Book Description
Do you dream of opening up your own retail business, but don’t know how to get started? In Retail Business Kit For Dummies, retail marketing guru Rick Segel gives you the expert advice you need to get your business on its feet, with unbeatable advice on branding, marketing, and merchandising. You’ll figure out how to start and run your business, including day-to-day operations and procedures as well as all the little details retail professional handle on a daily basis.
If you’ve ever wanted to make your living interacting with customers and being your own boss, this book offers all the inside advice you need to get going. In fact, this book is perfect for anyone:
- Who wants to be her own boss
- Considering a career in retailing
- Who loves working with people
- Thinking about opening their own business
- Who loves to sell
Retail Business Kit For Dummies covers all the nuts and bolts of setting up shop — finding the perfect location, choosing and purchasing merchandise, and hiring employees. You’ll also discover how to write a business plan and deal with paperwork like taxes, permits, registrations, and other requirements. There’s also great advice on the art of selling and the fundamentals of promotion and advertising. You’ll also benefit from such practical advice like the ten keys to retailing success and ten ways to impress customers. And there’s much more:
- Branding your business
- Identifying and targeting your ideal customer
- Developing a marketing plan
- Pricing your merchandise
- Fulfilling legal and financial responsibilities
- Getting the word out
- Choosing the right media to advertise in
- Setting up and running a sale
- Fundamentals of accounting and financial statements
The book also includes a helpful CD-ROM packed with sample financial reports, customizable legal and business forms, checklists, and tools for building your own coupons, gift certificates, and much more. Whether you’re thinking about starting a business or need help running the business you already own, Retail Business Kit For Dummies is the fun and easy guide to big profits.
Customer Reviews:
Retail Business Kit for Dummies.......2007-08-04
I recently opened a small shop in an antiques mall and found this book to be quite helpful. The information is presented in an interesting and easy to use format. The book covers all the basics and is loaded with useful suggestions for marketing your business.
Good read, but too rudimentary.......2006-08-31
One thing is for sure - if you really intend to start your own retail business, Retail Business Kit for Dummies will not take you far. It is very rudimentary, to say the least. My real disappointment is because of the CD that came with the book, supposedly full of useful forms, reports etc. They looked as if they were written with a typewriter.Anyway, regardless of your profile, I do not think that this book will help you open or run a successful retail business, nor significantly compliment your existing knowledge.
However, it does make an interesting read, and offers good common sense advice based on the authors many years in the industry.
A must read for the beginner.......2005-07-21
I could hardly put this book down after receiving it. I especially liked the section on writing a business plan. Lots of detail in this book.
Great for basics, too general for experienced marketers.......2003-10-13
I should preface this review by saying that I am probably not the typical reader the author had in mind when writing this book. As a marketing consultant, I was recently was engaged to develop retail feasibility study and project plan for an Internet retailer planning their first bricks and mortar store. Although I have retail marketing experience, I bought this book to make sure that I had all bases covered and to get some fresh ideas on visual merchandising, retail POS systems and operations for small retailers.
This book is a great tool for a would-be entrepreneur thinking about starting their first retail business. It covers all the basics needed to plan, set up and manage a retail business, from writing the business plan to making the business a reality. The author makes good use of case studies which illustrate some of the retail successes and failures that he has observed. Another feature I found particularly useful are the tips on all aspects of retailing that could take years of trial and error to learn on your own. Last but not least the CD contains a wealth of useful forms and checklists.
Some areas that I would like to see developed in future editions are:
* Visual merchandising and store layout - more on principles and examples of floor plans
* Software suggestions - small business retail POS systems, planogram and merchandising design software
* Sample budgets and project plans
* Links to online sources of information - where to find designers, software, sales staff etc
To summarize, an excellent book on retail basics and if Rick Segel writes an "Advanced Retailing for Dummies" book, I will be the first customer.
Great book for retailing entrepreneurs!.......2003-06-17
I'm a CPA in Redmond, WA with a heavy retail clientale. (I'm also the author of QuickBooks for Dummies and Quicken for Dummies.)
This is a great book for people looking to start successful retail stops. Tons of great ideas. It's also a great book for established retailers looking to improve their profitability.
My one gripe with the book is that the tax advice and information is wrong. But your accountant or attorney can and should provide that information to you.
...P>Steve
Book Description
When it comes to marketing, nothing beats good word of mouth. But how do you get your customers talking? This friendly guide shows you step-by-step how to create and implement an effective public relations strategy for pennies on the dollar compared to the cost of advertising. Public Relations Kit For Dummies gives you all the tools you need to spread the word about your product or service, without a PR agency. All it takes is effort and the straightforward guidelines you’ll find in this helpful guide.
