Ultimate Small Business Marketing Guide
1500 Great Marketing Tricks That Will Drive Your Business Through the Roof
2nd Edition
Published on 1. January 2007
564 pages
978-1-61308-043-6 (ISBN)
Description
The second edition of this comprehensive guide introduces new marketing, advertising, sales and public relations techniques to the 1,500 proven ideas from the first edition. It adds dozens of new high-tech strategies required to stay one step ahead in today's highly competitive global marketplace. Off- and online resources have been updated and new ones-including blogs and new websites-have been added.
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James Stephenson
Ultimate Small Business Marketing Guide
Book
11/2006
2nd Edition
Entrepreneur Press
€39.83
No shipping information available
Person
James Stephenson (Vancouver, BC) helps entrepreneurs start and grow their businesses with creative, results-based marketing techniques. He is the author of Ultimate Startup Directory and Ultimate Homebased Business Handbook
Content
- Intro
- Contents
- Acknowledgments
- Introduction
- Research, Planning, and Competition - Marketing Tips for Your Business
- The Marketing Musts
- Seven Ps of Marketing
- Doing Your Research: Why Spend Time Researching?
- Defining Primary Data
- Defining Secondary Data
- Defining Quantitative and Qualitative Data
- The Geographics, Demographics, and Psychographics Data Trail
- Customer Database Research
- Informal Surveys and Discussions Research
- Formal Survey Research
- Customer Service Inquiries and Complaints Research
- Harness the Power of the Web for Research
- Get Schools on Board to Help with Research
- Homemade Focus Groups
- Look-Out-the Window Research
- Customer Demographics Questionnaire
- Target Customer Profile
- Planning Your Marketing: Why Plan?
- Six Ways to Make Time for Marketing
- The Nuts and Bolts of a Marketing Plan
- Five Steps to a Simple Marketing Plan
- Stick to the Plan
- Tips for Proper Marketing Timing
- Three Marketing Mistakes to Avoid
- Eight More Marketing Mistakes to Avoid
- Five Cheap Ways to Market Your Business
- Four Fresh Ways to Target Your Market
- Six Tips to Boost Your Marketing Strategies
- It's All in the Name
- Create a Marketing Calendar
- Building Buzz in a New Market
- Three Rules for Niche Marketing
- Getting Connected: Join the Better Business Bureau
- Get the Latest Scores at SCORE
- Tap into the SBA
- Join Associations
- Great Brands Are Consistent
- Great Brands Take Time to Evolve
- Great Brands Require Hands-On Management
- Great Brands Provide More Advantages
- Great Brands Are Never Fads
- Great Brands Reinvent the Way We Think
- Subscribe to Trade Publications
- Create a Powerful Mission Statement
- Getting Competitive: Your Competitive Advantage Should Be Beneficial
- Getting Competitive: Your Competitive Advantage Should Be Exclusive
- Getting Competitive: Your Competitive Advantage Should Be Simplistic
- The SWOT Analysis
- If You Can't Beat 'Em, Join 'Em
- Embrace Change
- Capitalize on Competitors' Distribution Channels
- Commission a Study
- Profit from Competitors' Close Outs
- Subscribe to Competitors' Mailings
- Start a Marketing Idea Folder
- Hire a Clipping Service
- Yellow Pages Research
- Look Beyond Traditional Markets
- Send in the Mystery Shoppers
- Be More Convenient Than Your Competition
- Get the Lowdown on Competitors from Your Suppliers
- Tips for Using Coupons as a Marketing Tool
- Happily Accept the Competitions' Coupons
- Identifying Direct Competition
- Identifying Indirect Competition
- Watch Out for Phantom Competition
- Predicting Future Competition
- Make an Incentive Your Competitive Advantage
- Build Coalitions with Competitors
- When to Be Realistic
- More Ways to Beat the Competition
- The Ultimate Competition Worksheet
- Employee - Marketing Tips for Your Business
- What Employees Need
