Part II

Leveraging Your Marketing Skills

© John Wiley & Sons, Inc.

Visit www.dummies.com/extras/marketing to discover the contemporary elements of marketing success.

In this part …

• Analyze, analyze, analyze. Research what your competitors are doing, how the industry is looking, and what your customers really want in order to find the sweet spot for your company.
• Discover numerous ways of conducting low-cost (or no-cost) research, from conducting simple e-mail surveys and browsing databases to thinking outside the box and interviewing lost customers and children (they’re naturally creative geniuses!).
• Find out how to craft a creative brief that presents the results of your brainstorming sessions in a format that allows you and others to turn creative ideas into a reality for your business.
• Appeal to customers’ rational thoughts and their emotions in your marketing communications by developing an understanding how to engage the brain.
• Recognize — for once and for all — the true importance of excellent writing and compelling visuals in creating memorable and effective marketing communications.