If you’re a small business owner or manager or an entrepreneur, good PR will give you an advantage over your competition. If you’re a corporate manager or executive, you need an effective public relations program to communicate with your target market without increasing ad spending. In Public Relations Kit For Dummies, you’ll discover how to:
- Map a winning PR strategy
- Grab attention with press releases, interviews, and events
- Cultivate good media relations
- Get print, TV, radio, and Internet coverage
- Manage crises
This book is packed with successful ideas, techniques, and campaigns that really worked – and you can customize them to fit your clientele, product, or service. This friendly guide shows you how PR works, how to brainstorm for creative ideas, how to deliver your message to the media, and how to create buzz. And there’s more:
- Developing and stick to a budget
- Building an in-house PR department
- Specific PR tactics like contests, surveys, and tie-ins
- Company newsletters
- Writing query letters and pitch letters
- Handling yourself in interviews
- Turning bad press into good publicity
- Developing a contact list
- Specific strategies for radio, TV, newspapers, and new media
- Handling crises
- Measuring PR results
The book also includes a CD-ROM full of helpful PR forms, checklists, and templates; lists of resources like PR firms and media outlets; and software programs that makes PR simple. If you want people to notice your product or service, Public Relations Kit For Dummies is the only resource you need.
Customer Reviews:
Will use again.......2005-09-19
Book came quickly, in good shape, what more could you ask for?
Good information.......2005-09-11
I would recommend this book to anyone looking for thorough information on public relations. It's worth the purchase and good to have on the bookshelf.
Complicated PR: A thing of the past.......2005-04-07
This is a fantastic do-it-yourself guide to public relations. I didn't see myself as the "for dummies" kind of person until i read this book. The book covers topics including change management, communication, marketing and issues management and makes them look easy. A must have for anyone wanting to know more about PR.
Excellent for a PR Starter.......2005-02-26
The real reason I purchased Public Relations Kit for Dummies, is for my interest of pursuing a career in publicity. All of the Dummies Series books that I've read are based on the fact of the readers being at "beginning level." I like that, because it allows us that don't have the experience or knowledge, gain more insight and wisdom on the particular subject. If you are a intermediate or very experienced PR professional, maybe you shouldn't purchase it. But I find the works of Eric Yaverbaum and Bob Bly, really great. I'm happy with my book, and plan on keeping it on my desk! Thank you...
Save Your Money.......2004-07-30
The Public Relations Kit For Dummies by Eric Yaverbaum and Bob Bly should be called The Public Relations Kit For Blooming Idiots. I cannot think of one thing I learnt from this book. If you have a basic ideal of how to create a press release and grammar skills above a forth grade level you do not need this book. Here are a few items the authors did not cover in this book:
1. How to organize a press kit for any occupation such as an actor/actress, an author, ........... There should be AT LEAST A BARE BONES BASICS OF AN ORGANIZED PRESS KIT IN THIS BOOK, OR ON THE WORTHLESS CD AND THERE IS NOT.
2. There is VERY LITTLE INTERNET RESOURCES IN THIS BOOK. Shame on you two for that!
Save your $20.00. There is NOTHING in this book you cannot find on the internet in one evening of research.
Book Description
Network marketing has helped people all over the world achieve financial independence—and it can help you do the same. As a profession, network marketing invites all people, regardless of gender, experience, education, or financial status, to jump on board and build a satisfying and potentially lucrative business. If you want to improve your current financial situation and are ready to become your own boss, then networking marketing is the way to go.
Whether you want to work full-time or part-time; whether you dream of earning a few hundred dollars a month or thousands of dollars a month, Network Marketing For Dummies can show you how to get started in this business within a matter of days. If you’re currently involved in network marketing, this book is also valuable as both a reference source and a refresher course.
Network marketing is a system for distributing goods and services through networks of thousands of independent salespeople, or distributors. With Network Marketi ng For Dummies as your guide, you’ll become familiar with this system and figure out how to build revenue, motivate your distributors, evaluate opportunities, and grab the success you deserve in this field. You’ll explore important topics, such as setting up a database of prospects and creating loyal customers. You’ll also discover how to:
- Get set up as a distributor
- Develop a comprehensive marketing plan
- Recruit, train, and motivate your network
- Maximize downline income
- Take your marketing and sales skills to a higher level
- Cope with taxes and regulations
- Avoid common pitfalls
Packed with tips on overcoming common start-up hurdles as well as stories from more than fifty successful network marketers, Network Marketing For Dummies will show you how to approach this opportunity so that you can begin to build a successful and satisfying business of your own.
