Chapter 1: CUSTOMERS

* Your Greatest Asset – Is Your Customers

* Your Best Prospects Are Your existing Customers
* Keep An Accurate And Timely Customer List
* Begin A Perpetual Communication With Your Customers
* Reinforce The Buyer’s Buying Decision
* Upsell Or Resell Right At Or Immediately After The Initial Sale
* Increase The Marginal Net Worth Of The One-Time-Only Customer
* Practice Perpetual Reselling And Cross-Selling
* Ethically Exploit All Available Marketing and Redeployment Opportunities
* Let The Marketplace Decide What They Want
* Make Conservative And Inexpensive Tests To Determine Your Market
* Understanding The Marginal Net Worth Of A Customer
* Break Even May Not Be What You Think
* Calculating Your Customer’s Value
* Consultant/Client Interview Illustrating Geometric Growth
* Become A “Personality” Your Clients (Customers) Recognize
* All Business Start-Ups Should Have A Follow-Up Strategy In Place
* Overlooked Opportunities Exist In All Businesses
* Use Simple Phrases At Closing Time To Add Undiscovered Pro ts
* Using Telemarketing To Boost Your Pro ts
* Repeat Business For Many Is An Untapped Gold Mine
* Your Offer Must Be Compelling
* Use Limited Availability To Motivate Customers
* Educate…Educate…Educate Your Customers And They Will Buy
* The cost of Reselling An Existing Customer Pales to Getting A New One
* Observe Customers Closely To Understand Their Needs
* Work All Complaints, And Read Your Mail

Chapter 2: EDUCATION

* You Must Out-Market Your Competitors

* When You Educate Your Customers, You’ll See Your Pro ts Soar
* You Must Lead Your Customer By the Hand
* Always Give Your Customers The Reasons Why
* The More Factual You Are With Me, The More I’ll Favor You
* Educate People To Appreciate The Value Of What You Deserve
* Tell Your Customers The Truth
* Position Your Company As An Industry Expert
* Send Out Press Releases
* Defer “Self-Serving” For “Education-Rendering” Marketing
* Use Preemptive Marketing To Make Customers Think Of You First
Chapter 3: HOST DEVICES

* Find Synergistic Relationships From Which To Pro t

* Offer A Consideration To The Host For The Bene t Of His/Her List
* New Pro t Centers Change Customer’s Marginal Net Worth
* You Are Not Going To Gain A Customer For Free
* Host-Bene ciary Relationship Examples
* Three Reasons Why Businesses Do Not Implement Pro table Activities
* Never Turn A Customer Away, Pro tably “Refer”
* A Referral May Not Be Worth As Much As A Sale, But It’s Something
* A Wonderful Way To Generate An Ongoing Stream Of Business
* How To Create A Host/Bene ciary Relationship
* Address The Fears Of The Host Immediately
* Typical Objections You Should Be Prepared To Answer
* Things To Watch out For
* If It Doesn’t Cost You Time Or Resources And Makes You Money, Do It
* Start Out With A Pilot Program
* You’ll Be Amazed At What You Can Come Up With
* Those Methods May Be “Unconventional” But They Work
* Mailing List Rental Is Another Income Generator

Chapter 4: START-UP MARKETING

* Start Out With A Professional “Logo” (Trademark Image)

* No Company Can Get By Without Advertising
* Forgo Institutional Advertising
* The Bottom Line On Advertising Lies With Its Integrity
* Rarely If Ever Does A Product “Sell Itself”
* Grow The Value Of Your Customer’s Business
* Various Steps of Marketing
* Your Goal Should Be To Capture The Dominant Market Position
* 20% Of Your Customers Will Contribute 80% Of Your Volume
* Show A Continual Interest In Your Past Customers
* Offer Your Customers What “They Want”
* Companies Get Big Because They Practice Honesty
* Word Of Mouth Is Critical
* Without Integrity, No Company Can Have Positive Word Of Mouth

