| |
| |
| Dedication | |
| |
| |
| The Black Belt Marketing Credos | |
| |
| |
| Acknowledgements | |
| |
| |
| Introduction | |
| |
| |
| |
| Understand marketing and know its purpose | |
| |
| |
| |
| Make sure you've got the goods | |
| |
| |
| |
| Develop clients not customers | |
| |
| |
| |
| Build quality relationships as quickly as possible | |
| |
| |
| |
| Get externally focused | |
| |
| |
| |
| Get as much feedback as possible | |
| |
| |
| |
| Get testimonials | |
| |
| |
| |
| Never invest until you test | |
| |
| |
| |
| Always differentiate UVP vs USP | |
| |
| |
| |
| Use referrals | |
| |
| |
| |
| It's all about you, you, you | |
| |
| |
| |
| Hook up with good transmitters | |
| |
| |
| |
| Know the ultimate marketing success formula: M = M � M | |
| |
| |
| |
| Use powerful headlines | |
| |
| |
| |
| Set up an e-newsletter | |
| |
| |
| |
| Commit to a marketing function | |
| |
| |
| |
| Go cable, then go national | |
| |
| |
| |
| Master the greatest sales tool in the world | |
| |
| |
| |
| Get a database | |
| |
| |
| |
| Work your database | |
| |
| |
| |
| Simplify | |
| |
| |
| |
| Know the secret | |
| |
| |
| |
| Advertise effectively | |
| |
| |
| |
| Master the four moves to sales checkmate | |
| |
| |
| |
| Focus on value not need | |
| |
| |
| |
| Get a mentor | |
| |
| |
| |
| Use the Internet as your market research department | |
| |
| |
| |
| Marketing = Investment | |
| |
| |
| |
| Know that there are only three ways to grow sales | |
| |
| |
| |
| Become a master networker | |
| |
| |
| |
| Know how to calculate a marketing budget | |
| |
| |
| |
| Know the three types of customers | |
| |
| |
| |
| Let food sell for you | |
| |
| |
| |
| Focus on up-and-coming customers | |
| |
| |
| |
| Use TLC | |
| |
| |
| |
| Remember that two thirds of the money is on the back-end | |
| |
| |
| |
| Make the most of trade shows | |
| |
| |
| |
| Spend thirty minutes daily with yourself | |
| |
| |
| |
| Make the most of your sales materials | |
| |
| |
| |
| Use AIDA when communicating | |
| |
| |
| |
| Feed your mind daily | |
| |
| |
| |
| Create curiosity and uncertainty | |
| |
| |
| |
| Go direct and always get a response | |
| |
| |
| |
| Be an optimist and opportunist | |
| |
| |
| |
| Become an expert by writing a book | |
| |
| |
| |
| Focus on serving others | |
| |
| |
| |
| Go for unpaid advertising | |
| |
| |
| |
| Document everything | |
| |
| |
| |
| Do what you love | |
| |
| |
| |
| Remember, everything in marketing starts with a P | |
| |
| |
| |
| Get the team behind it | |
| |
| |
| |
| Capture those million dollar ideas | |
| |
| |
| |
| Marketing is a set of tools | |
| |
| |
| |
| Reach for the stars | |
| |
| |
| |
| Know what management is | |
| |
| |
| |
| Know that small things make a big difference | |
| |
| |
| |
| Make doing business with you fun and exciting | |
| |
| |
| |
| Make friends with strangers | |
| |
| |
| |
| Strengthen your marketing vocabulary | |
| |
| |
| |
| Know the I percent rule of direct marketing | |
| |
| |
| |
| Use questions to define the buying criteria | |
| |
| |
| |
| Maximize your purchasing power | |
| |
| |
| |
| Customer Service = Marketing + Product Development | |
| |
| |
| |
| Tell stories | |
| |
| |
| |
| Hire only the best | |
| |
| |
| |
| Anything you can do, I can do better | |
| |
| |
| |
| Repetition, repetition, repetition | |
| |
| |
| |
| Command and control | |
| |
| |
| |
| Outperform anyone's guarantees | |
| |
| |
| |
| Know that empathy sells | |
| |
| |
| |
| Surprise your customers | |
| |
| |
| |
| Be disciplined and systematic in your sales efforts | |
| |
| |
| |
| Turn life into a marketing university | |
| |
| |
| |
| Know the best form of marketing is the truth | |
| |
| |
| |
| Never stop marketing | |
| |
| |
| |
| Make the most of your Web site | |
| |
| |
| |
| Be or get a spokesperson | |
| |
| |
| |
| Give more than you expect to receive | |
| |
| |
| |
| The more you tell, the more you sell | |
| |
| |
| |
| Get the ultimate reward: A brand | |
| |
| |
| |
| Execute black belt style | |
| |
| |
| About the Author | |
| |
| |
| Free $300 Marketing Bonus Gifts! | |
| |
| |
| eBook Special Offer! | |