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The Business Owners Guide

The Business Owners Guide

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Published by Arindam Mullick

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Published by: Arindam Mullick on Oct 17, 2008
Copyright:Attribution Non-commercial

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03/18/2014

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The Business Owner\u2019s Guide
The Business Owner\u2019s Guide
To Little-Known
To Little-Known
Marketing Secrets That Work
Marketing Secrets That Work
The Business Owner\u2019s Guide To Little-Known Marketing Secrets That Work
The Business Owner\u2019s Guide To Little-Known Marketing Secrets That Work
Table Of Contents
Table Of Contents
Section I: Introduction
Section I: Introduction .............................................................................................. ..............
.............................................................................................. ..............1
1
Technique #1 \u2013 Focus On Selling A Valuable Product Or Service: Focus On Selling The
Techni
que #1 \u2013 Focus On Selling A Valuable Product Or Service: Focus On Selling The
Better Mousetrap
Better Mousetrap .............................................................................................. .............
.............................................................................................. .............3
3
Technique #2 \u2013 Identify And Integrate Your USA (Unique Selling Advantage)
Technique #2 \u2013 Identify And Integrate Your USA (Unique Selling Advantage)... . . . . . . . . . . . .
...............4
4
Technique #3 \u2013 Your Marketing Mission
Technique #3 \u2013 Your Marketing Mission........................................................... . . . . . . . . . . . . . .
........................................................... ..............8
8
Technique #4 \u2013 Treat Your Customers As If They Mean Everything, Because THEY DO!
Techni
que #4 \u2013 Treat Your Customers As If They Mean Everything, Because THEY DO!
......................................................................................................... ...........................
......................................................................................................... ...........................12
12
Technique #5 \u2013 Sell Them What They Want, Give Them What They Need
Technique #5 \u2013 Sell Them What They Want, Give Them What They Need........ . . . . . . . . . .
..................13
13
Technique #6 \u2013 Under-Promise And Over-Deliver
Technique #6 \u2013 Under-Promise And Over-Deliver................................. . . . . . . . . . . . . . . . . . . . . . . .
................................. .......................14
14
Technique #7 \u2013 Provide Quality Products And Services At Fair Prices
Technique #7 \u2013 Provide Quality Products And Services At Fair Prices............. . . . . . . . . . . . . .
..........................15
15
Technique #8 \u2013 Create A Successful Business Image
Technique #8 \u2013 Create A Successful Business Image................................... . . . . . . . . . . . . . .
................................... ..............16
16
Technique #9 \u2013 The Dollar Value Of A Customer
Technique #9 \u2013 The Dollar Value Of A Customer..................................... . . . . . . . . . . . . . . . . . . . .
..................................... ....................17
17
Technique #10 \u2013 Back-End Selling
Technique #10 \u2013 Back-End Selling ............................................................................. ..
............................................................................. ..19
19
Technique #11 \u2013 Re-Sell And Cross-Sell
Technique #11 \u2013 Re-Sell And Cross-Sell ...................................................................... .
...................................................................... .21
21
Technique #12 \u2013 Don\u2019t Sell Products And Services, Sell What They Do
Technique #12 \u2013 Don\u2019t Sell Products And Services, Sell What They Do................... . . . .
.......................22
22
Section II: Deadly Marketing Mistakes
Section II: Deadly Marketing Mistakes .............................................................................. ....
.............................................................................. ....23
23
Introduction
Introduction ......................................................................................... ...........................
......................................................................................... ...........................23
23
Technique #13 \u2013 Mistake #1: Not Having A Mission Statement For Your Business
Technique #13 \u2013 Mistake #1: Not Having A Mission Statement For Your Business. . . . . .
......24
24
Technique #14 \u2013 Mistake #2: Not Having Your USA
Technique #14 \u2013 Mistake #2: Not Having Your USA..................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
....................................................25
25
Technique #15 \u2013 Mistake #3: Having A Business Or Personal Perspective Instead Of A
Technique #15 \u2013 Mistake #3: Having A Business Or Personal Perspective Instead Of A
100% Customer Perspective
100% Customer Perspective ................................................................................. .......
................................................................................. .......26
26
Technique #16 \u2013 Mistake #4: Ignorance Or Lack Of The Customer Net Worth
Technique #16 \u2013 Mistake #4: Ignorance Or Lack Of The Customer Net Worth. . . . . . . . . . . .
............27
27
Technique #17 \u2013 Mistake #5: Not Testing Different Approaches
Technique #17 \u2013 Mistake #5: Not Testing Different Approaches......... . . . . . . . . . . . . . . . . . . . . . . . .
.................................28
28
Technique #18 \u2013 Mistake #6: Not Offering A Solid Guarantee
Technique #18 \u2013 Mistake #6: Not Offering A Solid Guarantee......... . . . . . . . . . . . . . . . . . . . . . . . . . . .
....................................29
29
Technique #19 \u2013 Mistake #7: Not Target Marketing
Technique #19 \u2013 Mistake #7: Not Target Marketing..................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
....................................................30
