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How to Market, Advertise and Promote Your Business or Service in Your Own Backyard Paperback – June 10, 2008
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From the Back Cover
When it comes to promoting your business, one size doesn't fit all. What works for the world's biggest companies probably isn't the right fit for your local small business. You need to get the word out, but you don't have the time or the money to waste on ineffective and expensive tactics.
Finally, there's a straightforward, down-to-earth game plan for small business owners like you. This handy guide presents a wealth of effective tactics and ideas specifically designed for small businesses in small markets. Utilizing tons of real examples and simple, straightforward explanations, successful small business owner Tom Egelhoff presents a proven ten-step plan that gives you maximum impact at minimum cost.
You'll discover how to:
Design a marketing plan that's perfect for your local market
Position your business for growth and success
Execute your plan and evaluate the results
Master the principles of small-town advertising
Bring in more customers than you know what to do with!
Specifically designed for small businesses with ten or fewer employees, this is the only in-depth guide that reveals the secrets of super-successful small-town marketing. If you want more bang for your buck, more customers in your store, and more dollars in your pocket, this is the place to start.
About the Author
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Top Customer Reviews
I did find some of the information in the book was either outdated, or not entirely correct. For example, on page 93, he states that if I use "Address Correction Requested" on my postcards, that the post office will update my mailing list for free. I spoke with the post office about it, to a clerk, and to the local Postmaster. I had placed this note on my postcards, and they told me that there was an extra charge for this service. It costs an extra few cents per mail piece.
I also looked on the USPS Web site, and there was a table there that also stated there would be a charge for this service. They also stated something about needing a billing account for this service. The book made it sound like I could just throw a postcard stamp on it, and send it off with "Address Correction Requested", and everything would be free of charge.
The author gives very valuable information on where to advertise, the different advertising mediums, pros and cons, various rules of the trades, frequency, exposure, reach, ad positioning, ad design, yellow pages, newspapers versus magazines, radio, TV, online, which is better for which type of businesses and a whole lot more.
For me, this book was a high quality refresher of my intro to marketing class at university, all compressed into a quick, few hours of reading. For these reasons, I recommend the book particularly for smaller businesses. If you are running the marketing department of a large multinational company, this book would be under-powered for your needs. But if you are starting a local business or an online business that needs to draw a customer base from the bricks and mortar world, you will certainly learn some very valuable information from reading this book.
Here is a quick rundown of each chapter. Chapter 1 addresses small town USA marketing and provides advice on how to find the right expertise to get your business going. Chapter 2 is about building your business resume. Chapter 3 addresses your strengths, weaknesses, opportunities, and threats to your business (affectionately known as SWOT). Chapter 4 talks about sales forecasting and myths about selling. Chapter 5 tells you about your customers and how to find more of them for your business - mostly by analyzing your market. Chapter 6 talks about creating an effective marketing plan. Chapter 7 is about how to position your business and it provides great examples of how other companies do it. Chapter 8 is all about creating an advertising plan in your own backyard (city, town, and village). Chapter 9 tells you how to sell your message and a basic summary of your advertizing. Chapter 10 gives you an outline and a plan on how to develop your marketing calendar. Chapter 11 tells you how to execute your plan. Chapter 12 asks you if your plan is working. Chapter's 13-16 addresses small town success, advertising, and promotion and how to do it better.
Egelhoff provides an additional 115 tips of information for the small business owner in the back of the book. Some of them include the following tips:
1. Know who your customers are
2. Promote with Postcards
3. Create a survey
If you are small business owner, this book is for you.Read more ›