Customer Reviews:
Good for Motivation.......2006-12-20
This is a good book for motivation and an intro to network marketing if you know nothing at all. Zig is a great motivator. You'll need additional sources of information if you want to get in depth knowlege of how mlm works.
Zig Tells it Like it is!.......2006-11-23
This is the most comprehensive, informative book I have read on network marketing. Zig lays it out with complete honesty warning readers to stay clear of get rich quick schemes and faulty compensation plans. I learned that the network marketing company I left, while operating within Federal boundaries, is pushing the envelope with some of its sales tactics and covertly encouraging representatives to "front load". At the same time, I discovered that the company I am with now is operating with complete honesty and well within Federal guidelines. As for the naysayers, great speakers and trainers do not necessarily make great business owners. That doesn't mean they can't impart valuable information along to the student. Zig does what he does best. I do not hold his failed network marketing business against him. I'll take Zig's advice and think positive and surround myself with positive people.
Beginner's How-To Manual for any person new to network marketing.......2006-02-18
Zig explains network marketing in simple, easy to understand terms. In chapter 5, "Evaluating Network Marketing Companies", Zig discusses several questions a person should ask to whether they are pursing the right network marketing company.
Also, in chapter 10, "Knowing What to Do After You Sign Up" was very helpful for me in taking the next step.
A Book That Teaches One To Sell.......2005-11-19
Albeit the fact that Zig Ziglar's own MLM bit the dust, this book is great for those who would like to learn how to retail their MLM products.
Also this book does NOT cover much about the pitfalls one is bound to encounter in network marketing.
James Leong
Author of "MLM Persuasion Mastery:
How Master Networkers Change Beliefs
and Behavior"
Good basic MLM book by Zig.......2004-06-16
Zig Ziglar is America's motivator. As another reviewer has already alluded to, 75% of Fortune 500 companies utilize Zig's training systems. And Zig has trained over 1,000 network marketers. Zig was also successful himself as a network marketer and in direct sales. He speaks from experience.
More importantly, Zig is a great trainer. He knows how to bring out the best in everyone. And co author John P. Hayes has his own powerful credentials.
This book is particularly good for newbies in network marketing. Zig will show you how to pick your first company, what to look for, what to look out for and to what to avoid. He gives his usual motivational tips and it is updated to include the internet.
If you are new to network marketing, then I cannot recommend this book enough. Also recommend Mark Yarnels excellent book, Your First Year in Network Marketing.
Average customer rating:
- not his best book
- ABC ALWAYS BE CLOSING!
- A must-have for anyone in sales!
- Tom is the Master Closer
|
Sales Closing for Dummies
Tom Hopkins
Manufacturer: For Dummies
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ASIN: 0764550632 |
Book Description
Without the close, there is no sale. Pretty obvious, right? Yet, for many salespeople, closing is the most baffling and elusive part of the selling process. All too often, salespeople meet qualified clients and charm them with an eloquent presentation, only to see the sale mysteriously slip from between their fingers in the end. Which is sad when you consider all the hard work – the prospecting, preparation, planning, and practice – done for the sake of a moment of truth that never arrives. Fortunately, closing is an art that can be mastered, and now Sales Closing For Dummies shows you how.
Packed with powerful principles that can help you become a top-producing salesperson, Sales Closing For Dummies is the ultimate guide to mastering that most mysterious part of the selling equation. Tom Hopkins, the legendary sales genius who, by age 30 was the nation’s leading real-estate trainer, demystifies closing and shows what it takes to be a champion closer, including how to:
- Lead a sale without being pushy
- Read the signs of an interested potential buyer
- Use questioning methods that close sales, time and again
- Help clients feel good about their buying decisions
- Keep your clients’ business and build their loyalty
- Build long-term relationships and watch your sales grow
With the help of dozens of real-life examples from a wide cross section of industries, Tom shows why professional selling is about communication, not coercion. And he shares his considerable insight and experience on:
- Verbal and visual buying cues and how to recognize them
- Choosing the best location for closing
- Addressing concerns and creating a sense of urgency
- Time-tested tactics and strategies for ending customer procrastination, overcoming their fear, closing from a distance, and more
- The ten biggest closing mistakes and how to avoid them
- Add-on selling and other ways of getting your clients to help you to build your business
Featuring Tom’s Hopkins’ trademark “Red Flag” key points and situation scripts, this fun, easy-to-understand guide arms you with the hands-on tools and techniques you’ll need to become a world-class closer.