Chapter 5: MOTIVATIONAL MARKETING

* Do Away With Indecision Soon And Choose A De nite Goal

* You Are What You Think You Are
* Know Exactly What You Want
* Your Thoughts Control Your Actions
* Every Adversity Carries The Seed Of Greater Bene t
* Your Marketing Ideas Must Be Nurtured And Integrated Into The Blueprint Of Your Future
* All Ideas Begin As The Result Of De niteness Of Purpose
* So Much Of What We Accomplish In Business And In Our Marketing Success Hinges On Our Mental Attitude
* Persistence Is Insurance Against Failure

Chapter 6: UNIQUE SELLING PROPOSITION

* Adopt A USP That Addresses An Obvious Void In The Market-Place

* Identify Needs That Are Going Unful lled In Your Industry
* Focus On One Niche – Keep The Promises You Make
* Be Clear And To The Point
* The Price-Discount USP
* The Service-Oriented USP
* The Quality/Snob-Appeal USP
* Reinforce Your USP In Every Aspect Of Your Marketing
* Suggestions On Finding Your Niche
* Embrace Believe, Postulate; Your USP With Everyone
* Use The USP To Create Repeat Sales
* Extend Your USP
* Carry Out Your USP In Your, And Your Employees, Actions
* Convey Your USP Even To Dissatis ed Customers

Chapter 7: DIRECT RESPONSE

* Salesmanship In Print And/Or Over The Air

* Direct Response Brings Measurable Results
* Direct Mail
* Identify Your Market
* The Giant Companies Use Direct Mail
* Telemarketing
* Should You Undertake Telemarketing?
* Print Advertising
* A Key Point To Remember About Direct Response
* Model On What Others Are Successfully Using

Chapter 8: WRITING
Chapter 9: ADVERTISING

* Advertising Is Salesmanship
* People Care Most About What Is Going To Bene t Them
* They Want To Know You’re Quali ed To Help Them
* Cut Back On Costly Institutional Advertising
* Ads Should Be Created To Stimulate A Direct Response – Immediate Action
* Direct Response Ads Help Conserve Your Investment
* Cutting Your Cost Per Sale
* A Few Steps To Maximizing Your Advertising
* The Importance Of Your Headline
* Testing Is The Key To Successful Advertising
* Test Your Method Of Illustration And Layout
* Here’s How To Set Up Your Tests
* Testing “Small” Can Reduce Downside Risks
* Analyze Responses Carefully
* A Product Can Be Advertised Without Investment
* Use Advertising To Do Product Acceptance Research
* You Can Prove Advertising’s Effectiveness
* Making Headlines Work For You
* Telegraph Your Advertising Message To Your Primary Prospects
* Think Of Your Customers As Individuals
* Lead Your Customers To “Buy”
* Let Your Customer Try Your Product
* “Cheap” May Not Be Your Strongest Appeal
* Personalizing Can Help You Sell Product
* Avoid Diminishing The Value Of Your Product
* Target Your Prospects Appropriately
* Don’t Brag, Just The Facts, Please
* Be Speci c
* Draw Your Claims From Your Foundation
* Say It First – Preemptive Marketing
* Tell A Story – Stories Appeal To Individuals
* Effective Ads Can Run For Years
* Tell The Truth, But Make The Truth Fascinating
* People Will And Do, Read Long Copy
* Every Advertisement Should Be A Complete Sales Pitch
* Use Testimonials In Your Copy
* Channel And Direct “Desire For The Product” To You
* Sell The Bene ts – The “Functional Product” – What It Does
* Satisfy The Market’s Desire By Underscoring Bene ts
* Find The Dominant Bene t – Make That Your Headline
* The More You Tell, The More You Sell
* Never Assume That Because You Know What You Mean, Your Reader Will
* Promote What The Customer Really Wants
* Do You Even “Need” To Compete On Price?
* One Final Word On Price Cutting
* How To Use Illustrations To Help Advertisements Sell
* Grab The Reader And Attract Attention With Your Headline
* Show Prospective Customers The Advantage Of Using You
* Persuasion Techniques In Print
* Closing The Sale
* You Should Be Able To Write Your Own Best Ad
* A Few Things For You To Know About Classi ed Ads
* How To Make Yellow Page Advertising Work For You
* Television Advertising’s Unique Features
* The Advantages And Disadvantages Of Small Ads
* Ten Limitations Of Small Ads
* Ten Advantages of Small Ads
* How To Make Deals That Can Cut Your Advertising Cost
* PI Advertising Can Make Sweet Deals For All
* Who Does Per-Inquiry Advertising?
* What Types of Media Allow Per-Inquiry Advertising
* Finding Your Advertising Niche
* Timing Your PI Offers
* Why Would An Advertising Medium Use Per-Inquiry Advertising?
* How To Write a PI Ad
* Getting PI Ad placed
* It Helps To Know Someone Who Knows Someone

