Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof

Table of Contents

Title Page

Acknowledgements

Dedication

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

A FAMILY AFFAIR

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 PRESSURE

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 MEEINGS

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, DIRECTMARKETING, ANDTELEMARKETING - 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 CLASSIFIED 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

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

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 PREPRESENTATION 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 PROSPECT́′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 EXPECTATIONS

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 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 PRESENT BIG SALES OPPORTUNITIES

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

NON INTRUSIVE 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

EMAIL MARKETING: CREATE AN EMAIL COMMUNICATION MARKETING PLAN

TIPS FOR EFFECTIVE EMAILS

ADVICE FOR LAUNCHING YOUR EMAIL CAMPAIGN

TIPS FOR A SUCCESSFUL EMAIL CAMPAIGN

NINE TIPS FOR IMPROVING EMAIL 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

EMAIL 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

PRE-PROMOTE WITH DIRECT MAIL

PRE-PROMOTE WITH RINT ADVERTISING

PRE-PROMOTE WITH TELEMARKETING

PRE-PROMOTE WITH PERSONAL APPOINTMENTS

PRE-PROMOTE ONLINE

PRE-PROMOTE 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 - Marketing Tips for Your Business

INDEX

Subscribe to Entrepreneur Magazine

Copyright Page

ACKNOWLEDGMENTS

Acknowledgments from James Stephenson

I would like to thank all of those who throughout the years have bestowed their marketing and sales knowledge upon me. A book such as this that covers so many marketing disciplines could not have been written without their assistance—thank you. Additionally a big thanks goes to Jere Calmes, Editorial Director at Entrepreneur Press, and his team of highly skilled professionals. I appreciate all of their input, encouragement, and continued support. I would also like to thank my biggest supporter in business and in life—my wife, Pamela, who has patiently listened to all of my ideas, the good and the sometimes off-center, for nearly 20 years.

Acknowledgments from Courtney Thurman

I would like to thank James Stephenson for the opportunity to contribute to the Ultimate Small Business Marketing Guide. His extensive experience and marketing knowledge has made this book a success and I am grateful to be a part of its continued growth. I would also like to thank Jere Calmes and the incredible staff at Entrepreneur Press for their expertise and support.

Dedication

To my great grandmother Pearl Woodworth (1898–1994),

a fireball of contagious enthusiasm and generous giving who

inspired many to follow their entrepreneurial ambitions and life dreams.