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