Description
Do it Yourself Kick-Start Marketing Workbook
The Index Follows Immediately after this Preface
THIS IS A MASSIVE 306 PAGE INSTRUCTIONAL WORKBOOK
If you were to bring in a specialist marketing consultant to ask you similar questions and come back with a report to what this book can provide you, look at spending between $5,000 to $20,000 to start with. That’s what a small team I was a part of used to charge small business houses for similar work around 2002 to 2004. These days, you should expect to pay more. The difference here is that you do the “hack work” and may just need a specialist marketing consultant to fine tune certain areas and help you develop the processes needed that you are not too sure of.
The best part of working with this book is that you keep the difference between what the professionals charge and whatever costs you might incur. The difference could be the cost of a small car for one of the younger members of the family. Either way you save and build the business at the same time.
THE REASONS BEHIND THE WRITING OF THIS BOOK
I would like to introduce this unique book by borrowing some of the excerpts from the promotional copy of the 5 book Recession Proof Your Business series. I believe it’s both timely and applicable for both this book and others that have been purpose written for a time such as this. I am sure the following will be interesting reading, as well as giving you better insight into what so many business owners are facing today.
More than a year ago I remember reading that the economic chaos currently dominating the then world financial markets has run its course. According to the experts, it was definitely over. Back then it was a time to celebrate. However, the same pundits that had declared the chaotic times as being definitely over, are the same ones that have been caught out as the USA, the UK, many of the European nations and scores of 3rd world countries are officially in recession.
As I completed writing the five book series entitled, Recession Proof Your Business, in November 2008, I began to look over what has transpired both in Australia and globally at the time. It didn’t need the mind of Einstein to appreciate that we were in troubled times then, and we are in far more troubled times today, and, we face even more challenges in the years ahead – if one wants to believe what the experts have to say. Because every one of them paints a more than gloomy picture of the things to come.
One of the reports I read at the time suggested, A rapid trip to the nearest Starbucks for a cappuccino IV. At the time Starbucks was still in a growth stage worldwide. But today, we all now seem to walk past fully equipped, but empty Starbucks stores in the best of the shopping centres, most with signage intact and cash registers ready to be turned on. The sad factor is, the Starbucks of today is but a shell of what it was a year ago. An easy to notice casualty of the economic times of today
Recessions Bight & Hurt Everyone
Yet despite what appears to be the obvious, one has to wonder why it is that so many agencies and advertisers alike continue their marketing as if little has changed. One of the biggest retail chains in Australia suggests that their downturn is miniscule, down by a few percent only. Maybe the corner store is the only one suffering. Who knows?
All around us, the nightly news paints a different picture:
- The federal government is handing out money like a drunken sailor
- Bank deposits are being guaranteed
- Self funded retirees have had their deposits frozen by institutions
- The Stock Market is in Free-Fall
- Bankruptcies are up
- Food prices are on an ever-increasing spiral
- Unemployment is predicted to rise sharply
- The real estate sector is hurting
- Car sales have plummeted
- We drive our cars less because of the high fuel prices
- We now go out less
- We spend less in restaurants and coffee shops
- And to top it off, one of our major industries, the tourism industry, is really at its lowest point . . . some would even say, what tourist industry?
Advertising is Still Based on Getting the “Next Deal”
From a marketing standpoint, what is of great concern for the marketers I currently communicate with, is the amount of very bad advertising that gets approved by top management. One of my learned friends told me, It appears that more and more CEOs are so absorbed by trying to make their next deal that they tolerate the inept and stupid ads which seem guaranteed to alienate their best customers. The question is why?
There is an advantage for the focused marketer to step in and take advantage of what is happening right now. So much of what passes for good advertising is considered mush in the industry, especially TV advertising. Here we have ten, twenty or thirty expensive seconds trying to proposition the viewer without providing enough credentials for the consumer to take the offer seriously. A good marketer knows how to take advantage of that. But the same applies in today’s media, whether it be radio, newspapers, magazines or letter-box drops. It defies logic how advertisers can spend good money with the prime purpose of selling their products and services using ads that do anything but. What is the sense of that?
What todays marketer needs, is to be able to effectively make every promotional dollar work effectively. That does not mean that the marketer should scrimp to excess or try and squeeze blood out of a stone, metaphorically speaking. What it means is that the marketer think carefully, choose carefully, promote carefully and evaluate carefully.
