The Top Small Business Books For Dummies 8 potx

... feature. 2. Add the phrase “which means.” 3. Complete the sentence and you are forced to state the benefit. The Feature + “Which Means” = The Benefit 13_5 783 91 ch 08. qxd 12/ 28/ 04 8: 58 PM Page 109 ߜ ... communicate nothing at all. 13_5 783 91 ch 08. qxd 12/ 28/ 04 8: 58 PM Page 107 112 Part II: Sharpening Your Marketing Focus 13_5 783 91 ch 08. qxd 12/ 28/ 04 8: 58 PM Pa...

Ngày tải lên: 22/06/2014, 02:20

... aims to stop readers in their tracks, target the right prospects, and pull them inside the ad to read, as commentator Paul Harvey would say, the rest of the story.” Copy is the term for the words ... months before the magazine actually reaches the consumer. Directories The most visible directory is the Yellow Pages. There’s an old saying that Small businesses are the...

Ngày tải lên: 22/06/2014, 02:20

... recognize your business before they even hear your name. Consider the following identity-building techniques: 1 78 Part III: Creating and Placing Ads 18_ 5 783 91 ch12.qxd 12/ 28/ 04 9: 08 PM Page 1 78 Chapter ... logos. They’re available in sizes smaller than those accepted in the rest of the paper, and they stand out on the other- wise all-type pages. Classified ads follow...

Ngày tải lên: 22/06/2014, 02:20

... advertising support in the form of shared costs for the media placements. ߜ Ask your station to add your logo and tag line. In return for your ad buy, they will probably perform the service for free or ... line until the to grab the audience. end — your audience may be gone by then. (continued) 185 Chapter 12: Broadcasting Ads on Radio and TV 18_ 5 783 91 ch12.qxd 12/ 28/...

Ngày tải lên: 22/06/2014, 02:20

... into your business. Reward the effort with a package that flatters both the gift giver and your business. ߜ Keep track of the names of both the gift buyer and the gift recipient. ߜ When the gift ... letter thanking them for helping you achieve the business success that you’re 216 Part IV: Getting the Word Out without Advertising 21_5 783 91 ch14.qxd 12/ 28/ 04 9:11 PM...

Ngày tải lên: 22/06/2014, 02:20

... what’s in the news for the media audience — not what’s in it for you). ߜ A dateline: The meat of the news release begins with the name of the city and the abbreviation of the state from which the ... longer whether small businesses should dive into the field of online marketing, but rather, how they should plan and implement their online presence. The issue is hot...

Ngày tải lên: 22/06/2014, 02:20

... time for an appointment. The first approach calls for the order before the prospect is ready for the question. The second approach seeks to build rapport. Which would you respond to more comfortably? Prospect ... will help the person before you to either make the purchase or introduce you to the ultimate decision maker. 283 Chapter 17: Making the Sale 25_5 783 91 ch1...

Ngày tải lên: 22/06/2014, 02:20

... service complaints. 2 98 Part V: Winning and Keeping Customers 26_5 783 91 ch 18. qxd 12/ 28/ 04 9:12 PM Page 2 98 302 Part V: Winning and Keeping Customers 26_5 783 91 ch 18. qxd 12/ 28/ 04 9:12 PM Page 302 The concept ... More often they received mediocre service, based on how they were greeted, the time it took to help them, the way their complaints were handled, or the qualit...

Ngày tải lên: 22/06/2014, 02:20

... advertising and marketing materials. For Dummies Books for Small Business Marketers Building Your Business With Google For Dummies by Brad Hill: Climb higher on the Google index and explore Google ... about what’s in it for them. 9. Believe there’s a pie in the online sky. Contrary to rampant belief, the opportunities of the cyber world aren’t just ripe for the...

Ngày tải lên: 22/06/2014, 02:20

... available: ߜAdoption For Dummies 0-7645-5 488 -3 ߜBasketball For Dummies 0-7645-52 48- 1 The Bible For Dummies 0-7645-5296-1 ߜBuddhism For Dummies 0-7645-5359-3 ߜCatholicism For Dummies 0-7645-5391-7 ߜHockey For Dummies 0-7645-52 28- 7 ߜJudaism ... Dummies 0-7645-5105-1 ߜPuppies For Dummies 0-7645-5255-4 ߜScrapbooking For Dummies 0-7645-72 08- 3 ߜSenior Do...

Ngày tải lên: 22/06/2014, 02:20