The 15 Essential Marketing Masterclasses for Your Small Business

This straightforward, practical book cuts through the morass of marketing theory to reveal the practical steps that small businesses can take to achieve phenomenal marketing results. Presenting fifteen comprehensive masterclasses, marketing expert Dee Blick presents easy-to-understand and easy-to-implement strategies to increase sales, prevent marketing mistakes, and build the foundations of a customer-driven brand. These fifteen comprehensive masterclasses can be implemented immediately, and cover such topics as marketing plans, copywriting, social media marketing, and public relations.

• Written by successful author and marketing guru who has worked with small businesses for twenty-seven years
• Includes practical, effective marketing strategies for every small business
• Appropriate for entrepreneurs, small business owners, and practicing marketing managers

When it comes to marketing a small business, success means getting a big impact from a small investment. The 15 Essential Marketing Masterclasses for Your Small Business gives entrepreneurs and small business owners proven strategies for effective, profitable marketing.

About Dee Blick vii

Foreword by Andy Fernandez, The Chartered Institute of Marketing (CIM) ix

Introduction 1

Masterclass 1: The perfect practical marketing plan 5

Masterclass 2: Your perfect positioning statement 21

Masterclass 3: Why it pays to locate and research your target audience 39

Masterclass 4: How to write copy that sells 57

Masterclass 5: How to make your website a magnet for hot prospects 75

Masterclass 6: How to write successful adverts 93

Masterclass 7: How to get PR in printed publications 113

Masterclass 8: Why it pays to do direct mail 139

Masterclass 9: How to take the chill out of a telephone cold call 161

Masterclass 10: The secrets of successful email marketing 181

Masterclass 11: How to be a confident and engaging public speaker 203

Masterclass 12: How to build your expert status 223

Masterclass 13: How to wow your customers with genuine customer care 233

Masterclass 14: Why you should be falling in love with Linkedin! 251

Masterclass 15: How to be terrific on Twitter 267

Conclusion 287

About the contributors 289

Acknowledgements 293

Index 295

Small business owners, entrepreneurs, marketing managers, members of professional bodies such as CIM.

Dee Blick is a successful business author and a multi-award winning Fellow of the Chartered Institute of Marketing. Dee has 27 years marketing experience gained working with small businesses from all sectors. She is renowned for her practical approach to small business marketing and for getting results on the smallest of budgets, having a reputation as a formidable marketing troubleshooter.
A speaker, columnist and practioner, Dee has self-published two books; 'Powerful Marketing on a Shoestring Budget for Small Businesses' and ‘The Ultimate Small Business Marketing Book’, which have sold in excess of 3.5k and 4k units respectively. Dee also runs The Ultimate Small Business Marketing Summit annual conference.