The conclusion here is, todays promotional activity should be based on a message and a position that primarily has come from the mind of your public, and not the boardroom. Promotions based on this basic criteria are the ones that will resonate well in the minds of recipients, and in the process, generate the sales and income your promotional activity so rightfully deserves.
The books and business packages you can buy on the Profit Maker website will provide you with some of the business platforms and hints you need to achieve more than you would working the way you have during more buoyant times.
My Exclusive Do-It-Yourself 300 Page Marketing Book
This is a message to those business owners who’s business is struggling from this devastating recession, the ones who feel that they are experiencing sales slumps in a financial world that is aggressively shifting, no matter what marketing approaches you are repeating that seemed to work so well just a year or two ago.
But the reality is, if all your other competitors’ sales are plunging, there are real basic ways most can jump-start their business and write more business right now. The simplest way to do this, is to set your business apart dramatically from everyone else you compete against.
This book has been written for those that have been wondering how on earth their business can gather a more meaningful profit stream, especially when no one else in the market segment you sell to seems to be willing to spend as much as they did before on the products or services you sell. If that’s the case, then you will welcome a few blockbuster ideas about what to do differently to stay ahead of the general sales game for all businesses and retail stores.
Now, for more of what every small business owner wants in just one book, this is it. Its my new Exclusive Do-It-Yourself, 300 A4 Page Marketing Book. This is a book I started working on in 1995, revised it in 2001, expanded it in collaboration with International Marketer of the Year, Bob Pritchard, in 2002, then published a 335 A4 page version for the Chicken Shop Take Away Food Industry in 2005.
The feedback I have received from those that worked the book is that it was the best set of ideas that these business people had ever been presented with.
One of the ideas presented in this book is that you shouldn’t believe that one solution or universal strategy fits all business situations. It not only does not, but it’s also the biggest myth around today and perhaps the biggest mistake any business owner can make today. In turn, business owners should look upon their business as being uniquely different from every other business out there. Even the ones in the same field or market segment you are currently in. If you understand that, then work on making it even more unique, and more customer and customer solution focused, then you are well on your way to a distinctive, but customized Marketing Makeover that incorporates the best combination of recessionary marketing ideas to switch your business over to.
After that, your business will probably need a repositioning approach. Something that will help you to get your immediate market catchment area motivated to doing business with you again. Better still, what if you could that market to want to do business with you and only you?
How great would that be? Its the dream every business owner has doted on time after time again. But it can become reality given the right tools to work with.
Giving You Solutions is What This Book is All About
Once you can get a handle on your marketing; the ideal demographic to sell to; how to test your market before you sell to it, and how to uncover the buying motives of the buyer, you will be well aware of how to market, grow and maintain your sales results (and most importantly), your profits.
There are numerous ideas presented in the book you will need to focus on. All are designed to help you start stimulating more sales from your current buyers, plus generating even more sales from the people who’ve been buying from your competitors.
If you want to turn a struggling business around in a recession, you MUST learn to think differently, act differently and transmit a different message, with more distinctive marketing to every one of your buyers, prospects and new people coming into the market.
Your recessionary strategy also needs to transcend the more linear and conventional thinking-based approach that you relied on in the boom times. And this won’t happen until you rethink and reconstruct your recessionary approach to suit a revised concept that must be uniquely constructed to suit your understanding of your unique way of doing business.
Its a Marketing Book like no other ever produced before. It has taken over 15 years to write, then rewrite, and rewrite, and rewrite until we have a product tailor-made for recessionary times such as these.
Have a look, and work out for yourself how valuable it will be for the business you so lovingly built with countless hours of sweat, tears, joy and pride. A business worth the time and effort it will take to revamp, remarket and grow.
Peter Collins
THERE’S SOMETHING SPECIAL ABOUT THIS “MARKETING PROGRAMME” BOOK
I have been writing books for around 45 years now. In fact, my first published book was in 1969, followed by books in 1970, 1971, 1976, 1982, 1983 then a gap until 1993, a second gap till 2000, 2001, followed by a heart attach and a stroke that forced me into semi-retirement until 2007, then 2008 and finally the release of my first website in 2009 that has successfully brought me out of retirement and has allowed me to open my computer archives and hand written notes to finally release some of the 25 books that I started working on as far back as 15 to 20 years earlier and progressively finished over the 3 years later. At that point my only challenge had been to repackage all of them into internet ready pdf format. And at the time, that become a full time job on its own for a number of weeks.