- Build and Motivate Your Team: The Benefits of Team Building
- Install an Employee Marketing Idea Box
- The Magical Money Incentive
- Motivate by Recognition
- Motivate by Piling on the Responsibilities
- With Age Comes Experience
- Change Can Only Trickle Down
- Build a Marketing Library for Employees
- Give Them All Business Cards
- Brainstorming Roundtables
- How to Run a Brainstorming Session
- Manage" to Minimize Wasted Time
- Give Them the Right Tools: Bring in Professional Trainers
- Create an Employee Marketing Handbook
- Ask for Customer References
- Master the Art of Delegation
- Learn From Co-Workers
- Get Uniformed
- Make Some Noise
- Manage by Objectives
- Let Your Customers Educate Your Employees
- Identifying Sales Personnel
- Leadership Tips Every Business Owner and Manager Needs to Know
- Learn to Challenge Employees to Do Better
- Simple Tips That Can Increase Employee Productivity
- Learn to Say Thank You
- Embrace an Open-Door Policy
- Encourage Employees to Be Creative
- Enlist Student Trainers
- Increase Productivity by Reducing Interruptions
- Great Questions for Employee Interviews
- Customer Service - Marketing Tips for Your Business
- Why Is Customer Service So Important?
- Run a Customer Service-Based Business: Never Fail to Tell Customers How It Is
- Savvy Debt Collection
- Clear All Challenges by the End of the Day
- The One-Minute Trainer
- Commit to a Call-Back Time
- Precustomer Contact
- Ask Employees How to Improve Customer Service
- Remember Important Dates
- Cultivating Customers
- Make It Easy for Customers to Complain
- Create Information Booklets
- A Cure for Mismatched Expectations
- Send Out Reminder Notes
- Provide a 100 Percent Customer Satisfaction Guarantee
- Customer Comment Cards
- Tricks to Calm Irate Customers
- Add Customer Safety to Customer Service
- Log All Complaints
- Follow Up After the Resolution
- Surveys Can Show What Customers Really Think
- Create a Customer Service-Oriented Environment: Promote Reliability
- Always Fix the Customer First
- Strive to Form Customer Partnerships
- Create a Customer-First Team Environment
- Go the Extra Mile
- Carefully Evaluate Policies
- Empower Employees to Make Decisions
- Keep the Lines of Communication Open
- Profit from Providing Customer Service
- Catch Late Customers
- Support Your Vendors
- Calculate the True Cost of a Lost Customer
- Throw Customer Appreciation Parties
- Give Big-Impact Gifts
- Gifts That Do Good
- Powerful Birthday Discounts
- Work with Clients to Hold the Line on Price Increases
- Make It a Family Affair
- Focus on Customers to Stay Motivated
- Staying Fresh in Your Customer's Memory
- The Quiet Masses
- Customer Service Ideas Checklist
- Home Office - Marketing Tips for Your Business
- Invest in You
- Meet All Requirements
- Take it Seriously
- Project a Professional Image
- Take Advantage of Reduced Operating Cost
- Go Out of Your Way to Get Involved
- Make Investments in Disguise
- Handling Pressue
- Out-Benefit the Competition
- Design Your Work Space for Success
- Develop a Routine
- Tricks for Writing Great Business Communications
- More Tricks for Writing Great Business Communications
- Use Technology to Level the Playing Field
- Get Creative with Your Time: Go for the Big Opportunities
- Get Creative with Appointments and Meetings
- Replace Your Commuting Time with Prospecting Time
- Build a Top-Notch Team
- The Art of Making Decisions
- Target Yourself
- Place a High Priority on Event Marketing
- Take Advantage of All Available Resources
- Limit the Number of Hats You Wear
- Create Policies Just Like the Big Companies
- Become a Shameless Self-Promoter
- Build Through Barter Clubs
- Goals Need to Be on Paper
- Benefit by Being Flexible
- Great Tips to Increase Your Productivity in the Home Office
- Advertising, Direct Marketing, and Telemarketing - Marketing Tips for Your Business
- Why Advertise?
