“I feel so empowered with Lauron’s clear, practical marketing strategies. She shows you how to make marketing automatic, and as a business owner, that’s exactly what I need. No business should run without this information.”
— Valerie Boudreaux-Allen, First Step Business Training & Consulting; Houston’s SBA’s Women in Business Champion, 2007
Do you find marketing to be confusing, difficult, or overwhelming? Are you not sure where to begin? Do you have a plan, but don’t know how to make it happen?
To act and succeed like a marketer, you must first think like one. When you do, marketing becomes routine, focused, and successful as you take clear, confident steps to grow your business every day.
Think Like a Marketer takes the mystery out of marketing. It addresses head-on the principles that must guide every action, decision, and communication that affect your business. In addition, it gives you practical, real-life guidance that you can apply immediately after reading.
Chock-full of specific examples and proven processes, Think Like a Marketer will teach and show you how to:
• Think, act, and communicate like a marketing pro.
• Identify and capitalize on the marketing opportunities that abound in your business every day (but are usually missed).
• Stand out in a cluttered and overcrowded marketplace.
• “Stir the pot” to build and maintain marketing momentum.
• Devise a practical marketing strategy that will show positive results, even on a bare-bones budget.
With Think Like a Marketer, you’ll be prepared to put marketing into action and turn yourself and your business into a marketing machine!
Lauron Sonnier is president of Sonnier Marketing & Communications, Inc. (Houston, Texas). She has helped countless companies, managers, and entrepreneurs put marketing into action to grow their businesses on a daily basis. A member of the National Speakers Association, Sonnier presents powerful marketing ideas and strategies to audiences throughout the country. She has been featured in numerous local and national publications. She holds a BS in Communciations and spent 20 years in the marketing trenches, working in television, public relations, and advertising. A Cajun from Louisiana, Sonnier couldn’t talk if you tied her hands
Table of Contents
- Title Page
- Copyright Page
- Table of Contents
PHASE 1 - Getting Into a Marketing Mindset
- Chapter 1 - Inside the Marketer’s Head
- Chapter 2 - What Smart Marketers Know
Chapter 3 - Marketing by Principle
- Principle 1: Everything Is Marketing
- Principle 2: Everyone Is a Marketer
- Principle 3: Marketing Is Not Sales
- Principle 4: It’s Not All About You
- Principle 5: It’s Not Just What You Do, but How You Do It That Counts
- Principle 6: Consistency and Constancy Are Key
- Principle 7: Marketing Must Be Constant in Thought and Constant in Action
- PHASE 2 - Stir the Pot
PHASE 3 - Standing Out From the Crowd, the Clutter, and the Competition
- Chapter 6 - How Do You Stand Out?
- Chapter 7 - Getting Your Image and Identity in Sync
- Chapter 8 - Who Are You Anyway?
- Chapter 9 - Time to Stand Out
- Chapter 10 - The Four Secrets to Standing Out
PHASE 4 - Establish the Systems That Make Marketing Happen
- Chapter 11 - Making Marketing Practical, Focused, and Routine
- Chapter 12 - Marketing Opportunities Here, There, and Everywhere
- Chapter 13 - Identify Your Common “Service Points”
- Chapter 14 - So Many Tools to Work With
PHASE 5 - Talk Like a Marketer
Chapter 15 - How You Say It
- How You Say It
- The Mindset
- Are You Talking to Me?
- Getting From “We” to “You”
- Getting Specific
- Say It Like You Mean It
- Kill the Marketing-Speak
- Stir Emotions
- Sell It With Headlines
- Call in the Subs
- End All Communications With a Call to Action
- Create Urgency
- Make Your Communications Scannable
- Don’t Be Afraid of Long Copy
- What’s Your Point?
- Establish Graphic and Communication Standards
- Be Consistent
- Say It With Pictures—or Video
- Tell Them What You Do, Not Just What You Are
- Chapter 16 - The Power of Questions
- Chapter 17 - Writing a Killer Marketing Letter
- Chapter 15 - How You Say It
PHASE 6 - Keeping Marketing in Motion
Chapter 18 - Avoiding Common Marketing Mistakes
- Mistake 1: Underestimate your real impact on customers.
- Mistake 2: Focus too much on running your business than building your business.
- Mistake 3: Make marketing so complicated that it doesn’t get done.
- Mistake 4: Hesitate to spend money.
- Mistake 5: Do production work you aren’t qualified to do.
- Mistake 6:Try to be too professional.
- Mistake 7: Fly by the seat of your pants.
- Mistake 8: Don’t make marketing routine.
- Mistake 9: Don’t maintain a reliable database.
- Mistake 10: Have scatter-brained messages and efforts.
- Mistake 11:Talk only about yourself.
- Mistake 12: Data dump.
- Mistake 13:Try to reach too many targets too little.
- Mistake 14: Miss marketing opportunities inherent in the day-to-day running of ...
- Mistake 15: Don’t know what to do, so you do nothing at all.
- Mistake 16: Give up too soon on a marketing initiative.
Chapter 19 - Maintaining a Marketing Mindset
- 1. Get your entire team involved in developing your marketing plan.
- 2. Share your marketing plan with your entire company.
- 3. Tell your staff what’s in it for them.
- 4. Demonstrate that marketing is a top priority for the company.
- 5. Define the marketing role of every employee.
- 6. Train every employee on the basics of marketing.
- 7. Get your team excited about marketing.
- 8. Divide and conquer.
- 9. Post marketing motivators and reminders around the workplace.
- 10. Make your team accountable for upholding your marketing standards and systems.
- 11. Hold faith in your marketing.
- Chapter 20 - Stirring the Pot When You’re the Pot
- Chapter 21 - Final Call to Action
- Chapter 18 - Avoiding Common Marketing Mistakes
- About the Author
- Title: Think Like a Marketer
- Release date: July 2009
- Publisher(s): Career Press
- ISBN: 9781601630735