Complete Profit Guide - Contents
Section 1 - Introduction
- Hello
- The opportunities are there
- Don't worry about mistakes
- Read and learn from others.
- Follow the success formula
- The importance of small businesses
- The problems of a small business
- The best profit improvement ideas for small businesses
- Time management
- Pareto's law
- Get a good product
Section 2 - Your strategy
- Your personal objective
- Your business strategy
Section 3 - Organising & managing your business
- At McDonald's
- Organisational strategy
Section 4 - Systematising your business
- Putting the system in the box
- Management systems - do without experienced managers
Section 5 - People strategy
- It's all about motivation
- They must want to play your game
- The rules of the game
- Recruitment, induction, ongoing & leavers
Section 6 - Times change
Section 7 - Marketing strategy overview
- Customer dedication
- Adding value
- The 2 ways to increase profits
- Is it sales or marketing?
- The power of leveraging
- Isn't it time to start generating leads?
Section 8 - Your target market
Section 9 - Unique selling proposition(USP)
- When it absolutely, positively, has to be there
- How to find your USP or UPB
- How to write your USP
Section 10 - Guarantee it with risk reversal
- Remove the risk completely
- Are you worried customers will take advantage?
- To improve the power of guarantees...
Section 11 - Testimonials & case studies
Section 12 - Your pricing strategy
- What's the best price?
- Value pricing
- How to raise prices
- Discounting for profit
Section 13 - Get your fonts right
- Serif fonts
- Sans serif fonts
- Script fonts
Section 14 - Customer satisfaction is of no use
- Only loyalty matters
- How customers are treated
- Being friendly
- WOW your customers
- Angry customers, complaints & policies
- Give help without the expectation of return
- The phone's ringing, is someone going to answer?
- Customer visits to the premises
- To get loyalty
- Business is great & we're looking for more
- Your mission statement
- Focus groups
Section 15 - More preparation
- Your business name
- Geographic location
- Company image
- Colour & shape guide
- Your logo
- Stationery
- Your premises
- Displays
- Shop window ideas
- Sign magic
- Posters
- Telephone numbers
- Freepost & business reply
- Food & drink
- Dress
- Strapline
- Vehicles
- Opening hours
- Speed of service
- Gift certificates
- What are the competition doing?
- Get feedback
- Attitude
- Payment methods
- Business awards
- Charity incentives
Section 16 - Contact management database & lists
Section 17 - Testing, measuring & budgeting
- Why test?
- The lifetime value of a customer
- How to test
- The law of probability
Section 18 - Lead generation
- Brand marketing v direct marketing
- Using an ad agency
- One step & two step lead generation
- Hard v soft offer
- Qualification of leads
- Written lead generation tools & AICDA
- How to write powerful headlines
- The opening words
- How to write body copy
- Generate interest
- Create desire
- Building credibility
- More top tips
- Call to action
- Formatting tricks
- Editing
- Gimmicks
- Be ready for the response
Section 19 - How to grow with advertising
- Advertising does work
- How to advertise in the best places
- Start with a small ad
- Negotiate the ad price
- Negotiate the position of your ad
- How to write your ad
- How frequently should you run the ad?
- Classified ads
- Directory advertising
- Secrets to get to the front of your directory classification
- Optimizing the size of your directory ad
- Layout of directory ad
- Adding pictures to adverts
- Inserts
Section 20 - Sales letters - sausage & sizzle
- Sales letter work
- Salutation rules
- Signing off
- The P.S.
- More top letter tips
- The reply device
- How to get your envelope opened
- Example letter layout
- Postcard marketing
Section 21 - Fax advertising
- Selecting your fax bureau
- Fax format
- When to send the fax
Section 22 - Internet marketing
- How to build your web site
- Search engine optimisation
- More web marketing ideas
- E-mail marketing
- Getting repeat visitors
- Fantastic web resources
Section 23 - Telephone marketing & selling
- Telemarketing that works
- Getting ready to call
- Beating the gatekeeper
- Opening with your prospect
- Asking questions
- Developing the dialogue
- Asking for the desired action
- Literature requests
- Follow up
- Closing the sale
Section 24 - How to write press releases
- Press releases that work
- Format of the release
- Your press kit
- How else to make sure it's published
- Now leverage
- Example press release layout
Section 25 - Presentations and seminars
- Why seminars work
- Finding your audience
- Promoting your seminar
- Preparing the seminar
- Equipment tips
- Controlling the nerves
- Your introduction
- Development
- The end
- Follow up
- Now leverage
Section 26 - Networking magic
Section 27 - How to write newsletters
Section 28 - Proven referral systems
Section 29 - The power of endorsement marketing
- Hosts & beneficiaries
- The start up business people
- The endorsement offer
- How to operate the endorsement arrangement
- How else to use endorsement marketing
Section 30 - How to write special reports
Section 31 - The competition busting special report
Section 32 - Tip sheets
Section 33 - Information packs
Section 34 - Brochures
Section 35 - Catalogues
Section 36 - Mad marketing ideas
Section 37 - How to convert your leads into paying customers
- A conversion system
- The quality of your lead
- Sales conversion letters
- Future contact letter
- More information letter
- Sowing the seeds letter
- Sales conversion letter
- The buyers remorse letter
- The sales meeting
- The preparation stage
- Greeting the prospect
- The chit chat
- Asking questions
- Listening
- Now it's your turn
- Overcome the objections
- The close
- The follow up - making 3109% more sales
Section 38 - The re-Selling system
- Why use re-Selling
- Re-Selling tools to increase the average order value
- Re-Selling tools to increase the frequency of purchase
- Re-Selling tools to keep your customers longer
- The windows of opportunity chart
Section 39 - Finance: managing the money
- The accounting system
- Management information
- What if questions
Section 40 - Cost controls & expense minimization
Section 41 - Using barter to reduce costs
Section 42 - How to make sure you get paid
Section 43 - Minimizing your risks
Section 44 - How to raise finance
- How to get your bank to say "Yes"
- Small firms loan guarantee scheme
- Factoring
- Hire purchase & leasing
- Trade credit
- Equity finance
- Venture capital
- Business angels
- Grants
Section 45 - Choosing your business structure
- Limited company
- Partnership
- Limited liability partnership (LLP)
- Sole trader
- Franchising
Section 46 - How to find a product to market
Appendix - Recommended reading & information sources
