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Index
A Letter to My Reader
I’m an Accidental Marketer
Thinking “Like a … ” Makes Us All Stronger
You Have Questions … The Mindset Provides Answers
Communicate for Meaningful Connection
Welcome to a New Way of Thinking About Your Business
How Should You Read This Book? Reading with the Right Mindset
What Does It Mean to “Think Like a Marketer?” — 5 Principles to Guide You
Will “Thinking Like a Marketer” Help You Work More Effectively with Actual Marketers?
What Do You Want to Be Known For? A Primer in Being Meaningfully Different
Have a Great Story and Know How to Tell It
Strategic Storytelling
Discovering and Articulating Your Story
Some Insider Tips on Brand Storytelling
Understanding Your Story Can Also Help You Understand Which Customers to Target
Details Matter
What Story Do Customers Tell About You?
Don’t Just Have a Great Story — Also Have a Point of View
Storytelling Under Stress: A Word About Crisis Communications
The Future of Brand Storytelling
Give It Away!
(Because They Can’t Know if They Love You if They’ve Never Sampled Your Product)
Sampling Strategies for Every Industry
The Future of Sampling
Don’t Give it ALL Away, for Heaven’s Sake!
(Monetize It!)
Some Practical Tips on Keeping the Cash Flowing In
The “Business Pitch” Dilemma
The Future of Smart Monetization
Love (and Protect!) Your Database or Lose Your Company
Start with a High-Quality List
Protect Your List: It’s About Love and Respect
More Than a List … a Full Pipeline
List or Pipeline, Bigger is Better But Quality Beats Size
The Future of List Development and Nurturing
Don’t Pursue All the Marketing Tactics
(Many Are a Waste of Your Time!), But Always Be Open to New Ones
A Word About Photography: Investing in the Perfect Images for Your Brand
Believe in the Power of Grassroots Initiatives
Choose Marketing Methods with Value, Meaning and Connection
Different Tactics for Different “Front Doors”
Don’t Forget the “Tried and True” Tactics: Direct Mail as a Case in Point
Different Objectives, Different Tactics
The Future of Channel Strategy
Speaking of Great Marketing Tactics, Write a Book!
5 Things to Keep in Mind as You’re Planning and Writing Your Business Book
Already Wrote a Book? Time to Put it to Better Use
The Future of Business Books as a Marketing Tactic
The Pitfalls and Opportunities of Do-It-Yourself Marketing
Learn from My Experience: The Perils of Self-Serve Marketing
Introducing DIY’s Cousin, DIC (Do It Cheaply)
The Future of DIY Marketing
Be Known and Be Seen: Networking
(But Not the Kind You Think)
5 Clues That Awful Conference You Attended Was Your Own Fault …
The Future of Networking
Toot Your Own Horn
(Business Success is Not About Modesty)
The Future of Self-Promotion
Forget the 4 Ps of Marketing: In Some Ways, Distribution is Everything
A Word About the Fifth P: Packaging
The Rise of the Citizen Sales Force
The Future of Distribution
Don’t Let Good Customer Service Go Bad
When Convenience and Connection Become “Too Much”
When You Mess Up, Step Up
Don’t Ask … Invite. Don’t Just Thank … Celebrate.
The Future of Customer Service
A Little Market Research Goes a Long Way
Is There a Report for That?
Small Investments, Big Results
How to Get Started
Understanding Your Audience
When Research is Promotion and Data is the Message
The Future of Market Research
Know Thy Audience
As You Change, So Will They
Listen to Them, Too!
One Customer is Still an Audience
The Future of Audience Awareness
The Price You Pay if You or Your Employees Are Poor Communicators
Open Doors and Close Deals
Sweat the Details
The Future of Communications Training
If You ARE the Marketing Department, You’ve Got to Think Like One
Vital Tips for Solopreneurs and Companies Without Marketing Leaders
Tips for What to Include in Every Year’s Planning and Strategy Sessions
Market Only What Matters
The Fast-Food Approach to Marketing: Another Mindset Shift
The Future of the Lone Marketing Maven
6 Enduring Truths About B2B Marketing
(Which Also Happen to Apply to B2C Companies)
Enduring Truths
Go Forth and Do Better, Marketing-Minded Friends
The Future of B2B Marketing
Conclusion: Thinking Like a Marketer … in the Real World
Be You, with a Marketing Mindset
The Future of Thinking Like a Marketer
Keep in Touch!
Acknowledgments
About the Author
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