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Shameless Marketing for Brazen Hussies: 307 Awesome Money-Making Strategies for Savvy Enterpreneurs

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You Go, Girl -- Capitalize on Your Gender!

It isn't a fad. It isn't a trend. It's a revolution. If the 19th century is considered the "Industrial Age," then the turn of the 21st century may go down in history as the "Entrepreneurial Age." From the rubble of contemporary corporate life, entrepreneurship has emerged as the single most dramatic consequence since the desktop computer.

No longer does "small business" necessarily connote a mom and ...

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Overview

You Go, Girl -- Capitalize on Your Gender!

It isn't a fad. It isn't a trend. It's a revolution. If the 19th century is considered the "Industrial Age," then the turn of the 21st century may go down in history as the "Entrepreneurial Age." From the rubble of contemporary corporate life, entrepreneurship has emerged as the single most dramatic consequence since the desktop computer.

No longer does "small business" necessarily connote a mom and pop establishment or a store on Main Street. Today, it's just as likely to be a Web site with a global reach. Entrepreneurship has captured the country's imagination.

It especially appeals to the driven, "go the extra mile" Boomers who are taking charge of their lives in record numbers. They have expertise gained from a lifetime of working for others; now they're hungering to cash in on this knowledge for themselves.

Even more poised to dive into entrepreneurial waters are Generation Xers. An amazing 87 percent of these young people want to work for themselves. Personal and creative fulfillment, coupled with the desire for freedom to innovate, are the driving forces behind Xers' migration to entrepreneurship. Many are tired of the label "slackers." They are also tired of endless meetings, paperwork dungeons, and overbearing bosses. They're out to prove themselves the hardest-working, most independent-minded generation in our country's history.

Twentysomethings are also going back to school for MBAs. Not to become corporate bigwigs, however, but to start their own companies. The University of Michigan recently conducted a study finding that 25- to 34-year-olds are launching businesses at three times the rate of 35- to 55-year-olds. These young turks, many of whom have been weaned on computers, are becoming overnight millionaires from participating in high-tech startups. The number of households headed by someone under 35 with assets of more than $1 million has risen 250 percent since 1989.

Creating Your Own Financial Independence

And who is leading this revolution? Women-owned firms are transforming the business culture of yesteryear. Female entrepreneurs are already an acknowledged force fueling today's economic prosperity. Perhaps you're one of them. As of 1999, there were 9.1 million women-owned businesses in the U.S. employing over 27.5 million people and generating a whopping $3.6 trillion in sales.

We girls are finally learning how to kick butt. Disgusted by the enormous pay gap in corporate America where women are paid 75› on the dollar compared to men (losing approximately $420,000 over a lifetime because of unequal salary practices), we're jumping ship in record numbers. We've stopped whining and started winning, learned to capture the best and leave the rest, and begun taking control of our own destiny.

Sassy lassies are starting new companies at twice the rate of macho males. It's estimated that by 2005, 50 percent of all American businesses will be owned by women. It's a gender bender of huge proportions and far-reaching ramifications.

Mixing Estrogen and Entrepreneurship

To fully succeed in today's competitive and complicated business environment, however, we must be clever. Gutsy. Dedicated. Technologically savvy. Service oriented. We must develop a business mind-set that capitalizes on our femininity; one that allows estrogen and entrepreneurship to mix and create excellence. Fortunately, we are innately qualified to do this.

Woman is blessed with a nurturing nature. We're the care takers, the care givers. We've been emotionally supporting our husbands and lovers since the beginning of time. And we'll be nurturing our children from infancy through adulthood. These same traits translate beautifully into the business world. They are what allow us to take customer service to extraordinary levels. And they help us build relationships that are destined to be the underpinnings of success in this new century.

We are good listeners, not only hearing what is said but also what is implied. We've listened to mothers, fathers, spouses, lovers, children. In so doing we've discovered their needs, then addressed how to fill them. This is exactly what business requires.

Additionally, we're intuitive. We sense what will and won't work. When to back off, when to ask for the sale. We have true vision.

Organizational skills are another bit of magic in our bag of tricks. Running a house, raising a family, juggling a career: Many of us are like a street performer with three balls constantly in the air. It's shopping, chauffeuring, sympathizing or cleaning, cooking, and cajoling. We learned early to write lists, make every minute count, prioritize tasks.