Chapter 10: CONVERTING PROSPECTS

* Turning Prospects Into Buyers

* Begin The Sales Process With The Very First Contact
* Make Doing Business With You Inviting, Fun, And Easy
* Customer’s Desires And Situations Are Constantly Changing
* Regular Communication Can Be Rewarding
* Risk Reversal Is A Strong Conversion Technique
* Strong Guarantees Help You Convert Prospects To Customers
* The Better-Than-Risk-Free Guarantee
* Adding Other Incentives For Your Prospects To Buy
* Some Lessons From Enterprising Entrepreneurs In Mexico
* Package Deals As An Effective Marketing Maneuver
* Repackaging Existing Products Or services Wins Renewal Business
* Following Up On Sales Lead
* Techniques That Help Get The Order
* Using Common-Sense Market Research
* Validate The Market Before You Invest
* The Creative Emulation Marketing Test Concept
* Another Way To Get A Priceless Marketing Education
* Sure-Fire Special Promotions
* Special Cash Promotions
* Turning Problems Into Opportunities
* The “Tax Problem” Promotion
* The “Marketing Test” Approach
* Using “Paper Perceived Value” For The Ethical Bribe
* Post-Purchase Reassurance
* Referrals
* “Assumptive Letters”
* The Two-Step Approach
Chapter 11: DIRECT MAIL MARKETING

* The Four Types Of Direct Mail Promotions

* The List Is The Most Important Factor
* Components Of A Direct Mail Package
* Using Computers To Target Your Best Mailing List
* Read Your Mail, See What “They” Are Doing
* The Reasons You Should Use Direct Mail
* You Put A Salesperson At The Customer’s Convenience
* You Generate New Business
* The Carrier Envelope
* The Sales Letter
* Joe Karbo’s Advice
* The Component’s Of A Sales Letter
* Headlines Are The Key
* The Body Of A Sales Letter
* Present The Facts, State The Basic Truths
* Close That Deal To Make The Sale
* How Long Should Your Letters Be
* Put Technical Information In Your Brochure
* Coupons Can Help You Track Response
* Your Reply Envelope Pays In Response
* Basic Considerations
* Action Stimulators
* Copy
* Credit Cards
* Distribution
* Enclosures
* Envelope Mailing
* Envelopes, Reply
* Follow-Up
* Formats, Direct Mail
* Fund Raising
* Guarantees And Warranties
* Inquiry Handling
* Lay-out and Art
* Mailing And Postage
* Marker
* Media, Other
* Objectives
* Offers
* Order Forms/Response Vehicles
* Presentation
* Printing And Typography
* Products
* Response
* Sampling
* Special Occasions
* Specialty Advertising
* Testing
* Cost Per Thousand
* Cost Per Order
* Projecting and Budgeting
* Questions For Review
* Scienti c Testing For Increased Response
* Some Ideas On What To Test
* Questions For Review
* Analyzing The Copy
* An Overlooked Technique
* Human Interest Direct Response Copy
* The Power Of Customer Endorsements
* Use Testimonials
* Send Your Clients As Unexpected Gift
* The Power Of Risk Reversals And Preview Periods
* More On Testimonials Boosting Response
* Other Techniques To Close More Sales
* Eight Letters That Increase Pro ts Like Crazy