- Improving Your Advertising: Take a Desktop Publishing Course
- Ten Design Disasters for Marketing Materials
- Wasted Advertising
- Media Questionnaire
- Turn All Business Mailings into Sales Tools
- Tricks for Creating Great Advertising Copy
- Develop a Unique Hook
- How-To Headlines
- Make a Promise in Your Headline
- Present a Testimonial in Your Headline
- Make Your Headline Look Like News
- Ask a Question in Your Headline
- Tap Suppliers for Advertising Assistance
- Great Magazine Advertising Tricks
- Stock Up on Reprints
- Great Tricks for Yellow Pages Advertising
- Always Err on the Side of Political Correctness
- Getting Newsletter Savvy
- More Bang for Your Advertising Buck
- Negotiate for a Free Flag Ad
- Get Creative with Postcards
- Buy from Reps Who Have Done Their Homework
- Pay Less for Print Advertisements
- Advertising Believability
- Four Tips for Making Your Ads Stick
- Advertising Opportunities: Get Behind Community Sports
- Auto Wraps
- Initiate a Door Hanger Program
- Site Sign: The $10 Marketing Wonder
- Try Inflatable Advertising
- Turn Customers Into Models
- Take Advantage of Free Community Notice Boards
- Drive-By Broadcasting
- Make It Multi-Use
- Float On By
- Get Noticed with Stickers
- Benefit from Bench Advertising
- Outdoor Bicycle Rack Advertising
- Advertise Your Business in Vacant Storefronts
- Courtesy Telephones Create Advertising Opportunities
- Give Away Books and Magazines
- Advertise Within Other Businesses
- Create Rolling Billboards
- A Picture is Worth a Thousand Words
- Strike a Deal with Local Restaurants
- Billboard Basics
- Give Human Billboards a Try
- Tricks for Tracking Advertisements
- Get Behind a Local Charity Event
- Creative Ways to Distribute Fliers for Free
- Target Hotel and Motel Guests
- Outdoor Mobile Media
- Why Is Product Packaging So Important?
- Create a Story on Your Packaging
- One Supports the Other
- Try Online Sponsorships
- Effective Radio Commercials and More Great Tricks
- Consider Public Broadcasting
- Create a Jingle
- Internet Radio
- Great Advertising Tricks for TV
- Produce a Television Commercial on the Cheap
- Succeeding with Direct Marketing: Why Use Direct Marketing?
- Seven Dangerous Myths of Direct Marketing
- Tips for Direct Marketing Success
- Yogi Berra's Tips on Direct Marketing
- Identifying the Most Common Mailing Lists
- More About Mailing Lists
- Plan and Review to Cut Printing Costs
- Stick with Standard Sizes and Negotiate
- Never Date Key Material
- Downgrade to Save Money
- Never Stop Experimenting
- Test, Test, and Retest
- Capitalize with Card Decks
- Guaranteed Tips to Boost Your Mail Responses
- Twelve Fast Fixes to Boost Mail Response
- Great Tricks to Secure Better-Quality Mail Responses
- The Low-Down on Catalogs
- Consider Cable Shopping Channels
- Using Telemarketing as a Tool: Getting Past the Telemarketing Stigma
- Forget Cold Calls and Concentrate on Warm Calls
- Use Telemarketing to Reinforce
- Small Details Equal Big Impact in Telemarketing
- Tricks to Sell by Voice
- Telemarketing Mistakes to Avoid
- Visit Your Best 20 Percent, Telemarket the Rest
- Direct Marketing Market Place
- The 200 Most Persuasive Words to Use in Advertising
- Places to Advertise Idea Checklist
- Public Relations - Marketing Tips for Your Business
- Use PR to Level the Competitive Playing Field
- The "Other" Public Relations
- Key Public Relations Considerations
- Your PR Program Options
- Become a Junior Reporter
- Press Release Basics
- Thirty Reasons to Write a Press Release
- Great Press Release Tricks
- Distribute Your Press Release Electronically
- Researching Press Releases
- Five Ways to Promote Your Business Beyond Press Releases
- Public Relations Opportunities: Create Your Own Media Kit
- Pitch Letters
- Media Advisory
- Fact Sheets
- More Clever Ways to Introduce Yourself to the Media
- Expert Postcards
- Don't Overreact to Negative PR
- Get Fad Savvy
- Never Stop Promoting
- Become an Expert Media Source
- Use Media Directories
- Hire a Clipping Service
- Build a Media Contact Database
- Start a Public Relations Idea Folder
- Think Photo Opportunity
- What Can You Offer Local Media?
