LitArk » Books » Business

Dan Kennedy - No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses

Here you can read online Dan Kennedy - No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses full text of the book (entire story) in english for free. Download pdf and epub, get meaning, cover and reviews about this ebook. year: 2012, publisher: Entrepreneur Press, genre: Business. Description of the work, (preface) as well as reviews are available. Best literature library LitArk.com created for fans of good reading and offers a wide selection of genres:

Romance novel Science fiction Adventure Detective Science History Home and family Prose Art Politics Computer Non-fiction Religion Business Children Humor

Choose a favorite category and find really read worthwhile books. Enjoy immersion in the world of imagination, feel the emotions of the characters or learn something new for yourself, make an fascinating discovery.

Book:
No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses
Author:
Dan Kennedy / Jeff Slutsky
Publisher:
Entrepreneur Press
Genre:
Books / Business
Year:
2012
Rating:
4 / 5
Favourites:
Add to favourites
Your mark:
- 80
- 1
- 2
- 3
- 4
- 5

Description
Author's other books
Similar books

No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses: summary, description and annotation

We offer to read an annotation, description, summary or preface (depends on what the author of the book "No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses" wrote himself). If you haven't found the necessary information about the book — write in the comments, we will try to find it.

Millionaire maker Dan S. Kennedy and local-level marketing specialist Jeff Slutsky empower small business owners to take on big box companies and distant discounters using their best assettheir ability to bond directly with their consumers. Small business entrepreneurs are armed to go grassroots given winning strategies to take their marketing to the street level resulting in higher customer retention, greater referrals, and a thriving business for the long-term.
About the Book
Kennedy and Slutsky dare small business owners to break free of the ingrained tendencies to advertise when you need more customers and to copycat what they see big, national companies doing. Local business owners are urged to add some politicking to their business presence, focusing their marketing on directly connecting with their customers, integrating them into their community and even, their daily activities.
Kennedy and Slutsky deliver creative, high impact alternatives and supplements to disappointing traditional advertising and new media including strategies for gaining free advertising from local news media, creating events that multiply customers, and effectively using direct mail. Small business owners also uncover surefire tactics that capitalize on their neighborhoods, the four walls of their business, and the internet, reaching their local customers and creating a sense of a personal relationship. Throughout their lesson in going grassroots, Kennedy and Slutsky also reveal the nine inconvenient truths of grassroots marketing, keeping small business owners on track and on their way local business stardom.
Features
Presents a marketing approach specifically engineered for small (local) businesses
Reveals 9 No B.S. inconvenient truths and how to implement them
Illustrates concepts with examples from practicing business owners
From Dan Kennedy, author of the popular No B.S. books including No B.S. series, which shipped more than 250,000 copies
Identifies whats wrong with traditional and new media advertising
Offers methodology to break free from ingrained tendencies and copycat marketing|

Dan Kennedy: author's other books

Who wrote No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses? Find out the surname, the name of the author of the book and a list of all author's works by series.

No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses — read online for free the complete book (whole text) full work

Below is the text of the book, divided by pages. System saving the place of the last page read, allows you to conveniently read the book "No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses" online for free, without having to search again every time where you left off. Put a bookmark, and you can go to the page where you finished reading at any time.

Light

Font size:

↓

↑

Reset

Interval:

↓

↑

Bookmark:

Make

Table of Contents

PREFACE

Which Wolves AreOutside Your Door?

Dan Kennedy

The recession they claim was over years ago? Big box retailers and discounters? They are losing their war with online discountersare you? Are you dealing with increasingly fickle customers? Rising costs at every turn? Maybe you have tried mimicking what you see big, national companies do with mass advertising and are finding the effectiveness of traditional media eroding, the promise of new media seductive but then disappointing.

The local small business is a special being. It cannot thrive trying to be a simple, small-size version of big national chains. The strongest, most profitable small businesses are owned and operated and promoted by people who rely predominately on what Jeff calls grassroots marketing done at the street level, by direct connection, integrated with the customers, their community, and their daily activities. This has its parallel in politics. Speaker of the House during the Reagan era, Tip ONeill famously said, All politics is local. In politics, they say someone is good at old-fashioned retail politicking, by which they mean organizing volunteers at the local level; getting every door knocked on; getting groups together in peoples living rooms for meet-and-greets; getting signs up in lots of yards; having presence at every local festival, fair, high school football game; creating visible association with local officials and celebrities. You might think this is no longer important in todays high-tech age with its proliferate plethora of media, with Facebook and Twitter, with Skype, and so onbut you would be wrong. All of that has become useful, but it has proven unable to replace grassroots work by a grassroots organization as well as candidates themselves.

I occasionally do a little political campaign consulting myself and know some of the big dogs in that field. Recently, an under-30 wunderkind in the field pointed at his magical, mystical phone and said, ruefully, I think resentfully, Despite everything in here, the guy with the most yard signs and bumper stickers still wins. So, one of my big pieces of advice for local small-business owners, local practice professionals, and local salespeople is the same today as it was 35 years ago when I began giving it: Get up every morning and act as if and organize as if you were running for mayor. Its what Jeff refers to as becoming mayor of your local neighborhood or community.

