GETTING BUSINESS TO COME TO YOU (Catlett, VA)

GETTING BUSINESS TO COME TO YOU

condition excellentEverything You Need to Know to Do Your Own Advertising Public Relations Direct mail and Sales Promotion and Attract All the business You Can Handle Local pick-up preferred but will ship at the buyer s expense Kingston Books 3- IMG_1122 Authors Paul and Sarah Edwards and Laura Clampitt Douglas Publisher Jeremy P.Tarcher Inc Distributed by St. Martins Press Contents by Chapter 1. What Works The Marketing Strategies of Successful Home-Based Businesses The One Essential Element Getting Business to Come to You Instead of Having to Go Out and Get It Five Lessons from 100 000-Plus Home-Based Businesses Developing a Marketing Campaign Tailored for You The Four Most Effective Methods Selecting Your Promotional Mix How Much Time and Money to Spend on Marketing Using this Book to Bring in Business Five Ways to Get Business Fast Part 1 Word-of-Mouth Marketing 2. Networking Making Contacts That Turn into Business Expanding Your Business Relationships Networking at Professional Trade and ivic Organizations Fourteen Tips for Getting Results from Networking Overcoming the Six Major Misgivings About Networking Seven Steps to Creating Your Own Networking Group Finding Mentors and Gatekeepers Opening Doors with Community Involvement Volunteering Means Business Donations Getting from Giving Sponsorships 3. Getting Referrals Business That Generates Business Developing a Self-Sustaining Referral Business Three Referral Strategies Getting Clients and Customers to Refer to You Networking Through Your Clients Networks Using Letters of Reference and Endorsements 4. Word-of-Mouth Multipliers Creating a Business Image That Sells Itself Choosing a Business Name That Sells Using a Graphic Image That Sells Turning Your Business Card into a Mini Billboard Getting Business from Flyers and Brochures Printing Products Service Lists and Price Lists Designing Presentation Packets Packaging and Point-of Sale Displays for Products Packaging a Service Business Part 2 PUBLIC RELATIONS ESTABLISHING A REPUTATION THAT MEANS BUSINESS 5. Publicity Your Passport to Recognition Publicity Opportunities The Pros and Cons of Publicity 6. Building a Publicity Kit to Introduce Yourself with Fanfare The Fundamental Components of a Basic Publicity Kit Your Biographical Profile Company Description and History Product Service Description Publicity Photos Copies of Articles Testimonials or Endorsements Your Broadcast Resume Packaging Your Publicity Kit 7. Getting Media Attention Making Yourself Newsworthy The Standard News Release Format Writing a Release that Gets Results Using Query Letters Whom to Send Your Publicity Materials to Delivering Your Package The Critical Follow-Up Phone Call If Your News Is Not Picked Up Making the Most of Your Interview Making Sure Your Publicity Leads to More Publicity Other Uses for Publicity Kits and Press Materials Helping the Media Find You 8. Giving Speeches and Seminars That Attract Business Finding a Topic Finding an Audience Getting Business from Your Speech Structuring Your Speech for Sales Getting Names Addresses and Phone Numbers for Follow-up Contact Delivering a Winning Speech Part 3 Direct marketing Getting Your message Across One-on-One 9. Promotional Techniques Showing Off What You ve Got Sampling Offering Incentives Using Sales and Discount Pricing Providing Giveaways Creating Your Own Newsletter Using Circulars and Flyers Exhibiting at Trade Shows and Exhibitions Holding Seminars and Demonstration Meetings 10. Direct Mail Using the Mail to Sell for You The Hybrid of Direct mail That Works Four Prerequisites for Positive Direct-Mail Results Which Businesses Do Well with Direct Mail Designing Direct Mail That Sells Grabbing Attention Immediate Action Getting Immediate Action Dispelling Direct-Mail Myths Testing Your Piece Finding a List Questions to Ask in Selecting a List Broker Building Your Own List What You Can Reasonably Expect from Direct Mail Four Technical Direct-Mail Decisions Direct-Mail Multipliers Tracking Your Results PART 4 Inventive Advertising Cementing Your Name in Their Brain So You re the One They Want 11. What Advertising Can and Can t Do for You Five Common Myths about Advertising Choosing Among Eight Inventive Advertising Options When a Small Business Should Advertise Getting the Most Reach for Your Money 12. Using Traditional Print Advertising Alternatives in Inventive Ways Using Classified Advertising Advertising and Listing in Directories Yellow-Page Advertising Trade Directories Specialty Information Directories 13. Other Creative Advertising Alternatives Bulletin Board Announcements and Tear Pads Broadcast Advertising Having Your Own Radio Show Having Your Own Television Show Electronic Media Direct-Response Advertising Card Decks Pros and Cons Part 5 The Technicalities of Producing Your Marketing Materials 14. Writing and Designing Materials That Sell Twelve Guidelines for Creating Successful Marketing Materials Creating Your Promotional Concept The Basic Steps to Writing Copy That Sells Eleven Psychological Principles of Copywriting Copywriting Do s and Don ts Retesting Your Copyrighting Designing Effective Visuals Do-It-Yourself Layout Tools Producing Marketing Materials Do s and Don ts for Creating Your Visuals Tracking Your Marketing Results Keep Marketing No Matter What 15. Turning Interest into Business Again and Again Fifteen Secrets to Closing a Sale Sources of Market Data to Help You Close Sales Gathering Low-Cost Market Research When and How to Ask for the Order How to Handle the Most Common Objections Communicating Vs. Manipulating Getting Repeat Business Using Your Greatest Advantage The Personal Touch Seven Ways to Make Sure Your Business Keeps Coming back Handling an Irate Customer Managing a Self-Sustaining Business Resources Index From Library Journal The Edwardses (with Douglas) have done it again Following the success of their classic Working from the Home ( LJ 3 15 85) the noted home office experts here address the issue of how small businesses can attract customers. While other current titles on small and home-based businesses include chapters on marketing advertising public relations direct mail and sales promotion for the small and or home-based business entrepreneur none do it so well or so comprehensively as these authors. They offer tips on networking media kits news releases radio and TV advertising and other topics. This well-researched and well-written guide is essential for any library that needs small and or home-based business books. (Index and illustrations were not seen.) Fortune Book Club main selection Rodale Book Club selection Better Homes and Gardens Book Club selection. - Loraine F. Sweetland Rebok Memorial Lib. Silver Spring Md. Copyright 1991 Reed Business Information Inc. --This text refers to an out of print or unavailable edition of this title. Paperback260 pages ISBN 0-87477-629- 03