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Entrepreneurs are great at coming up with new ideas and, often by sheer passion alone, getting their business started. But for long-term success they must be aware of the secrets of marketing. Even if they don't always market their product themselves, they need to understand the processes enough to ensure that the job is being done well.
The book identifies marketing as the entire process of researching, creating, distributing and selling the product or service. It isn’t about theory and metrics; instead, it’s a practical guide that starts with the basis of all marketing: the proper mindset.
About the author
PART ONE: YOUR MARKETING MINDSET
1: Are you ready for the marketing challenge?
2: Do you have a powerful marketing mindset?
3: Why should they pick you?
4: Who are your customers and where can you find them?
5: You know you’re good – how will they?
PART TWO: YOUR MARKETING TOOLBOX
6: How to tell your story so they’ll buy
7: New media, new opportunities (if you know how)
8: Old media: opportunities for contrarians
9: You’re wasting half your marketing money. But which half?
10: Networking made easy (or at least easier)
11: The power of outsourcing
PART THREE: PUTTING IT ALL TOGETHER
12: Create your one-year marketing plan in 60 minutes
13: Now just do it!