The Very Good Marketing Guide

The Very Good Marketing Guide

by Amy Miocevich
Released July 2023
Publisher(s): Wiley
ISBN: 9781394184552

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Book description

Grow your business faster with this revolutionary marketing framework

Do you want to stop wasting time and money on marketing that doesn’t get results? The Very Good Marketing Guide explains exactly where to spend your next marketing dollar and where to focus your attention — so your marketing will make a real difference in growing your business and profits.

In this book, marketing expert Amy Miocevich shares a simple but genius 5-step model for marketing your small business. She reveals crucial insights into why marketing fails, including common mistakes and marketing myths, and shows you how to assess where and why your marketing is most effective. With The Very Good Marketing Guide, you’ll create targeted solutions for turning strangers into customers — and customers into superfans of your business and brand.

Whether you’re a manager, a small business owner, or an entrepreneur, you’ll learn how to:

  • Understand and use your marketing data more effectively
  • Improve conversion rates at every touch point
  • Nurture your most valuable customer and client relationships
  • Make sure your website and social media are doing what they should
  • Create a marketing strategy that’s uniquely suited to your business’s needs

With a clear and practical framework, real-life examples, and timeless principles you can apply, this is the ultimate practical guide for marketing success. The Very Good Marketing Guide will help you to direct your energy where it gets the best results … which ultimately means you can get back to doing what your business does best!

Table of contents

  1. COVER
  2. TITLE PAGE
  3. COPYRIGHT
  4. DEDICATION
  5. ABOUT THE AUTHOR
  6. WHY I WROTE THIS BOOK
  7. INTRODUCTION
    1. Coffee crunch
    2. Going viral
    3. Out of office
    4. Technicians vs Visionaries
    5. The system for success
  8. PART I: THERE'S A PROBLEM
    1. ONE: YOUR MARKETING PLAN IS FAILING AND TAKING YOUR PROFITS WITH IT
      1. The promised land
      2. Top ten myths about SME marketing
    2. TWO: THE VERY GOOD MARKETING FRAMEWORK
      1. The five Cs of Very Good Marketing
      2. The Very Good Marketing Model
      3. The journey
      4. How strong is your marketing?
      5. The Very Simple Principle
    3. THREE: BEAT YOUR MARKETING BOTTLENECK
      1. The marketing promise
      2. Julia's bottleneck
      3. Beating your marketing bottleneck
      4. The ticket to arriving at your goals
      5. FAQ: Everything you might be wondering about The Very Good Marketing Framework
  9. PART II: BEATING YOUR BOTTLENECKS
    1. FOUR: HOW TO TURN A STRANGER INTO A VISITOR
      1. Marketing gone cold
      2. The art of attraction
      3. Channel: How do I get in front of the right people?
      4. What is a marketing channel?
      5. Eliminating the scattergun approach
      6. Bullseye
      7. So how do you choose just one marketing channel?
      8. Messages and channels
      9. Creating your marketing message
      10. The Customer is the hero, not you
      11. Getting the message right
      12. Actions: What are my next steps?
      13. Action plan example
      14. Did it work?
      15. Why growth stops
    2. FIVE: HOW TO TURN A VISITOR INTO A LEAD
      1. The price of a website is confusing
      2. Websites use up a lot of your marketing budget
      3. Your website and marketing channel don't match
      4. Building a website is more than just design
      5. Website technology is complicated
      6. Your website tries to talk to everyone
      7. Website data is never tracked or used
      8. Someone will always have a better-looking website
      9. Linda's bottleneck
      10. The 7 essential Ss for a high-performing website
      11. Why people stop marketing here
    3. SIX: HOW TO TURN A LEAD INTO A CUSTOMER
      1. The 6 fundamentals of converting Leads into Customers
      2. Overselling and underselling
      3. Creating and delivering a sales process
    4. SEVEN: HOW TO TURN A CUSTOMER INTO A FAN
      1. The growth dilemma
      2. Net promoter score
      3. Setting the bar
      4. Defining the bar
      5. Raising the bar
      6. The mindset needed to create lifetime Fans
    5. EIGHT: HOW TO TURN A FAN INTO JAM
      1. The mindset you need to engage raving Fans
      2. The 3 Jam Rs
  10. BRINGING IT ALL TOGETHER
  11. INDEX
  12. END USER LICENSE AGREEMENT

Product information

  • Title: The Very Good Marketing Guide
  • Author(s): Amy Miocevich
  • Release date: July 2023
  • Publisher(s): Wiley
  • ISBN: 9781394184552