Customer Reviews:
not his best book.......2007-01-19
I was disappointed in the book. It's not Tom's best book by far. I found it very boring. Using examples that I just could not relate in my sales career.
ABC ALWAYS BE CLOSING!.......2003-10-26
I've been in Real Estate sales for just over a year. This is my first "sales" job so I was looking for something to help me with my closing skills. After reading the first 10 chapters of this book, I picked up several techniques and ideas from Tom's strategies that helped me. They helped me so much in fact, that I got two listings in one week! The commission on those two listings totaled $20,610! If I could recommend any sales book for a beginning sales person, or an experienced sales person that just needs some new ideas, this would be it!!!
A must-have for anyone in sales!.......2002-12-06
I found this book to be very helpful. My close ratio has increased by 150%! But most importantly, now that I have this knowledge I can finally afford a pool table for my basement and daily veterinarian appointments for my cat!
Tom is the Master Closer.......2000-11-01
I've been involved in sales for over fifteen years and I have yet to see another speaker/author come this close to perfecting and teaching the sales process. There are many other fine teachers, but Tom Hopkins seems to be the easiest to understand and the easiest to follow - even for the newest of my salespeople. And since he applies his disciplines to all industries, this may be the only sales guide you need - what a way to clean up that library! Truly a fine compilation of the best sales closings and how to use them.
Book Description
- The first-ever book to show businesses step by step how to capitalize on advertising programs offered by Google, the world's #1 search engine, with more than 200 million search queries per day
- Written by a veteran For Dummies author working in cooperation with Google, which will help support the book
- From selecting the right keywords to crafting the right message, the book explains how to boost site traffic using AdWords, Google's hugely successful sponsored-link advertising program, which now has more than 150,000 advertisers
- Also details how to make money with AdSense, a Google program that funnels relevant AdWords ads to other sites-and pays those sites whenever someone clicks on them
Download Description
- The first-ever book to show businesses step by step how to capitalize on advertising programs offered by Google, the world's #1 search engine, with more than 200 million search queries per day
- Written by a veteran For Dummies author working in cooperation with Google, which will help support the book
- From selecting the right keywords to crafting the right message, the book explains how to boost site traffic using AdWords, Google's hugely successful sponsored-link advertising program, which now has more than 150,000 advertisers
- Also details how to make money with AdSense, a Google program that funnels relevant AdWords ads to other sites-and pays those sites whenever someone clicks on them
Customer Reviews:
I learned so much from this book.......2007-03-30
This book took my business, AUDIN Web Design, to new heights. Now anyone can just type in AUDIN Web Design in Google (or Yahoo and MSN, for that matter) and find me. This book allowed me to master Google, the juggernaut of search engines. If you cannot tame that tiger, you will not survive in the market place. My company, AUDIN Web Design, has helped many small business get ranked on Google. This is my bible. I carry it around wherever I go. I advise everyone to read this book before consulting a professional about your online search needs. You could get ripped off if you are not wise about your choice of Company. This book has given me such confidence with the Google juggernaut, that my company now offers a 100% money back guarantee policy. A lot of companies can't offer that because they don't know what they are doing. Read this book and get informed. It could save you lots of money, yes money, the stuff you work so hard for. The stuff makes the world go round.
A must read for any business owner........2006-03-09
Since Google is currently master of the universe you need to understand what Google is looking for when it ranks web pages. This book not only does that but goes into detail of other Google services like froogle, adsense and adwords. I highly recommend this book to anybody trying to build a presence on the web.
Easy to Understand, organized well.......2005-06-14
This book was very helpful in teaching novices how Google works with online businesses in order to make the businesses more profitable and also make Google move valuable. The techniques were easy to apply.
Ed
http://www.imonitsoftware.com
Solid Overview of AdSense, AdWords, Froogle and Catalogs.......2005-03-18
"Building Your Business with Google For Dummies" by Brad Hill is one of many options for learning Google's tools. This one is focused on using it to promote business websites.
You might not need this book. To find out, go to Google's website, and create an account. Look at the FAQs, testimonials and the help areas. Much of what's in Hill's book is logical, but is organized in as sensibly as any I have seen. I need this book for that reason. It saved me time from having to learn this information in a too slow trial-and-error way.
You'll learn a few important things about Google, and how to help them help you attract traffic, sell products, or create interest in your website.
AdWords
I have an online e-commerce site, and need to know Google. As a smaller business, I can't compete with the major companies in being listed in categories I feel are important. That's where Google AdWords comes in. It allows me, for a fee per click, to compete.