I have enjoyed resurrecting all those archived and part finished works, I even have “dummy” books that look like the “real thing” that I created to introduce to USA publishers that wanted to see more material for the international stage after the book release of “Over 50 Ways of Closing the Sale.” Unfortunately, the sheer volume of consulting work, followed by illness prevented that from happening at the time.
More recently, in late 2014, I decided to retire (at 68) and my retirement lasted a whole two weeks. Why? Simply because I had read through some notes that I had to translate from an old Microsoft Word version into text then reload them into a more current Word version. What I unearthed was a treasure-trove of information I had amassed on selling that I would be able to find time to work on some time in the future. Well that was around eight months ago. Since then I have written, rewritten and repackaged information that exceeds 5,500 pages. And from this I have completed sales material that I believe has not been shared at the level I had written at on this occasion. Give me another 4-5 months and I will have over 10,000 pages completed and dozens of new books that will be released progressively.
Now let’s get back to the 2009 story I just interrupted. At that time, I had two favourites that I kept returning to, for what I realise is more than 25 years now, in the form of two “Do-it-Yourself” mammoth workbooks based on Free Publicity and Small Business Marketing.
A conversation with Mark Stephens, the creator of the Think Slim program, and who also happens to be a wonderful (and award winning) Public Speaker, Marketer, Publicist, Sales Motivator and Trainer, told me he remembered me bringing in a manuscript, the size of an oversized telephone book, into the “Sales Masterminds” Sydney office in 2002. When I asked him to proof these two books, that’s all he could think off, then kept repeating, “They were big books, really big books.” Others have suggested that I break each book into 2 or 3 volumes, of graduating standards, and sell them that way. Yet, I just wanted to produce the “best value for money” book in one volume for each of them.
But that’s not what makes them my favourites. They’re my favourites because the individual can take charge of his or her business destiny with their content – no matter how much, or how little of the content they study and apply. Naturally, more is always better with books like this. But if it’s not, they will still benefit.
The Marketing Workbook, unlike the Free Publicity Workbook is big, and really conservative, simply because the content does not allow too much inclusion of light hearted comical photos or graphics. The inserts I did include (non-copyright marketing photos and advertisements from the early to mid 1900’s and late 1800’s) did not really do the book justice. Yet with the Free Publicity Workbook, it seemed to lift it so much, I added more, then more. 14 of the 15 Chapters were worked over. Yet there was one I felt should be left alone, and that deals with a subject relative to our recessionary times, entitled, “Facing a Crisis.”
Once you get into the “meat” of these 300 plus page A4 (telephone directory look-alike) books, you will understand both the value and uniqueness of these two books.
Happy and prosperous reading. Peter Collins
DO-IT-YOURSELF KICK START MARKETING INDEX
ABOUT MARKETING
ABOUT PETER COLLINS
HOW TO GET THE MOST FROM THIS BOOK
INDEX PAGES
INTRO
THE REASONS BEHIND THE WRITING OF THIS BOOK
PART A
LET’S CONSIDER THIS PART THE STRAIGHT FORWARD SECTION OF THE BOOK
WHAT IS MARKETING?
PART 1 – GETTING STARTED
THE REALITY OF MARKETING
GETTING STARTED
1-01. WHO ARE MY TARGET CUSTOMERS?
1-02. WHY SHOULD THEY BUY FROM ME?
1-03. WHAT ARE THE BENEFOTS OF MY PRODUCT / SERVICE TO MY CUSTOMERS
1-04. GET YOUR PRIORITYIES IN ORDER
1-05. INVOLVE THE PROSPECT
1-06. COMMIT YOURSELF
1-07. QUALITY COUNTS
1-08. CONTINUITY
1-09. PERSONALISATION
1-10. FORGOTTEN READY MADE CLIENT LISTS
1-11. GETTING ORGANISED
1-12. VISIBILITY
1-13. IS YOUR MESSAGE HARD HITTING ENOUGH?
