The 15 Essential Marketing Masterclasses for Your Small Business 1st Edition by Dee Blick 0857084402 9780857084408

The 15 Essential Marketing Masterclasses for Your Small Business 1st Edition by Dee Blick – Ebook PDF Instant Download/Delivery: 0857084402, 9780857084408

Full download The 15 Essential Marketing Masterclasses for Your Small Business 1st Edition after payment

Product details:

ISBN 10: 0857084402

ISBN 13: 9780857084408

Author: Dee Blick

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.

The 15 Essential Marketing Masterclasses for Your Small Business 1st Table of contents:

Masterclass 1: The Perfect Practical Marketing Plan

The Small Business Marketing Planning Template

1. Audit Your Marketing Activities to Date. How Have You Have Been Promoting Your Business?

2. Appraise Your Products and Services. Are You Planning Any Improvements over the Next 12 Months?

3. Identify Your Key Competitors in the Areas in Which You Propose to Operate

4. Document the Measurable, Realistic and Achievable Business Goals You Aim to Accomplish in the Nex

5. Define Your Positioning Statement

6. Define, Research and Locate Your Target Audiences, Segment by Segment

7. Audit and Develop Your Marketing Toolkit

8. Create a Shortlist of Your Chosen Marketing Activities

9. Determine How You Will Put Marketing at the Heart of Your Business by Recognising the Challenges

Masterclass Summary

Masterclass 2: Your Perfect Positioning Statement

What Is a Positioning Statement?

About You

About You

How Do You Create Your Positioning Statement?

What Kind of Information should Your Positioning Statement Contain?

Case Study 1: Gabby Adler, the Property Specialist

About You

Case Study 2: Optimum Kitchen Appliance Superstores

Our Service

Our Price Strategy

Our Environmental Policy

About You

Masterclass Summary

Masterclass 3: Why It Pays to Locate and Research Your Target Audience

Stage One – Identifying Your Target Audience

Stage Two – Researching Your Target Audience

Building Lists of Your Target Audiences

Masterclass Summary

Masterclass 4: How to Write Copy that Sells

Your Copywriting Planning Guide

Reviewing Your Existing Communications

The Content – Some Copywriting Tips

1. Find the “Write” Space and Time

2. Forget the B2B and B2C Distinctions

3. Write for Your Reader

4. Be Friendly and Conversational

5. Talk about Benefits and Features

6. Don’t Become Sidetracked Searching for a Unique Selling Point if You Don’t Have One

7. You Can Write Long Copy as Well as Short Copy

8. Are You Asking Questions?

9. Are You Telling a Story?

10. Break It up

11. Include Clear and Appropriate Calls to Action

12. Be a Ruthless Editor!

Masterclass Summary

Masterclass 5: How to Make Your Website a Magnet for Hot Prospects

Step 1: Get Your Customer in Your Sights

Step 2: Keyword Research. What Are Your Customers Looking For?

Step 3: Find out What Customers Really Search for

Step 4: Bring Your Keywords and Site Plan together

Step 5: Divide Each Page into Three

Step 6: Sort Your Head out

Step 7: Flaunt Your Body. Write Copy Your Customers Can’t Take Their Eyes off

Step 8: Exploit Your Footer (Then Have a Bit on the Side)

Step 9: A Step out of Order. Not All Web Pages Are the Same

Step 10: Monitor Your Progress

Masterclass Summary

Masterclass 6: How to Write Successful Adverts

Why Your Advert Must Have an Impact

Attention

Interest

Desire

Caution

Action

Writing Successful Adverts

The Headline

The Content

Visuals

Be Ready to Respond to Those Responses!

Measure the Performance

Five Successful Adverts to Appraise

Masterclass Summary

Masterclass 7: How to Get PR in Printed Publications

The Mistakes to Avoid

Recognise Your Market

Initial Research Completed, What Are the Next Steps?

What Can You Bring to the Table?

A Good Telephone Introduction

What Happens When You’re Given the Thumbs up?

See These Tips in Action with Three Small Business Case Studies

What can you learn from this case study?

Some Points to Note . . .

What Can You Learn from This Approach?

How to Write an Effective Press Release – by Aneela Rose

1. Your Story Must be Newsworthy

2. Build a Targeted Media List

3. Write a First Class Press Release:

4. Supply an Outstanding Photograph

5. Distribute Your Press Release to a Select Group of Journalists

6. Make Journalists Care about Your Story

Getting Results

Example of Actual Press Release

Putting Your PR Coverage to Good Use

Masterclass Summary

Masterclass 8: Why It Pays to Do Direct Mail

How Will You Find Your Target Audiences?

