James Stephenson - Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof

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Table of Contents

ACKNOWLEDGMENTS

Acknowledgments from James Stephenson

I would like to thank all of those who throughout the years have bestowed their marketing and sales knowledge upon me. A book such as this that covers so many marketing disciplines could not have been written without their assistancethank you. Additionally a big thanks goes to Jere Calmes, Editorial Director at Entrepreneur Press, and his team of highly skilled professionals. I appreciate all of their input, encouragement, and continued support. I would also like to thank my biggest supporter in business and in lifemy wife, Pamela, who has patiently listened to all of my ideas, the good and the sometimes off-center, for nearly 20 years.

Acknowledgments from Courtney Thurman

I would like to thank James Stephenson for the opportunity to contribute to the Ultimate Small Business Marketing Guide. His extensive experience and marketing knowledge has made this book a success and I am grateful to be a part of its continued growth. I would also like to thank Jere Calmes and the incredible staff at Entrepreneur Press for their expertise and support.

Dedication

To my great grandmother Pearl Woodworth (18981994),
a fireball of contagious enthusiasm and generous giving who
inspired many to follow their entrepreneurial ambitions and life dreams.

INTRODUCTION

Marketing, without question, is the single largest challenge facing small-business owners today. And to make matters worse, marketing success is always temporary. The minute you stop stoking the promotional boiler, the marketing train begins to stall. I wish there were a quick-fix solution that I could share with you or a magical marketing wand that you could wave to achieve instantaneous and permanent marketing successbut none exists.

However, for small-business owners who are prepared to roll up their sleeves and get to work to build and maintain a solid marketing foundation, I can offer you more than 1,500 great marketing tricks, tips, and ideas to help you achieve long-term marketing and business success.

Entrepreneur Magazines Ultimate Small Business Marketing Guide has been specifically developed to help the millions of small-business owners across North America unlock the mysteries that surround marketing. This book will help you secure the big marketing opportunities and success you want and deserve. Each marketing trick, tip, and idea is presented in jargon-free terminology. This book is packed with information that is easy to understand and readily applied in a matter of minutes regardless of your marketing experience or skills. Successful marketing is a matter of dedication, hard work, research planning, and a clear vision of what you want to achieve. The more than 1,500 marketing ideas and strategies presented in this book are time tested and proven to work. In fact, these are the same marketing strategies and ideas that top business and sales professionals use daily to win new business, devour the competition, and secure customers for life.

GETTING STARTED

My objective when creating a small-business marketing guide was to feature and explain hundreds of great marketing tricks and ideas representing a wide cross section of marketing and sales activities from public relations to direct marketing to retailingmarketing ideas the pros use. Some of these ideas and tricks will be familiar to you; many will be new. The data and information featured for each marketing trick, tip, or idea is brief and is meant to give a short synopsis of the underlying marketing concept and principle. In other words, the theme of this book is not to give a definitive and lengthy explanation of each marketing idea and activity featured, but rather a collection of great marketing ideas that can be used as a catalyst to get you thinking about ways these ideas and tricks can be applied and implemented with your own small business for success. I have had the pleasure and have been in the enviable position of working with top small-business owners and marketers for many years. The information featured in this book has been compiled from my own business and sales experience as well as from numerous conversations with a multitude of small-business owners and sales professionals.

HOW TO USE THIS BOOK

This book should not be taking a restful nap on a dusty shelf. On the contrary, this is a workbook. Use this book daily and keep it with you for those times when you have a few moments to spare and you are looking for great ways to increase revenues and profits. Invest in a highlighter pen and mark the information that is the most beneficial for your business. Lets face it though, no one has time to identify, test, and implement more than 1,500 marketing ideas; its simply not feasible or cost effective. Therefore, you must take a bit of time to really dig in and locate a few marketing ideas that you believe will work for youthen put them to work. Use the book incrementally and set a target of testing or implementing perhaps one new marketing trick every week or month until you have built a powerful marketing arsenal.

WHAT YOU WILL DISCOVER INSIDE

All the marketing ideas in this book are indexed by marketing activities such as retailing, selling advertising, networking, and so forth. However, do not read only select chapters, read the entire book. You will find sales ideas in the retailing chapter, networking ideas in the research chapter, and online marketing tricks in the advertising chapter. My point is this: As much as I tried to index and group information into specific chapters, it is not possible, simply due to the fact that successful marketing is a mixture of many marketing disciplines. The following is a bit of what you will discover inside:

Research and planning. You will find great tricks that will assist you to research your markets, identify your customers, and plan for future business and marketing success.

Competition. Learn the tricks the pros use to devour the competition whole before they even know what hit them.

Employees. Inside are numerous tricks that will help you to increase employee productivity, enhance creativity, and become a strong leader and motivator.

Customer service. Without customers, there is no business; with that in mind, extra attention was paid to present some really outstanding customer service ideas that will not only help you to serve your customers better, but secure their loyalty for a lifetime.

Home office. Small-business owners and professionals working from a home-based location will find the ideas featured in the home office chapter to be particularly helpful and insightful.

Technology and communications. Though not categorized in a separate chapter, you will discover throughout the book lots of great cutting-edge ideas for the use of technology in marketing as well as fantastic communications tricks that will help you convey your marketing message with perfect clarity.

Advertising and direct marketing. Managing and making the best use of your precious marketing capital means your advertising, direct-marketing, and telemarketing efforts must be perfectly aimed at your target audience.

Public relations. Discover tricks that will help you grab the attention of the press, secure free and valuable media attention, and develop a public-relations strategy that will produce results year in and year out. PR is not just for the big boys anymore.

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