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Ulitmate Small Business Marketing Guide 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof James Stephenson Managing editor: Jere Calmes Cover design: Beth Hansen-Winter Composition and production: Eliot House Productions c 2003 by James Stephenson All rights reserved. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Business Products Division, Entrepreneur Media Inc. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Stephenson, James, 1966- Entrepreneur magazine's ultimate small business marketing guide: over 1500 great marketing tricks that will drive your business through the roof! / James Stephenson. p. cm. Includes index. ISBN 1-932156-10-0 1. Marketing-Handbooks, manuals, etc. 2. Small business-Management- Handbooks, manuals, etc. 3. Success in business-Handbooks, manuals, etc. I. Entrepreneur (Irvine, Calif.) II. Title. HF5415.S764 2003 658.8-dc22 2003049405 Contents Acknowledgments xiii Introduction xv Research, Planning, and Competition Marketing Tips for Your Business The Marketing Musts 1 Why Spend Time Researching? 4 Defining Primary Data 5 Defining Secondary Data 5 Defining Quantitative and Qualitative Data 6 The Geographics, Demographics, and Psychograpics Data Trail 7 Customer Database Research 8 Informal Surveys and Discussions Research 9 Formal Survey Research 9 Customer Service Inquiries and Complaints Research 11 Harness the Power of the Web for Research 11 Get Schools Onboard to Help with Research 12 Homemade Focus Groups 12 Look-Out-the-Window Research 13 Customer Demographics Questionnaire 13 Target Customer Profile 15 Why Plan? 16 The Nuts and Bolts of a Marketing Plan 16 Stick to the Plan 20 It's All in the Name 20 Create a Marketing Calendar 21 Join the Better Business Bureau 21 Get the Latest Scores at SCORE 21 Tap Into the SBA 22 Join Associations 22 Great Brands Are Consistent 22 Great Brands Take Time to Evolve 24 Great Brands Require Hands-On Management 25 Great Brands Provide More Advantages 25 Great Brands Are Never Fads 26 Great Brands Reinvent the Way We Think 27 Subscribe to Trade Publications 28 Create a Powerful Mission Statement 28 Your Competitive Advantage Should Be Beneficial 30 Your Competitive Advantage Should Be Exclusive 30 Your Competitive Advantage Should Be Simplistic 31 The SWOT Analysis 31 If You Can't Beat 'Em Join 'Em 33 Embrace Change 34 Capitalize on Competitors' Distribution Channels 34 Commission a Study 34 Profit from Competitors' Close Outs 35 Subscribe to Competitors' Mailings 35 Start a Marketing Idea Folder 35 Hire a Clipping Service 36 Yellow Pages Research 36 Look Beyond Traditional Markets 37 Send in the Mystery Shoppers 37 Be More Convenient Than Your Competition 38 Get the Low Down on Competitors from Your Suppliers 38 Happily Accept the Competitions' Coupons 40 Identifying Direct Competition 40 Identifying Indirect Competition 40 Watch Out for Phantom Competition 41 Predicting Future Competition 41 Make an Incentive Your Competitive Advantage 41 Build Coalitions with Competitors 42 When to Be Realistic 42 More Ways to Beat the Competition 43 The Ultimate Competition Worksheet 43 Employee Marketing Tips for Your Business What Employees Need 51 The Benefits of Team Building 52 Install an Employee Marketing Idea Box 52 The Magical Money Incentive 53 Motivate by Recognition 53 Motivate by Piling on the Responsibilities 54 With Age Comes Experience 54 Change Can Only Trickle Down 54 Build a Marketing Library for Employees 54 Give Them all Business Cards 55 Brainstorming Roundtables 55 "Manage" to Minimize Wasted Time 56 Bring in Professional Trainers 56 Create an Employee Marketing Handbook 57 Ask for Customer References 57 Master the Art of Delegation 57 Learn from Co-Workers 58 Get Uniformed 58 Make Some Noise 59 Manage By Objectives 59 Let Your Customers Educate Your Employees 59 Identifying Sales Personnel 60 A Family Affair 60 Great Leadership Tips that Every Business Owner and Manager Needs to Know 60 Learn to Challenge Employees to Do Better 62 Simple Tips That Can Increase Employee Productivity 63 Learn to Say Thank You 64 Embrace an Open Door Policy 64 Encourage Employees to Be Creative 65 Enlist Student Trainers 65 Increase Productivity by Reducing Interruptions 65 Great Questions for Employee Interviews 66 Customer Service Marketing Tips for Your Business Why Is Customer Service so Important? 