Marketing Plan Handbook Develop Big-Picture Marketing Plans for Pennies on the Dollar

ISBN-10: 1599183625
ISBN-13: 9781599183626
Edition: 2010 (Handbook (Instructor's))
Authors: Robert W. Bly
List price: $19.95 Buy it from $9.38
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Book details

List price: $19.95
Copyright year: 2010
Publisher: Entrepreneur Media Inc/Entrepreneur Press
Publication date: 3/1/2010
Binding: Paperback
Pages: 334
Size: 5.75" wide x 8.75" long x 0.75" tall
Weight: 1.034
Language: English

Preface
Harness the Power of Vision
Design Your Business to Deliver the Lifestyle You Seek
SIDEBAR Write Conversational Copy for the Best Marketing Results
Go Confidently in the Direction of Your Dreams
Begin With the End in Mind
Paint a Picture of the Possible
ACTION Write Your Vision Statement
SIDEBAR Crafting Your Unique Selling Proposition (USP)
Let Your Vision Protect You From Making Bad Decisions
Decide What Business You're In
SIDEBAR Crafting Your Elevator Pitch
Creating a Business to Fulfill Your Vision
What is a Niche?
SIDEBAR Micro-Niche Your Way to Success
Why Is This a Good Niche for Us?
ACTION Describe Your Niche
SIDEBAR Are You Too Old to Start a Business?
Get to Know Everything about Your Ideal Customer
Qualifying Prospects
Create a Customer Database
Know Your Customers' "Core Buying Complex"
What Do I Want to Know About My Ideal Client?
SIDEBAR What The Apprentice can Teach You About Knowing Your Customers
Don't Ignore Government Markets
SIDEBAR 12 Government Market Facts at a Glance
Nonprofit Marketing
Know the Lifetime Value of Your Ideal Client
Know Why Your Client Buys
Know What Benefits Mean the Most to Your Client
SIDEBAR Marketing to GOM (Grumpy Old Men)
Know the Steps in Your Clients' Buying Process
SIDEBAR Five Steps to the Perfect Guarantee
Know Where Your Clients Go to Look for Information
Know What You Can Learn from Your Current Clients
Where Should I Look for Information?
ACTION Describe Your Ideal Client
Who is the Competition?
SIDEBAR What They Say about You Online
Who Is Your Top Competitor?
Look for the Gaps in Service to Your Niche
How Do I Learn More About My Competition?
SIDEBAR Trade Shows in Your Marketing Mix
ACTION Write Your Description of the Competition
SIDEBAR Competition for the Information Marketer
Strategize: Position Your Business
Bull's-Eye: Position Your Business
How to Build a Stronger USP
Offer Proof for Your Positioning Statement and USP
SIDEBAR Testimonials: The Quickest and Most Powerful Way to Support Your USP
Describe What You Want to Accomplish This Year
Your Business at a Glance: The Capabilities Brochure
SIDEBAR Don't Forget the Yellow Pages
ACTION Write Your Goals for Your Business for the Next Year
Build Out Your Product Line
Cost of Customer Acquisition vs. LCV
Creating New Products
Features and Benefits
Turn Product Flaws Into Selling Points
Buying Motivations: The FCB Grid
Pricing
Selling High-Priced Products
SIDEBAR Pricing Strategies for Selling Services
SIDEBAR Sell a Lifestyle, Not a Product
Assess Your Tactics
Determine the Response You Want from Your Target
Decide What Message Will Stimulate This Behavior
Decide Which Marketing Tactics Will Best Support Your Strategy
Tactics That Reach Your Target Market
Inbound vs. Outbound Marketing Tactics
The Busy Doctor Syndrome
The Silver Rule of Marketing
Choose the Best Three to Five Tactics to Begin
SIDEBAR Keyword Due Diligence
Marketing in Larger Companies
ACTION Identify the Tactics You'll Use
SIDEBAR Selling to the "Starving Crowd"
Integrate Online and Offline Marketing
E-Mail Marketing
SIDEBAR Five Ways to Get Your Website Ranked Higher on Google
Writing and Publishing a Free E-Newsletter
SEO Your Website
SIDEBAR Add a "Recommended Vendors" Page to Your Site
SIDEBAR How I Find Fresh E-Zine Content for 50 Cents per Article
Increase E-Mail Address Capture
Blogging
Social Media
SIDEBAR Getting Started on the Right Foot at Twitter
Put Your Measurements in Place
What Metrics Should You Measure?
Calculating Marketing RDI
Calculating and Measuring ROTI
SIDEBAR Doubling Hour and Doubling Day
Measuring Web Metrics
Marketing Performance Reporting
Create the Tracking System
Determine How Often to Review the Data
ACTION Write what and How You'll Measure
SIDEBAR Predicting the Probable Success or Failure of a New Product or Marketing Idea
Write Your Plan
Write It Down to Get It Done
SIDEBAR Use a Swipe File to Write Promotions Better and Faster
Create a One-Year Plan
Budget
Plot Major Campaigns First
Break It Down
ACTION Write Your Plan
SIDEBAR 10 Ways to Stretch Your Marketing Budget
Work it!-Implementation
What Stage Is Your Business In?
Copy: The Foundation of Implementation
Write the Way Prospects Talk
Writing Great Headlines
More Copy Tips
Make Liberal Use of Free Offers
SIDEBAR Promote Yourself by Writing Articles
Schedule Your Action Steps for the Next 30 Days
Follow These Keys to Success
Review and Troubleshoot Your Plan
SIDEBAR How Good a Marketer Are You?
What You Should Review
A Sales Tactic for Overcoming Price Resistance
Good, Better, Best
SIDEBAR The Psychology of Pricing
Testing Your Marketing Campaigns
What Price Pulls Best?
How To Troubleshoot Your Plan
What to do When It's Not Working
Non-Marketing Causes of Marketing Plan Failures
Honor Your Refund Policy Pleasantly
SIDEBAR Don't Waste Your Customer's Time
Appendices
Glossary
Forms & Worksheets
Model Marketing Plan
Marketing Consultants
Sources & Resources
Index

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