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Marketing Shortcuts for the Self-Employed: Leverage Resources, Establish Online Credibility and Crush Your Competition Hardcover – June 7, 2011
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From the Inside Flap
Entrepreneurs, small business owners, and self-employed service professionals often have a small or no staff, limited cash, and too little time in the day to execute a massive marketing campaign. Yet, there's no reason any brilliant business idea should suffer from lack of resources. Truth is, many shortcuts exist for the do-it-yourself professional.
Marketing Shortcuts for the Self-Employed details a step-by-step marketing road map for growing your business, especially online. Today's professionals understand that the Internet offers tremendous business opportunities, but they lack practical strategies to take action. Real profits seem unattainable. This user-friendly guide breaks down what seems like an overwhelming challenge into easily implemented, bite-size solutions.
Each chapter can be read in ten minutes or less and offers an immediately actionable to-do list at the end. Presented in a deliberate and strategic sequence, you'll get advice on more than eighty cutting-edge strategies, including how to:
- Identify your value proposition, and hone your elevator pitch
- Develop killer content that drives SEO and converts website visitors into customers
- Understand Google Analytics data
- Build trust and establish credibility with videos, blogs, and podcasts
- Communicate with precision on LinkedIn, Facebook, and Twitter
- Attract clients with Yelp, Google Places, and Yahoo! Local
- Promote offline events on online channels
- Finally profit from today's online opportunities!
Forget the idea that you need thousands of dollars to take on your competition. Today, you can access powerful tools that cost little to nothing. All you need is the will to succeed. Marketing Shortcuts for the Self-Employed will show you the way.
From the Back Cover
Praise for MARKETING SHORTCUTS for the SELF-EMPLOYED
"I've been successfully self-employed working a three-day week from my home office since 1971 and earning more than I did as senior vice president for the largest advertising agency on earth. If only I had read Patrick Schwerdtfeger's brilliant Marketing Shortcuts for the Self-Employed before I started! I would have earned more money working fewer hours. I didn't do it, but you can, and I highly recommend that you do. I consider it mandatory reading for the twenty-first century."
Jay Conrad Levinson, "The Father of Guerrilla Marketing," author of the Guerrilla Marketing series of books
"This is a zero-fluff book. The three- and four-page chapters avoid all the unnecessary discussions and cut straight to the action: where's the opportunity and how do we capitalize on it?"
Christine Comaford, author of Rules for Renegades
"To be successfully self-employed, one must master marketing, especially web marketing. Patrick and I share a passion for those sneaky little tricks that deliver huge results. This is the ultimate guide to sneaky web marketing tricks that work!"
Jim Horan, author of The One Page Business Plan
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Top customer reviews
"Marketing Shortcuts" is for those who want to survive and thrive. The book details how individuals and small companies can compete successfully in "the new world" by providing a no-nonsense (and affordable), easy-to-follow approach for applying the new communication tools to any reader's specific needs.
Schwerdtfeger does not suggest a cookie-cutter approach but, rather, a recipe for customization. He covers the use (and rationale for use) of Facebook, Youtube, Blogs, Website development, Podcasts, email marketing, groups, twitter, linkedin,, the understanding and use of analytics, podcasts, and SEO (search engine optimization).
The book is easy to read and packed with plenty of great advice and information. Most importantly, it's also devoid of traditional `marketing fluff' that confuses the issues, especially when it comes to small and medium business who have little time and resources. Those who have been more progress with their marketing may find they already know some of the material contained in the book but there is still plenty in there to fill in the holes and help you create a more rounded marketing plan for your business.
The only negative is that it's not properly titled. Almost the entire book is devoted to Internet marketing. The tactics are not exactly "shortcuts" and it definitely does not focus specifically toward the self-employed. It seems like an attempt at a clever benefit-oriented title to a target market, rather than reflecting what's in the book. But other than that, it is an absolutely beneficial read.
Four stars for Marketing Tactics for the Self-Employed.
Less Jargony: Yes
Specific and Detailed: Yes
Easy to Read: Yes
Will you learn something new: Yes
Thank you Patrick for helping me to develop a road map so quickly. The best $8.99 I have ever spent!
This is the kind of book you wished you had before you even started your business. The chapters are short and concise, and leave out the time-wasting fluff often found in other books. The author provides specific resources and web sites to go to, which is extremely helpful.
The book covers everything from websites to blogging to social networking to analytics to sales copy to outsourcing. If you are just getting started in your business or you are already into your first, second, or third year of of your startup, I highly recommend that you read it.
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