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Marketing Without Advertising: Inspire Customers to Rave About Your Business to Create Lasting Success

by Michael Phillips & Salli Rasberry

Pages: 320 eBook: (PDF 2.3 MB) Download the electronic version of this product and start reading it instantly! No shipping fees. Requires the Adobe Acrobat Reader

Price:   $20.00

Summary

Make your business stand out without the cost of advertising!

The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend.

Marketing Without Advertising teaches small business owners practical strategies to:

• encourage customers to spread the good word about your business
• attract new customers and gain their trust
• turn dissatisfied customers into loyal supporters
• list your products or services widely and inexpensively
• plan marketing events that will keep customers involved
• encourage the media to comment positively on your business

The 5th edition is completely updated, providing real world examples and resources throughout. It also discusses the latest marketing trends, such as international Internet marketing and blogs.

Press Reviews

"What a charming, graceful book! Anyone who wants to make the most effective use of customers for word-of-mouth marketing needs to read what Rasberry and Phillips have to say. I've been doing this stuff for years, and still want to give a copy to all my marketing folks." Tim O'Reilly, Founder, O'Reilly & Associates

"If you've got something to sell, this book is a valuable reference, and is one of the few marketing books I would recommend to salespeople." Paul Tulenko, Cleveland Plain Dealer

"Straightforward advice on how to create a marketing plan that will encourage enthusiastic recommendations about your business from satisfied customers..." Business Life

"This is a recognized classic... I would estimate that 75% of the business books published since Marketing Without Advertising first appeared simply recycle ideas from this pioneering, breakthrough book." New Age Retailer

"This book rates three and one half stars. You need it!" Scripps Howard News Service

"This no-nonsense guide describes what it takes to generate sales and encourage customer loyalty…" Biz Magazine

"A practical planning guide." ASBA (American Small Business Association) Today

"There are good ideas here on every page. You’ll find here the nitty-gritty steps you need to -- and can -- take to generate sales for your business, no matter what business it is." Milton Moskowitz, Co-Author, 100 Best Companies to Work for in America

"The ideas are useful and well presented, of value to any business." Bernard Kamoroff, The Essential Whole Earth Catalog

"Shows practical ways to increase sales with little capital investment. They show how to do it with brains, not money." Joseph R. Mancuso, Center for Entrepreneurial Management

"Updated to reflect technology-boosted marketing trends, such as international Internet marketing and weblogs." Reference & Research Book News

Table of Contents

1. Advertising: The Last Choice in Marketing

A. The Myth of Advertising's Effectiveness
B. Why Customers Lured by Ads Are Often Not Loyal
C. Why Dependence on Advertising Is Harmful
D. Advertisers: Poor Company to Keep
E. Honest Ads
F. Branding
G. Listings: "Advertising" That Works

2. Personal Recommendations: The First Choice in Marketing

A. Cost-Effectiveness
B. Overcoming Established Buying Habits
C. Basing Your Marketing Plan on Personal Recommendations
D. When Not to Rely on Word of Mouth for Marketing

3. The Physical Appearance of Your Business

A. Conform to Industry Norms
B. Your Business's Appearance
C. Fantasy: A Growing Part of Retail Marketing
D. The Test of Time

4. Pricing

A. Easy-to-Understand Prices
B. Complete Prices
C. Giving Customers Choice About Price
D. Internet Pricing

5. How You Treat the People Around You

A. Tracking Reputations via the Grapevine
B. How Employees Spread the Word
C. Common Employee Complaints
D. Handling Employee Complaints
E. Finding Out What Employees Are Thinking
F. Suppliers
G. Business Friends and Acquaintances
H. Individuals Who Spread Negative Word of Mouth About Your Business
I. Your Behavior in Public

6. Openness: The Basis of Trust

A. Financial Openness
B. Physical Openness
C. Openness in Management
D. Openness With Information
E. Openness With Ideas

7. Deciding How to Educate Potential Customers

A. What Does Your Business Do?
B. Defining the Domains in Which Your Business Operates
C. Providing Information on Businesses in Established Fields
D. Businesses in New or Obscure Fields
E. Whom to Educate

8. How to Let Customers Know Your Business Is Excellent

A. Tell Them Yourself
B. Help Customers Judge for Themselves
C. Giving Customers Authority for Your Claims

9. Helping Customers Find You

A. Finding Your Business
B. Convenience of Access
C. Signs
D. Telephone Accessibility
E. Listing Your Services Creatively and Widely
F. Getting Referrals From People in Related Fields
G. Trade Shows and Conferences

10. Customer Recourse

A. Elements of a Good Recourse Policy
B. Designing a Good Recourse Policy
C. Telling Customers About Your Recourse Policy
D. Putting Your Recourse Policy in Writing

11. Marketing on the Internet

A. Business Uses of the Internet: Demystified
B. The Geographic Reach of the Internet
C. What to Put on Your Site
D. Designing an Internet Site
E. Interactivity and Customer Screening
F. How to Help People Find You Online
G. International Marketing
H. Blogs for Your Business

12. Dynamic Interactive Marketing

A. The What and How of Databases
B. Beginning Architecture
C. Attracting Customers
D. The Look and Feel of Your Site
E. Pricing
F. Openness
G. Customer Education
H. Security

13. Designing and Implementing Your Marketing Plan

A. Your Marketing List: The "Who" of Your Marketing Plan
B. How to Evaluate Your List
C. Marketing Actions and Events: The "What" of Your Marketing Plan
D. Direct Marketing Actions
E. Parallel Marketing Actions
F. Peer-Based Marketing Actions

14. Creating a Calendar of Events

A. Marketing Calendar for an Interior Design Firm
B. Marketing Calendar for Jerry and Jess's New Chiropractic Clinic
C. Marketing Calendar for Lolly & Criggle's—an eBay Children's Boutique Clothing Website

Appendix

Index

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