Of necessity, we think holistically. How will this impact that? What is the most well-rounded approach that tunes into the needs of all? How can we get everyone to buy into our ideas?

And we're as tenacious as pit bulls. Determined, even relentless. Many of us still feel we have something to prove. We'll put in the necessary hours, energy, and commitment to turn our passion into profit.

Lastly, we're endowed with a sensuality that gives us a powerful weapon to conquer our male counterparts in the world of work. Sensuality (not sexuality) allows you to employ your feminine wiles and at the same time remain businesslike. Coquettish charm can put magic in the moment. Tune in to the three "Fs": Be friendly, focused, and fascinating. In the Ladies Home Journal Third Annual American Woman Survey, 98 percent of participants said it's okay for women, even in positions of authority, to show their feminine side.

We definitely need an advantage. We don't have the omnipotent Old Boy Network with its tradition, layers of important contacts, and infinite opportunities working for us. Many of us didn't grow up in the world of sports. So we lack the understanding of teamwork and supporting each other for the common good. Too often we end up being adversaries and sabotaging each other instead of pulling together.

Yet our only limitation is our own expectations. We needn't be dominated by "alpha male" leaders brimming with testosterone. Businesswomen with intelligence, perspective, and backbone have no boundaries. As women, we can be confident, powerful, bold, prosperous, spunky, self-assured, irreverent, empowered, and sensational. We can have just as much "juice" as the guys and can play hardball to the max. As stewards of our own talents and gifts, we need to be possibility thinkers. When doing so, we can make an invaluable contribution: to ourselves, our families, our community, our world.

The application of knowledge is power. Many of the previously mentioned survey respondents said women will join and even replace men as the movers and shakers of the world. And for good reason: They'll be better educated. Already women are getting 55 percent of all bachelor's and master's degrees. By 2007, the U.S. Department of Education predicts that 9.2 million women will be enrolled in college. Compare that to only 6.9 million men. This will spark an explosion of female power. In the next decade respondents expect that most of us will have a female doctor, lawyer, accountant, or stockbroker. And 88 percent think the great scientists of this century are just as likely to be women as men. It's going to be a woman's world!

Maybe you're one of the 47 percent of women who told the U.S. Junior Chamber of Commerce that "entrepreneur" would be their favored occupation. If you aspire to own your own business, or currently operate one, there is an area that will make you or break you: mastering the marketing mind-set.

Developing Marketing Moxie

Marketing does not mean going to the grocery store. It means getting behind your service, product, practice, organization, or store with creative branding, publicity, promotion, advertising, and sales strategies. It starts the minute you conceive a business idea and it never ends! That is what this book is about. I'll show you how to level the playing field. To succeed in business without a penis. To renew your marketing energy and swim with the dolphins.

This book is for new startups that need guidance on how to push the envelope all the way to the top. It's also for established businesses and professional practices that seek fresh ideas and innovative ways to recharge their batteries. Many of these ideas are bootstrap concepts. So what you lack in money you can make up for in moxie. Female executives climbing the corporate ladder, or those who yearn to do so, will also glean insight here into powerful personal promotional strategies.

And although this message is primarily slanted for women, it also applies to men--men of quality who respect women's equality. Yes, we'll enjoy a joke at your expense from time to time, just as you've been doing at ours for eons. But males who are turned off by the title or flavor of this book might well realize that by overlooking occasional offensive verbiage, they can access information to make themselves more effective in the business world.

It's sort of like the Oklahoma Land Rush. Except that instead of hardy pioneers racing to claim homesteads, today we have canny businesspeople sprinting to capture customers or clients. So if you're a woman with an entrepreneurial fire raging in your gut, or a lady just entertaining the idea of going into business for herself, Shameless Marketing for Brazen Hussies will show you how to be a triumphant revolutionary. Read on to learn. To be inspired. To change your life.

BACKCOVER:

Discover 307 awesome, impudent money-making strategies that work!

This revolutionary book has 20 informative, inspirational, irreverent chapters to help women business owners be more successful. Whether you are a female entrepreneur, a professional woman climbing the corporate ladder, or a woman (or man!) dreaming of starting your own company, you've got to have this book. Combining estrogen and entrepreneurship isn't a fad. It isn't a trend. It's a revolution! By 2005, fully 50% of all American businesses will be owned by women.

