book

The 15 Essential Marketing Masterclasses for Your Small Business

by Dee Blick

October 2013

Beginner

312 pages

6h 58m

English

Capstone

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The Small Business Marketing Planning TemplateMasterclass Summary
What Is a Positioning Statement?How Do You Create Your Positioning Statement?Case Study 1: Gabby Adler, the Property SpecialistCase Study 2: Optimum Kitchen Appliance SuperstoresMasterclass Summary
Stage One – Identifying Your Target AudienceStage Two – Researching Your Target AudienceBuilding Lists of Your Target AudiencesMasterclass Summary

Your Copywriting Planning GuideReviewing Your Existing CommunicationsThe Content – Some Copywriting TipsMasterclass Summary
Step 1: Get Your Customer in Your SightsStep 2: Keyword Research. What Are Your Customers Looking For?Step 3: Find out What Customers Really Search forStep 4: Bring Your Keywords and Site Plan togetherStep 5: Divide Each Page into ThreeStep 6: Sort Your Head outStep 7: Flaunt Your Body. Write Copy Your Customers Can't Take Their Eyes offStep 8: Exploit Your Footer (Then Have a Bit on the Side)Step 9: A Step out of Order. Not All Web Pages Are the SameStep 10: Monitor Your ProgressMasterclass Summary
Why Your Advert Must Have an ImpactWriting Successful AdvertsFive Successful Adverts to AppraiseMasterclass Summary
The Mistakes to AvoidRecognise Your MarketInitial Research Completed, What Are the Next Steps?What Can You Bring to the Table?A Good Telephone IntroductionWhat Happens When You're Given the Thumbs up?How to Write an Effective Press Release – by Aneela RoseGetting ResultsPutting Your PR Coverage to Good UseMasterclass Summary
How Will You Find Your Target Audiences?Five Direct Mail Questions and AnswersThree Successful Direct Mail Case StudiesMasterclass Summary
Building Relationships with Cold ProspectsSo What Does It Take to be Successful on the Telephone?Negotiating Past the GatekeeperMaking a Professional Introduction to Your Cold ProspectMasterclass Summary
Long Live Email Marketing!Why Use Database Marketing?Why Email Marketing?How Do I Get a Good Database?Cocoa Loco Valentine's Day CampaignISM (Integrated Security Management)Masterclass Summary
Why Consider Public Speaking?Step One: Your Starting Point – Self-Belief!Step Two: Building Your Magnetic Stage PresenceStep Three: Your AudienceStep Four: Developing Your ThemeStep Five: Writing Your TalkStep Six: Practice Makes Poised, Professional and PerfectStep Seven: Checking out the VenueStep Eight: Delivering Your SpeechStage Nine: Reflecting on Your PerformanceAnd FinallyMasterclass Summary
What Defines an Expert?Building Your Expert StatusMasterclass Summary
Dealing with ComplaintsMasterclass Summary
Masterclass Summary
Social Media, Not Selling MediaWhy Are You “Unfollowed” on Twitter?The Misuse of Direct MessagingWhat Can I Tweet About?How to Grow Your Followers and be Successful on TwitterUseful Twitter ToolsMasterclass Summary
Liz BarnesRobert ClayNicky KrielBen LockerAneela Rose

Content preview from The 15 Essential Marketing Masterclasses for Your Small Business

Masterclass 6

How to Write Successful Adverts

In this masterclass you will learn:

How to avoid the common and not so common advertising mistakes.
About AIDCA, why it's your ultimate copywriting tool when writing adverts.
How to write adverts that generate responses and sales.

I began my marketing career writing full page adverts for a life insurance company, for publication in tabloid newspapers. From this early experience I became fascinated by advertising and have become a lifelong student of the subject, reading books from the advertising greats and trying out new techniques to improve the responses to my adverts. Since those early days I have written hundreds of adverts promoting many products and services, including pest control, accountancy, ...

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Publisher Resources

ISBN: 9780857084385Purchase book