69 Never Fail to Tell Customers How It Is 69 Savvy Debt Collection 70 Clear All Challenges by the End of the Day 71 The One-Minute Trainer 71 Commit to a Call-Back Time 71 Precustomer Contact 72 Ask Employees How to Improve Customer Service 72 Remember Important Dates 72 Cultivating Customers 73 Make It Easy for Customers to Complain 74 Create Information Booklets 74 A Cure for Mismatched Expectations 74 Send Out Reminder Notes 75 Provide a 100 Percent Customer Satisfaction Guarantee 75 Customer Comment Cards 75 Tricks to Calm Irate Customers 77 Add Customer Safety to Customer Service 77 Log All Complaints 77 Follow Up After the Resolution 78 Surveys Can Show What Customers Really Think 78 Promote Reliability 78 Always Fix the Customer First 79 Strive to Form Customer Partnerships 79 Create a Customer-First Team Environment 79 Go the Extra Mile 80 Carefully Evaluate Policies 80 Empower Employees to Make Decisions 80 Keep the Lines of Communication Open 81 Profit from Providing Customer Service 81 Catch Late Customers 82 Support Your Vendors 82 Calculate the True Cost of a Lost Customer 82 Throw Customer Appreciation Parties 83 Give Big-Impact Gifts 83 Gifts That Do Good 83 Powerful Birthday Discounts 84 Work with Clients to Hold the Line on Price Increases 84 Make It a Family Affair 84 Focus on Customers to Stay Motivated 85 Staying Fresh In Your Customer's Memory 85 The Quiet Masses 85 Customer Service Ideas Checklist 86 Home Office Marketing Tips for Your Business Invest In You 91 Meet All Requirements 92 Take It Seriously 92 Project a Professional Image 92 Take Advantage of Reduced Operating Cost 93 Go Out of Your Way to Get Involved 94 Make Investments in Disguise 94 Handling Pressure 94 Out-Benefit the Competition 95 Design Your Workspace for Success 95 Develop a Routine 96 Tricks for Writing Great Business Communications 96 More Tricks for Writing Great Business Communications 97 Use Technology to Level the Playing Field 97 Go for the Big Opportunities 98 Get Creative with Appointments and Meetings 98 Replace Your Commuting Time with Prospecting Time 98 Build a Topnotch Team 99 The Art of Making Decisions 99 Target Yourself 100 Place a High Priority on Event Marketing 100 Take Advantage of all Available Resources 101 Limit the Number of Hats You Wear 101 Create Policies Just Like the Big Companies 101 Become a Shameless Self-Promoter 102 Build Through Barter Clubs 102 Goals Need to Be on Paper 102 Benefit by Being Flexible 103 Great Tips to Increase Your Productivity in the Home Office 103 Advertising, Direct Marketing, and Telemarketing Marketing Tips for Your Business Why Advertise? 107 Take a Desktop Publishing Course 107 Wasted Advertising 109 Media Questionnaire 109 Turn all Business Mailings into Sales Tools 109 Tricks for Creating Great Advertising Copy 113 Develop a Unique Hook 114 How-To Headlines 116 Make a Promise in Your Headline 116 Present a Testimonial in Your Headline 116 Make Your Headline Look Like News 117 Ask a Question in Your Headline 117 Tap Suppliers for Advertising Assistance 117 Great Magazine Advertising Tricks 118 Stock Up on Reprints 120 Great Tricks for Yellow Pages Advertising 121 Always Err on the Side of Political Correctness 122 Getting Newsletter Savvy 122 More Bang for Your Classified Advertising Buck 126 Negotiate for a Free Flag Ad 127 Get Creative with Postcards 127 Buy from Reps Who Have Done Their Homework 127 Pay Less for Print Advertisements 128 Advertising Believability 129 Get Behind Community Sports 