Introduction

Marketing basics

1.

What's marketing anyway?

2.

3.

Find your USP

4.

Find your key messages

5.

Don't be greedy

6.

Perfection is 90%

7.

Remember your customer's feelings

8.

Plan

Practical essentials

9.

Don't lose any opportunity to cross-sell

10.

Tell the team

11.

Work on your elevator pitch

12.

Keep your sales team selling

13.

Beef up your business card

14.

Collect names

15.

Seek out testimonials

16.

More is better than bigger

17.

Survey your market

18.

Start a swipe file

19.

Top copywriting tips

20.

What's the point?

Dealing with customers

21.

Value the customer

22.

Say "thank you"

23.

Involve the customer

24.

Create a club

25.

Invite the customer

26.

Offer more than one contact point

27.

Honesty: the better policy

Dealing with the press

28.

How to write a press release

29.

Press releases by email

30.

Identify targets

31.

Use the right language …

32.

… Use English

33.

Avoid acronyms and abbreviations

34.

Keep up the frequency

35.

What's the press release about?

36.

Shorts matter too

37.

Create a press kit

38.

React to the news

39.

Get a reference

40.

Cultivate freelances

41.

How not to approach the press

42.

Track your PR effort …

Your website

43.

Choose the right name(s)

44.

What's on the website?

45.

Refresh your site regularly

46.

Less is more

47.

Does your website need a revamp?

48.

Copywriting for the web

49.

How serious shoppers judge websites

50.

Collect names on your website

51.

Search engines come second …

52.

… But appeal to the search engines anyway

53.

Make the most of the keywords tag

54.

Find some links

55.

Find out who's linking to whom

56.

Be wary of site submission services

57.

DIY site submission

58.

Submit the right pages

59.

Tips for getting listed in directories

60.

Are you listed yet?

61.

Avoid the search engine traps

62.

Don't use background music

63.

Make sure your web pages work on the screen

64.

Keep web pages under 60k

65.

Use an HTML validator

66.

Five ways to promote your website

Direct mail

67.

67. Make the most of direct mail

68.

Time your mailings

69.

Think 'package' for DM

70.

Cutting costs

71.

Use more stamps

72.

Lucky numbers

73.

Email marketing

74.

Coping with anti-spam legislation

75.

Watch out for HTML mailings

76.

Six cheap ways to target your email

Graphics

77.

Marketing visuals and the rule of 3

78.

Reuse artwork

79.

You need a logo

Advertising

80.

Pick your position for ads

81.

Stimulate

82.

Go for frequency not size

83.

Three cheap advertising tricks that work

84.

Post your ad

85.

Make the most of your advertising budget

Exhibiting

86.

Exhibiting on a shoestring

87.

Make the most of exhibiting

Ideas pile

88.

Email signatures

89.

vCards for quick contacts

90.

Sponsor a team

91.

Postcard newsletters

92.

E-cards

93.

Better incentives

94.

Be an expert

95.

Win awards

96.

Invite questions

97.

The three-letter follow-up

98.

Write a newsletter

99.

Make a CD

100.

Advertise …