"I just finished reading the first chapter and it really resonates with me. Before I came to work at my present job, I did not know the difference between marketing and advertising." - Jody

Comment

"I was just invited to a big event put on by our local daily newspaper. It was put on by 'marketing consultants.' It almost seemed like going to a time share meeting. It was very high pressure and consisted of a one year contract for ads in the paper even though our farmers' market is only open six months a year. I am still getting calls from the paper to sign a contract." - Lois

Contents

1. Mistake #1 Buying advertising by equating it with marketing
2. Mistake #2 Buying advertising for the wrong reasons


3. Before
4. #3 w/o having a written marketing plan
5. #4 w/o establishing objectives
6. #5 w/o knowing my target market
7. #7 w/o discovering my unique selling proposition.
8. #8 w/o using publicity to build a business.
9. #9 w/o setting a budget and sticking to it.
10. #10 w/o using my plan.


11. During
12. #11 w/o understanding the media and how to use each well.
13. #12 w/o deciding which are the best media to reach my market
14. #13 w/o a clue as to the ad’s content
15. #14 not using it to deliver a consistent message
16. #15 w/o using a campaign long enough and with enough frequency to make a campaign effective
17. #16 w/o knowing how to purchase the different media.
18. #17 w/o thoroughly checking out what I am buying.
19. #18 Buying the media’s line
20. #19 w/o using media reps’ knowledge and expertise to my advantage.
21. #20 w/o understanding how to negotiate with media reps


22. After
23. #21 not following through in-store or online.
24. #22 not checking to see that what I ordered ran.
25. #23 thinking that it will solve my revenue and selling problems.
26. #24 not evaluating the marketing plan on a quarterly basis.
27. #25 not making the buy part of a marketing system.
28. #26 not having the courage to change how you do so.

Price: $22.95 plus tax, shipping and handling.