- Praise
- Title Page
- Copyright Page
- Table of Contents
- Dedication
- Acknowledgements
- Introduction
- PHASE 1 - Getting Into a Marketing Mindset
- Chapter 1 - Inside the Marketer’s Head
- Chapter 2 - What Smart Marketers Know
- Chapter 3 - Marketing by Principle
- Principle 1: Everything Is Marketing
- Principle 2: Everyone Is a Marketer
- Principle 3: Marketing Is Not Sales
- Principle 4: It’s Not All About You
- Principle 5: It’s Not Just What You Do, but How You Do It That Counts
- Principle 6: Consistency and Constancy Are Key
- Principle 7: Marketing Must Be Constant in Thought and Constant in Action
- PHASE 2 - Stir the Pot
- PHASE 3 - Standing Out From the Crowd, the Clutter, and the Competition
- PHASE 4 - Establish the Systems That Make Marketing Happen
- PHASE 5 - Talk Like a Marketer
- Chapter 15 - How You Say It
- How You Say It
- The Mindset
- Are You Talking to Me?
- Getting From “We” to “You”
- Getting Specific
- Know-Think-Feel-Do
- Say It Like You Mean It
- Kill the Marketing-Speak
- Stir Emotions
- Sell It With Headlines
- Call in the Subs
- End All Communications With a Call to Action
- Create Urgency
- Make Your Communications Scannable
- Don’t Be Afraid of Long Copy
- What’s Your Point?
- Establish Graphic and Communication Standards
- Be Consistent
- Say It With Pictures—or Video
- Tell Them What You Do, Not Just What You Are
- Chapter 16 - The Power of Questions
- Chapter 17 - Writing a Killer Marketing Letter
- Chapter 15 - How You Say It
- PHASE 6 - Keeping Marketing in Motion
- Chapter 18 - Avoiding Common Marketing Mistakes
- Mistake 1: Underestimate your real impact on customers.
- Mistake 2: Focus too much on running your business than building your business.
- Mistake 3: Make marketing so complicated that it doesn’t get done.
- Mistake 4: Hesitate to spend money.
- Mistake 5: Do production work you aren’t qualified to do.
- Mistake 6:Try to be too professional.
- Mistake 7: Fly by the seat of your pants.
- Mistake 8: Don’t make marketing routine.
- Mistake 9: Don’t maintain a reliable database.
- Mistake 10: Have scatter-brained messages and efforts.
- Mistake 11:Talk only about yourself.
- Mistake 12: Data dump.
- Mistake 13:Try to reach too many targets too little.
- Mistake 14: Miss marketing opportunities inherent in the day-to-day running of ...
- Mistake 15: Don’t know what to do, so you do nothing at all.
- Mistake 16: Give up too soon on a marketing initiative.
- Chapter 19 - Maintaining a Marketing Mindset
- 1. Get your entire team involved in developing your marketing plan.
- 2. Share your marketing plan with your entire company.
- 3. Tell your staff what’s in it for them.
- 4. Demonstrate that marketing is a top priority for the company.
- 5. Define the marketing role of every employee.
- 6. Train every employee on the basics of marketing.
- 7. Get your team excited about marketing.
- 8. Divide and conquer.
- 9. Post marketing motivators and reminders around the workplace.
- 10. Make your team accountable for upholding your marketing standards and systems.
- 11. Hold faith in your marketing.
- Chapter 20 - Stirring the Pot When You’re the Pot
- Chapter 21 - Final Call to Action
- Chapter 18 - Avoiding Common Marketing Mistakes
- About the Author
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