Marketing Without Advertising: Easy Ways to Build a Business Your Customers Will Love and Recommend

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Overview

To make running your business a prosperous and rewarding venture, start by skipping expensive (and ineffective) advertisements. Concentrate on providing exceptional service, and the rest will follow-let Marketing Without Advertising help out!

Inside, you'll find high-impact, low-cost marketing strategies that help you: encourage repeat customers, get them to spread the word, turn unhappy customers into loyal supporters, plan low-cost marketing events, use the Web to your best ...

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Paperback New condition Fourth Edition. Berkeley: Nolo, 2003. pp.

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Overview

To make running your business a prosperous and rewarding venture, start by skipping expensive (and ineffective) advertisements. Concentrate on providing exceptional service, and the rest will follow-let Marketing Without Advertising help out!

Inside, you'll find high-impact, low-cost marketing strategies that help you: encourage repeat customers, get them to spread the word, turn unhappy customers into loyal supporters, plan low-cost marketing events, use the Web to your best advantage, encourage the media to take notice.

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Editorial Reviews

American Small Business Association Today
A practical planning guide.
ASBA Today
A practical planning guide.
Biz Magazine
...this no-nonsense guide describes what it takes to generate sales and encourage customer loyalty...provides tips on how to create a marketing plan that will illicit enthusiastic responses from customers, and how to list products or services widely and inexpensively.
Biz Magazine
...this no-nonsense guide describes what it takes to generate sales and encourage customer loyalty...provides tips on how to create a marketing plan that will illicit enthusiastic responses from customers, and how to list products or services widely and inexpensively.
Business Life
...straightforward advice on how to create a marketing plan that will encourage enthusiastic recommendations about your business from satisfied customers...
New Age Retailer
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 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.
Paul Tulenko
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.—Cleveland Plain Dealer
Tim O'Reilly
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.—founder of O'Reilly & Associates
Milton Moskowitz
"There are good ideas 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." -- Author of The 100 Best Companies to Work for In America
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Product Details

  • ISBN-13: 9780873379304
  • Publisher: NOLO
  • Publication date: 3/1/2003
  • Edition description: 4th
  • Edition number: 4
  • Pages: 240
  • Product dimensions: 7.10 (w) x 8.96 (h) x 0.70 (d)

Meet the Author

Salli Rasberry has successfully run a dozen small businesses in fields as varied as book fairs, publishing companies, documentary films, construction, business consulting, and writing. An artist and gardener, Salli is the author of the Art of Dying: Honoring and Celebrating Life's Passages (with Watanabe, Ten Speed Press), Living Your Life Out Loud: How to Unlock Your Creativity and Unleash Your Joy (with Selwyn, Pocket Books), Running a One-Person Business (with Whitmyer, Ten Speed Press), The Seven Laws of Money (with Phillips, Pocket Classics), Honest Business (with Phillips, Pocket Classics), The Briarpatch Book (ed. with Phillips, New Glide) and Marketing Without Advertising (with Phillips, Nolo).

Michael Phillips, an experienced businessman and consultant who helped to develop the Mastercharge interbank credit card, was the founder of the Briarpatch, a network of small businesses that espouse common values. He also ran a pioneering small business school called the Noren Institute in San Francisco. Co-author of Marketing Without Advertising, Michael is the author of many other books, including The Seven Laws of Money (with Rasberry, Pocket Classics), Honest Business (with Rasberry, Pocket Classics), The Briarpatch Book (ed. with Rasberry, New Glide), Simple Living Investments (Clear Glass), Citizen Legislature (with Callenbach, Banyan Tree), and Commerce (Clear Glass).

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Table of Contents


Your Marketing Companion     1
Advertising: The Last Choice in Marketing     3
The Myth of Advertising's Effectiveness     5
Why Customers Lured by Ads Are Often Not Loyal     13
Why Dependence on Advertising Is Harmful     14
Advertisers: Poor Company to Keep     16
Honest Ads     21
Branding     23
Listings: "Advertising" That Works     24
Personal Recommendations: The First Choice in Marketing     31
Cost-Effectiveness     33
Overcoming Established Buying Habits     38
Basing Your Marketing Plan on Personal Recommendations     39
When Not to Rely on Word of Mouth for Marketing     42
The Physical Appearance of Your Business     47
Conform to Industry Norms     49
Your Business's Appearance     52
Fantasy: A Growing Part of Retail Marketing     60
The Test of Time     64
Pricing     67
Easy-to-Understand Prices     68
Complete Prices     70
Giving Customers Choice About Price     74
Internet Pricing     77
How You Treat the People Around You     81
Tracking Reputations via the Grapevine     82
How Employees Spread the Word     84
Common Employee Complaints     88
Handling Employee Complaints     91
Finding Out What Employees Are Thinking     93
Suppliers     97
Business Friends and Acquaintances     102
Individuals Who Spread Negative Word of Mouth About Your Business     106
Your Behavior in Public     108
Openness: The Basis of Trust     111
Financial Openness     113
Physical Openness     117
Openness in Management     119
Openness With Information     120
Openness With Ideas     123
Deciding How to Educate Potential Customers     127
What Does Your Business Do?     128
Defining the Domains in Which Your Business Operates     136
Providing Information on Businesses in Established Fields     139
Businesses in New or Obscure Fields     143
Whom to Educate     152
How to Let Customers Know Your Business Is Excellent     163
Tell Them Yourself     165
Help Customers Judge for Themselves     171
Giving Customers Authority for Your Claims     184
Helping Customers Find You      189
Finding Your Business     191
Convenience of Access     194
Signs     198
Telephone Accessibility     198
Listing Your Services Creatively and Widely     207
Getting Referrals From People in Related Fields     210
Trade Shows and Conferences     213
Customer Recourse     219
Elements of a Good Recourse Policy     221
Designing a Good Recourse Policy     224
Telling Customers About Your Recourse Policy     228
Putting Your Recourse Policy in Writing     231
Marketing on the Internet     235
Business Uses of the Internet: Demystified     237
The Geographic Reach of the Internet     240
What to Put on Your Site     243
Designing an Internet Site     249
Interactivity and Customer Screening     254
How to Help People Find You Online     257
International Marketing     263
Dynamic Interactive Marketing     271
Beginning Architecture     272
Attracting Customers     273
The Look and Feel of Your Site     274
Pricing     276
eBay and Supplemental Outlet Sites     280
Customer Education     280
Customer Comments     282
Security     282
Podcasting     286
Video Clips     286
Designing and Implementing Your Marketing Plan     289
Your Marketing List: The "Who" of Your Marketing Plan     290
How to Evaluate Your List     292
Marketing Actions and Events: The "What" of Your Marketing Plan     294
Direct Marketing Actions     297
Parallel Marketing Actions     310
Peer-Based Marketing Actions     317
Creating a Calendar of Events     325
Marketing Calendar for an Interior Design Firm     327
Marketing Calendar for Jerry and Jess's New Chiropractic Clinic     329
Marketing Calendar for Lolly & Criggles-an eBay Children's Boutique Clothing Website     336
Appendix     341
Index     389
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