- Benefit by Using Editorial Calendars
- Take Ownership of an Event
- Business and Marketing Activities That Should Be Publicized
- Smart Publicity Pointers on a Budget
- Pardon Our Mess
- Savvy Tricks to Create Charity Goodwill
- Tips on Using Civic Marketing
- Make It Exclusive
- Increase the Value of Your Knowledge
- Major Publicity Opportunities
- Write Letters to the Editor
- Conduct Public Opinion Polls
- Call a Press Conference
- Build a PR Web Page in Your Site
- Print Media Interview Tricks
- Broadcast Media Interview Tricks
- Tricks for Getting on Talk Radio
- Don't Forget to Say Thank You
- Places to Seek Publicity and Publicity Methods Checklist
- Networking and Referral - Marketing Tips for Your Business
- Why Network?
- How to Get Networking: Professional Brainstorming Lunch
- High-Tech CD-ROM Business Cards
- The Power of Your Business Card
- Set Networking Objectives
- The Headcount Rule
- Tricks for Being a Brilliant Conversationalist
- Enlarge Your Networking Circle
- Stand Out in the Networking Crowd
- Develop a Personal Trademark
- Make a Memorable Donation
- Get Involved
- First In, Last Out
- Go Out of Your Way to Welcome Newcomers
- It's All in the Nametag
- Develop a Follow-Up System
- Develop Your Own Mini Sales Pitch
- Network Through Current Projects
- Go Online to Network
- Create a Contact List
- Make It a Door Prize
- Creative Introductions
- Become a Portable Advertisement for Your Business
- For People Who Hate to Network
- Sorry Letters Work Wonders
- Marketing with Referrals: Spend 3 Percent to Generate a 100 Percent Referral Rate
- Set Referral Targets
- Provide Incentives for Referrals
- Simply Ask for Referrals
- Go Networking for Referrals
- Tap Suppliers for Referrals
- Tap Competitors for Referrals
- Build Strategic Alliances for Referrals
- Maximize Your Odds of Getting Referred
- Networking and Referral Checklist
- Prospecting - Marketing Tips for Your Business
- Why Continue to Prospect for New Business?
