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- Gathering Competitive Intelligence
- It's important to complete a competitive analysis during the start-up phase of one's new business, about the time the person putting together the marketing plan. In fact, if a person gets underway without performing a competitive analysis, the person runs the risk of creating marketing tools and product or service...
- White papers 2004-09-07
- That's the Spirit
- Whether a person is a brick-and-mortar retailer or sells online, the person should supersize his customer rewards program. The person should entice his top-tier customers to spend more by offering a series of premium rewards. The person should offer past customers special discounts or perks, such as free shipping or...
- White papers 2003-10-01
- Make Them Want You
- Whether a person uses Takeaway Selling or not is a fundamental choice about how the person is going to go through his or her career, what kind of experience it's going to be for the person and for customers or clients. Takeaway Selling is actually win-win. Clients feel good about...
- White papers 2004-05-17
- Creating Your Advertising Plan
- Once a person knows what people demographics are to be reached, the person will need to cover his or her store name and location; business hours; URL; and, for all mediums besides radio, the phone and fax numbers (unless the person already has an easily remembered toll-free number that people...
- White papers 2001-12-10
- Advertising in Slow Times
- Radio and TV reps will be looking to sell chunks of time to ensure a person's business, because it will free them up to look for fresh meat to fill the gaps in their budgets. They will be inclined to get creative and do what they can to keep the...
- White papers 2001-10-01
- Hot on Their Trail
- If a person is using an ad-tracking program, the person is likely monitoring the profitability of internet marketing efforts. That's if customers buy online. But can customers order by phone, fax, mail or in person? If a person is not giving credit to the online ad campaigns that generate offline...
- White papers 2004-12-01
- Taken Out of Context?
- If a person is investing in pay-per-click advertising on search engines such as Google or Overture, the person's paid listings might appear on other Web sites - but not on their search results page, and not for the keywords that the person bids on. The person's ads may appear on...
- White papers 2004-06-01
- 7 Ways to Milk Your Media Coverage
- A person has just grabbed the media's attention with an intriguing press release; now the person is on the way to achieving his or her public relations goals. But the person should not stop here. There's lots more the person can do after he or she has received media coverage....
- White papers 2006-04-06
- Riding the Airwaves
- Does a person want to raise awareness of a product, service or issue, but lack the deep pockets required for a nationwide advertising campaign? Or perhaps the person is looking for the kind of credibility advertising can't buy. By conducting a PR radio tour, a person can win the publicity...
- White papers 2006-02-01
- Getting Ink
- So a person wants to land his or her business message on the pages of The Wall Street Journal or Vogue. Sound impossible? Not really. The person can hire an experienced publicist or PR firm with established media contacts, or can go it alone and still achieve media-relations success -...
- White papers 2005-02-01
- Shout It From the Rooftops
- Whether a person sells high-tech gadgets or craft supplies, or is a dog-walker or a restaurateur, the person is an expert in something. Becoming a public speaker will allow the person to share that expertise and get his or her business recognized at the same time. Before the person markets...
- White papers 2005-05-01
- How to Get Started in Public Speaking
- When a person is starting out in business, the most effective and least expensive way to market himself or herself is by word of mouth - the person's mouth. For Truax, the most important speaking opportunity is the "Elevator speech" - what a person says at mixers and networking opportunities...
- White papers 2004-08-25
- In Any Event...
- How many community or local business events has the company sponsored in the past year? Perhaps a person will have participated in three, four or even more. But how much attention did the person really get for all the hard work and time invested? With the arrival of spring- and...
- White papers 2006-03-01
- Who Should Receive Your Press Release?
- A person can get a list of people to send a press release to from a library or from search engine research. Once the person has identified the publication, then the person can contact each to find the appropriate contact person for his or her genre of information. Sometimes this...
- White papers 2004-04-19
- 3 Steps to Branding Your Website
- A person's business's website will be many people's first impression of the person's company, products and services. As a result, the person's site represents a critical component of the person's branding strategy: It communicates who the person is, what he has to offer and what he promises his brand through...
- White papers 2005-09-05
- Spill the Beans
- When a person gives away information, it seems like the person is sharing secret stuff. The person is not, but that's the perception, because the person is offering people value without asking them to open their wallets. Help people solve a problem or teach them something, and they'll want to...
- White papers 2005-07-01
- Close to Home
- Hanging out a shingle from a person's home can be a pretty daunting experience, and it helps to know if the person not alone. The authors' went hunting for some homebased business associations to help a person on his or her journey. The bad news is that the authors' didn't...
- White papers 2004-05-01
- What a Deal!
- If a person is staying at a hotel for an extended period, or have several colleagues staying as well, the person should ask for a volume discount. Instead of the reservation desk, the person should deal with the hotel sales director. If the person can't negotiate a decent price break,...
- White papers 2005-01-01
- Creating Newsletter Content
- A person may take it for granted, but he will know a lot about his business that customers would find interesting. The person also brings his personality to work. So the person already has the foundation for the content and tone of his e-mail newsletters - the person is ready...
- White papers 2005-06-29
- Learning to Delegate
- Delegation is about handing over authority, and for many small-business owners, that's a scary concept because a person doesn't know what will happen when he give up control. But the good news is, delegating doesn't have to be scary - the person has more control than he thinks. The key...
- White papers 2004-10-22
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