Section 1- Introduction
- The Opportunities Are There
- Don't Worry About Mistakes
- Read And Learn From Others
- Follow The Success Formula
- The Importance Of Small Businesses
- The Problems Of A Small Business
- The Best Profit Improvement Ideas For Small Businesses
- Time Management
- Pareto's Law
- Get A Good Product
Section 2 - Your Strategy
- Your Personal Objective
- Your Business Strategy
Section 3 - Organising & Managing Your Business
- At McDonald's
- Organisational Strategy
Section 4 - Systematising Your Business
- Putting The System In The Box
- Management Systems - Do Without Experienced Managers
Section 5 - People Strategy
- It's All About Motivation
- They Must Want To Play Your Game
- The Rules Of The Game
- Recruitment, Induction, Ongoing & Leavers
Section 6 - Times Change
Section 7 - Marketing Strategy Overview
- Customer Dedication
- Adding Value
- The 2 Ways To Increase Profits
- Is it Sales or Marketing?
- The Power Of Leveraging
- Isn't It Time To Start Generating Leads?
Section 8 - Your Target Market
Section 9 - Unique Selling Proposition (USP)
- When It Absolutely, Positively, Has To Be There
- How To Find Your USP or UPB
- How To Write Your USP
Section 10 - Guarantee it With Risk Reversal
- Remove The Risk Completely
- Are You Worried Customers Will Take Advantage?
- To Improve The Power Of Guarantees...
Section 11 - Testimonials & Case Studies
Section 12 - Your Pricing Strategy
- What's The Best Price?
- Value Pricing
- How To Raise Prices
- Discounting For Profit
Section 13 - Get Your Fonts Right
- Serif Fonts
- Sans Serif Fonts
- Script Fonts
Section 14 - Customer Satisfaction Is Of No Use
- Only Loyalty Matters
- How Customers Are Treated
- Being Friendly
- WOW Your Customers
- Angry Customers, Complaints & Policies
- Give Help Without The Expectation Of Return
- The Phone's Ringing, Is Someone Going To Answer?
- Customer Visits To The Premises
- To Get Loyalty
- Business Is Great & We're Looking For More
- Your Mission Statement
- Focus Groups
Section 15 - More Preparation
- Your Business Name
- Geographic Location
- Company Image
- Colour & Shape Guide
- Your Logo
- Stationery
- Your Premises
- Displays
- Shop Window Ideas
- Sign Magic
- Posters
- Telephone Numbers
- Freepost & Business Reply
- Food & Drink
- Dress
- Strapline
- Vehicles
- Opening Hours
- Speed of Service
- Gift Certificates
- What Are The Competition Doing?
- Get Feedback
- Attitude
- Payment Methods
- Business Awards
- Charity Incentives
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Section 16 - Contact Management Database & Lists
Section 17 - Testing, Measuring & Budgeting
- Why Test?
- The Lifetime Value Of A Customer
- How To Test
- The Law Of Probability
Section 18 - Lead Generation
- Brand Marketing v Direct Marketing
- Using An Ad Agency
- One Step & Two Step Lead Generation
- Hard v Soft Offer
- Qualification Of Leads
- Written Lead Generation Tools & AICDA
- How To Write Powerful Headlines
- The Opening Words
- How To Write Body Copy
- Generate Interest
- Create Desire
- Building Credibility
- More Top Tips
- Call To Action
- Formatting Tricks
- Editing
- Gimmicks
- Be Ready For The Response
Section 19 - How To Grow With Advertising
- Advertising Does Work
- How To Advertise In The Best Places
- Start With A Small Ad
- Negotiate The Ad Price
- Negotiate The Position Of Your Ad
- How To Write Your Ad
- How Frequently Should You Run The Ad?
- Classified Ads
- Directory Advertising
- Secrets To Get To The Front Of Your Directory Classification
- Optimizing The Size Of Your Directory Ad
- Layout Of Directory Ad
- Adding Pictures To Adverts
- Inserts
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Section 20 - Sales Letters - Sausage & Sizzle
- Sales Letter Work
- Salutation Rules
- Signing Off
- The P.S.
- More Top Letter Tips
- The Reply Device
- How To Get Your Envelope Opened
- Example Letter Layout
- Postcard Marketing
Section 21 - Fax Advertising
- Selecting Your Fax Bureau
- Fax Format
- When To Send The Fax
Section 22 - Internet Marketing
- How To Build Your Web Site
- Search Engine Optimisation
- More Web Marketing Ideas
- E-mail Marketing
- Getting Repeat Visitors
- Fantastic Web Resources
Section 23 - Telephone Marketing & Selling
- Telemarketing That Works
- Getting Ready To Call
- Beating The Gatekeeper
- Opening With Your Prospect
- Asking Questions
- Developing The Dialogue
- Asking For The Desired Action
- Literature Requests
- Follow Up
- Closing The Sale
Section 24 - How To Write Press Releases
- Press Releases That Work
- Format Of The Release
- Your Press Kit
- How Else To Make Sure It's Published
- Now Leverage
- Example Press Release Layout
Section 25 - Presentations and Seminars
- Why Seminars Work
- Finding Your Audience
- Promoting Your Seminar
- Preparing The Seminar
- Equipment Tips
- Controlling The Nerves
- Your Introduction
- Development
- The End
- Follow Up
- Now Leverage
Section 26 - Networking Magic
Section 27 - How To Write Newsletters
Section 28 - Proven Referral Systems
Section 29 - The Power Of Endorsement Marketing
- Hosts & Beneficiaries
- The Start Up Business People
- The Endorsement Offer
- How To Operate The Endorsement Arrangement
- How Else To Use Endorsement Marketing
Section 30 - How To Write Special Reports
Section 31 - The Competition Busting Special Report
Section 32 - Tip Sheets
Section 33 - Information Packs
Section 34 - Brochures
Section 35 - Catalogues
Section 36 - Mad Marketing Ideas
Section 37 - How To Convert Your Leads Into Paying Customers
- A Conversion System
- The Quality Of Your Lead
- Sales Conversion Letters
- Future Contact Letter
- More Information Letter
- Sowing The Seeds Letter
- Sales Conversion Letter
- The Buyers Remorse Letter
- The Sales Meeting
- The Preparation Stage
- Greeting The Prospect
- The Chit Chat
- Asking Questions
- Listening
- Now It's Your Turn
- Overcome The Objections
- The Close
- The Follow Up - making 3109% more sales
Section 38 - The Re-Selling System
- Why Use Re-Selling
- Re-Selling Tools To Increase The Average Order Value
- Re-Selling Tools To Increase The Frequency Of Purchase
- Re-Selling Tools To Keep Your Customers Longer
- The Windows Of Opportunity Chart
Section 39 - Finance: Managing The Money
- The Accounting System
- Management Information
- What If Questions
Section 40 - Cost Controls & Expense Minimization
Section 41 - Using Barter To Reduce Costs
Section 42 - How To Make Sure You Get Paid
Section 43 - Minimizing Your Risks
Section 44 - How To Raise Finance
- How To Get Your Bank To Say "Yes"
- Small Firms Loan Guarantee Scheme
- Factoring
- Hire Purchase & Leasing
- Trade Credit
- Equity Finance
- Venture Capital
- Business Angels
- Grants
Section 45 - Choosing Your Business Structure
- Limited Company
- Partnership
- Limited Liability Partnership (LLP)
- Sole Trader
- Franchising
Section 46 - How To Find A Product To Market
Appendix - Recommended Reading & Information Sources