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"I feel so empowered with Lauron's clear, practical marketing strategies. She shows you how to make marketing automatic, and as a business owner, that's exactly what I need. No business should run without this information."
-Valerie Boudreaux-Allen, First Step Business Training & Consulting; Houston's SBA's Women in Business Champion, 2007
Do you find marketing to be confusing, difficult, or overwhelming? Are you not sure where to begin? Do you have a plan, but don't know how to make it happen?
To act and succeed like a marketer, you must first think like one. When you do, marketing becomes routine, focused, and successful as you take clear, confident steps to grow your business every day.
Think Like a Marketer takes the mystery out of marketing. It addresses head-on the principles that must guide every action, decision, and communication that affect your business. In addition, it gives you practical, real-life guidance that you can apply immediately after reading.
Chock-full of specific examples and proven processes, Think Like a Marketer will teach and show you how to:
• Think, act, and communicate like a marketing pro.
• Identify and capitalize on the marketing opportunities that abound in your business every day (but are usually missed).
• Stand out in a cluttered and overcrowded marketplace.
• "Stir the pot" to build and maintain marketing momentum.
• Devise a practical marketing strategy that will show positive results, even on a bare-bones budget.
With Think Like a Marketer, you'll be prepared to put marketing into action and turn yourself and your business into a marketing machine!
Introduction 11
Phase 1 Getting Into a Marketing Mindset
Chapter 1 Inside the Marketer's Head 17
Chapter 2 What Smart Marketers Know 19
Chapter 3 Marketing by Principle 23
Phase 2 Stir the Pot
Chapter 4 Putting Marketing in Motion 61
Chapter 5 Stirring the Right Things 67
Phase 3 Standing Out From the Crowd, the Clutter, and the Competition
Chapter 6 How Do You Stand Out? 83
Chapter 7 Getting Your Image and Identity in Sync 89
Chapter 8 Who Are You Anyway? 97
Chapter 9 Time to Stand Out 101
Chapter 10 The Four Secrets to Standing Out 106
Phase 4 Establish the Systems That Make Marketing Happen
Chapter 11 Making Marketing Practical, Focused, and Routine 117
Chapter 12 Marketing Opportunities Here, There, and Everywhere 122
Chapter 13 Identify Your Common "Service Points" 128
Chapter 14 So Many Tools to Work With 134
Phase 5 Talk Like a Marketer
Chapter 15 How You Say It 159
Chapter 16 The Power of Questions 180
Chapter 17 Writing a Killer Marketing Letter 184
Phase 6 Keeping Marketing in Motion
Chapter 18 Avoiding Common Marketing Mistakes 199
Chapter 19 Maintaining a Marketing Mindset 205
Chapter 20 Stirring the Pot When You're the Pot 210
Chapter 21 Final Call to Action 214
Index 217
About the Author 223
Overview
"I feel so empowered with Lauron's clear, practical marketing strategies. She shows you how to make marketing automatic, and as a business owner, that's exactly what I need. No business should run without this information."
-Valerie Boudreaux-Allen, First Step Business Training & Consulting; Houston's SBA's Women in Business Champion, 2007
Do you find marketing to be confusing, difficult, or overwhelming? Are you not sure where to begin? Do you have a plan, but don't know ...