130 Auto Wraps 131 Initiate a Door Hanger Program 132 Site Signs . . . The $10 Marketing Wonder 132 Try Inflatable Advertising 132 Turn Customers into Models 133 Take Advantage of Free Community Notice Boards 133 Drive-By Broadcasting 134 Make It Multiuse 134 Float on By 134 Get Noticed with Stickers 135 Benefit from Bench Advertising 135 Outdoor Bicycle Rack Advertising 135 Advertise Your Business in Vacant Storefronts 136 Courtesy Telephones Create Advertising Opportunities 136 Give Away Books and Magazines 136 Advertise Within other Businesses 137 Create Rolling Billboards 137 A Picture Is Worth a Thousand Words 138 Strike a Deal with Local Restaurants 138 Billboard Basics 139 Give Human Billboards a Try 139 Tricks for Tracking Advertisements 139 Get Behind a Local Charity Event 142 Creative Ways to Distribute Fliers for Free 142 Target Hotel and Motel Guests 142 Outdoor Mobile Media 143 Why Is Product Packaging so Important? 143 Create a Story on Your Packaging 144 One Supports the Other 144 Try Online Sponsorships 144 Effective Radio Commercials and More Great Tricks 144 Consider Public Broadcasting 146 Create a Jingle 146 Internet Radio 147 Great Advertising Tricks for the Tube 147 Produce a Television Commercial on the Cheap 148 Why Use Direct Marketing? 149 Identifying the Most Common Mailing Lists 149 More About Mailing Lists 151 Plan and Review to Cut Printing Costs 152 Stick with Standard Sizes and Negotiate 153 Never Date Key Material 153 Downgrade to Save Money 153 Never Stop Experimenting 154 Test, Test, and Retest 154 Capitalize with Card Decks 156 Guaranteed Tips to Boost Your Mail Responses 157 Great Tricks to Secure Better Quality Mail Responses 160 The Low-Down on Catalogs 161 Consider Cable Shopping Channels 162 Getting Past the Telemarketing Stigma 163 Forget Cold Calls and Concentrate on Warm Calls 163 Use Telemarketing to Reinforce 163 Small Details Equal Big Impact in Telemarketing 164 Tricks to Sell by Voice 164 Telemarketing Mistakes to Avoid 165 Visit Your Best 20 Percent, Telemarket the Rest 166 Direct Marketing Market Placer 166 The 200 Most Persuasive Words to Use in Advertising 166 Places to Advertise Idea Checklist 168 Public Relations Marketing Tips for Your Business Use PR to Level the Competitive Playing Field 173 The "Other" Public Relations 173 Key Public Relations Considerations 174 Your PR Program Options 176 Become a Junior Reporter 177 Press Release Basics 178 More Great Press Release Tricks 179 Distribute Your Press Release Electronically 181 Researching Press Releases 182 Create Your Own Media Kit 182 Pitch Letters 183 Media Advisory 184 Fact Sheets 184 More Clever Ways to Introduce Yourself to the Media 185 Expert Postcards 186 Don't Overreact to Negative PR 186 Get Fad Savvy 186 Never Stop Promoting 186 Become an Expert Media Source 187 Use Media Directories 187 Hire a Clipping Service 188 Build a Media Contact Database 188 Start a Public Relations Idea Folder 188 Think Photo Opportunity 189 What Can You Offer Local Media? 189 Benefit by Using Editorial Calendars 190 Take Ownership of an Event 190 Business and Marketing Activities that Should Be Publicized 190 Pardon Our Mess 192 Savvy Tricks to Create Charity Goodwill 193 Make It Exclusive 193 Increase the Value of Your Knowledge 194 Major Publicity Opportunities 194 Write Letters to the Editor 195 Conduct Public Opinion Polls 195 Call a Press Conference 196 Build a PR Web Page in Your Site 196 Print Media Interview Tricks 197 Broadcast Media Interview Tricks 198 Tricks for Getting on Talk Radio 200 Don't Forget to Say Thank You 200 Places to Seek Publicity and Publicity Methods Checklist 200 Networking and Referral Marketing Tips for Your Business Why Network? 