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| Introduction | |
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| In the Beginning | |
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| Getting Creative Ideas | |
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| What Are You Waiting For? | |
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| What Does It Take? | |
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| The Goals of Marketing | |
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| The Commandments of Business Marketing | |
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| Join Up | |
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| Common Business Mistakes | |
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| Action Plan | |
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| Smart Guide to Startup | |
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| Home Business Setup | |
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| Small Office Startup | |
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| Your New Retail Store Location | |
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| Mission Statement | |
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| What's Your Marketing Plan? | |
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| Naming a New Business | |
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| Merchant Services for Credit Cards | |
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| Startup Blues: Nothing Will Happen without Marketing | |
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| Jump-Starting Your New Business before It Opens | |
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| Making a Wish List | |
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| Making a Bigger Impression | |
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| Working with Suppliers | |
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| Finding New Suppliers | |
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| Pursuing New Customers | |
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| Action Plan | |
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| Franchises | |
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| What Franchise Should You Choose? | |
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| Where Do You Find a Franchise? | |
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| Questions about Buying a Franchise | |
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| The Franchise Agreement | |
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| The Franchise Manual | |
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| The Training Period | |
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| Big Brother Is Watching | |
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| Is There Any Risk? | |
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| Action Plan | |
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| Advertising | |
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| Setting an Advertising Budget | |
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| Advertising to Four Levels | |
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| Print Ad Copy Questions | |
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| Headlines | |
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| Hot Words | |
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| Where's My Ad? | |
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| Is It an Ad? | |
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| Competitors' Advertising | |
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| An Advertising Agency | |
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| Where's Your Business Card? | |
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| Sign of the Times | |
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| Do It Outdoors | |
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| Your Moving Billboard | |
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| TV Direct Response | |
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| Let's Try an Infomercial | |
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| Message on Hold | |
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| Piggyback-Cheap! | |
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| Co-Op Advertising | |
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| A Final Thought on Advertising | |
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| Action Plan | |
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| Publicity | |
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| Publicity versus Advertising | |
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| Press the Press | |
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| Tips for Getting Publicity | |
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| If a Reporter Calls | |
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| On-the-Air Publicity | |
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| Publicity by Speaking | |
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| Publicity by Writing | |
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| Do Something Outrageous! | |
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| Action Plan | |
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| Direct Mail | |
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| Mail Your Customers | |
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| Effective Direct Mail | |
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| Mailing Lists | |
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| Consumer Targets | |
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| Consumer Direct Mail | |
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| Business Direct Mail | |
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| Layout and Design | |
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| Evaluate Your Response | |
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| Direct Mail Timing | |
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| Co-Op Direct Mail | |
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| Action Plan | |
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| Business Promotions' | |
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| Coupons versus Rebates | |
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| Show Off Your Logo | |
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| Collaborate with Your Strip Mall Neighbors | |
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| Special Discount Days and Nights | |
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| Fast-Food Delivery Convenience | |
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| Stick with Magnets | |
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| Sponsor a Nonprofit | |
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| Nonprofit Your Way to Profits | |
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| Cross-Promotions | |
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| Have a Contest | |
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| Don't Be Unoccupied | |
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| Celebrate Your Anniversary | |
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| A Weekend at the Mall | |
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| Some Other Fun, Profitable, and Outrageous Promotions | |
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| Action Plan | |
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| The Website | |
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| Purpose of Your Website | |
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| Some Design Ideas | |
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| Website Don'ts | |
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| Promoting Your Site | |
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| Lure Visitors Back with Interesting Bait | |
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| Order Follow-Up | |
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| Getting Attention | |
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| Don't Let Your Site Get Stale | |
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| Be Charitable | |
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| Social Media | |
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| Blogs | |
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| Don't Quit Your Day Job | |
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| Asking Permission First | |
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| Action Plan | |
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| Pricing Strategies | |
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| Pricing Headaches | |
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| Higher Prices! | |
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| Raising Prices | |
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| Lowering Prices | |
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| Pricing Strategies | |
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| Offer Platinum, Gold, and Silver Levels | |
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| Being the High-Priced Brand | |
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| Loss Leaders | |
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| Customer Quotes | |
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| Price and Quality | |
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| Prices on Window Items? | |
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| Action Plan | |
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| Face-to-Face Selling | |
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| What Is a Sales Professional? | |
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| The Decision Maker | |
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| Ears before Mouth | |
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| Some Good Things to Know | |
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| Don't Ignore the Advisors | |
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| Closing Signals | |
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| Make Lunch Pay off | |
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| The Honeymoon Is Over? | |
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| Should You Take the Small Order? | |
