The Small Business Marketing Bible

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Published by: Marketing Best Practices, Inc. Author: H. David Frey 2507 W. Bay Area Blvd. Suite 1534 Webster, Texas 77598 Email: David@MarketingBestPractices.com All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic or mechanical, including photocopying, recording or by any information storage or retrieval system without writtenpermission from the author, except for the inclusion of brief quotations in a review. Disclaimer This manual is designed to provide information in regard to the subject matter covered. It is sold with the understanding that the publisher and authors and advisers are not rendering legal, accounting or other professional services. It is not the purpose of this manual to reprint all the informationthat is otherwise available to authors, printers and publisher but to complement, amplify and supplement other texts. For more information, see the references throughout the text. Every effort has been made to make this manual as complete and as accurate as possible. However, there may be mistakes both typographical and in content. Therefore, this text should be used only as a general guide and notas the ultimate source of publishing information. Furthermore, this manual contains information only up to the printing date. The authors, advisers and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the information contained in this manual. Copyright © 2003 by H. DavidFrey, Marketing Best Practices Inc. First Edition. Printed in the United States of America ISBN 1-931740-57-7

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TABLE OF CONTENTS
Introduction
Chapter 1 — Your Seven-Step One-Day Marketing Plan Chapter 2 — The Lifetime Value of Your Customer Chapter 3 — Differentiate or Die: Your Unique Selling Proposition Chapter 4 — The Five-Step Formula To Creating Your Marketing Message Chapter 5 — Howto Make it Rain Referrals Chapter 6 — Tapping Into Your Most Valuable Small Business Asset...Your Current Customers Chapter 7 — Joint Ventures: Using Other People’s Customers to Get New Business Chapter 8 — What Business Are You In? Chapter 9 — How Free Giveaways Can Boost Your Small Business Revenues Chapter 10 — Guarantee Marketing: How to Turn Your Guarantee Into A Competitive Weapon Chapter 11— Niche Marketing: Expand Your Customer Base By Narrowing Your Marketing Focus Chapter 12 — Using Consumer Research To Develop Powerful Small Business Marketing Strategies Chapter 13 — 13 Elements Of A Winning Small Business Advertisement Chapter 14 — 12-Step Foolproof Sales Letter Template Chapter 15 — Telephone Success Strategies for Small Businesses Chapter 16 — How to Price Your Product orService for Maximum Profit Chapter 17 — How To Use the Power of Packaging to Double Your Sales Chapter 18 — Membership Marketing: Turning Occasional Buyers Into Loyal Customers Chapter 19 — Street Marketing for Small Businesses Chapter 20 — Using Customer Testimonials in Your Marketing Message to Break Down Fear and Skepticism Chapter 21 — The Key To Guaranteed Repeat Sales Chapter 22 — LeadGeneration: How to Flood Your Small Business With 151 158 139 145 92 97 103 112 117 132 74 63 47 54 58 39 11 17 20 24 29

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Hot Qualified Prospects Chapter 23 — Charity Marketing: Growing Your Business Through Charitable Giving Chapter 24 — Bumps, Up-sells, Cross-sells, and Down-sells Chapter 25 — How to Create an Offer that Your Prospects Can’t Resist Chapter 26 — How to Radically Reduce Refundsand Returns Chapter 27 — Internet Marketing Strategies for Local Small Businesses Chapter 28 — 16 Small Business Website Mistakes (and how to fix them) Chapter 29 — How to Start Your Own Online Newsletter Chapter 30 — Measure Your Marketing Efforts Special Report # 1 — How to Make Yellow Pages Ads Work for Your Small Business! Special Report # 2 — Secrets to Direct Mail Success for Small...