Richard F. Gerson, Ph.D.
PREFACE CHAPTER ONE START MARKETING The 10 Greatest Marketing Techniques CHAPTER TWO IMAGE-BUILDING MARKETING STRATEGIES Promoting Your Business Typical Marketing Techniques If You Do Seminars or Speeches Don't Forget the Little Guys CHAPTER THREE GROW YOUR BUSINESS THROUGH PERCEIVED EXPERTISE Building Your Expert Business Image Five Great Ways to Create an Expert Image and Reputation Other Image Builders CHAPTER FOUR SIMPLE AND POWERFUL PUBLIC RELATIONS STRATEGIES Good Public Relations Goals and Objectives of Public Relations Cultivating Public Relations Items to Publicize CHAPTER FIVE ADVANCED PUBLIC RELATIONS TECHNIQUES Getting Their Attention The Press Release Article Backgrounders Direct Response Press Releases Teasers Developing Your Media List Word-of-Mouth Marketing CHAPTER SIX DIRECT MARKETING How to Get Customers to Call, Write and Come In to Buy The Basics of Direct Response Marketing Testing Your Offers Direct Marketing Offers Still More Direct Marketing Methods CHAPTER SEVEN DIRECT MAIL MAGIC How to Pull Customers Out of a Hat Principles of Successful Direct Mail CHAPTER EIGHT GET TWICE THE ADVERTISING AT HALF THE COST Fire Your Ad Agency Ten Myths about Advertising Develop Money-Producing Ads Other Advertising Approaches Getting More Business to Come to You CHAPTER NINE DO'S AND DON'T'S OF MEDIA PLACEMENT Ad Placement Buying Ad Space Radio Advertising Television Advertising Yellow Pages Advertising CHAPTER TEN HOW TO SELL YOUR PRODUCTS AND SERVICES Selling Is Nothing More Than Effective Communication Seven Basic Steps to Successful Selling The Next Level of Selling CHAPTER ELEVEN COMMON-SENSE CUSTOMER SERVICE AND BEYOND Plain Old Common Sense The Importance of Customer Service Seven Common-Sense Customer Service Ideas Customer Service as a Marketing Tactic CHAPTER TWELVE NEVER FORGET YOUR BACK END Don't Miss Your Greatest Money-Making Opportunity Starting Your Back-End Marketing Program Other Types of Back-End Marketing Programs Mistakes People Make with Back-End Marketing CHAPTER THIRTEEN YOUR GUIDE TO SMALL BUSINESS SUCCESS Basic Marketing Plans Small Business Owners, Their Clients and Customers Market Analysis Company Analysis Competitor Analysis Customer Analysis Market Barriers, Market Demand and Market Share Predicting Market Revenue Market Segmentation Market Positioning CHAPTER FOURTEEN DEVELOPING MARKETING STRATEGIES AND TACTICS Strategic Analysis Marketing Mix Promotional Mix APPENDIXES Appendix I-Direct Mail Appendix II-Advertising Techniques Appendix III-Sales Appendix IV-Perception Appendix V-Marketing Techniques ABOUT THE AUTHOR