benefit from a Guestbook
409(1)
Cybermalls, Storefronts, and Auctions
409(1)
Ask an Expert to Get Them Back
410(1)
Links and More Links
410(1)
Contest Your Way to Increased Hits
411(1)
Profit from Affiliate Programs
412(1)
Members Only Please
412(1)
Pop Up at the Right Time
412(1)
Create Your Own Online E-Catalog
413(1)
Reminders and Alerts Work
413(1)
Discussion Boards Create Community
414(1)
Use Online Polls and Surveys to Generate Traffic or Learn
414(1)
Give Them Useful Tools
415(1)
Tie In Offline Promotions
416(1)
Let Them all Submit
417(1)
Give Them the Latest News
417(1)
Build Your Archives
417(1)
Market with Online Coupons
418(1)
E-Mail Signature
418(1)
Advertise Online Where It Will Do Good
419(1)
Provide Some Fun Stuff
419(1)
Don't Forget the Freebies
420(1)
Make Your "Free" Online Offers More Valuable
420(1)
Never Force People to Buy Online
421(1)
Motivate Visitors to Buy by Providing Incentives
421(1)
Motivate Visitors to Buy by Removing Fear
422(1)
Follow-Up Offers Increase Profits
422(1)
More Great Online Marketing Ideas
423(1)
Driving Traffic to Your Web Site Checklist
424(3)
TRADE SHOW AND SEMINAR
Marketing Tips for Your Business
Why Trade Shows?
427(1)
Finding Trade Shows
428(1)
Never Protect Your Booth
429(1)
Will Credit Pre-Approval Help?
429(1)
Avoid Time-Consuming Gimmicks
429(1)
Get Invitations Out to the Press
430(1)
Use a Press Release as a Marketing Tool
430(1)
Bring a Press Kit to the Show
431(1)
Keep Your Exhibit Simple
432(1)
Show Guide Success
432(1)
Calculate Your Audience Size
432(1)
Rank Your Leads
433(2)
Answer the Obvious Questions
435(1)
Prepromote with Direct Mail
435(1)
Prepromote with Print Advertising
435(1)
Prepromote with Telemarketing
436(1)
Prepromote with Personal Appointments
436(1)
Prepromote Online
436(1)
Prepromote through Preregistration Packs
437(1)
Profit from Nonparticipation
437(1)
In-Show Event Sponsorship
438(1)
Capitalize on New Product Displays
438(1)
In-Show Seminars Create a Captive Audience
438(1)
Create Clever Ways to Promote Your Booth
438(1)
Promote with Ad Specialties at the Booth
439(1)
Profit from Paper
439(1)
Hold a Contest to Generate Leads
440(1)
Profit from Cross-Promotion
440(1)
Demonstrate Your Way to Success
440(1)
Timely Introductions
441(1)
Preshow Staff Training
441(1)
Motivating Staff in the Booth
441(1)
Master the Quick Qualify
442(1)
Key Qualifying Information
442(1)
Ways to Beat Booth Fatigue
443(1)
Great Shows Start with Great Attitudes
443(1)
Avoid Boring Jargon
444(1)
Create Effective Openers Before the Show
444(1)
Preplan Your Presentation
444(1)
Never Stop Asking for the Sale in the Booth
445(1)
Close in the Booth with a Summary
445(1)
Close in the Booth with an Assumption
445(1)
Close in the Booth with Urgency
446(1)
The Professional Disengage
447(1)
Profit from Immediate Follow-Up
447(1)
Booth Props
448(1)
Great Tricks for Cutting Trade Show Costs
448(2)
Great Pre-Trade Show Planning Tricks
450(2)
Post-Trade Show Planning Tricks
452(1)
Trade Show Checklist
452(4)
Why Seminars?
456(2)
What Can Be Sold through Seminars?
458(1)
Profit from Creative Seminar Locations
458(1)
Options for Promoting a Seminar Inexpensively
459(1)
Market with Newsletters at Seminars
459(1)
Make It Memorable with Humor
460(1)
Always Get Something in Return for Speaking
460(1)
Great Public Speaking Tricks, Part One
460(1)
Great Public Speaking Tricks, Part Two
461(1)
Public Speaking Mistakes to Avoid
462(1)
Trolling for Sponsors
462(1)
Bringing in the Speakers
463(1)
Additional Considerations for Seminar Success
463(1)
Seminar Checklist
464(5)
Index 469

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