Table of Contents
Introduction ix
How I Got My Start x
How This Book Is Organized xii
Caveats to Consider as You Start xiv
01 Your Marketing Plan-The First Step to Success 1
Marketing Plan No. 1: Product Business 2
Marketing Plan No. 2: Service Business 12
Creating Your Own Plan 21
Review and Revisions 22
02 Relationship Marketing, Solo-Style 23
Online: Setting Up and Marketing Your Web Identity 23
In Person: Preparing to Connect with Like-Minded People 31
03 Put It in Print-Direct Mail Marketing Tactics 46
Words That Make Direct Mail Memorable 49
Letters 51
Postcards 57
Newspaper Subscription Flyers 61
Surveys 63
Newsletters 64
Note Cards 66
04 Maximum Attention through Print Media Coverage 69
An Introduction to News Releases 70
Why News Releases Are Vital to Business 72
How to Determine What's Newsworthy 74
Press Release Dos and Don'ts 76
Getting the Media Involved 78
Deciding Who Receives Your News 79
Finding Editors to Receive News 80
Fifteen Proven Tips for Great Media Relations 82
Using Editorial Calendars 84
Online News Release Distribution 87
05 Making Yourself a Broadcast Media Darling 91
Why the Broadcast Media Want You 91
Should You Seek Help to Get Broadcasting Publicity? 92
A Do-it-Yourself Primer 93
Satellite Radio 98
Broadcasts-Live or Taped? 99
After-Show Follow-Up 101
06 Technological Tools and More That Maximize Marketing 103
Teleseminars 104
Directories 109
Web Videos 112
Web Radio 115
E-books 117
Membership Sites 118
07 Internet Help to the Rescue 121
Step 1: Select and Register Your Website's Name 122
Step 2: Research Host Sites 124
Step 3: Select Website Creation Software 126
Step 4: Review Other Websites 128
Step 5: Create Site Buzz on a Budget 130
Finding Local and Online Support 134
Turning Visitors into Customers 136
Electronic Newsletters Keep Clients Connected 137
Creating an Online Press Room 142
08 Security Issues and Solutions 145
Security Problems from the Trenches 145
Physical Security 147
Intellectual Security: Paranoia Is Healthy 149
Quick Copyright Tips 151
Trademarks-Then and Now 152
Patent Protection 153
Strategies to Protect Your Property 154
Backup Options in the Office 158
Computer Security Strategies 159
09 Gifts and Other Incentives 163
How Incentives Increase Business 164
How Incentives Aid Your Plan 165
Motivational Events and Ideas 166
Where to Find Gifts and Incentives 169
Incentive Products That Increase Loyalty 175
Incentive Marketing Ideas 178
10 Seven Marketing Methods for Savvy Soloists 181
Idea No. 1-Using Accessories to Break the Ice 181
Idea No. 2-Suitcase Marketing 183
Idea No. 3-15 Minutes of Fame through Twitter 185
Idea No. 4-Using Gifts to Produce Results 187
Idea No. 5-Specialty Regional Websites and Publications 189
Idea No. 6-Preparing for Your Close-Up 192
Idea No. 7-Vehicle Marketing 194
Time to Create and Launch Your Plan 196
In Summary 197
Index 202
About the Author 208