The local small business is a special being. It can easily be eaten by all the wolves at its door if not for a special bond with a sufficient number of customers, clients, or patients who remain immune to seduction by all competitors, who consider themselves to be in a monogamous relationship with their dry cleaner or Main Street store or restaurant, requiring them to be faithful. This presents you with both opportunity for advantagein creating an asset no big company, big box retailer, or distant discounter can matchand huge hazard, because in many respects this can be the only sustainable advantage available to you, and if you fail at it, you fail entirely. I happen to be a customers for life guy. In my own businesses, working indirectly with about a million and directly with about 25,000 small-business owners annually, I call those who discover me and then never leave my Lifers, and I have many with 7, 10, 15, 20, even 30 years longevity. In my private marketing consulting copywriting practice, over 85% of all clients repeat, return periodically, and remain in ongoing relationships. Although I admit this next statement is backed by imperfect science, it appears as best we can tell that the small-business owners in over 200 different product and service niches and categories actively using my methodology enjoy substantially higher customer retention, lifetime customer value, and referral value than the averages and norms of their industries. The gist of this, one of my Renegade Millionaire System Principles, is: While most business owners get a customer in order to make a sale, we make a sale to get and keep a customer. This makes the kind of grassroots marketing described in this book all the more important, because the asset at stake is relationship, and that is a very personal, person-to-person thing.

Ill admit, in many ways, the grassroots marketing approach presented here turns the clock back a half a century or more, to a time when advertising was less costly, confusing, and inefficient, when marketing was more direct, when the local merchant and professional had real relationships with their customers. In some ways, many uses of modern media try to simulate this. We advocate returning to it.

Ive been in the advertising business my entire life, and, off and on, have worked with some big-name, big corporate clients, but my preference is for aiding the small-business owner with more relationship-based marketing. My co-author, Jeff Slutsky, has perfected what he calls One-On-One Marketing as a means of customer connection. Even when he or I work with national franchisors and franchise organizations or chains, we both strive to guide the individual franchise owner or manager to act as if he owned a local business in a smal1 community, and to engage in grassroots marketing at that levelnot to rely on brand name or the parent companys big advertising campaigns. Regardless of what kind of business you own, if youll do the sameif youll make real grassroots marketing an integral part of your businessyou will thrive while others struggle, prosper far more than others in the best of times, and create unique, sustainable advantage.

In this book, we first examine whats wrong with broad-brush uses of traditional and new advertising media and the common mistakes to divorce yourself from. This is important to break free of the ingrained tendencies to advertise when you need more customers and to copycat what you see the bigger dogs doingboth hard-to-break habits, both strategically inappropriate and unprofitable for the local small business. Then we proceed with laying out a different approach specifically engineered for the local small business.

Candidly, most marketing books are written very broadly, in hopes that big companies will buy them by the bushel load. This is not such a book. It has been written exclusively for you, the local small-business owner. Unfortunately, a lot of marketing books are written by academics, by big corporate executives, by inexperienced theorists, none of whom have Main Street smarts drawn from actually starting, growing, and running businesses or being on the street, sleeves rolled up, working side by side with business owners. This is not such a book. Its inclusion in my famous No B.S. book series is earned precisely because it cites no academics, turns its back on big corporations, brooks no theoretical ideas, nor panders to any readers hope for easy buttons or simplistic solutions to complex problems and opportunities. It is, in fact, no B.S., and consequently, it may not make us a lot of friends in the advertising community, and it may present you with information youd rather not accept and work youd rather not have to do. But it will tell you the truth. The unvarnished, unsweetened, unabashed truth.

The local small-business owner is in the fight of his life. Many categories are shrinking by the day: clothing stores, bookstores, gift shops, hardware stores, restaurants, even professional practices, and more. A Darwinian thinning of the herd has been underway in recent years for many reasons: some driven top down from Washington, DC, but others well within the control of the business owner. Business owners lost touch with their customers and communities and forgot all about grassroots activities, and by doing so, left themselves vulnerable to distant and online discounters, big box retailers, and every imaginable kind of competition as well as to recession. Yet, at the same time, in every category, in big cities and small towns, some independent, local small businesses have thrived and grown stronger, have managed to protect their profitability, and have even driven bigger competitors out of their neighborhoods. The strong prosper, so this book is not merely about getting customers, it is about strength.

Light

Font size:

↓

↑

Reset

Interval:

↓

↑

Bookmark:

Make

Similar books «No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses»

Look at similar books to No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses. We have selected literature similar in name and meaning in the hope of providing readers with more options to find new, interesting, not yet read works.

Dowaun Proctor

The Million Dollar Coach

Robert Craven

Bright Marketing for Small Business

Dan S. Kennedy

No B.S. Guide to Maximum Referrals and Customer Retention: The Ultimate No Holds Barred Plan to Securing New Customers and Maximum Profits

Benson

The Planning Marketing For Beginners: The Complete Guide To Building A Successful Marketing Plan & Strategies For Your Business

Cynthia Kay

Small Business for Big Thinkers: Unconventional Strategies to Connect with and Win Big Business

Susan Gunelius

Ultimate Guide to Email Marketing for Business

Poniewaz

Marketing Strategy Ultimate Planning Guide : For Entrepreneurs & Small Business Owners

Kline

Why Online Marketing Matters: How Small Business Can Get More Customers, Sales & Profits

Dan S. Kennedy

No B.S. Guide to Direct Response Social Media Marketing: The Ultimate No Holds Barred Guide to Producing Measurable, Monetizable Results with Social Media Marketing

Craig Simpson

The Direct Mail Solution: A Business Owners Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign

Michael Waddington

Google+ for Business Owners

Jeanna Pool

Marketing for Solos: THE Ultimate How-To Guide For Marketing Your One Person Small Business Successfully

Reviews about «No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses»

Discussion, reviews of the book No B.S. Grassroots Marketing: The Ultimate No Holds Barred Take No Prisoner Guide to Growing Sales and Profits of Local Small Businesses and just readers' own opinions. Leave your comments, write what you think about the work, its meaning or the main characters. Specify what exactly you liked and what you didn't like, and why you think so.