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| Ready to Buy? | |
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| Your Personal Billboard | |
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| Break the Ice! | |
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| Play Your Cards Right | |
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| Dress for a Sale | |
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| Qualify the Buyer | |
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| Sales Rejection | |
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| I'm Still Waiting | |
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| Ace in the Hole | |
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| Don't Lose More Than the Sale | |
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| No Ceiling on Sales Commission | |
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| Reduce Your Sales Staff | |
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| Be a Yankee Peddler | |
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| Action Plan | |
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| Retail Sales | |
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| Why Should Customers Shop at a Small Store? | |
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| Finding Retail Employees | |
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| Hiring Part-Time Employees | |
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| Entice Customers to Visit the Store | |
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| Be Customer Friendly | |
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| Customer Satisfaction | |
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| So You Want to Have a Sale | |
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| Overstocks, Deals, and Consignments | |
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| When Goliath Moves into Town | |
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| Why Offer a Discount? | |
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| Use Gift Cards | |
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| Offer a Big Selection | |
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| Senior Sales | |
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| The Unfriendly Customer | |
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| The Indecisive Customer | |
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| Impulse Buyers | |
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| Slow-Day Marketing Ideas | |
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| Hey, I've Got a Coupon! | |
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| Get Visitors' Business | |
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| Retail Payment Choices | |
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| Let Their Fingers Do the Walking | |
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| Store within a Store | |
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| Keep It Clean | |
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| Free Displays and Signs | |
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| Action Plan | |
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| Business-to-Business Sales | |
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| Finding New Business | |
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| Respond Quickly | |
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| You Score Better in Your Ballpark | |
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| You Must Follow Up | |
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| The Lowest Bidder? | |
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| Be Their Associate Buyer | |
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| Reorder Reminders | |
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| All Your Eggs in One Basket | |
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| Taking the Order and Billing | |
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| Late Deliveries and Problems | |
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| Coupons, Bells, and Whistles | |
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| Host a Seminar | |
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| Letters of Recommendation | |
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| Problem Customers | |
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| Action Plan | |
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| Tradeshows | |
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| Finding the Right Shows | |
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| Reasons for Exhibiting | |
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| Tradeshow Expenses | |
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| Selecting a Space | |
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| Getting Your Exhibit/Display | |
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| Generate Tradeshow Traffic | |
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| Working Your Booth | |
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| Lead a Seminar | |
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| After the Show | |
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| Getting the Most out of Attending a Tradeshow | |
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| Action Plan | |
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| Telemarketing | |
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| Inbound Telemarketing | |
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| Outbound Telemarketing | |
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| Hiring Telemarketing Employees | |
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| Planning and Making the Call | |
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| Telesales Lead Finders | |
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| Cold-Call Fears | |
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| Voicemail Smarts | |
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| Is Telemarketing Paying Off? | |
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| Check the Laws | |
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| Some Final Telemarketing Don'ts | |
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| Action Plan | |
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| Customer Loyalty | |
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| Get Close to Your Customers | |
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| Ways to Create Loyalty | |
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| Ways to Destroy Loyalty | |
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| Your Business Personality | |
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| What's Your Brand? | |
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| Customer Cards and Tracking | |
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| Loyalty Breeds Referrals | |
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| Tell How or Tell Who | |
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| A Doctor's Loyalty | |
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| Action Plan | |
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| Customer Sorvice | |
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| Keep Your Customers | |
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| Wear Your Customers' Shoes | |
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| The Customer Is Angry | |
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| Customer Service Don'ts | |
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| Look Down to See the Profits | |
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| Rally the Troops | |
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| Reward Great Service | |
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| Employee of the Month | |
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| Don't Lock 'Em Out | |
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| Pay Attention | |
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| One-Hundred Percent Satisfaction | |
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| Transaction Time | |
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| The Good, the Bad, and the Real | |
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| Action Plan | |
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| Financial Crisis | |
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| Financial Crisis Planning | |
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| Know What You Need | |
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| Unemployment Numbers and You | |
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| Banks and Small Business | |
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| Hold Your Prices | |
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| Defer Debt | |
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| Reduce Fixed Expenses | |
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| Sell Off Anything | |
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| Keep Marketing | |
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| Network, Network, Network | |
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| Contingency Plans | |
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| Action Plan | |
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| In the End | |
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| Know Your Competitors | |
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| Cultivate Your Ideas | |
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| Risk Taking | |
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| Small-Business Networking | |
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| Cornucopia of Information | |
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| Buy Your Umbrella When the Sun Is Shining | |
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| Why Businesses Fail | |
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| Strength in Numbers | |
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| A Final Thought | |
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| Myths of Small Business | |
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| Additional Resources | |
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| Index | |