- A Lead Versus a Prospect
- Set Daily Goals
- Prospecting Basics
- Great Telephone Cold-Calling Tricks
- Great Tricks for Leaving Voice-Mail Messages
- Qualifying: Needs
- Qualifying: Decision-Maker
- Qualifying: Time Line
- Qualifying: Obstacles
- Qualifying: Financial
- Qualifying: Assumption
- Qualifying: Competition
- Qualifying: Open-Ended Questions
- Qualifying: Comfort and Compliments
- Tricks for Becoming an Effective Listener
- Time Management for Prospecting Success
- Thou Shalt Never Prejudge
- Thou Shalt Never Express Personal Opinions
- Thou Shalt Never Push Only What You Like
- Practice Immediate Follow-Up
- Clone Your Best Customers
- Getting to Know the Gatekeeper
- Finding New Prospects: Donation Prospecting
- Try Reverse Prospecting
- Troll for Prospects Online
- Experiment with Lifecycle Prospecting
- Demonstration Prospecting Works
- Expert Prospecting May Be the Best
- Swap Customer Lists and Leads
- Respect Your Clients' Time
- Mine Newspapers and Magazines
- Get in Through the Back Door
- Prospect by Promoting a Contest
- Identify the Big Prospecting Opportunities
- Prospect Through Pro-Net
- Prospect by Sharing Your Knowledge
- Look for Prospecting Gold in Your Junk Mail
- Fishbowl Prospecting
- Fact-Finding Missions
- Multiply Your Prospecting Efforts Via E-mail
- Identify Those Who Can Influence Others
- Lean, Mean Database Machine
- B2B Prospect Research Checklist
- Presentation - Marketing Tips for Your Business
- Great Impressions: Be Punctual
- Great Impressions: Be Respectful
- Great Impressions: Be Educated
- Great Impressions: Be Prepared
- Great Impressions: Listen
- Great Impressions: Be Professional
- Great Impressions: Be Ready for Action
- Simple Tricks to Improve Your B2B Sales Presentation
- Consider a Presentation Survey
- Let Prospects Set the Tone
- Use Physical and Visual Devices
- Low-Cost Digital Video Pitch
- Tricks for Overcoming the Fear of Rejection
- Never Take Rejection Personally
- Keep Their Attention
- Be on the Lookout for Common Interests
- Tricks to Earn a Prospect's Trust
- Never Ignore Even the Smallest Concerns
- Careful Questioning
- Find the Achilles' Heel
- Start with Documents
- Greener-Grass Syndrome
- Identify All the Players
- No One Wants to Sail into Uncharted Waters Alone
- Train All the Pitchers
- Develop a Winning Attitude
- Dealing with Objections and Negotiations: Welcome Objections
- The Five-Point Objection Process
- Great Tricks for Overcoming the Price Objection
- Great Tricks for Overcoming the No-Money Objection
- Great Tricks for Overcoming the "Let Me Think About It" Objection
- Be Prepared to Negotiate
- Set Your Negotiation Objectives
- Position Your Value Before Negotiations
- Learn to Negotiate Without Home Court Advantage
- Get the Negotiation Ball Rolling with Yes
- Develop Strong Negotiation Questions
- Negotiate Under Fire
- Learn When to Walk Away from a Deal
- Win-Win Negotiation Tricks
- Confirm the Negotiation Details
- Be a Patient Negotiator
- Learn to Stop Negotiating
- More Great Negotiation Tricks
- Never Leave Empty-Handed
- Closing - Marketing Tips for Your Business
- What Is Your Prospect's Motivation?
- Confirm the Details
- Survey Lost Sales
- Talking Ownership Is a Buying Signal
- Comprehensive Questions Are Buying Signals
- Objections Are Buying Signals
- Offering Referrals Is a Buying Signal
- Arrange for Prospects to Meet Your Customers
- Extend Credit to Close
- Close by Changing Prospect's Expectation
- Closing Types: The Quiet Close
- The Trial Close
- The Echo Close
- The Summary Close
- The Take-Away Close
- The Fear Close
- The Chip-Away Close
- The Alternate-Choice Close
- The In-Hindsight Close
- The Yes Close
- The Assumption Close