Hill's explanation of strategies and process is solid. There are ways to lose money, and he helps show how to test keywords, use ad groups, edit ads, and how to bid intelligently. He also looks at the premium service that allows big businesses to use oogle with less worry about click-through rates.
AdSense
AdSense, the tool that places Google ads on websites based on the page's content. While I only make a few cents when a vistor clicks through an ad, it helps me provide a service to my customers who do not feel my site met their needs.
Hill explains how AdSense makes money, and warns against cheating.
Increasing Your Page Rank
No one knows Google's formula for ranking pages. The most important factor is having useful information, being linked on other like-minded sites, not abusing the process.
Hill tells you what page rank means, and how to avoid mistakes many webmasters make. This includes tips on design, domain choice, keyword use.
Using Froogle and Google Catalogs
These are two features I have never used. Hill gives a good overview of this Google tool, which provides exposure to those websites selling products in a catalog-style, or through AOL and Yahoo shops.
I fully recommend "Building Your Business with Google For Dummies" by Brad Hill.
Anthony Trendl
editor, HungarianBookstore.com
For the Site Manager.......2005-01-18
This is a book on Google's back end business aspects. It is not concerned with searching to find information. Instead it is on directing more attention, more business to your web site. The book is divided into two major themes, first working to make your site more Google friendly, and second working with Google's paid services including advertising on Google's site using programs like Google AdWords and AdSense. There's a chapter on Google's elusive Page Rank system that talks extensively about Google's philosophies on links and how they affect Page Ranking.
Book Description
This update to Marketing Online For Dummies includes all of the great topics from the original book, plus an additional focus, Internet advertising, a very hot topic. The right Internet advertising campaign can cost very little and make a product launch or even a company a winner; the wrong approach can be a huge waste of time and effort. The authors have hands-on experience doing both guerrilla marketing and million-dollar deals in this critical area. Also covered in this edition is a quick-start guide to getting net-savvy, a survival requirement in the Web marketing world.
Customer Reviews:
Strategy still solid, examples dated.......2007-03-02
As the co-author of this book (so I gave it a neutral, mid-range rating), I agree that the examples in it are dated. The parts about building a strategy, however, are still strong, as are some of the definitions and general tactical suggestions. However, if anyone is looking for flavor-of-the-month Internet marketing tactics (as what works best has changed over time), or current examples or resources, I would recommend another book. For strategy, though, this still works.
Internet Marketing for Dummies.......2007-02-17
This book is okay. It is outdated but well intentioned. If he updated it, it would be fine. If you are a rank beginner, you can still get some use out of it. Some of the other reviews are horrible, but I can't say they are totally justified. I'd very strongly recommend:
"Internet Marketing Secrets: Make a Bundle on the Internet" this is very good book and it will get you started on making REAL money!
GMan
A little outdated..........2007-01-18
They need to revise many of their chapters. Most of the content is completely outdated as it was written in the year 2000/2001. If you buy this book, you won't be able to follow most of the suggestions or go to most of the websites this book refers you to, give or take a couple valuable recommendations that stand the test of time. It's not worth the purchase because it will mislead you.
Instead, look to buy a guide that was published within the past year.
Lacks in valuable content.......2002-11-10
I recently purchased this book so I could get a better edge on marketing my online business. After spending a couple of days reading this book and researching some of the information presented I can conclusively say that this book did not teach me anything that I did not already know.
I will also add that some of the most important areas of Internet marketing were not even focused on for more than a single sentence or paragraph; leading me to believe that the gentlemen that wrote this book are not versed in online business, as much as they are with the brick and mortars.
I would strongly recommend not purchasing this book if you want to learn more about Internet marketing. I'm sure there is a good book out there for this, however I have not found it yet.