Gutsy ideas for femme fatales, grande dames, and wonder women abound here. The material covers everything from generating free publicity (then truly profiting from it) to advertising on the cheap from forming strategic alliances to capitalizing on nontraditional sales channels.

* Hundreds of helpful Web sites put you on the cutting edge
ul>

  • Personal stories of successful women business owners encourage as they enlighten
  • The perfect tool for new startups with more moxie than money
  • Ideal for veteran businesses and professionals who need fresh marketing insights
  • Reveals how to affordably find and boldly impress new prospects, sell more to existing clients or customers, and make your bottom line blossom.

By marketing guru Marilyn Ross, who was dubbed a "trend tracker" by Entrepreneur magazine. She has written 12 previous books. Soundview Executive Book Summaries selected one to be among the 30 best business books of the year; another was picked up by Quality Paperback Book Club. Marilyn lives what she writes. Bitten early by the entrepreneurial bug, she made and sold potholders door-to-door at 9, managed in women's ready to wear at 18, and was the first woman night manager ever hired by the Mervyn's Department Store Chain. Marilyn has headed her own advertising/PR agency, owned and operated a hotel and restaurant, and co-founded a nonprofit trade association. A provocative and in-demand professional speaker, she has been a consultant and leader in the publishing industry since 1978. Marilyn Ross, who has been called a "trend tracker" by Entrepreneur magazine, has written or co-authored twelve books. Her Big Ideas for Small Service Businesses was selected as one of the 30 best business books of the year by Soundview Executive Book Summaries. In Shameless Marketing for Brazen Hussies she again preaches about what she practices.

In addition to writing award-winning books, articles, and newsletters, Marilyn is in demand as a professional speaker. A member of the National Speakers Association, she presents seminars and training workshops for associations, organizations, and corporations. She speaks about marketing, writing, publishing, and entrepreneurship.

Marilyn and her husband and business partner, Tom has been noted and quoted in publications across the land: The Wall Street Journal, U.S. News & World Report, The Los Angeles Times, and The New York Times have written about them and their work. Additionally, they've been featured twice on NPR's "All Things Considered," on hundreds of radio stations, and dozens of TV shows from coast to coast. Recently Marilyn was spotlighted in a lead story on CNN financial news on the Internet.

She was bitten early by the entrepreneurial bug. At nine years old she was making and selling potholders door-to-door. By 18 she was managing a women's ready to wear store. This led to her being the first woman ever hired by the Mervyns Department Store Chain to be a night/Sunday manager. Marilyn has also owned and operated a hotel and restaurant, and previously headed her own advertising/PR agency. Since 1978 this savvy business leader has focused her energies on the publishing industry.

Through their consulting firm, About Books, Inc., Marilyn and Tom offer turnkey help to professionals who want to package their specialized knowledge in book form. These clients gain greater visibility and credibility with an expertly-produced book from the Rosses' company.

She was a founding member on the board of directors for San Diego Women in Business and served her local Rotary Club as president. Currently she sits on the editorial advisory board for ForeWord magazine. Marilyn is a Senior Fellow of the Center for the New West, a Colorado-based think tank. Her areas of specialization are rural entrepreneurship and home-based businesses. She is a contributor to the National Foundation for Women Business Owners and a member of the Authors Guild, the American Society of Journalists and Authors, and NAFE.

In 1996 she and Tom launched a nonprofit trade association for authors and publishers. The Small Publishers Association of North America (SPAN) has become the second largest such organization in the world.

Marilyn is listed in the 23rd edition of Who's Who in the West, Who's Who of American Women, Men and Women of Distinction, Working Press of the Nation, Who's Who in U.S. Writers, Editors & Poets, Contemporary Authors, and The International Authors and Writers Who's Who.

Bold New Book Reveals Secrets to Business Success

Nice girls might finish last but it won't be long until brazen hussies rule the business world! So says marketing expert and author Marilyn Ross who makes no apology for her belief that it's time for the women entrepreneurs of this country to learn to "kick butt." We are pleased to be publishing this revolutionary book.

