by John Bradley Jackson

Table of Contents

  1. First, Best, or Different
  2. Mission and Vision: What is Your Purpose?
  3. How to Write a Corporate Mission Statement
  4. Values: What Really Matters Most to You?
  5. How to Write a Corporate Values Statement
  6. The 4 Ps and the 4 Cs of Marketing
  7. The Most Important Choice an Entrepreneur Will Ever Make
  8. Finding your Preferred Customer Profile
  9. Market Segmentation: Smaller is Better
  10. Target Market: Who is Your Customer?
  11. Being First Works Until Someone Better Comes Along
  12. Being the Best Takes a Lot of Time, Work, and Money
  13. Product Differentiation: The Customer's Perception is Everything
  14. Don't Hide From the Competition
  15. The Zen of Marketing
  16. Sustainable Competitive Advantage: Be Different
  17. Why Do Market Research When I Talk With My Customers All the Time?
  18. Market Research Methods: How to Get Started
  19. Focus Groups Help You Fish For Answers
  20. Competitive Analysis: It's a Dog-Eat-Dog World
  21. How to do Customer Surveys
  22. Pricing Your Products to Make Money
  23. Give it Away to Get Your Business Started
  24. Branding is a Promise of Value
  25. Branding Versus Positioning: What's the Difference?
  26. Personal Branding: Be the Brand
  27. Public Relations and Publicity
  28. Press Releases Create Publicity By Being Relevant
  29. Cause Marketing: Do Good and Get Rewarded For It
  30. Throw a Party When Something Significant Happens
  31. Viral Marketing is Contagious
  32. Buzz!
  33. Radio Can Create Instant Awareness for Your Firm
  34. What's the Difference between an Advertising Agency and a Public Relations Firm?
  35. Advertising's Dirty Little Secret
  36. Advertising Outdoors and Other Great Places
  37. Still Using the Yellow Pages?
  38. If You Advertise, Be Sure to Measure It
  39. Your Name Here
  40. Taglines Help People Remember You
  41. So What Does a Good Logo Look Like?
  42. Color for Printed Materials, Logos, and Websites
  43. Good Brochures Need to be Written in Plain Language
  44. What is the Difference Between Selling and Marketing?
  45. Sales is a Process
  46. Listening to Customers
  47. Tell Stories to Your Customers (Click Here to Download FREE Sample Chapter!)
  48. Why Customers Buy?
  49. Whom Do We Trust?
  50. Channel of Distribution: How to Sell Your Product or Services
  51. Channel Strategies: Which Combination Works Best?
  52. E-mail Sales Techniques That Will Increase Revenue Today
  53. Have You Checked Out eBay?
  54. Farmers Farm and Hunters Hunt
  55. The 7 Traits of Highly Successful Sales People
  56. The Rebound Effect: Effective Handling of Customer Complaints
  57. No Can Be an Acceptable Answer
  58. When is a Customer Too Big?
  59. Can I Count on You for a Good Reference?
  60. Selling to C-Level Executives Takes Preparation
  61. Tips for Getting Appointments by Phone
  62. First Impressions Happen Only Once
  63. Have Heard Any Unique Value Propositions Today?
  64. Decades: To Whom Are You Selling?
  65. Retaining Top Sales Talent
  66. Hiring Top Sales Talent from the Competition
  67. How Do I Set Up a Website?
  68. What is the Purpose of Your Website?
  69. The "Must Have" List for Your Website
  70. How to Create Website Traffic
  71. Google AdWords Help People Find Your Website (Click Here to Download FREE Sample Chapter!)
  72. Getting Listed on Google, Yahoo, and MSN
  73. Have You Tried a Webinar Yet?
  74. Have You Heard About Podcasting?
  75. What the Heck is Blogging?
  76. Wiki! Wiki!
  77. Internet Article Marketing Builds Instant Awareness for You and Your Website
  78. Spam, Spam, Spam, Spam
  79. National Do Not Call Registry
  80. Website Visitors Need to Opt-in
  81. Don't Worry, Be Happy
  82. All My Friends and Customers Started Out As Strangers
  83. The Truth, the Whole Truth, and Nothing But the Truth
  84. Your Own Personal Board of Directors
  85. Focus and It Will Expand
  86. Opportunity Won't Wait For You
  87. Procrastination is a Killer of Small Businesses
  88. A Few Words on Business Cards
  89. Note Card Follow Up
  90. Direct Marketing with Postcards
  91. Show and Sell on Video
  92. Direct Marketing Helps You Build Relationships
  93. Be a Knowledge Broker
  94. How to Give a Speech that Sells
  95. Negotiating for Fun and Profit
  96. Increasing Profits by Playing it Smart
  97. Customer Testimonials Help You Sell
  98. Loyal Customers Keep on Coming Back
  99. Be the Firm That is Easy to do Business With
  100. Do Business by Accident at Trade Shows
  101. Guarantees Minimize Customer Fear
  102. Don't Fight the Marketplace
  103. A Business School Tool That Helps Solve Marketing Problems
  104. The Marketing Plan is Where Everything Comes Together
  105. I Don't Have Time to Implement All These Marketing Ideas
  106. Niche Markets Are Out There Waiting For You to Find Them