Produktdetaljer
Biografisk notat
Jurgen Wolff is the author of the highly successful FOCUS and also Your Writing Coach and Do Something Different, a collection of 100 case studies of innovative marketing.He has also written many articles, including a personal development column for the Times Educational Supplement.
Jurgen teaches workshops on creative marketing, personal development, time management, and writing around the world. He lectured at the University of Southern California, for the Skyros Institute, the Academy for Chief Executives, the BBC, Fremantle Media, the London School of Journalism, the European Media programme, and at private workshops in the United States, England, Spain, Germany, Denmark, France, South Africa, Belgium, and the U.S. Virgin Islands.
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.
The book:
- de-mystifies branding, showing how it is never a process undertaken for its own sake (or for creating sexy brochures or websites), but in order to burn the uniqueness of the business into the minds of customers.
- offers an extensive toolkit that includes the power of outsourcing and networking and the latest techniques in establishing rapport, communicating with the use of questions, and the power of language patterns in speech and written copy.
- shows how to use both new and old media to best effect, with special attention to blogs, podcasts, viral videos, and social networking sites.
- shows how to put all of these elements together into a marketing master plan that you can formulate a one-year plan and then break down into a six-month, three month, and one month segments.
CONTENTS
...for Entrepreneurs
About the author
Introduction
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!
Index
If you have a great service or business but nobody knows about it, it won’t exist for long.
There are all sorts of exciting ways to reach your customer, to really stand out in today’s crowded marketplace. Marketing for Entrepreneurs shows you how to:
· Create a powerful selling proposition
· Use branding to define the identity of your business
· Find and connect with your customers
· Make the most of new and traditional media
· Build an extensive marketing toolkit
· Create a master marketing plan in just 60 minutes
For Entrepreneurs
Whether you are just getting started or want to grow your business, whether you want to be a skilled marketer or sales person, or just want to get your finances under control, there is a For Entrepreneurs book just for you.
· No jargon, no theory – just practical advice you can implement today
· Written by expert entrepreneurs for entrepreneurs
· Full online support – templates, blogs, videos and much more
· Tips, tricks and examples to keep you way ahead of the competition
The need: This is something entrepreneurs find notoriously difficult and often neglect.
Gap: There’s no other book out there on marketing aimed specifically at entrepreneurs. Potential buyers who look in the marketing section of a bookshop will find either heavy textbooks or books trying too hard to be quirky. The tone of this book is in between: written in a conversational tone, but with useful, well-documented information and inspirational case studies.
Multi-media support: The book has a supportive, entertaining tone and includes cartoons, exercises, and examples that make it easy to understand the techniques and put them into practice right away. The bonus video interviews and the downloadable PDFs and mp3 files and other material on the website add value and are a highly promotable feature.
The number of SMEs is increasing and entrepreneurship is still receiving lots of attention in the media – e.g. “The Apprentice” and “Dragon’s Den.”
Produktdetaljer
Biografisk notat
Jurgen Wolff is the author of the highly successful FOCUS and also Your Writing Coach and Do Something Different, a collection of 100 case studies of innovative marketing.He has also written many articles, including a personal development column for the Times Educational Supplement.
Jurgen teaches workshops on creative marketing, personal development, time management, and writing around the world. He lectured at the University of Southern California, for the Skyros Institute, the Academy for Chief Executives, the BBC, Fremantle Media, the London School of Journalism, the European Media programme, and at private workshops in the United States, England, Spain, Germany, Denmark, France, South Africa, Belgium, and the U.S. Virgin Islands.