Regards,
DK
A hand book and guide you've been looking for.......2000-12-27
Internet Marketing for Dummies Internet Marketing for Dummies is a must read book for any small business person new to online marketing. There's a lot of hype about marketing on the Internet, but the book's authors Frank Catalano and Bud Smith - do not hype your expectations. I knew that Internet Marketing for Dummies was not going to be another "let down" when I noticed that the authors included many of the online marketing resources that I frequent on a daily basis! Catalano and Smith begin their book by explaining that "Internet marketing" is "marketing" but using the Internet - and this is very important to understand. So many businesses want to rush into "online marketing", but don't have any clue about how even to market at all. The fundamentals of marketing, apply online as well as off line. Internet Marketing for Dummies walks the user through a fast over view of the Internet - explaining what AOl is, as compared to full access to the Internet. This chapter is very helpful for the many small businesses that are really not so sure what the Internet is all about. Chapter 2 and 3 of Internet Marketing for Dummies realy lays in to the nitty gritty of marketing, with a consentration in chapter two on developing an "Internet Marketing Plan" I was very impressed that the authors of this book took a whole chapter to also discuss and help the reader decide their domain name. Your business name, may indeed be "Faulkner, Grade and Berkmenstein" - however, you may wan to try out "greatlawyers.com" for a domain name! There's a lot of gems in Internet Marketing for Dummies , such as a nice section on effectively using email as a marketing tool. On page 155, chapter 8, Internet Marketing for Dummies lists "techniques for gathering visitor information" on your Web site. See, Internet marketing is more than "just" Internet marketing, but its a blend of leveraging your own Web site, reaching out to others, adveritising on Web sites, building an email list and etc. Internet Marketing for Dummies is one of those books you just keep as a guide on your desk and refer to daily. After you've launched some successful online marketing campaigns you'll be a pro and can then refine what you've learned in Internet Marketing for Dummies.
Book Description
Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors’ don’t.
Whatever your business is, whether it’s large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You’ll get familiar with branding essentials like:
- Defining your company’s identity
- Developing logos and taglines
- Launching your brand marketing plan
- Managing and protecting your brand
- Fixing a broken brand
- Making customers loyal brand champions
Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack—and for positioning your business to reap the ensuing rewards.
Customer Reviews:
The Only Branding Book You Need!.......2007-06-14
Just as her Small Business Marketing (for Dummies) book is the only marketing book you will need, Branding for Dummies is the only branding book you will need. Detailed, yet succinct. Page after page of practical and tested information to help you create a truly remarkable brand.
Book Description
Having your own business isn’t the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today’s competitive environment, strategic marketing is essential.
Small Business Marketing For Dummies, Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more. The book covers:
- Marketing basics that prepare you to rev up your business and jumpstart your marketing program
- Information to help you define your business position and brand
- Advice on bringing in professionals
- A quick-reference guide to mass media and a glossary of advertising jargon
- How-tos for creating print and broadcast ads that work
- Ideas for getting the word out without advertising, including information on direct mail, brochures, publicity, promotions, and more
- Ten steps to follow to build your own easy-to-assemble marketing plan
With pages of ideas for low-cost, high-impact marketing from author Barbara Findlay Schenck, a marketing consultant with more than 20 years experience with clients ranging from small businesses to Fortune 500 companies, Small Business Marketing For Dummies, Second Edition helps you reach and keep new customers. Whether you’re running a home office, a small firm, a family business, a nonprofit organization, or a retail operation, you’ll discover how to:
- Custom design your own marketing program
- Create effective marketing messages
- Produce marketing communications that work
No matter what field you’re in, Small Business Marketing For Dummies, 2nd Edition will help you make your dreams come true. If you buy it, read it, and implement some of the marketing strategies discussed, customers will come.
Download Description
Having your own business isn't the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today's competitive environment, strategic marketing is essential. Small Business Marketing For Dummies, Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more.
Customer Reviews:
A good book covering the basic marketing options available to a small business........2007-04-15
I purchased this book back in 2005 when it was hot off the presses. I skimmed it back then, and thought it was a good book. Last year I started working as a SCORE volunteer, and about the same time I started reviewing some of the business books I own. Since this book does not set my world on fire regarding small business marketing, I have not made it a priority to post a review. It's raining and miserable outside right now. So I've found some time to write this review and post it.
I enjoyed reading this book, and I think it has some very good content. Many of my clients at SCORE are so new to writing business plans and understanding small business mechanics that they would benefit greatly from reading this book. It covers the topics of (1) advertising, (2) public relations, (3) publicity, (4) online marketing, and (5) customer service. I think it was missing some information on the "sixth topic" called self promotion that includes such techniques as writing articles, writing books, and doing talks, presentations, seminars, and workshops. Then, of course, there is also the topic of networking that could have been included.
In her bio the author says she has a background in writing, public relations, and advertising. With a background like that I suspect she could have written a better book on how to market nonprofits rather than a book aimed at helping small business. But that's just a hunch of mine.
When I counsel my SCORE clients I rarely even discuss advertising as a marketing option. I really don't see a place for advertising in a small business owner's marketing arsenal. The exception to this rule is when the client runs or wants to run a retail business. However, I usually poo-poo dreams to start retail businesses since I think they are too capital intensive and usually not worth the effort to run.
But the beauty of this book is that it gives an overview of five of the seven areas a small business should consider and use when marketing his or her small business. There could have been lots and lots more on online marketing sure enough. And the title of the book probably leads many potential readers to think it would. But that subject can be, and is, covered better and in more detail in other books.