203 Professional Brainstorming Lunch 203 High-Tech CD-ROM Business Cards 204 The Power of Your Business Card 204 Set Networking Objectives 205 The Headcount Rule 205 Tricks for Being a Brilliant Conversationalist 206 Enlarge Your Networking Circle 206 Stand Out in the Networking Crowd 206 Develop a Personal Trademark 207 Make a Memorable Donation 207 Get Involved 208 First In, Last Out 208 Go Out of Your Way to Welcome Newcomers 208 It's All in the Nametag 209 Develop a Follow-Up System 209 Develop Your Own Mini Sales Pitch 209 Network Through Current Projects 210 Go Online to Network 210 Create a Contact List 210 Make It a Door Prize 211 Creative Introductions 211 Become a Portable Advertisement for Your Business 211 For People Who Hate to Network 212 Sorry Letters Work Wonders 212 Spend 3 Percent to Generate a 100 Percent Referral Rate 213 Set Referral Targets 213 Provide Incentives for Referrals 214 Simply Ask for Referrals 214 Go Networking for Referrals 215 Tap Suppliers for Referrals 215 Tap Competitors for Referrals 217 Build Strategic Alliances for Referrals 217 Maximize Your Odds of Getting Referred 217 Networking and Referral Checklist 218 Prospecting Marketing Tips for Your Business Why Continue to Prospect for New Business? 221 A Lead Versus a Prospect 221 Set Daily Goals 222 Prospecting Basics 222 Great Telephone Cold-Calling Tricks 223 Great Tricks for Leaving Voice-Mail Messages 223 Qualifying: Needs 224 Qualifying: Decision-Maker 224 Qualifying: Time Line 225 Qualifying: Obstacles 225 Qualifying: Financial 226 Qualifying: Assumption 226 Qualifying: Competition 226 Qualifying: Open-Ended Questions 227 Qualifying: Comfort and Compliments 227 Tricks for Becoming an Effective Listener 228 Time Management for Prospecting Success 228 Thou Shalt Never Prejudge 229 Thou Shalt Never Express Personal Opinions 229 Thou Shalt Never Push Only What You Like 230 Practice Immediate Follow-Up 230 Clone Your Best Customers 230 Getting to Know the Gatekeeper 231 Donation Prospecting 231 Try Reverse Prospecting 231 Troll For Prospects Online 232 Experiment with Lifecycle Prospecting 232 Demonstration Prospecting Works 233 Expert Prospecting May Be the Best 233 Swap Customer Lists and Leads 233 Respect Your Clients' Time 234 Mine Newspapers and Magazines 234 Get in Through the Back Door 234 Prospect by Promoting a Contest 235 Identify the Big Prospecting Opportunities 235 Prospect Through Pro-Net 235 Prospect By Sharing Your Knowledge 236 Look for Prospecting Gold in Your Junkmail 236 Fishbowl Prospecting 236 Fact-Finding Missions 237 Multiply Your Prospecting Efforts Via E-Mail 237 Identify Those Who Can Influence Others 237 Lean Mean Database Machine 238 B2B Prospect Research Checklist 239 Presentation Marketing Tips for Your Business Great Impressions: Be Punctual 241 Great Impressions: Be Respectful 241 Great Impressions: Be Educated 242 Great Impressions: Be Prepared 242 Great Impressions: Listen 242 Great Impressions: Be Professional 243 Great Impressions: Be Ready for Action 243 Simple Tricks to Improve Your B2B Sales Presentation 243 Consider a Prepresentation Survey 244 Let Prospects Set the Tone 245 Use Physical and Visual Devices 245 Low-Cost Digital Video Pitch 245 Tricks for Overcoming the Fear of Rejection 246 Never Take Rejection Personally 247 Keep Their Attention 247 Be on the Lookout for Common Interests 247 Tricks to Earn a Prospect's Trust 248 Never Ignore Even the Smallest Concerns 249 Careful Questioning 249 Find the Achilles Heel 249 Start with Documents 250 Greener Grass Syndrome 250 Identify All the Players 250 No One Wants to Sail into Uncharted Waters Alone 251 Train all the Pitchers 251 Develop a Winning Attitude 252 Welcome Objections 252 The Five-Point Objection Process 252 Great Tricks for Overcoming the Price Objection 253 Great Tricks for Overcoming the No-Money Objection 254 Great Tricks for Overcoming the "Let Me Think About It" Objection 255 Be Prepared to Negotiate 256 Set Your Negotiation Objectives 256 Position Your Value Before Negotiations 256 Learn to Negotiate Without Home Court Advantage 257 Get the Negotiation Ball Rolling with Yes 257 Develop Strong Negotiation Questions 257 Negotiate Under Fire 258 Learn When to Walk Away from a Deal 258 Win-Win Negotiation Tricks 258 Confirm the Negotiation Details 258 Be a Patient Negotiator 259 Learn to Stop Negotiating 259 More Great Negotiation Tricks 259 Never Leave Empty Handed 260 Closing Marketing Tips for Your Business What Is Your Prospect's Motivation? 