Chapter 12: TELEMARKETING

* Qualify Your Telemarketing Prospects

* Don’t Set-Up Mailing Before Calling
* How To Hire Telemarketers
* Two-Tier Calling Can Qualify Interested Parties
* Keep The Telemarketers On the Phone
* Monitor What Telemarketers Say
* You Have About 30 Seconds To Appeal
* Learn To Ask Questions, It’s The Best Way To Sell
* A “Service” Call Is A Good Introduction
* Telemarketing Don’ts
* How To Use The Telephone
* When The Prospect Calls You
* How To Respond To A Prospect Who Writes
* Using The telephone To Follow-Up Leads

Chapter 13: MARKETING HELP FROM YOUR VENDORS

* How Your Vendors Can Help You Market Yourself

* When Costs Weigh Less Than Results
* The Principle Of Variable Incentives
* Building A Valuable Back-End
* How To Get Vendors To Finance You!
* Adjust The Deal To Your Circumstances
* Better Results With Less Risk
* Why Variables Work
* Your Success Means Their Success
* Bringing Variable Compensation Into Sharper Focus
* How Much Risk Are You Asking Them To Take?
* How Spending More Can Get You More
* How To Structure The Deal For Easy Renegotiating
* Use Compensation That Has Perceived And Real Value
* Look Around At What Else You Can Offer
* Find Areas Of Mutual Bene t
* Turn Your Vendors Into Venture Capitalists
* How To Find And Approach The Right Vendors
* Know Your Facts And Figures
* How To Pro t From Vendor/Supplier Relationships
* Creating A Competitive Atmosphere
* Other Ways To Use Vendors
* How You Can Pro t From Professional Relationships

Chapter 14: PUBLIC RELATIONS

* How To Turn Publicity Into A Powerful Sales Tool

* What Is Publicity?
* The Bene ts Of Using Radio For Publicity
* You Must Tell The Right “Story”
* Your Story Is Not An Expanded Advertising Message
* Your Story Must “Piggyback” Something “Newsworthy”
* You Can Piggyback On Current Events, Trends Or Fads
* Trends Can Be Spotted If You Look Carefully
* Add Your Story As A “Spin” On The Trend
* Top National Stories vs Top Local Stories
* To Make Your Story Relevant Add A “Twist” Or “Hook”
* Fit The Consumer Into Your Story
* How To Approach The Producer
* A Step By Step Procedure
* What You Will Send
* What Else You Should Send
* Calling The Producer
* Contact Them Again and Again
* Your Appearance
* Avoid Making Your Appearance A Commercial
* Avoid Yes/No Responses
* Avoid Beating A Dead Horse
* How To Orchestrate A Perfect Appearance
* How To Pitch Your Product Without Falling On Your Face
* When To Pitch Your Product
* Be Prepared To Receive The Response
* The Press Release
* How Publicity Can Feed A Starving Company
* Direct Contact Can Push Publicity
* Be Alert To Promotion Opportunities – Call Them
* Most Businesses Fail Because They Neglect To Promote Their Business
* Know Who Your Customers Are
* Promote Your Business To Them
* Find The Unique Hook
* Learn The “News Release Format”
* The Nine Points Of A Good News Release
* Know Where To Put What
* Use The Consumerism Angle
* Targeting News Releases
* Zeroing In On A Target
* The Case Of The Ketchup King

Chapter 15: BUILDING A POWERFUL SALES FORCE

* A Problem-Solving Approach Can Dramatically Increase Orders

* Pushing Your Salesperson’s “Hot Button”
* You Should Never Stop Learning
* Tips For Coaching Your Sales Force
* Making The Most Of Rejection
* Six Key Strategies For Dealing With Rejection
* Eleven Top-Notch Suggestions To Improve Your Listening Skills
* Begin By Closing The Sale
* How To Handle The Failure Syndrome
* Constantly Recruit Salespeople For Your Force
* Offer A Desirable Payoff To Your Sales Force
* Pro le The Job And The Employee
* Play Off Your Salespeople’s Values
* What To Look For In A Salesperson