Five Direct Mail Questions and Answers

1. How Can I Ensure That My Mailshot Is Opened?

2. Do I Have to Follow up Everyone I Mail by Telephone for My Mailshot to Work?

3. What Response Can I Expect from My Mailshot?

4. What Can I Add to My Sales Letter to Make My Mailshot More Interesting?

5. How Do I Go about Writing a Great Sales Letter?

Three Successful Direct Mail Case Studies

What Can You Learn from This Case Study?

What Can You Learn from This Case Study?

What Can You Learn from This Case Study?

Masterclass Summary

Masterclass 9: How to Take the Chill out of a Telephone Cold Call

Building Relationships with Cold Prospects

So What Does It Take to be Successful on the Telephone?

The Power of Practice

Your Voice – a Vital Asset in Your Cold Calling Toolkit

The Power of Preparation

Negotiating Past the Gatekeeper

Making a Professional Introduction to Your Cold Prospect

Set the Scene at the Start of Your Conversation

Be Prepared Beforehand with Your Questions

We All Love a Listener

Eight Tips for Building “Appropriate Business Rapport”

How to Handle Objections with Success and Confidence

Close That Conversation with Confidence, Purpose and Flair

What If Your Cold Prospect does not Want to Meet?

Masterclass Summary

Masterclass 10: The Secrets of Successful Email Marketing

Long Live Email Marketing!

Why Use Database Marketing?

Why Email Marketing?

Target Audiences and Quality of Data

Campaigns and Timing

What Makes a Good Email Message?

Calls to Action

Graphical Format or Plain Text?

Improving Open Rates

Unsubscribes and Bounce Backs

Sharing – Forward to a Friend and Social Media Links

Permission Marketing

How Do I Get a Good Database?

Acquiring Data

Storing and Accessing Data

Organising Data Management

Useful Fields in a Database

Renting or Buying Data

Data Quality – Your Database

Measuring Performance

Cocoa Loco Valentine’s Day Campaign

ISM (Integrated Security Management)

Masterclass Summary

Masterclass 11: How to be a Confident and Engaging Public Speaker

Why Consider Public Speaking?

Step One: Your Starting Point – Self-Belief!

Step Two: Building Your Magnetic Stage Presence

Make Your Voice the Sweetest Sound to Your Audience’s Ears

Your Body Language – Confident, Warm and Welcoming

Looking the Part

Step Three: Your Audience

Step Four: Developing Your Theme

Step Five: Writing Your Talk

Step Six: Practice Makes Poised, Professional and Perfect

Step Seven: Checking out the Venue

Step Eight: Delivering Your Speech

Stage Nine: Reflecting on Your Performance

And Finally

Masterclass Summary

Masterclass 12: How to Build Your Expert Status

What Defines an Expert?

Are You Reluctant to See Yourself as an Expert?

Building Your Expert Status

Masterclass Summary

Masterclass 13: How to Wow Your Customers with Genuine Customer Care

Dealing with Complaints

Finishing on a High with the “WOW” Model of Customer Service

Masterclass Summary

Masterclass 14: Why You Should be Falling in Love with LinkedIn!

Masterclass Summary

Masterclass 15: How to be Terrific on Twitter

Social Media, Not Selling Media

Making Twitter Work for You

The Holy Grail – How to Get Your Tweets Re-Tweeted

Why Are You “Unfollowed” on Twitter?

The Misuse of Direct Messaging

What Can I Tweet About?

How to Grow Your Followers and be Successful on Twitter

Useful Twitter Tools

Masterclass Summary

Conclusion

About the Contributors

Liz Barnes

BSc, Cert Ed, DipM, FCIM, Chartered Marketer

Robert Clay

Founder of Marketing Wizdom Ltd., Mentor to Business Founders in Top 0.5% of Entrepreneurs

Nicky Kriel

Social Media Coach and Trainer

Ben Locker

Web Copywriting Expert and Professional Copywriters’ Network Co-Founder

Aneela Rose

Managing Director of Aneela Rose PR

People also search for The 15 Essential Marketing Masterclasses for Your Small Business 1st: 

principles of marketing mcgraw hill

masterclass marketing strategy

the best masterclasses

masterclass 15

Tags: Dee Blick, Essential, Marketing, Masterclasses