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By Kim T. Gordon
Big Marketing Ideas for Small Budgets
A Step-by-step Guide to Growing Your Business
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
One: Marketing Strategies
1. Motivate All Your Prospects, All the Time . . . . . . . . . . . . .2
2. Choose the Best Marketing Tactics . . . . . . . . . . . . . . . . .5
3. Increase Sales with Relationship-Building Strategies . . . .7
4. Market the Ownership Experience . . . . . . . . . . . . . . . . . .9
Two: Tools and Tactics
5. Learn Creative Brainstorming . . . . . . . . . . . . . . . . . . . .11
6. Select the Right Media for Your Business . . . . . . . . . . .13
7. Help Customers Find You - Fast . . . . . . . . . . . . . . . . .15
8. Choose the Right Newspapers . . . . . . . . . . . . . . . . . . .18
9. Create a Web Site That Sells . . . . . . . . . . . . . . . . . . . .20
10. Get Superior Results from Email Campaigns . . . . . . . .23
11. Break Away from Traditional Marketing . . . . . . . . . . . .27
12. Get Maximum Results from Radio Ads . . . . . . . . . . . .30
13. Transform a "Good" Brochure into a "Great" One . . . .32
14. Open Doors with Dimensional Mail . . . . . . . . . . . . . . .34
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BIG MARKETING IDEAS FOR SMALL BUDGETS
Big Marketing Ideas
for Small Budgets
Three: Sales and Promotion
15. Master Cold Calling Techniques . . . . . . . . . . . . . . . . .36
16. Write the Perfect Letter . . . . . . . . . . . . . . . . . . . . . . . .38
17. Win More Referrals . . . . . . . . . . . . . . . . . . . . . . . . . . .40
18. Save With Events and Grassroots Marketing . . . . . . . .42
19. Ace Press Interviews . . . . . . . . . . . . . . . . . . . . . . . . . .44
Four: Planning for Success
20. Write An Easy Marketing Plan . . . . . . . . . . . . . . . . . . .46
21. Focus On Success . . . . . . . . . . . . . . . . . . . . . . . . . . .48
About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51
Contact Us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52
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BIG MARKETING IDEAS FOR SMALL BUDGETS
Big Marketing Ideas
for Small Budgets
INTRODU CTI ON
Ask small-business owners from coast-to-coast to name their top priority and they'll tell you
it's making sales and growing their businesses. Trouble is, small-business owners shoulder so
many day-to-day tasks, there's little time to bone up on marketing - and no time to waste wad-
ing through hundreds of pages of esoteric marketing tactics only marketers with millions can
afford. In Big Marketing Ideas for Small Budgets, you'll find step-by-step marketing guidance
created specifically for entrepreneurs. It's easy to follow and you're sure to find information you
can put to work today that will have a positive impact on your company's bottom line.
Do you want to:
33Create a marketing program that builds leads and generates sales year-round?
33Upsell current customers?
33Get the most for your advertising dollars in newspapers, Yellow Pages, radio and other
media?
33Learn how to create messages that motivate prospects?
33Market online with a terrific Web site and successful email?
33Create hard-working sales letters, brochures and other tools?
33Win more referrals?
33Confidently call on prospects?
33Use special promotions and PR to put your company in the spotlight?
You'll find step-by-step guidance on these and other vital sales and marketing practices in
Big Marketing Ideas for Small Budgets. Over 25-years experience as a marketing author,
columnist, speaker and coach give me unique insight into what small-business owners need
most. This handy How-To ebook contains 21 chapters, and is divided into four important sub-
ject areas - marketing strategies, tools and tactics, sales and promotion, and planning for suc-
cess. So when you're finished, you'll be ready to put your plans and programs in place to build
sales for your growing business.
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BIG MARKETING IDEAS FOR SMALL BUDGETS
Big Marketing Ideas
for Small Budgets