| |
| |
| 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 | |