The 15 Essential Marketing Masterclasses for Your Small Business

Book description

Practical and proven masterclasses for simple and effective small business marketing

This straightforward, practical book cuts through the morass of marketing theory to reveal the practical steps that small businesses can take to achieve phenomenal marketing results. Presenting fifteen comprehensive masterclasses, marketing expert Dee Blick presents easy-to-understand and easy-to-implement strategies to increase sales, prevent marketing mistakes, and build the foundations of a customer-driven brand. These fifteen comprehensive masterclasses can be implemented immediately, and cover such topics as marketing plans, copywriting, social media marketing, and public relations.

  • Written by successful author and marketing guru who has worked with small businesses for twenty-seven years

  • Includes practical, effective marketing strategies for every small business

  • Appropriate for entrepreneurs, small business owners, and practicing marketing managers

When it comes to marketing a small business, success means getting a big impact from a small investment. The 15 Essential Marketing Masterclasses for Your Small Business gives entrepreneurs and small business owners proven strategies for effective, profitable marketing.

Table of contents

  1. Cover
  2. Title page
  3. Copyright page
  4. Dedication
  5. About Dee Blick
  6. Foreword by Andy Fernandez, The Chartered Institute of Marketing (CIM)
  7. Introduction
  8. Masterclass 1: The Perfect Practical Marketing Plan
    1. The Small Business Marketing Planning Template
    2. Masterclass Summary
  9. Masterclass 2: Your Perfect Positioning Statement
    1. What Is a Positioning Statement?
    2. How Do You Create Your Positioning Statement?
    3. Case Study 1: Gabby Adler, the Property Specialist
    4. Case Study 2: Optimum Kitchen Appliance Superstores
    5. Masterclass Summary
  10. Masterclass 3: Why It Pays to Locate and Research Your Target Audience
    1. Stage One – Identifying Your Target Audience
    2. Stage Two – Researching Your Target Audience
    3. Building Lists of Your Target Audiences
    4. Masterclass Summary
  11. Masterclass 4: How to Write Copy that Sells
    1. Your Copywriting Planning Guide
    2. Reviewing Your Existing Communications
    3. The Content – Some Copywriting Tips
    4. Masterclass Summary
  12. Masterclass 5: How to Make Your Website a Magnet for Hot Prospects
    1. Step 1: Get Your Customer in Your Sights
    2. Step 2: Keyword Research. What Are Your Customers Looking For?
    3. Step 3: Find out What Customers Really Search for
    4. Step 4: Bring Your Keywords and Site Plan together
    5. Step 5: Divide Each Page into Three
    6. Step 6: Sort Your Head out
    7. Step 7: Flaunt Your Body. Write Copy Your Customers Can't Take Their Eyes off
    8. Step 8: Exploit Your Footer (Then Have a Bit on the Side)
    9. Step 9: A Step out of Order. Not All Web Pages Are the Same
    10. Step 10: Monitor Your Progress
    11. Masterclass Summary
  13. Masterclass 6: How to Write Successful Adverts
    1. Why Your Advert Must Have an Impact
    2. Writing Successful Adverts
    3. Five Successful Adverts to Appraise
    4. Masterclass Summary
  14. Masterclass 7: How to Get PR in Printed Publications
    1. The Mistakes to Avoid
    2. Recognise Your Market
    3. Initial Research Completed, What Are the Next Steps?
    4. What Can You Bring to the Table?
    5. A Good Telephone Introduction
    6. What Happens When You're Given the Thumbs up?
    7. How to Write an Effective Press Release – by Aneela Rose
    8. Getting Results
    9. Putting Your PR Coverage to Good Use
    10. Masterclass Summary
  15. Masterclass 8: Why It Pays to Do Direct Mail
    1. How Will You Find Your Target Audiences?
    2. Five Direct Mail Questions and Answers
    3. Three Successful Direct Mail Case Studies
    4. Masterclass Summary
  16. Masterclass 9: How to Take the Chill out of a Telephone Cold Call
    1. Building Relationships with Cold Prospects
    2. So What Does It Take to be Successful on the Telephone?
    3. Negotiating Past the Gatekeeper
    4. Making a Professional Introduction to Your Cold Prospect
    5. Masterclass Summary
  17. Masterclass 10: The Secrets of Successful Email Marketing
    1. Long Live Email Marketing!
    2. Why Use Database Marketing?
    3. Why Email Marketing?
    4. How Do I Get a Good Database?
    5. Cocoa Loco Valentine's Day Campaign
    6. ISM (Integrated Security Management)
    7. Masterclass Summary
  18. Masterclass 11: How to be a Confident and Engaging Public Speaker
    1. Why Consider Public Speaking?
    2. Step One: Your Starting Point – Self-Belief!
    3. Step Two: Building Your Magnetic Stage Presence
    4. Step Three: Your Audience
    5. Step Four: Developing Your Theme
    6. Step Five: Writing Your Talk
    7. Step Six: Practice Makes Poised, Professional and Perfect
    8. Step Seven: Checking out the Venue
    9. Step Eight: Delivering Your Speech
    10. Stage Nine: Reflecting on Your Performance
    11. And Finally
    12. Masterclass Summary
  19. Masterclass 12: How to Build Your Expert Status
    1. What Defines an Expert?
    2. Building Your Expert Status
    3. Masterclass Summary
  20. Masterclass 13: How to Wow Your Customers with Genuine Customer Care
    1. Dealing with Complaints
    2. Masterclass Summary
  21. Masterclass 14: Why You Should be Falling in Love with LinkedIn!
    1. Masterclass Summary
  22. Masterclass 15: How to be Terrific on Twitter
    1. Social Media, Not Selling Media
    2. Why Are You “Unfollowed” on Twitter?
    3. The Misuse of Direct Messaging
    4. What Can I Tweet About?
    5. How to Grow Your Followers and be Successful on Twitter
    6. Useful Twitter Tools
    7. Masterclass Summary
  23. Conclusion
  24. About the Contributors
    1. Liz Barnes
    2. Robert Clay
    3. Nicky Kriel
    4. Ben Locker
    5. Aneela Rose
  25. Acknowledgements
  26. Index

Product information

  • Title: The 15 Essential Marketing Masterclasses for Your Small Business
  • Author(s): Dee Blick
  • Release date: October 2013
  • Publisher(s): Capstone
  • ISBN: 9780857084408