- The Chances-Are Close
- The 30-Minute Follow-Up Close
- The Compliment Close
- The "Close Everyone Around the Decision Maker" Close
- The Benjamin Franklin Close
- The Fish-Out-of-Water Close
- The Convenience Close
- The Compromise Close
- The Make-a-Suggestion Close
- The Casting-Doubts Close
- The Last-One-In Close
- The Event Close
- The Maximum Benefit Close
- The Productivity Close
- The Try-Before-You-Buy Close
- The What-Will-It-Take Close
- Great Follow-Up Tricks
- Make Them All True Believers
- Creative Selling - Marketing Tips for Your Business
- The Art of Duplication
- Consulting? Apply for a Job
- Profit by Making Your Vendors Sales Champions
- Break the Feast-or-Famine Sales Cycle
- Develop Your Own Mission Statement
- B2B Shift Selling
- Use to Extended Warranties to Make It Exclusive
- Reports Can Be a Powerful Sales Tool
- Free Offers to Gain Exclusivity
- Getting Beyond Language Barriers
- Package Yourself
- The Real Work Begins After the Sale
- Ditch the Competition with Flexible Payment Options
- Separate Your Offer by Providing Incredible Service
- Sharpening Your Skills: Tricks for Crafting Great Sales Letters, Part One
- Sharpening Your Skills: Tricks for Crafting Great Sales Letters, Part Two
- Take "Sales" Out of Your Job Description
- Mining Your Dead File
- Never Be a Hit-and-Run Artist
- Make Clients Look Forward to Your Next Visit
- Avoid the Water Cooler Talk
- Good Advice, Bad Advice
- The Power of a Dog Biscuit
- Assistants Pay Off
- Play the Role: Work the Tender Process
- Be What You Sell
- What Top Producers Have in Common
- Make Your Product or Service an Employee Benefit
- Be Present at Delivery
- Ways to Beat Desperation
- Down-Sell for the Long Term
- Let Your Customers Convince Them
- Testimonials with Impact
- Enlist a Lobbyist
- Five-Point Time Management
- What Is Easy to Do Is Easier Not to Do
- Incentives Must Have Value
- The Sales Professional's Checklist
- Retailing - Marketing Tips for Your Business
- Ask Your Customers How They Heard About Your Store
- Preparing Your Store: Location, Location, Location
- Retail Location Pros and Cons
- Retail Location, Competition, and Big-Box Stores
- Design Your Store for Your Target Audience
- Buy and Sell Liquidated Inventory Online
- Promote Environmentally Friendly
- Window Space: The 24-Hour Silent Salesperson
- Window Space: Professional Look On a Budget
- Window Space: Creativity Counts
- Appeal to the Five Senses
- Cover Your Bases: Make It Easy for Customers to Give You Money
- Seek Outside Opportunities
- Clean for More Customers
- Put a Promotional Flier in Every Shopping Bag
- Consider a Resale Program
- Are You Prepared to Increase Sales?
- Ask Customers for Referrals
- Profit from Gift Certificates
- Small Purchases
- Implement a Direct Mail Promotional Program
- Seventeen Practical No-Cost Promotions
- Become Known for Offering Something for Free
- Start a Club
- Lure Customers in by Providing Conveniences
- Create Tip Sheets
- Implement Your Own Customer Loyalty Program
- Don't Be Undersold
- Benefit by Building Client Files
- Profit from Blackboards
- Expand Via Mail Order
- Promote Hard with Fliers
- Run Free Seminars to Increase Sales
- Promote Products After Hours
- Get Creative with Special Shopping Days
- Try Before You Buy" Events
- Get Creative with In-Store Displays
- Ask Me About Today's Deal
- Start an Insertion Swap Program
- Nonintrusive Ways to Build a Customer Database
- Sales Spectacular
- Get Creative: Target Clubs to Increase Sales
- Great Cross-Promotional Ideas
- Stock Up on Consignment Goods
- Getting Creative with Contests
- Consider a Rental Program to Increase Revenues
- Negotiate Everything
- Tap Suppliers for the Works
