Chapter 1: Small Business in Australia
There is nothing as rewarding as building your own business. Identify the big issues that affect your business and discover what type of business owner you really are.
* Home-based and medium sized business
* Small business success
* The real causes of business failure
* Business owner types
Chapter 2: The entrepreneurial approach
It’s important to understand entrepreneurs are not born, they are made. Learn about the three steps of entrepreneurial business development, turning ideas into vision, the measurement of success and refining of the approach.
* Entrepreneurial business development
* Turning ideas into vision
* Measuring marketing and advertising
Chapter 3: Marketing to drive profits
So what is marketing? Marketing should be tightly linked to sales and in small business this is absolutely vital. Learn the many methods of creating value for your customer and the benefits of advertising.
* The basics of marketing
* How marketing affects sales value
* Strategies for increasing sales value
* Increasing prices
* Why advertise?
Chapter 4: Marketing systems
A marketing strategy and good systems are imperative to making your business profitable. Here are some ideas to help you find and retain more of the right customers.
* The right systems for your business
* A marketing systems checklist
Chapter 5: How image and brand drive sales
Every business needs a strong brand and image. First impressions count for a lot so find out here what you can do to promote your brand and get your customers talking about it.
* Where did branding come from?
* What are image and brand all about?
* Why do you need a brand and image?
* Developing and promoting your brand
Chapter 6: Developing your unique buying reason
What is it about your business that appeals to the buyer? We need to stop asking ‘what is it?’ and start asking ‘who is it for?’ and ‘what do they want?’ Learn to market from your customers’ view.
* Defining your promise
* Developing your Unique Buying Reason
* Look at your business from a customer perspective
* Positioning statements
Chapter 7: Finding more of the right customers
Do you know the profile of your ideal customer? Identify your target market, know your customer inside out and the low-cost ways to reach them.
* Target the right customer
* Know your customer
* Customer segmentation
* Investment on new customers
Chapter 8: Turning browsers into buyers
Ever wondered how to turn those browsers into buyers? Find out the secrets to building rapport with your customers and ensure they’ll be satisfied with the service you provide.
* Stop selling
* Why people do and don’t buy
* Establishing trust
* Turn browsers into buyers
* Phone scripts
Chapter 9: Winning the customer’s heart
Win the hearts of your customers. Increasing sales to the people who are already your customers could be the key to bigger profits. We give you a simple formula to establish just how much you spend to serve your customers.
* Think like a premium brand
* The value of a customer
* Loyalty programs
Chapter 10: Creating advertising that sells
Read the rules for successful advertising. Use our practical points to write ads, slogans and use our design brief template to get your ads looking better than ever.
* Get the message right
* Writing ads
* Graphic design tips and template
Chapter 11: Making your message seen
So what are the right media channels and more specifically advertising channels, for your business? From the internet to text messaging, we give you a heads-up on navigating this complex market.
* Using media channels
* Navigating a complex market
* Media planning template
Chapter 12: Local area marketing
Now it’s time to think local. Break your target market down even further and focus specifically on the best media channels you can use to spread the word amongst your local community.
* Community newspapers
* Local search marketing
* Outdoor signage
* Local directories
* Shopping dockets and word of mouth
Chapter 13: Direct marketing
Direct marketing – it’s important to get it right! Update your databases and read some simple ways to reach many customers with ease and creativity.
* Database management
* Direct marketing tips
Chapter 14: Driving results with directory advertising
Directory advertising is different. It’s the place we often turn to when we have already made a decision and we are ready to buy. We give you tips to design your directory ad for print and the internet.
* Buyers not browsers
* Yellow and White Pages directories
* Creating directory ads
* Why should people buy from you?
Chapter 15: Virtual profits – an overview of digital marketing
Digital marketing is fast becoming a very popular mode of reaching customers. We tell you the important reasons why internet marketing should be on the small business marketing agenda. Pick up some web design strategies for your own site as well.
* Online growth
* Why do people shop online?
* Design a website
* Email and viral marketing
* Mobile marketing
* Voice broadcast
Chapter 16: Search engine marketing
Online search is a rapidly growing part of our culture. Protecting yourself and brand online is a must, so read here how search engines can work to your benefit. We also provide advice on how to engage a search expert.
* What is search engine marketing?
* How search engines work?
* Tips to successful search engine copywriting
* Protect your brand online
* Tips on engaging a search expert
Chapter 17: Broadcast media
Lights, camera, action! Make TV and radio work for you. We explain the benefits of advertising with both mediums and the ways to keep costs to a minimum.
* Free to air TV
* Making a TV ad
* Write a media brief
* Make radio work
Chapter 18: Print media
We give you some advice for identifying which newspapers and magazines are best for you and how to get your ads placed in the best spots.
* Newspaper advertising- placement, features, colour
Chapter 19: Outdoor advertising
Outdoor advertising options are growing. We look at the advantages of advertising in this medium and you can read the ‘do’s’ and ‘don’ts’ of designing outdoor ads.
* Does it work?
* Advantages of outdoor
* Measurement and future enhancements
* Advertising in non-traditional places
Chapter 20: Public relations
Cultivating relationships with external stakeholders can play an important role in your businesses success. Learn the best way to handle the media (radio, tv and print) and promote your business through conferences and events.
* Working with the media: newspapers, radio and TV
* Media training
* Writing an article or press release
* Photos and events
Chapter 21: The road ahead
Two things should not be forgotten – people and technology. Learn why these are at the forefront of your business.
* People and technology