All systems are go. You’re ready to launch your new business. To make sure the launch is successful, Part 6, “Market,” shows you how to spread the word about your company. First, you’ll learn how to create a brand identity that will get your new business noticed. Then you’ll find out how to create a marketing and advertising campaign that works . . . without spending a fortune. From print ads and direct mail to TV, radio, and social media websites like Facebook, we share smart strategies to build buzz about your business. You’ll also learn about the single best way to promote your business: public relations. From special events and community projects to media coverage, we show you dozens of ways to get your business noticed—many of them virtually free.
If the idea of selling scares you, you’re not alone. That’s why we provide everything you need to know to sell like a pro. Learn how to get over your fear of cold calls, techniques for overcoming objections, how to spot hot prospects, and how to close the sale. Once you’ve made the sale, the game isn’t over: You’ve got to keep the customer coming back. Our secrets to great customer service will give you the edge you need to win repeat business . . . over and over again.
No marketing and advertising plan is complete today without including the internet. In Part 7, “Engage,” we introduce you to the must-know world of social media and online advertising and marketing. We start by showing you how to get visitors to your website, keep them there, and, when they leave, make sure they return for more. From search engine marketing and paid search services to email marketing and affiliate promotions, you’ll learn valuable tips and techniques to make your website a roaring success.
What’s all the buzz about social media and why should you be listening? Social media has changed the conversation between businesses and customers. It’s also changing the way brands are marketed and the way customers engage with your company. We show you how to use social tools to network with potential customers and connect and engage with your audience—because in today’s marketing landscape, that’s how brands are built. We cover all the social sites you’ve probably heard of, such as Twitter, LinkedIn, Facebook, Instagram, Snapchat, and Pinterest, plus numerous other tools to help you reach out and connect with your target audience.
If you’re doing everything right, you’ll be dealing with a bundle of money. In Part 8, “Profit,” we show you the strategies to make the most of your money. Whether or not you’re a math whiz, you’ll want to read our bookkeeping basics, which contain everything you need to know to keep track of your finances. You’ll learn the accounting methods that can make a difference come tax time, what records to keep and why, and whether to computerize or do it by hand. Check out our step-by-step look at creating financial statements, income statements, cash-flow statements, and other important indicators that help you measure your money. Then learn ways to manage your finances, including secrets to pricing your product or service, how to get short-term capital infusions when you’re low on cash, and how to determine your overhead, profit margin, and more. We’ll answer your most burning question—how much (and how) to pay yourself. We also show you how to stay out of trouble when the tax man comes calling. Get the inside scoop on payroll taxes, personal vs. corporate tax returns, and what to file when. We’ll also cover what you can deduct . . . and what you can’t.
Finally, at the end of the book, you’ll find a handy glossary of terms in case you need a refresher on any of the concepts we’ve covered in the book, as well as an appendix chock full of helpful business resources.