1-14. AVOID LAZINESS
1-14. YOUR LONG-TERM MARKET PLAN
PART 2 – MARKETING BASICS
THE BEST PRODUCT OR SERVICE
2-01. SO HOW WELL DO YOU UNDERSTAND THE BASICS
2-02. LET’S SEE HOW WELL PERCEIVED YOUR PRODUCT / SERVICE WILL BE IN THE MARKETPLACE
2-03. AND NOW, LET’S WORK OUT IF YOU’RE REALLY MUCH BETTER THAN YOUR OTHER BUSINESS COMPETITORS.
2-04. NOW LET’S SEE HOW WELL PREPARED YOU ARE TO TAKE ON COMPETORS AND WIN?
PART 3 – BUSINESS BASICS
THE REALITY OF MARKETING
THE LOGIC OF MARKETING
THE IMPACT OF MARKETING
3-01. WHAT DO YOU BELIEVE BASIC MARKETING TO BE?
3-02. HOW MUCH BUSINESS TURNOVER DO YOU NEED TO ACHIEVE YOUR GOALS?
3-03 HOW TO GO OUT AND CHASE BYSUNESS
3.04. PROFIT GROWTH THROUGH UNDERSTANDING AND DATABASING YOUR CUSTOMERS
3.05. DETERMINING YOUR STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS
3.06. YOU NEED TO THINK OUTSIDE THE SQUARE – HOW WOULD YOU DO IT?
3-07. HOW TO BUILD, MAINTAIN, GROW AND FOCUS A WINNING TEAM
PART B
MANY WOULD CONSIDER THEIS THE MOST VITAL OF ALL THE SECTIONS
PART 4 – CRUCIAL BUSINESS BASICS
4-00. HOW TO MEASURE THE RESULT OF YOUR ADVERTISING AND MARKETING
4-01. YELLOW PAGES ADVERTISING
4-02. NEWSPAPER ADVERTISING
4.03. NEWSPAPER CLASSIFIED SECTION
4.04. LOCAL NEWSPAPER ADVERTORIALS
4-05. LETTERBOX DROPS
4.06. BUSINESS COMMUNITY AND LOCAL STREET LETTERBOX AND COUNTERTOP DROP
4-07. OTHER FORMS OF ADVERTISING MONITORING
4-08. OTHER BUSINESS OPPOTUNITIERS
PART C
MANY WOULD CONSIDER THE NOT TOO STRAIGHT FORWARD SECTION
PART 5 – FEATURES AND BENEFITS
WHAT DO YOU REALLY SELL?
5-01. DO YOU UNDERSTAND THE REAL DIFFERENCES
5-02. CHANGE SHOULD NEVER BECOME A THREAT
5-03. HOW TO CONVERT YOUR PRODUCT OR SERVICE BENEFITS INTO RELEVANT PROSPECT BENEFITS.
5-04. DO THOSE THINGS THAT DEFY CONVENTIONAL WISDOM
5-05. PROVIDE GOOD VALUE AT A FAIR PRICE
5-06. ENERGY IS THE CURRENCY OF THE FUTURE
5-07. CONSIDER USING AN ELEMENT OF AMAZEMENT
5-08. BECOME A MARKETING INSIDER
PART 6 – DRIVING SALES
FIRST PART
6-A. WE LIVE BY PATTERNS
6-B. OVERCOMING THE BLOCKS
6-C. SUCCESS ATTRACTS GREATER SUCCESS
6-D. FAILURE CAUSES FURTHER FAILURE
6-E. DON’T LEARN FROM THE THINGS THAT GO WRONG
6-F. BUT LEARN FROM THE THINGS THAT GO RIGHT
6-G. CHECK THIS SERIES OF GREAT LIFE SOLUTIONS THAT WILL HELP YOU GROW
6-H. MARKETING BU KEY ISSUES
6-I. MARKETING BY OBJECTIVES
6-J. MARKETING BY STRATEGIES
SECOND PART
6-01. HOW TO GET MORE BUSINESS FROM EXISTING CUSTOMERS
6-02. HOW TO GET BIGGER SALES FROM YOUR CURRENT CUSTOMERS
6-03. HOW TO ATTRACT NEW CUSTOMERS
PART 7 – BECOME A STAR PERFORMER
BECOME THE RECOGNISED STAR PERFORMER
7-01. APPLY AN ASSORTMENT ARSENAL
7-02. SWAP CONTACTS
7-03. NETWORK
7-04. COUNTER NETWORK
7-05. MEET WITH KEY PEOPLE
7-06. SPREAD GOOD RUMOURS
7-07. GO BEYOND SINGLE NICHE MARKETING
7-08. ATTEND ASSOCIATION FUNCTIONS
7-09. CHAIR TRADE FUNCTIONS
7-10. WORK ON YOURSELF
7-11. SPONSOR OFF-BEAT EVENTS
7-12. GIVE AWARDS TO THE COMMUNITY
7-13. HOLD SEMINARS
7-14 THINK PSYCHOGRAPHICALLY
7-15. BE SELECTIVE
7-16. RESIST THE FAMILIAR
7-17. UNDERSTAND “FAIR PLAY”
7-18. STAY MOTIVATED
7-19. GIVE BACK TO THE LOCAL COMMUNITY
7-20. DEVELOP THE SPIRITUAL
PART D
THIS SECTION CONTAINS THE BASIC TOOLS YOU’LL NEED TO UNDERSTAND WHAT’S IMPORTANT TO YOU AND YOUR BUSINESS
PART 8 – WHAT’S IMPORTANT TO YOU?