30
Technique #20 \u2013 Mistake #8: Unfocused Advertising
Technique #20 \u2013 Mistake #8: Unfocused Advertising............................................ . . . . . .
............................................ ......31
31
Technique #21 \u2013 Mistake #9: Using An Advertiser Just Because Of Their Readership,
Techni
que #21 \u2013 Mistake #9: Using An Advertiser Just Because Of Their Readership,
......................................................................................................... ...........................
......................................................................................................... ...........................32
32
Listenership For Radio, Viewership For TV
Listenership For Radio, Viewership For TV..................................................... . . . . . . . . . . . . . .
..................................................... ..............32
32
Technique #22 \u2013 Mistake #10: Poor Products Or Service, Poor Quality Or Poor Support
Techni
que #22 \u2013 Mistake #10: Poor Products Or Service, Poor Quality Or Poor Support
......................................................................................................... ...........................
......................................................................................................... ...........................33
33
Technique #23 \u2013 Mistake #11: You Have No Upselling
Technique #23 \u2013 Mistake #11: You Have No Upselling...................................... . . . . . . . . . .
...................................... ..........34
34
Technique #24 \u2013 Mistake #12: Not Having Any Business Alliance
Technique #24 \u2013 Mistake #12: Not Having Any Business Alliance........ . . . . . . . . . . . . . . . . . . . . . .
..............................35
35
Technique #25 \u2013 Mistake #13: Not Learning And Applying The Principles I Am
Techni
que #25 \u2013 Mistake #13: Not Learning And Applying The Principles I Am
Teaching You And Not Launching A Marketing Mission
Teaching You And Not Launching A Marketing Mission.......................... . . . . . . . . . . . . . . . . . . . . . .
................................................36
36
Section III: Getting Customers
Section III: Getting Customers ............................................................................................ ..
............................................................................................ ..37
37
Introduction
Introduction ......................................................................................... ...........................
......................................................................................... ...........................37
37
Technique #26 \u2013 Have A Marketing Plan
Technique #26 \u2013 Have A Marketing Plan.......................................... . . . . . . . . . . . . . . . . . . . . . . . . . . .
.......................................... ...........................38
38
Technique #27 \u2013 Measure Your Marketing
Technique #27 \u2013 Measure Your Marketing........................................... . . . . . . . . . . . . . . . . . . . . . . . .
........................................... ........................40
40
Technique #28 \u2013 Local Newspaper Advertising
Technique #28 \u2013 Local Newspaper Advertising............................... . . . . . . . . . . . . . . . . . . . . . . . . . . . .
............................... ............................42
42
Technique #29 \u2013 Testing, Testing, Testing
Technique #29 \u2013 Testing, Testing, Testing.............................................................. . . . . . .
.............................................................. ......43
43
Technique #30 \u2013 Use Direct Mail
Technique #30 \u2013 Use Direct Mail.................................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
.................................................... .............................44
44
Technique #31 \u2013 Combined Direct Response Marketing And Testing
Technique #31 \u2013 Combined Direct Response Marketing And Testing. . . . . . . . . . . . . . . . . . . . . . . . . .
..........................45
45
Technique #32 \u2013 Test One Piece At A Time
Technique #32 \u2013 Test One Piece At A Time................................................... . . . . . . . . . . . . . . .
................................................... ...............47
47
Technique #33 \u2013 Use Target Marketing
Technique #33 \u2013 Use Target Marketing................................................................ . . . . . . . .
................................................................ ........47
47
Technique #34 \u2013 How To Use Power When Writing A Sales Piece
Technique #34 \u2013 How To Use Power When Writing A Sales Piece............ . . . . . . . . . . . . . . . . . . . .
................................49
49
Technique #35 \u2013 How To Write A Killer Ad
Technique #35 \u2013 How To Write A Killer Ad......................................... . . . . . . . . . . . . . . . . . . . . . . . . . .
......................................... ..........................52
52
Technique #36 \u2013 New Lifestyle Marketing
Technique #36 \u2013 New Lifestyle Marketing......................................... . . . . . . . . . . . . . . . . . . . . . . . . . .
......................................... ..........................53
53
Technique #37 \u2013 Use Door Hangers
Technique #37 \u2013 Use Door Hangers................................................ . . . . . . . . . . . . . . . . . . . . . . . . . . . .
................................................ ............................54
54
Technique #38 \u2013 Use 800 And 888 Toll-Free Telephone Numbers To Skyrocket Your
Technique #38 \u2013 Use 800 And 888 Toll-Free Telephone Numbers To Skyrocket Your...
...55
55
Response
Response ................................................................................................. ....................
................................................................................................. ....................55
55
Technique 39 \u2013 Use
Technique 39 \u2013 Use .......................................................................................... ...........
.......................................................................................... ...........55
55

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