- Seek Exclusive Agreements
- Consider Private Labeling
- Small, but Mighty, Tricks for Increasing Profit Margins
- Great Curb Appeal
- Clever Calendars
- Consider the eBay Advantage
- Try Gift-with-Purchase
- Boost Sales with VIC Cards
- Bring in the Entertainers
- Shoot for a Record
- Free Gift Wrapping
- Try Trade-In Promotions
- Overuse Deadlines
- Rank Your Customers
- Don't Forget the Good Old Suggestion Box
- Creative Gift Program
- Clever Ways to Build Repeat Business
- Tricks for Successfully Marketing a Move
- What Signs Do
- Sign Regulations
- Become an Official Supplier
- Get Newsletter Savvy
- Become Known as a Local Attraction
- Shoplifting Prevention Tricks
- Service Provider - Marketing Tips for Your Business
- Transform Your Waiting Room into a Selling Room
- Leverage Your Current Business Assets to Grow
- Selling Solutions
- Proactive Warranty Inspections
- Expand By Phone Numbers
- Step-By-Step Details Sell
- Take a Packaged Approach
- Create a New Customer Kit
- Sizzling Workmanship Warranties
- Be More Memorable
- Invoice Greetings
- Offer Free Second Opinions
- Newsletter Marketing
- Turn Service Vehicles into Mobile Showrooms
- Cover the Costs of Customer Calls
- Catch After-Hours Calls
- Choose Work Carefully
- Why I Need and Deserve _____" Contest
- Rate Our Service
- Fine-Tuning Your Service: Call to Confirm
- Offer Free Checkups
- Tricks for Surviving Tough Times
- Crank Up the Price of Your Service
- Index Your Contracts
- Enter Competitions
- Voice-Mail Marketing
- Create a Reputation
- Seek Out Piggybacking Opportunities
- Benefit by Giving Your Service Away for Free
- Build a Recognizable Corporate Image
- Specialize for Success
- Invest in Your Marketing Skills
- Create an Electronic Resume
- Managing Your Marketing Capital
- Service Providers Win When They Are Prepared to Overcome Obstacles
- Web Site and Online - Marketing Tips for Your Business
- Why Do You Need a Web Site?
- Creating Your Web Site: Build Your Site to Appeal to Your Target Audience
- Eight Common Misconceptions About Business Web Sites
- Choosing the Best Domain Name
- Tips on Avoiding Legal Issues for Your Web Site
- Analyze Your Online Competition
- Keep Your Web Site Consistent and User-Friendly
- Search Engine Basics
- Search Engine Submission Services
- The Importance of Keywords
- Pay-Per-Click Keywords
- Multicultural Web Site
- Great Ways to Make Your Web Site Globally Friendly
- Keep Your Web Site Quick
- Which Shopping Cart?
- Give Information That Builds Confidence
- Focus on the Customer
- Provide Great Online Customer Service, Part One
- Provide Great Online Customer Service, Part Two
- Content & Credibility: Present a Crystal Clear Message
- Tricks to Punch Up Your Content, Part One
- Tricks to Punch Up Your Content, Part Two
- Creating a Content-Rich Web Site
- Provide a Return on Investment
- Promote Through Newsgroups
- Get Bookmarked
- Great Tricks for Building Online Credibility, Part One
- Great Tricks for Building Online Credibility, Part Two
- You Want to Create an Online Community
- Get the Bugs Out
- Don't Forget the Grand Opening
- High-Tech Web Site Positioning Tools
- E-mail Marketing: Create an E-mail Communication Marketing Plan
- Tips for Effective E-mails
- Advice for Launching Your E-mail Campaign
- Tips for a Successful E-mail Campaign
- Nine Tips for Improving E-mail Response
- Respond Automatically
- Tell a Friend
- Aim to Get Their Permission
- Understanding Common Banner Advertising Terms
- Great Banner Advertising Tricks, Part One
- Great Banner Advertising Tricks, Part Two
- Blogs & Ezines: What Is a Business Blog?
- What Are the Benefits of Blogging for Small Businesses?
- What Are the Benefits of Blog Marketing?
