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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

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