In her new book Shameless Marketing for Brazen Hussies: 307 Awesome Marketing Strategies for Savvy Entrepreneurs, Ross relates how women-owned firms are transforming the business culture of yesteryear. "Female entrepreneurs are already an acknowledged force fueling today's economic prosperity," she writes. "Women across America are discovering practical, profitable ways to make themselves uniquely competitive. Don't just compete create!" Ross herself is a successful entrepreneur who consults and speaks about marketing and promotion, and owns and operates a successful book marketing business.

As of 1999, there were 9.1 million women-owned businesses employing 27.5 million and boasting $3.6 trillion in sales. And by 2005, it is projected that 50 percent of all companies will be owned by women. Ross the award-winning author of 12 previous books hopes to fuel the creative fires in these "Sassy Lassies" with her guide's innovative and time-tested tips for successful business startup and improvement.

Women, Ross writes, have many qualities that translate beautifully into the business world: They are nurturing, emotionally supportive, good listeners, intuitive, have refined organizational skills, and are as "tenacious as a pit bull" when it comes to something that is important to them. Their only limitation is their own expectations.

In Shameless Marketing for Brazen Hussies, Ross offers strategies from the get-go of starting a business choosing a name, logo, site of operation to quick and easy marketing ideas (Telemarketing? Yes, Nice Girls Do touts one chapter), to media tips and the psychographics (formerly known as demographics) of potential customers. You name it, she addresses it.

This is not a recap of one woman's success story. Rather, Brazen Hussies shares accounts of the professional achievements of women in various walks of life with all types of businesses, from home-based to corporate. It gives simple, doable ideas for everyone, even the gender-secure man who is not afraid to bypass the occasional tongue-in-cheek testosterone-bashing verbiage in his pursuit for corporate success.

The book is helpfully divided into five sections with pertinent topics such as: "Empowering Marketing Maneuvers" and "Out of the Box Thinking," each with whimsically illustrated identifying chapters and beneficial sidebars and visuals many of which should be laminated and treasured for future inspiration. In the back of the book is an invaluable section of "Sources and Resources Packed With More Power Than a Protein Bar."

"This book is for new startups that need guidance on how to push the envelope all the way to the top," Ross emphasizes. It also offers a fresh perspective for veteran entrepreneurs and professionals.

Shameless Marketing for Brazen Hussies: 307Awesome Marketing Strategies for Savvy Entrepreneurs is a must-read that removes all of the reasons businesswomen use for not breaking through the glass ceiling of equal pay and opportunity.

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Editorial Reviews

From The Critics
Women can excel in marketing, and this provides over three hundred strategies for women entrepreneurs who want their sales to excel, whether it be on the Internet or in a store or consulting position. Chapters cover both traditional and nontraditional marketing strategies, probe strategic alliances, and show how to gain publicity. Women will find this packed with valuable marketing and business tips.
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Product Details

  • ISBN-13: 9780918880444
  • Publisher: Communication Creativity
  • Publication date: 11/28/2000
  • Pages: 382
  • Product dimensions: 6.00 (w) x 8.90 (h) x 1.00 (d)

Table of Contents

Part I: Empowering Marketing Maneuvers

Chapter One: Setting the Stage for Success
Quick and Easy Market Research * Who's Your Competition? * Positioning Yourself for Profits * Niches Spell Riches * Crafting a Vigorous Marketing Plan * Prudent Budgeting * The Price Is Right or Is It? * Location, Location, Location * Hiring Professional Help * Methods for Measurement * Brainstorming to Flood Your Mind With Creativity

Chapter Two: Image-Building and Branding: Creating Personal and Professional Charisma
Your Business Attitude and Manner * Developing Personal Power and Credibility * The Telephone as Goodwill Ambassador * What's in a Name? * Logos and Slogans * Designing Letterhead That Grabs Their Attention * Business Cards as Mini-Billboards * Branding Sets You Apart From the Herd

Chapter 3: Advertising's Many Faces: Who's the Fairest of Them All?
Writing Copy From a "Benefit" Perspective * Classified Ads * Display Ads * Yellow Pages * The RUB Formula * Free-Standing Inserts * Advertorials * Placement Ploys * Choosing the Media * Understanding Psychographics * Negotiation Tips * Directories Help You Get Discovered * Broadcast Media * Imaginative Signage * Trade Show Exhibiting * Telemarketing: Yes, Nice Girls Do * Novelty Items and Giveaways

