Do-It-Yourself Business Promotions Kit

Overview

This valuable tool kit gives you scores of models and materials for creating business communications that make an impression and get results without breaking your budget. You'll see how to turn communications of all kinds - letters, faxes, E-mail, even telephone calls - into positive, effective, low-cost advertisements. The Do-It-Yourself Business Promotions Kit is an essential guide for creating all types of small business advertising - whether you're working on a shoestring ...
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Fast Shipping! 1995 Simon & Schuster Edition; Paperback; Not library copy; Not remainder

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Overview

This valuable tool kit gives you scores of models and materials for creating business communications that make an impression and get results without breaking your budget. You'll see how to turn communications of all kinds - letters, faxes, E-mail, even telephone calls - into positive, effective, low-cost advertisements. The Do-It-Yourself Business Promotions Kit is an essential guide for creating all types of small business advertising - whether you're working on a shoestring budget or one worth several thousands of dollars.

This indispensable tool kit contains literally hundreds of ready-to-use models of effective and affordable communications, covering all the principal media--personal letters, direct mail, telephone solicitations, and customer service, print ads, press releases, and radio and TV spots. Covers every aspect of the selling cycle--before, during, and after the sale.

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Product Details

  • ISBN-13: 9780131060067
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 4/15/1995
  • Edition number: 1
  • Pages: 408
  • Product dimensions: 7.00 (w) x 9.23 (h) x 1.10 (d)

Table of Contents

Why This Book Is for You
Pt. I In the Mail
Introduction: Postage Envy - And How to Overcome It
Ch. 1 Coming in from the Cold: Writing Effective "Cold" Letters 7
Ch. 2 Inviting Yourself to Call: Setting Up Sales Calls 44
Ch. 3 Contact! Following Up After the Sales Call 60
Ch. 4 Judged by Its Cover: Writing Effective Cover Letters 79
Ch. 5 Closing - And Opening: Closing Sales by Opening Strong Customer Relations 94
Ch. 6 After You've Made the Sale - Keep Writing: Following Up a Sale with Letters that Cultivate Customers 112
Ch. 7 As Ye Sow: Creating Great Customer Relations 128
Ch. 8 Where Credit Is Due: Writing Letters to Manage Customer Credit Issues 160
Ch. 9 Let My Money Go: Securing Prompt Payment and Collecting on Delinquent Accounts 174
Ch. 10 Special Promotions: Announcing Special Events without Resorting to Junk Mail Tactics 201
Ch. 11 Electronic Communications: "Paperless" Promotion 217
Pt. II On the Phone
Introduction: The Voice and the Machine
Ch. 12 Person to Person: Preparing "Spontaneous" Telephone Sales Calls 253
Ch. 13 No Hangups: Fully Scripted Telephone Solicitations 267
Ch. 14 Off the Hook: Making Adjustments, Explanations, and Apologies by Phone 283
Pt. III In Print
Introduction: The Fourth Estate
Ch. 15 The Power of the Press: Creating Inexpensive and Effective Print Ads 313
Ch. 16 For Immediate Release: Creating Cost-Free Advertising with Press Releases 336
Pt. IV On the Air
Introduction: Drumming Up a One-Person Band
Ch. 17 Drive Time and Off Time: Creating and Buying Inexpensive Radio Spots 367
Ch. 18 Cable Grams and Shoe Strings: Creating Affordable Television Advertising 385
Index
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