Fool-Proof Marketing

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Overview

Make Your Business Thrive in Any Economy

From bestselling author Bob Bly, this easy-to-read, hands-on guide offers fifteen methods for maximizing business performance in any economy.

Depression and recession are real fears for businesses, but every industry has its ups and downs regardless of the economy. In response, Fool-Proof Marketing presents proven techniques for reversing any sales decline and developing business-generating ideas for sustaining momentum when business is good.

Fool-Proof Marketing offers ...

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More About This Book

Overview

Make Your Business Thrive in Any Economy

From bestselling author Bob Bly, this easy-to-read, hands-on guide offers fifteen methods for maximizing business performance in any economy.

Depression and recession are real fears for businesses, but every industry has its ups and downs regardless of the economy. In response, Fool-Proof Marketing presents proven techniques for reversing any sales decline and developing business-generating ideas for sustaining momentum when business is good.

Fool-Proof Marketing offers hands-on advice, including:

  • Personal strategies, from harnessing positive thought to gearing up for massive action, finding time for marketing during a boom, and maximizing downtime
  • Time-tested marketing strategies for finding new customers and generating new leads, orders, and sales
  • Proven business strategies for cutting costs, improving efficiency, and adapting your operating procedures to the current business climate
  • The latest customer service trends and methods for building customer loyalty, increasing customer retention, and maximizing lifetime customer value

With Bob Bly's simple and effective marketing strategies, you'll find new sources of revenue, cut costs, improve your customer service, and create stronger relationships with your clients. Even if your business is currently on track, you'll find creative ways to streamline your organization and prepare for unexpected problems. Don't just watch your business dwindle—make your organization stronger through these proven techniques for making the most of your marketing dollar.

Product Details

  • ISBN-13: 9780471236092
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/8/2002
  • Pages: 292
  • Product dimensions: 9.21 (w) x 6.14 (h) x 0.61 (d)

Meet the Author

BOB BLY is a copywriter and consultant who specializes in business-to-business and direct marketing. He has over twenty years of experience writing marketing materials for such clients as AT&T, IBM, and Lucent Technologies. He is also the author of over fifty books, including The Complete Idiot's Guide to Direct Marketing, The Copywriter's Handbook, and the classic The Elements of Technical Writing.

Table of Contents

Acknowledgments
Introduction
Pt. I Personal Strategies 1
Ch. 1 Improve Your Interpersonal and Communication Skills 3
Ch. 2 Use Your Time Productively 10
Ch. 3 Be Positive 24
Pt. II Marketing 35
Ch. 4 Reactivate Dormant Accounts 37
Ch. 5 Reactivate Old Leads 55
Ch. 6 Generative New Business from Existing Accounts 85
Ch. 7 Shift Your Marketing into High Gear 98
Ch. 8 Repackage Your Offers 123
Ch. 9 Select Your Best Customers and Occasionally Lower Your Standards 135
Pt. III Business Strategies 145
Ch. 10 Cut Overhead and Operating Costs 147
Ch. 11 Use the Internet to Cut Costs and Attract Customers 163
Ch. 12 Quote Competitive, Affordable Fees in Bid Situations 181
Pt. IV Customer Service 199
Ch. 13 Take Customer Service to the Next Level 201
Ch. 14 Deliver More Value to Your Customers 218
Ch. 15 Cement Customer Loyalty with Low-Cost Extras 246
App.: Sales and Marketing Web Sites 261
About the Author 265
Index 267

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