WHAT’S IMPORTANT TO YOU?
PART E
THIS SECTION CONTAINS THE BUSINESS BASICS YOU NEED TO APPLY TO YOUR BUSINESS TO ENSURE YOUR SUCCESS – IT HAS 3 CRUCIAL SECTORS
PART 9-1 – BUSINESS BASICS
CRUCIAL BUSINESS BASIC’S YOU WILL NEED TO KNOW
- How much business do you need to achieve your goals
- Determining strengths, weaknesses, opportunities and threats
- Profit growth through understanding and data basing your customers
- How to think outside the square
- How to go out and chase business
- How to measure the results of your advertising/marketing
- How to build, maintain, grow and focus a winning team
PART 9-2 – ADVERTISING
ADVERTISING THAT REALLY GETS RESULTS
- How to get fantastic results from the Yellow Pages
- How to generate “free word of mouth” advertising
- How to get 10 times the response from your advertising
- The 4 key ingredients for every advertisement, brochure/sign
12. What promotional material should you use
- Cut your costs by “piggy-backing” your sales message
- Creating hard hitting promotional material
- Getting big results from newsletters
- Creating advertising headlines that grab attention
- How to change your everyday advertising to sales drivers
- Creating radio and TV ads that really work
PART 9-3 – MARKETING STRATEGIES
MARKETING STRATEGIES THAT PERFORM FOR YOU
- How much time should you spend marketing your business
- How much money should you spend on marketing
- How to determine your catchment area critical to efficient business
- Importance of knowing what your competitor is doing
23 How a Customer Purchasing Benefit can change your business
- How to determine your primary and secondary target market
- Using e-commerce, how to propel your site on-line
- How to use NLP to drive sales like the market leaders
- The best ways to build your brand equity
- How to be different, and stand out from your competitors
- Making sponsorships really work for you
- The importance of phantom shopping
- How to promote your business everywhere possible
- How to use PR to gain loads of free exposure
PART 9-4 – DRIVING SALES
UNDERSTANDING HOW TO DRIVE SALES – FAST
- How to get more business from existing customers
- How to get bigger sales from your current customers
- How to attract new customers
- Improving your negotiating skills
- How to add value to customers & increase your profit margins
- How to develop a loyalty program
- Using Risk Reversal to close more sales
- How to build an excellent team
- Making it easy for people to buy from you
- How to use testimonials to drive sales
- How to increase prices and increase sales
- How to make the perfect sales presentation
- How to make direct mail drive sales
- Creating a window display that really generates sales
PART 10 – MY SCRAP BOOK
WRITE UP SECTION
- My Scrap Book
- My Scrap Book
- My Scrap Book
- My Scrap Book
- My Scrap Book
- My Scrap Book
- My Scrap Book
- My Scrap Book
- My Scrap Book
- My Scrap Book
PART 11 – SUCCESS STORIES
WRITE UP SECTION
- My Unique Success Story
- My Unique Success Story
- My Unique Success Story
- My Unique Success Story
- My Unique Success Story
- My Unique Success Story
- My Unique Success Story
- My Unique Success Story
- My Unique Success Story
- My Unique Success Story
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