Chapter 16: BARTER

* The Advantages Of Barter

* Determine Your Barter Leverage Position
* Start With The Obvious
* Offer Unlimited Time/Date Use
* Go Wild With Possibilities
* Triangulation The Hidden Key To Greater Barter Riches
* The Restaurateur and the Auto
* Setting Up A Three-Way Trade
* Finding Your “Hidden” Pro ts
* Get the Gas and Insurance Free, Too
* Some Possible Variations

Chapter 17: MARKETING FOR PROFESSIONALS

* Yellow Page Ads That Pull
* Effective Direct Mail Letters
* Newsletters for Your Current Practice and To Attract Clients
* Using Lectures and Seminars to Draw Potential New Clients
* Tapes and Transcripts of Seminars Are Powerful Marketing Tools
* Developing A Professional Business
* Investing Time and Money in Marketing
* Bartering Services to Leverage Marketing Power
* Marginal Net Worth: Bring In Clients at Loss and Still Make A Fortune
* Reducing Taxes and Getting Your Write-Off Back
* Buying Practices
* Tax-Deductible Cruise Seminars
* Rolling Revenues and Expenses from Corporate To Personal Income and Back
* Columns with Your By-Line in the Local Newspaper
* Becoming the Medical or Financial Director of Businesses
* Twenty-Four-Hour Information Hotlines
* Pro table Seminars
* Clinics To Increase Cash Flow And Pro ts
* Follow-Up On Clients
* A Short Course In Humanese
* Time Donations Bring Maximum Marketing Dividends
* Tracking Results Of Advertising
* Using Other People To Ful ll Your Obligations
* Creating Instant Stature, Respect and Prestige

Chapter 18: MARKETING FOR SPECIFIC BUSINESSES

* Clothiers
* Wholesalers
* Mail-Order Business
* Lawyers
* Coin Dealers
* Travel Agencies
* Health And Fitness Clubs
* Tanning Salons
* Car Dealers
* Oral Surgeons
* Hotels
* Financial Planners/Insurance Salespeople
* Bus Coach Travel Companies
* Mutual Funds
* Video Rental Stores
* Software Publishers
* Mom-And-Pop Grocery Stores
* Banks
* Credit Clean-Up Services
* Loan Brokers
* Importers
* Plant Services
* Of ce Equipment Companies
* Quickprint Shops
* Mini-Warehouse (self-storage) Facilities
* Newsletter Publishers
* Investors
* Newspaper Publishers
* Carpet Companies
* Carpet Cleaning Companies
* Restaurants
* Beauty Supply Distributors
* Franchisors
* Florists
* Of ce Supply Stores
* Bakeries
* Telephone Answering Services
* Pet Shops
* Accountants
* Dry Cleaners
* Liquor Stores
* Heating And Air-Conditioning Services
* Advertising Agencies
* Medical Specialists
* Dentists
* Resume Preparation Services
* Pharmacists
* Retirees
* Employees Of Companies
* Entrepreneurs

Chapter 19: MARKETING WHAT YOU KNOW

* Licensing Your Products And Services

* How To License Your Own Concepts
* Market Ideas You’ve Learned Here To Your Industry Or Local Businesses
* Learn What Others Do And Teach Their Concepts
* Here’s A Simple Licensing Pitch
* Putting On Focused Seminars For A Fee
* View Every Marketing Opportunity As A Chance To Pro t
* Turning “Used” Assets

Chapter 20: HOW TO PUT ON A GREAT MARKETING CAMPAIGN

* Taking Your Clients By The Hand

* Motivating Your Clients To Action
* The Powerful Case
* Sitting Around The Fire
* Answer Their Questions!
* Get People To Respond
* Avoid The Major Marketing Pitfalls
* Develop A World-Class Marketing Perspective
* Where I’m Coming From
* Be A Great Marketer
* Our Setting Giving John A Hand
* Giving John A Hand
* Can I Afford To Do This?
* Contacting New Customers
* Let’s Be Realistic
* The Old “Any Excuse For A Sale”
* “But I Don’t Own A Restaurant!”

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