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
