This straightforward, practical book cuts through the morass of marketing theory to reveal the practical steps that small businesses can take to achieve phenomenal marketing results. Presenting fifteen comprehensive masterclasses, marketing expert Dee Blick presents easy-to-understand and easy-to-implement strategies to increase sales, prevent marketing mistakes, and build the foundations of a customer-driven brand. These fifteen comprehensive masterclasses can be implemented immediately, and cover such topics as marketing plans, copywriting, social media marketing, and public relations.
- Written by successful author and marketing guru who has worked with small businesses for twenty-seven years
- Includes practical, effective marketing strategies for every small business
- Appropriate for entrepreneurs, small business owners, and practicing marketing managers
Trade Review
From tightening up your tweeting to making cold calls a warmer experience for your customer, Masterclasses certainly ticks all the necessary boxes. (Elite Business, August 2013) The perfect way to get to grips with what you should be doing about marketing your small business. There's no science and theory to wade through and it's completely jargon free (The Book Bag, July 2013) Blick covers most of the territory in the area and speaks with authority (Sales Initiative magazine, October 2013) This book from the CIM is primarily aimed at small businesses but, quite frankly, should be compulsory reading for many of the people involved in marketing businesses of all sizes too. (B2B Marketing, December 2013) Invest in this book now and it will be relevant at every stage as your business grows. (Sell It Online, April 2014)
Table of Contents
About Dee Blick vii
Foreword by Andy Fernandez, The Chartered Institute of Marketing (CIM) ix
Introduction 1
Masterclass 1: The perfect practical marketing plan 5
Masterclass 2: Your perfect positioning statement 21
Masterclass 3: Why it pays to locate and research your target audience 39
Masterclass 4: How to write copy that sells 57
Masterclass 5: How to make your website a magnet for hot prospects 75
Masterclass 6: How to write successful adverts 93
Masterclass 7: How to get PR in printed publications 113
Masterclass 8: Why it pays to do direct mail 139
Masterclass 9: How to take the chill out of a telephone cold call 161
Masterclass 10: The secrets of successful email marketing 181
Masterclass 11: How to be a confident and engaging public speaker 203
Masterclass 12: How to build your expert status 223
Masterclass 13: How to wow your customers with genuine customer care 233
Masterclass 14: Why you should be falling in love with Linkedin! 251
Masterclass 15: How to be terrific on Twitter 267
Conclusion 287
About the contributors 289
Acknowledgements 293
Index 295