263 Confirm the Details 263 Survey Lost Sales 264 Talking Ownership Is a Buying Signal 264 Comprehensive Questions Are Buying Signals 265 Objections Are Buying Signals 265 Offering Referrals Is a Buying Signal 265 Arrange for Prospects to Meet Your Customers 266 Extend Credit to Close 266 Close by Changing Prospect's Expectations 267 The Quiet Close 267 The Trial Close 268 The Echo Close 268 The Summary Close 268 The Take-Away Close 269 The Fear Close 269 The Chip-Away Close 270 The Alternate-Choice Close 270 The In-Hindsight Close 270 The Yes Close 271 The Assumption Close 272 The Chances Are Close 272 The 30-Minute Follow-Up Close 272 The Compliment Close 273 The "Close Everyone Around the Decision Maker" Close 273 The Benjamin Franklin Close 273 The Fish-Out-of-Water Close 274 The Convenience Close 274 The Compromise Close 275 The Make-a-Suggestion Close 275 The Casting-Doubts Close 276 The Last-One-In Close 276 The Event Close 277 The Maximum Benefit Close 277 The Productivity Close 277 The Try-Before-You-Buy Close 278 The What-Will-It-Take Close 278 Great Follow-Up Tricks 279 Make Them All True Believers 280 Creative Selling Marketing Tips for Your Business The Art of Duplication 283 Consulting? Apply for a Job 283 Profit by Making Your Vendors Sales Champions 284 Break the Feast-or-Famine Sales Cycle 284 Develop Your Own Mission Statement 285 B2B Shift Selling 285 Use Extended Warranties to Make It Exclusive 286 Reports Can Be a Powerful Sales Tool 286 Free Offers to Gain Exclusivity 286 Getting Beyond Language Barriers 287 Package Yourself 287 The Real Work Begins after the Sale 288 Ditch the Competition with Flexible Payment Options 288 Separate Your Offer by Providing Incredible Service 289 Tricks for Crafting Great Sales Letters, Part One 289 Tricks for Crafting Great Sales Letters, Part Two 290 Take "Sales" Out of Your Job Description 291 Mining Your Dead File 291 Never Be a Hit and Run Artist 292 Make Clients Look Forward to Your Next Visit 292 Avoid the Water Cooler Talk 292 Good Advice, Bad Advice 293 The Power of a Dog Biscuit 293 Assistants Pay Off 293 Work the Tender Process 294 Be What You Sell 294 What Top Producers Have in Common 294 Make Your Product or Service an Employee Benefit 295 Be Present at Delivery 296 Ways to Beat Desperation 296 Down-Sell For the Long Term 297 Let Your Customers Convince Them 297 Testimonials with Impact 297 Enlist a Lobbyist 298 Five-Point Time Management 298 What Is Easy to Do Is Easier Not to Do 299 Incentives Must Have Value 299 The Sales Professional's Checklist 300 Retailing Marketing Tips for Your Business Ask Your Customers How They Heard About Your Store 303 Location, Location, Location 304 Retail Location Pros and Cons 306 Retail Location, Competition, and Big Box Stores 306 Design Your Store for Your Target Audience 307 Buy and Sell Liquidated Inventory Online 307 Promote Environmentally Friendly 308 Window Space: The 24-Hour Silent Salesperson 308 Window Space: Professional Look on a Budget 309 Window Space: Creativity Counts 310 Appeal to the Five Senses 312 Make It Easy for Customers to Give You Money 313 Seek Outside Opportunities 314 Clean for More Customers 315 Put a Promotional Flier in Every Shopping Bag 316 Consider a Resale Program 317 Are You Prepared to Increase Sales? 