Instant Marketing for Almost Free
Description
Without a doubt, developing high-impact marketing strategies is one of the toughest challenges for small and medium businesses.
The world of marketing is in the midst of a revolution, generating great new opportunities for entrepreneurs in Internet, street and stealth marketing. Instant Marketing for Almost Free presents tactics designed to deliver effective marketing quickly and at a low cost:
- Reaching out to Internet "communities"
- "Street" and other nontraditional advertisements
- Email marketing that's not spam
- And hundreds of other methods
Instant Marketing for Almost Free is a totally up-to-the-minute approach to marketing that will see businesses increasing their profits while reducing their marketing headaches.
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Person
Susan Benjamin, a consultant and management expert, has been helping businesses and other organizations improve for over 20 years. She has trained over 100,000 employees, and has appeared in The Wall Street Journal, The Chicago Tribune, USA Today and The New York Daily News. She lives in Washington, D.C.
Content
Introduction -
Section I: Getting Started
Chapter 1: Taking the Mystery out of Marketing -
- Ten Cardinal Rules of Instant Marketing
Chapter 2: Marketing from Within: The Heart of Your Marketing Campaign -
- Ten Core Questions
Chapter 3: Love You, Love Your Brand -
- Three Keys to Establishing Your Brand
- Name That Brand: Three Rules for Making Your Name
- AAA (All About Acronyms)
- Taglines
- A Picture Says a Thousand (Marketing) Words
- Imagery Dos and Don'ts
- Finding Visuals
- How About Those Logos?
- When Image Meets Brand
Section II: Marketing Imperatives
Chapter 4: Ten Imperatives of Instant Marketing Success -
- Imperative 1: It Should be Useful
- Imperative 2: Use Marketing Smarts
- Imperative 3: Focus on the Customer-Not You, Your Business, Your Employees, or Anything Else
- Imperative 4: Accentuate the Customer Benefits
- Imperative 5: Use a Catch-and-Keep Approach
- Imperative 6: Keep the Word Use Clear and Clean
- Imperative 7: Use White Space Wisely
- Imperative 8: Apply Font Savvy
- Imperative 9: Consider the "Love at Fifth Sight" Principle
- Imperative 10: Avoid Anything Boring, Especially Cliches, the Anti-Brand!
Chapter 5: Get the Right Response -
- Emotional Appeal
- Sentence Structure Secrets
Section III: The Instant Marketing Supply Kit
Chapter 6: Signature Materials -
- Business Cards
- Photos
- Bios
- The Resume Question
Chapter 7: Brochures -
- The Cover: Catch 'Em
- Inner Columns: Quick and Clean
- Back Column: Bio, Tips, Coupons
- What's Next...
Chapter 8: Almost Everything You Need to Know about Creating Your Website -
- Market Your Marketing
Chapter 9: Direct Mail and Email Marketing -
- Direct Mail Pieces
- Direct Emails
Chapter 10: Short Stash: Tip Sheets and Flyers -
- Tips Sheets
- Flyers
Chapter 11: Newsletters -
Chapter 12: News Releases and Other Forms of Publicity -
- Other Publishing Options
- The Press Kit
Chapter 13: Advertising: From Newspapers to the Airwaves and TV -
Chapter 14: Giveaways -
- Bits and Pieces
Section IV: People, Places, and Things: The Ultimate Marketing
Chapter 15: Telephone Marketing -
- Determine Why You're Calling
- Determine Who You're Calling - Be Realistic
- Determine Who is Calling for You
- Write Your Script
- Practice the Script
- Call at the Right Time and the Right Place
- Create a Calling Log
- Practice the Savvy Art of Follow-up
- Give them Instant Accessibility Strategies
- Look into Other Telephone Marketing Possibilities
Chapter 16: The "Who" of Instant Marketing -
- Employees: Almost Free
- Partnerships: Totally Free
Chapter 17: Roadside Marketing: Lobbies, Windows, and Signs -
- Signs
- Window Displays
- Love That Lobby
- Outside Extras
Chapter 18: The People in the Places: Marketing Face-to-Face -
- Adult Education Courses
- Conferences
Appendix A: Worksheets -
Appendix B: Samples -