- Seventeen Ways to Drive Traffic to Your Blog
- Blogs vs. Ezines vs. Web Sites
- Create Your Own Ezine
- Where You Can Get Content for Your Ezine
- Ezine Marketing Basics
- Great Ezine Advertising Tricks
- Great Tricks to Turn Them All into Subscribers, Part One
- Great Tricks to Turn Them All into Subscribers, Part Two
- Make It Difficult to Opt Out
- Market by Writing Ezine and Online Articles
- Marketing with Publicly Accessible Lists
- Marketing with Opt-In Lists
- Improving Your Online Return: Add a "What's New" Page
- Benefit from a Guest Book
- Web Malls, Storefronts, and Auctions
- Ask an Expert to Get Them Back
- Links and More Links
- Contest Your Way to Increased Hits
- Profit from Affiliate Programs
- Members Only Please
- Pop Up at the Right Time
- Create Your Own Online Catalog
- Reminders and Alerts Work
- Discussion Boards Create Community
- Use Online Polls and Surveys to Generate Traffic or Learn
- Give Them Useful Tools
- Tie In Offline Promotions
- Let Them All Submit
- Give Them the Latest News
- Build Your Archives
- Market with Online Coupons
- E-mail Signature
- Advertise Online Where It Will Do Good
- Provide Some Fun Stuff
- Don't Forget the Freebies
- Make Your "Free" Online Offers More Valuable
- Never Force People to Buy Online
- Motivate Visitors to Buy by Providing Incentives
- Motivate Visitors to Buy by Removing Fear
- Follow-Up Offers Increase Profits
- More Great Online Marketing Ideas
- Driving Traffic to Your Web Site Checklist
- Trade Shows and Seminars - Marketing Tips for Your Business
- Why Trade Shows?
- Trade Show Marketing: Finding Trade Shows
- Tips for Attending Trade Shows
- Never Protect Your Booth
- Tips for Improving Your Booth at a Trade Show
- Will Credit Pre-Approval Help?
- Avoid Time-Consuming Gimmicks
- Get Invitations Out to the Press
- Use a Press Release as a Marketing Tool
- Bring a Press Kit to the Show
- Keep Your Exhibit Simple
- Show Guide Success
- Calculate Your Audience Size
- Rank Your Leads
- Answer the Obvious Questions
- Prepromote with Direct Mail
- Prepromote with Print Advertising
- Prepromote with Telemarketing
- Prepromote with Personal Appointments
- Prepromote Online
- Prepromote Through Preregistration Packs
- Profit from Nonparticipation
- In-Show Event Sponsorship
- Improving Your Booth and Presentation: Capitalize on New Product Displays
- In-Show Seminars Create a Captive Audience
- Create Clever Ways to Promote Your Booth
- Promote with Ad Specialties at the Booth
- Profit from Paper
- Hold a Contest to Generate Leads
- Profit from Cross-Promotion
- Demonstrate Your Way to Success
- Timely Introductions
- Preshow Staff Training
- Motivating Staff in the Booth
- Master the Quick Qualify
- Key Qualifying Information
- Ways to Beat Booth Fatigue
- Great Shows Start with Great Attitudes
- Avoid Boring Jargon
- Create Effective Openers Before the Show
- Preplan Your Presentation
- Never Stop Asking for the Sale in the Booth
- Close in the Booth with a Summary
- Close in the Booth with an Assumption
- Close in the Booth with Urgency
- The Professional Disengage
- Profit from Immediate Follow-Up
- Booth Props
- Great Tricks for Cutting Trade Show Costs
- Great Pre-Trade Show Planning Tricks
- Post-Trade Show Planning Tricks
- Trade Show Checklist
- Seminar Marketing: Why Seminars?
- What Can Be Sold Through Seminars?
- Profit from Creative Seminar Locations
- Options for Promoting a Seminar Inexpensively
- Market with Newsletters at Seminars
- Make it Memorable with Humor
- Always Get Something in Return for Speaking
- Great Public Speaking Tricks, Part One
- Great Public Speaking Tricks, Part Two
- Public Speaking Mistakes to Avoid
- Trolling for Sponsors
- Bringing in the Speakers
- Additional Considerations for Seminar Success
- Appendix
- Index