317 Ask Customers for Referrals 318 Profit from Gift Certificates 319 Small Purchases Present Big Sales Opportunities 319 Implement a Direct Mail Promotional Program 320 Become Known for Offering Something for Free 320 Start a Club 321 Lure Customers in by Providing Conveniences 321 Create Tip Sheets 323 Implement Your Own Customer Loyalty Program 323 Don't Be Undersold 324 Benefit by Building Client Files 324 Profit from Blackboards 325 Expand Via Mail Order 325 Promote Hard with Fliers 325 Run Free Seminars to Increase Sales 326 Promote Products After Hours 326 Get Creative with Special Shopping Days 326 "Try Before You Buy" Events 327 Get Creative with In-Store Displays 327 Ask Me about Today's Deal 328 Start an Insertion Swap Program 329 Nonintrusive Ways to Build a Customer Database 329 Sales Spectacular 330 Target Clubs to Increase Sales 334 Great Cross-Promotional Ideas 334 Stock Up on Consignment Goods 336 Getting Creative with Contests 337 Consider a Rental Program to Increase Revenues 339 Negotiate Everything 339 Tap Suppliers for the Works 340 Seek Exclusive Agreements 341 Consider Private Labeling 341 Small, But Mighty, Tricks for Increasing Profit Margins 342 Great Curb Appeal 343 Clever Calendars 344 Consider the eBay Advantage 344 Try Gift with Purchase 345 Boost Sales with VIC Cards 345 Bring in the Entertainers 345 Shoot for a Record 347 Free Gift Wrapping 347 Try Trade-In Promotions 347 Overuse Deadlines 348 Rank Your Customers 348 Don't Forget the Good Old Suggestion Box 348 Creative Gift Program 349 Clever Ways to Build Repeat Business 349 Tricks for Successfully Marketing a Move 350 What Signs Do 351 Sign Regulations 353 Become an Official Supplier 354 Get Newsletter Savvy 354 Become Known as a Local Attraction 355 Shoplifting Prevention Tricks 355 Service Provider Marketing Tips for Your Business Transform Your Waiting Room into a Selling Room 361 Leverage Your Current Business Assets to Grow 361 Selling Solutions 362 Proactive Warranty Inspections 362 Expand by Phone Numbers 363 Step-by-Step Details Sell 363 Take a Packaged Approach 363 Create a New Customer Kit 364 Sizzling Workmanship Warranties 364 Be More Memorable 364 Invoice Greetings 365 Offer Free Second Opinions 365 Newsletter Marketing 366 Turn Service Vehicles into Mobile Showrooms 366 Cover the Costs of Customer Calls 367 Catch After-Hours Calls 367 Choose Work Carefully 367 "Why I Need and Deserve ____?" Contest 368 Rate our Service 368 Call to Confirm 370 Offer Free Checkups 370 Tricks for Surviving Tough Times 370 Crank Up the Price of Your Service 371 Index Your Contracts 372 Enter Competitions 372 Voice-Mail Marketing 372 Create a Reputation 373 Seek Out Piggybacking Opportunities 373 Benefit by Giving Your Service Away for Free 373 Build a Recognizable Corporate Image 374 Specialize for Success 374 Invest in Your Marketing Skills 374 Create an Electronic Resume 375 Managing Your Marketing Capital 375 Service Providers Win When They Are Prepared to Overcome Obstacles 376 Web Site and Online Marketing Tips for Your Business Why Do You Need a Web Site? 379 Build Your Site to Appeal to Your Target Audience 380 Choosing the Best Domain Name 380 Analyze Your Online Competition 381 Keep Your Web Site Consistent and User-Friendly 382 Search Engine Basics 382 Search Engine Submission Services 383 The Importance of Keywords 384 Pay-per-Click Keywords 385 Multicultural Web Site 386 Keep Your Web Site Quick 386 Which Shopping Cart? 387 Give Information that Builds Confidence 387 Focus on the Customer 387 Provide Great Online Customer Service, Part One 388 Provide Great Online Customer Service, Part Two 388 Present a Crystal Clear Message 389 Tricks to Punch-Up Your Content, Part One 389 Tricks to Punch Up Your Content, Part Two 390 Provide a Return on Investment 391 Promote Through Newsgroups 391 Get Bookmarked 392 Great Tricks for Building Online Credibility, Part One 392 Great Tricks for Building Online Credibility, Part Two 393 You Want to Create an Online Community 393 Get the Bugs Out 394 Don't Forget the Grand Opening 394 High-Tech Web Site Positioning Tools 395 Create an E-Mail Communication Marketing Plan 395 Respond Automatically 396 Tell a Friend 397 Aim to Get Their Permission 397 Understanding Common Banner Advertising Terms 