Part II: Illuminating Publicity Techniques for Femme Fatales and Grande Dames

Chapter 4: To Get Famous, Be Shameless: Irreverent Publicity Ploys
The Power of Print * News Releases That Add Pizzazz Without Puff * A Picture Says a Thousand Words * Creating a Memorable Media Kit * Getting "in Decent" Exposure With a Press Conference * Letters to the Editor * Newspaper Op-Ed Essays Build Visibility * Contributing Articles and Columns * Recycle, Repeat, Reuse * Producing a Newsletter * Writing a Book Garners Goodwill and New Business * Getting in Broadcast News * Midget Moves for Mighty Results

Chapter 5: Provocative Promotional Ideas for Getting Known and Getting Ahead
Consumer Education * Hospitality Happenings Mix Business With Pleasure * Networking to Establish Synergy and Momentum * Creating a Special Event * Community Involvement * Donating and Volunteering * Holding Contests, Giving Awards * Sassy Lassies Conduct Surveys * Become an Industry Leader * Boardroom Bound * Seek Professional Listings * Miscellaneous Promotional Schemes

Chapter 6: Radio Interviews: How to Be Hip and Shoot from the Lip
Knowing the Ropes * The Entrepreneur as Radio Guest * Prospecting for Appropriate Shows * Motto of the Successful Sister: "Be Prepared" * Behind the Scenes Action * The Curtain Rises * After the Performance

Part III: "Out of the Box" Thinking Nontraditional Marketing

Chapter 7: Enterprising Internet Strategies: Tech Max (No, It's Not Served With Salsa!)
Getting Your Web Feet Wet * Giving to Get: Adding Value * Search Engines Help Everyone Find You * Links Level the Playing Field * Out of Site, Out of Mind: Advertising on the Net * Electronic Schmoozing Equals Free Publicity * Bulletin Board Systems: New Version of the Town Crier * Talk Shows in Cyberspace * E-Mail Lets You Outsmart Your Rivals * Promote Your Site and They Will Come

Chapter 8: LinkThink: Strategic Alliances to Ignite Your Sales
Why Partnerships and Collaborations Yield Big Bucks and Bold Results * Examples of Successful Alliances * Cross-Promoting With Area Businesses * The Magic of Mentoring

Chapter 9: Broaden Your Success With Catalog Sales
Catalogs Mean Cash * What Fits? Everything From A to Z * How and Where to Find Appropriate Catalogs * The Way It All Works * Success Secrets for Securing Sales

Chapter 10: Premiums and Incentives Supercharge Your Balance Sheet
What's Hot * Applying Creativity * The Mechanics of How It Works * Finding the Golden Needles in the Premium Haystack * Using Premium Reps to Peddle Your Wares * Tips From the Sage of Premium Sales

Part IV: Mission Possible Unstoppable Direct Marketing

Chapter 11: Your Brochure: The Bridge to Burgeoning Profits
Initial Planning Decisions * Including the Right Components * Sales Sizzle: Emphasize Benefits Over Features * The Cast of Brochure Readers * Designing for "Aye" Appeal * Cost- Effective Production Pointers

Chapter 12: Lightning-Charged Results from Direct Mail
Planning for Profits * Components of a Successful Campaign * Package Contents * Other Alternatives * Unmasking Mail List Culprits * Using Brokers * Self-Prospecting for Effective Lists * Understanding the Kinds of Lists Available * Mailing Smarter * Developing Your Own Database

Chapter 13: Speaking and Teaching: Impressive Ways to Prospect for New Business
Why the Gift of Gab Works So Well * Working Through Established Adult Educational Facilities * Launching Your Own Public Seminar Program * Honing Your Presentation * Tips for Becoming a Paid Presenter * Wellsprings for More Exposure and Information

Part V: Maximize Your Strengths More Gutsy Strategies for Wonder Women

Chapter 14: How to Capture More Sales With Less Effort
Effective Lead Handling * Suggestive Selling * Expand Your Market * Diversify to Multiply * Cultivating Testimonials and Endorsements * The Magic of Referrals * The Business Breakfast/Lunch/Tea * Offering Financial Incentives * Nonprofits Use the Auction Block * Take Your Business on the Road

