Shameless Marketing for Brazen Hussies™

You Go Girl—Capitalize on Your Gender! (Introduction) 

Part I: Empowering Marketing Maneuvers

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

Your Business Attitude and Manners  The Telephone as Goodwill Ambassador  Developing Personal Power and Credibility  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

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

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  Contributing Articles and Columns  Newspaper Op-Ed Essays Build Visibility  Recycle, Repeat, Reuse  Producing a Newsletter  Writing a Book Garners Goodwill and New Business  Getting in Broadcast News  Midget Moves for Mighty Results

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

Knowing the Ropes  The Entrepreneur as Radio Guest  Prospecting for Appropriate Shows  Motto of the Successful Sister: "Be Prepared"  Behind the Scene Action  The Curtain Rises  After the Performance

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

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

Why Partnerships and Collaborations Yield Big Bucks and Bold Results  Examples of Successful Alliances  Partnering with Area Businesses  Pairing with Clubs and Associations  The Magic in Mentoring

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

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

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

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

Why the Gift of Gab Works so Well  Launching Your Own Seminar Program  Working Through Established Adult Educational Facilities  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

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

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

Telephone Tricks  7 Habits of Highly Successful Entrepreneurs  Creating a Swipe File  Establishing a Strong Board of Directors  Serving on Boards Yourself  Adding a Twist to the Same Old Thing  A Grab Bag of More Good Ideas  Putting Balance in Your Life

Part VI. Sources & Resources Packed with More Power than a Protein Bar

Executive Summary  Mission Statement  Market Definition  Analysis of Current Situation  Goals and Objectives  Action Plans

Government Agencies  Federal Information Center  Census Bureau  Department of Commerce  Small Business Administration  U.S. Government Printing Office  Government Document Depository Libraries  State Publicly Accessible Databases

Entrepreneurial Organizations  Marketing Associations  Home-Based Business Information

Business Card Printers  Novelties  Video News Releases  Miscellaneous Vendors  Toll-Free Phone Number Options

About the Author 

Index 

List of Sidebars and Visuals