A small business owner should not ignore the potential benefits it can get from creating a public relations plan and publicity plan within its overall marketing plan. And the author does a nice job of making this point. Sure, there could have been more written, but there are other books out there that are doing that already.
The oddest thing about this book to me is that it is about marketing and it appears no marketing has gone in to promoting this book. There are currently just 4 book reviews for it listed at Amazon, and ALL are for the previous edition published in 2001. The author does not have an Amazon profile attached to her book listing, and as a result she does not have an Amazon Plog. I generally expect someone who writes about marketing to practice what they preach, and I don't see it in the author for this book. That doesn't mean the book is bad, but I certainly think less of it as a result. 4 stars!
Very good with one caveat.......2002-02-21
I really liked this book overall. It brought a lot of things together for me. But, I think too much of the book is dedicated to advertising, which a really small business or startup may not have the funds to do. I think more on promotion and "guerilla" tactics would have made this a really outstanding book.
Not just for dummies!.......2001-11-17
Don't let the title mislead you. Even if you already have a background in marketing, you'll love this book-- I did.
Barbara Schenck clearly explains the jargon, terminology, value, and implementation details of each facet of marketing, using real-world (and often humorous) examples. This book is so accessible to non-marketeers that our company has made Chapter 21 (Customer Service) required reading for each member of our team.
This book is empowering, informative, inspirational. If you're rethinking your marketing (and what business isn't constantly obsessed with satisfying their customers), then make this book your road map. As instructed by the simple exercises in each chapter, I took notes while making my way through the book. Then following the instructions in the final chapters, I was able to create a Marketing Plan in just a few hours. I found the process invigorating, and our clients can already feel our enthusiasm-- and we haven't even started implementing yet!
The PEERLESS new "Bible" for small businesses!.......2001-06-07
Barbara Findlay Schenck has FINALLY brought us what we've all, as small business owners and entrepreneurs been in need of, the consummate book of wisdom and guidance for marketing concerns A-Z. I had not a single question remaining in my mind when I closed the back cover. She's thought of it all. Absolutely invaluable information, in fact, perhaps priceless.Excellent investment.
Take it from a dummy: This book works!.......2001-04-26
As a card-carrying dummy, I opened "Small Business Marketing for Dummies" with high hopes. I wasn't disappointed: in great detail and in plain English, Barbara Findlay Schenck has produced an exhaustive, fact-packed, thoroughly enjoyable guide to marketing. While I've picked up a few tricks of the trade during my ten years in retail/distribution, both as a sole proprietor and in a partnership, Schenck's book shows me how much more I have to learn in this wide and fascinating arena. Besides serving as a powerful motivator, "Small Business Marketing for Dummies" is long on specifics: the hows and whys of reaching customers and bringing them back for more. The book's Internet chapters, for example, are chock full of Web sites and strategies completely new to me. Having read many other marketing resources over the years, I can say without equivocation that this one comes closest to being a bible of the genre. Even the most clueless among us can use the book as a kind of in-house consultant, an easy, expert guide through the labyrinth of marketing a small business.
Book Description
Tips on writing to consumers and business-to-business
Create captivating, results-oriented, sales-generating copy
Need to produce winning copy for your business? This fast, fun guide takes you through every step of a successful copywriting project, from direct mail, print ads, and radio spots to Web sites, articles, and press releases. You'll see how to gather crucial information before you write, build awareness, land sales, and keep customers coming back for more.
Discover How To:
- Write compelling headlines and body copy
- Turn your research into brilliant ideas
- Create motivational materials for worthy causes
- Fix projects when they go wrong
- Land a job as a copywriter
Customer Reviews:
Outstanding!.......2007-01-10
Easy to read and easy to apply. I have a whole new thought process for copy on our website and brochures. This is a can't miss book for rookies!
Complete, practical, engaging guide.......2006-09-20
I've been a copywriter for 14 years, most of the time as a freelancer. I've also been a senior copywriter for an advertising agency and worked in the creative department for a major newspaper.
This is the first book on copywriting I've bought in several years, and I'm now the newest fan of Jonathan Kranz's "Writing Copy for Dummies." Mr. Kranz has written an excellent book for the novice or pro, providing a complete, common-sense guide that covers the full range of marketing communications (including PR). Whether business-to-consumer or business-to-business, direct-response or branding, print or online, for-profit or non-profit, it's all there in an engaging writing style and easy-to-digest format.
