1.Bibliography

2.Introduction
1 Where You Are Now To Where You Want To Be; 2 What Do You Want?; 3 Typical Small Business Marketing Mistakes; 4 Creating Your Marketing Plan;

3.How To Get Started – Evaluating Where You Are Now
5 Defining Your Business Now; 6 Evaluating How Well Your Current Marketing Is Working; 7 Assessing The Value Of Your Current Base; 8 Finding Out What Existing Customers Value About Your Business; 9 Seeing Your Business Through The Customers’ Eyes; 10 Asses

4.Getting Clear About Where You Are Going
11 Clarifying Your Ultimate Business Vision; 12 Defining The Gaps Between Present And Desired; 13 Describing Who You Want To Do Business With;

5.Understanding Your Marketplace And Your Competition
14 Researching For Answers; 15 Evaluating Your Competitors’propositions; 16 Learning From Others In Your Marketplace;

6.Understanding Your Customer
17 Finding Out About Your Target Customer; 18 Understanding What People Buy;

7.Creating Solid Foundations
19 Deciding On Your Niche; 20 Getting Clear About What You Are; 21 Clarifying Your Unique Selling Proposition; 22 Creating And Communicating A Brand Identity; 23 Developing A Strap-Line Slogan For Your Business; 24 Believing In Yourself;

8.Getting The Price Right
25 Charging What You Are Worth; 26 Increasing Prices At The Right Time;

9.Developing Your Marketing Message
27 Creating Commitments To Your Customers; 28 Developing An Elevator Speech; 29 Creating A Guarantee;

10.Determining Your Marketing Methods
; 30 Knowing The Three Ways To Grow A Business; 31 How To Test And Measure The Return You Get From Marketing; 32 Choosing The Best Methods To Market Your Business; 33 Being Creative With Your Ideas;

11.Marketing Methods That Boost Business With Existing Customers
; 34 Communicating With Your Existing Customers; 35 Building Trusting Relationships; 36 Reviewing Customers’ Needs; 37 Encouraging Referrals And Recommendations; 38 Publishing Case Studies; 39 Selling Up And Selling More; 40 Packaging Your Products; 41 Cre

12.Marketing Methods That Attract New Customers
44 Building Host Relationships; 45 Using Joint Ventures; 46 Working ‘word Of Mouth’; 47 Educating Customers; 48 Using Events And Talks To Sell Your Business; 49 Driving Business To Your Website; 50 Networking For The Right Reasons; 51 Telemarketing For Lea

13.Profile Building Marketing
; 57 Getting Free Pr; 58 Writing And Delivering Press Releases; 59 Using Banners, Posters And Signs; 60 Exhibiting At Conferences; 61 Becoming A Well Known Expert In Your Field; 62 Sponsoring For Maximum Return; 63 Giving Something Back To Society;

14.Selling Your Services
64 Opening A Cold Call; 65 Making Appointments; 66 Building Instant Rapport; 67 The Art And Power Of Listening; 68 Getting To Your Prospect’s Pain – The Questions To Ask; 69 Tailoring Your Sales Proposition And Positioning The Benefits; 70 Designing A Winn

15.Completing Your Marketing Plan
72 Setting Your Sales And Marketing Goals; 73 Developing A Budget; 74 Planning Your Strategy; 75 Writing The Marketing Plan;

16.The Simple Things That Make A Big Difference
76 Making It Easy For People To Buy From You; 77 Keeping Customers Happy; 78 Dealing Positively With Complaints; 79 Motivating Your Team;

17.Creating A Marketing System
80 Keeping Customer Records; 81 Building An Opt-In Mailing List; 82 Creating A Communication Calendar;

18.Making It Happen
; 83 Fine Tuning Your Plan; 84 Maintaining Awareness And Learning From Experience; 85 Staying On Track;