Chapter 15: Providing Awesome Service and Client/Customer Satisfaction
Keys to Ensuring Satisfaction * Communicate to Captivate * Handling Objections With Finesse * Managing Constituent Expectations * Measuring Your Effectiveness With Research and Surveys * The Value of Customer/Client Retention * Going Beyond the Call of Duty * Pulling the Plug on Obnoxious Clients

Chapter 16: Other Techniques Spunky Ladies Use to Magnify the Bottom Line
Telephone Tricks * The 7 Habits of Highly Successful Entrepreneurs * Creating a Swipe File * Establishing a Strong Board of Directors * Adding a Twist to the Same Old Thing * A Grab Bag of More Good Ideas * Putting Balance in Your Life

Afterword

Part VI. Sources & Resources Packed With More Power Than a Protein Bar

Chapter 17: Marketing Plan Outline
Executive Summary * Mission Statement * Market Definition * Analysis of Current Situation * Goals and Objectives * Action Plans * Budget and Controls

Chapter18: Governmental Sources of Special Interest
General Government Agencies and Information * Census Bureau * Department of Commerce * Small Business Administration (SBA)

Chapter 19: Entrepreneurial Organizations and Marketing Associations

Chapter 20: Selected Suppliers
Business Card Printers * Brochure Printers * Postcard Printers * Office Supplies * Promotional Products/Novelties * Cartoonists * Clip Art Sources * Clipping Bureaus * Press Release Services * Video News Releases (VNRs) * Miscellaneous Vendors * Toll-Free Phone Number

Options
Recommended Reading
Index

List of Sidebars and Visuals:
Startup Checklist
Brainstorming Guidelines
Research: Fact Finding on the Net
Naming Notions
Sample Business Card
Awaken Desire with Gain or Pain
Yellow Page Ad Pointers
Trade Show Checklist
Follow-Up Piece: "You're Missing a Lot"
Topics for News Releases
17 Ways to Outdistance the Herd
Media Reminder Card
Potent Radio Maneuvers
Finding Internet Discussion/Chat Communities
Special Dates to Piggyback On
Catalog Possibilities Online
Catalog/Retail Information Sheet
Courting Local Premium Sales
Features Versus Benefits
Direct Marketing Sales Letter Checklist
Direct Marketing "Freebies"
Remedies for Laryngitis
Spinoff Business Ideas

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Customer Reviews

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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted November 22, 2000

    Move over Jay Conrad Levinson!

    Best $20 you'll spend this year on growing your business. Incredibly up-to-date marketing power plays like: 'Niches spell riches' 'Kick yourself in the assets' 'Syndicated columnists = instant stardom' 'Booking radio talk shows because you're the expert' 'Get in catalogs - there are several that sell to your target market' Don't pass up this book if you are interested in the wisdom of one of the greatest entrepreneurs and authors of our time - Marilyn Ross. These techniques are fun, easy and quickly REWARDING.

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  • Anonymous

    Posted November 6, 2000

    Who Says Marketing Books Can't Be Fun?

    Shameless Marketing for Brazen Hussies is fun. That should be enough incentive right there to buy the book, but there is more. It isn't just a pretty book with no substance. It is packed full of wonderful ideas to help anyone market their product. And guys, don't worry about the humor. It's done with love and respect. We gals just like to have fun. The marketing strategies will help the budding business person with practical tips.

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  • Anonymous

    Posted October 9, 2000

    Bold New Book on Marketing Is a MUST!

    This book is chock full of ideas to help jump-start the marketing plan of any business. Marilyn Ross is positively inspiring. You will find yourself referring to this book again and again. New and seasoned entrepreneurs alike will indeed find the '307 awesome money-making strategies' AWESOME! Get out your highlighter and Post-it notes because you'll want to mark ideas to implement immediately. I loved the format of this book, especially the 'Websites, Wisdom, and Whimsey' sections at the end of each chapter. Great websites and other resources are included. Lots of great sidebars and other tidbits are scattered throughout the book as well. This exceptional book is must-read for anyone--man or woman--in business!

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