After being in the freelance trenches for many years, I know how far-flung assignments can be. It's invaluable to have an all-encompassing reference to reach for when I need knowledge in non-specialty areas. In fact, just last Friday I reviewed parts of Chapter 17 in preparation for a fundraising project with a major university.
Some of the material might be a refresher for veteran marketers. As for me, I'm glad to benefit from a fellow pro's perspective on marketing and copywriting topics. As I told Jonathan via email, "I'm glad you took the time to write this book."
A Helpful Guide.......2006-07-20
This book is for a non-writer who needs to write advertising or marketing for his company.
The material is comprehensive and includes many good tips. A couple things to note--
1. The focus is on style and construction of materials (e.g., how to put together a direct mail piece), not on grammar, style, and construction of words.
2. Most of the book covers B2C marketing, not B2B.
All the advice is tried-and-true. If you follow it, you can't go wrong.
Written for business owners, not copywriters .......2006-05-10
Kranz opens with a brief and witty definition of copywriting: "[it] attempts to persuade you to do or believe something-usually in regard to the surrender of your cash," then he launches into an explanation of the different things copy can do-everything from direct mail to branding to sales support; an explanation of "the basics" that is exactly that; and a truly step-by-step guide to writing sales letters and brochures.
Sidebars chip in along the way, occasionally offering a true gem, like the real difference between website headlines and their printed counterparts. And Kranz tells you why you should never waste your time and effort on a MISSION STATEMENT.
Based on the number of notes in the margins of my copy, I've found the chapters on websites, collateral, problem solving and "looking for ideas" the most helpful. Kranz also gives a detailed breakdown of what goes into a direct mail package, that should be enough to get any beginning mailer off to a promising start.
There are many books written about copywriting, that are aimed at business owners or the unfortunate folks who get stuck writing copy for their company because they once correctly used "presume" in an email. The nice thing about this one-and "nice" is a good word, because Jonathan Kranz is nothing if not a nice guy-is that it's a book about copywriting that doesn't assume non-copywriters know all the copywriting jargon and secrets. It takes its "For Dummies" title seriously, and that's a good thing.
Successful x-mas present for a job hunter.......2006-01-26
I bought this book for a good friend of mine, a skilled creative writer, but with little experience in writing professional copy. Like most creative types, he was looking for a job to support his writing and other artistic habits. With the help of Kranz's book, he was able to land a well-paying job that makes use of his talents, suitably focused by the advice in Writing Copy for Dummies. If proof of the pudding is in the paycheck, I can vouch for the effectiveness of this author's approach and suggestions for aspiring professional writers.
Book Description
So, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo?
The world of advertising can seem like a daunting place—but it doesn’t have to be. Advertising for Dummies coaches you through the process and shows you how to:
- Identify and reach your target audience
- Define and position your message
- Get the most bang for your buck
- Produce great ads for every medium
- Buy the different media
- Create buzz and use publicity
- Research and evaluate your competition
Advertising for Dummies offers newbies a real-world look at the ins and outs of advertising—from online and print to TV, radio, and outdoor formats—to show you how you can easily develop and execute a successful campaign on any budget. Plus, you’ll find a glossary of common buzzwords you may encounter along the way so you can talk the talk like the advertising guru you (almost) are! With simple tips on how to write memorable ads and timeless lessons from the legends, this book is packed with everything you need to have people from New York to Los Angeles whistling your jingle.
Customer Reviews:
Simple and Practical.......2005-07-19
Por any new publicist or advertiser... this is a perfect guide to start really working on what you like. If you studied the theory, this author will ground it to real life practice. I enjoyed reading it because it includes inside scoop, anecdotes and practical tips for advertising.
"Ad" this book to your shopping cart!.......2001-10-17
This is the book that all people interested in advertising have been waiting for and will enjoy. It was talked about on KGO newstalk 810 a.m. and was created by the maker of the Pet Rock. For advertising students this will be of great help for your classes and for those of you already working in the field of advertising this will be a great read providing a deeper insight into this amazing field.
Books:
- Ringmasters Daughter
- Secrets of the Millionaire Mind: Mastering the Inner Game of Wealth
- Simplified TRIZ: New Problem-Solving Applications for Engineers & Manufacturing Professionals
- Skills for New Managers
- Soul Searching: The Religious and Spiritual Lives of American Teenagers
- SPIN Selling
- Stock Investing For Dummies (For Dummies (Business & Personal Finance))
- Taming Your Gremlin (Revised Edition): A Surprisingly Simple Method for Getting Out of Your Own Way
- The 7 Habits of Highly Effective People
- The Antidote "How to Transform Your Business for the Extreme Challenges of the 21st Century"
Books Index
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