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