398 Great Banner Advertising Tricks, Part One 400 Great Banner Advertising Tricks, Part Two 401 Create Your Own E-Zine 402 Where You Can Get Content for Your E-Zine 403 Great E-Zine Advertising Tricks 403 Great Tricks to Turn Them All into Subscribers, Part One 404 Great Tricks to Turn Them All into Subscribers, Part Two 405 Make It Difficult to Opt Out 405 Market by Writing E-Zine and Online Articles 406 Marketing with Publicly Accessible Lists 406 Marketing with Opt-In Lists 407 Add a "What's New" Page 408 Benefit from a Guestbook 409 Cybermalls, Storefronts, and Auctions 409 Ask an Expert to Get Them Back 410 Links and More Links 410 Contest Your Way to Increased Hits 411 Profit from Affiliate Programs 412 Members Only Please 412 Pop Up at the Right Time 412 Create Your Own Online E-Catalog 413 Reminders and Alerts Work 413 Discussion Boards Create Community 414 Use Online Polls and Surveys to Generate Traffic or Learn 414 Give Them Useful Tools 415 Tie In Offline Promotions 416 Let Them all Submit 417 Give Them the Latest News 417 Build Your Archives 417 Market with Online Coupons 418 E-Mail Signature 418 Advertise Online Where It Will Do Good 419 Provide Some Fun Stuff 419 Don't Forget the Freebies 420 Make Your "Free" Online Offers More Valuable 420 Never Force People to Buy Online 421 Motivate Visitors to Buy by Providing Incentives 421 Motivate Visitors to Buy by Removing Fear 422 Follow-Up Offers Increase Profits 422 More Great Online Marketing Ideas 423 Driving Traffic to Your Web Site Checklist 424 Trade Show and Seminar Marketing Tips for Your Business Why Trade Shows? 427 Finding Trade Shows 428 Never Protect Your Booth 429 Will Credit Pre-Approval Help? 429 Avoid Time-Consuming Gimmicks 429 Get Invitations Out to the Press 430 Use a Press Release as a Marketing Tool 430 Bring a Press Kit to the Show 431 Keep Your Exhibit Simple 432 Show Guide Success 432 Calculate Your Audience Size 432 Rank Your Leads 433 Answer the Obvious Questions 435 Prepromote with Direct Mail 435 Prepromote with Print Advertising 435 Prepromote with Telemarketing 436 Prepromote with Personal Appointments 436 Prepromote Online 436 Prepromote through Preregistration Packs 437 Profit from Nonparticipation 437 In-Show Event Sponsorship 438 Capitalize on New Product Displays 438 In-Show Seminars Create a Captive Audience 438 Create Clever Ways to Promote Your Booth 438 Promote with Ad Specialties at the Booth 439 Profit from Paper 439 Hold a Contest to Generate Leads 440 Profit from Cross-Promotion 440 Demonstrate Your Way to Success 440 Timely Introductions 441 Preshow Staff Training 441 Motivating Staff in the Booth 441 Master the Quick Qualify 442 Key Qualifying Information 442 Ways to Beat Booth Fatigue 443 Great Shows Start with Great Attitudes 443 Avoid Boring Jargon 444 Create Effective Openers Before the Show 444 Preplan Your Presentation 444 Never Stop Asking for the Sale in the Booth 445 Close in the Booth with a Summary 445 Close in the Booth with an Assumption 445 Close in the Booth with Urgency 446 The Professional Disengage 447 Profit from Immediate Follow-Up 447 Booth Props 448 Great Tricks for Cutting Trade Show Costs 448 Great Pre-Trade Show Planning Tricks 450 Post-Trade Show Planning Tricks 452 Trade Show Checklist 452 Why Seminars? 456 What Can Be Sold through Seminars? 458 Profit from Creative Seminar Locations 458 Options for Promoting a Seminar Inexpensively 459 Market with Newsletters at Seminars 459 Make It Memorable with Humor 460 Always Get Something in Return for Speaking 460 Great Public Speaking Tricks, Part One 460 Great Public Speaking Tricks, Part Two 461 Public Speaking Mistakes to Avoid 462 Trolling for Sponsors 462 Bringing in the Speakers 463 Additional Considerations for Seminar Success 463 Seminar Checklist 464 Index 469
Library of Congress Subject Headings for this publication:
Small business -- Handbooks, manuals, etc.
Entrepreneurship -- Handbooks, manuals, etc.