This strategic marketing book contains 63 short sections, each of which can be read quickly and acted upon immediately. It’s full of creative marketing ideas, action points, and useful marketing techniques.
Each section could increase your sales and profits, giving you a massive return on your small investment of buying the eBook.
The 63 sections are presented in ten parts, covering marketing strategy, niche marketing, marketing objectives, target markets, pricing, market research, customer benefits, customer relationships, customers’ perceptions, and marketing communications. Each small section is useful in itself and the reader can hop around within the book, selecting sections from their intriguing titles, without having to read the whole book in a linear way.
See links below to videos of creative entrepreneurs talking about how a particular one of the tips, techniques or tales has helped them to make their business even more successful. All videos also online here.
Table of Contents
Introduction: Marketing is not a fancy word for ‘selling’
First things first
Thinking strategically about marketing
1 Authentic marketing (watch video) (blog post)
2 Marketing makes selling superfluous
3 Strategy is invisible (read extract from book)
4 How not to sell food to the French
5 Is there a market in the gap?
6 The big fight: sales vs production
7 Quirky but strategic
8 a-Creativity: i-Creativity
Find your niche amongst competitors
9 Chase one rabbit (watch video)
10 Are you a ‘busy fool’? (read extract from book)
11 How to turn weaknesses into strengths
12 What’s your competitive advantage? (read extract from book)
13 How to make lots of enemies (watch video)
14 A question from a Facebook friend
Marketing – towards what?
Goals, values and personal style
15 Do you want to be successful? (watch video)
16 Values, passion and personal style (watch video)
17 Your difference is your strength
18 Positive strategy involves deciding what not to do (watch video)
19 What does growth mean?
Choosing the right customers
Why you shouldn’t try to sell to everyone
20 Not all customers are good customers! (watch video) (read extract from book)
21 How many customers do you need?
22 The important few
23 Location, location, location…
24 Niche marketing, not mass marketing
25 Why ‘raising your profile’ is a waste of time (read extract from book)
The price of marketing
How to set the right prices
26 Increase prices – to lose customers! (read extract from book)
27 You don’t have to sell cheap or sell out
28 The high price of benefits
29 Reassuringly expensive
30 Help your retailers
32 Invoices can state two prices
Don’t talk to customers – listen first
Listening to customers and other market research techniques
33 Don’t do market research! (read extract from book)
34 Customers know stuff we don’t
36 Is it really a feasibility study?
What’s in it for me?
Selling benefits to customers
37 Nobody cares about you and your business (read extract from book)
38 Selling benefits
39 Barking up the wrong tree
40 Why awards don’t matter (read extract from book)
41 Why my website didn’t get any hits
Why customers need to know, like and trust you
42 It’s not ‘proper marketing’ (watch video) (read extract from book)
43 Who the hell is ‘info’?! (read extract from book)
44 Follow the love (watch video)
45 Do Google rankings matter?
46 Observe yourself
47 Analyse successes as well as failures
48 Trust trumps competence
What customers see is not what you see
Understanding customers’ perspectives
49 Customers’ eyes
50 Quality, yes. But whose quality?
51 What are they buying from you really?
52 How to reverse the advertising message (read extract from book)
53 The foreigner’s advantage
54 Your business name is not for you
55 Maybe you’re the brand
Communicating with precision
Who should say what to whom, and how
56 Different markets
57 The 3Ms of marketing (read extract from book)
58 To tweet or not to tweet, that is the question
59 How to be a great salesperson
60 You are the best salesperson
61 Customers are ‘ploggers’
62 Why advertising can lose you money
63 Marketing is the chief executive’s responsibility
Conclusion: We need both strategy and communications
Chase One Rabbit: Strategic Marketing for Business Success
63 Tips, Techniques and Tales for Creative Entrepreneurs
“Marketing in minutes, on your mobile!”
“Easily the best book on marketing I’ve ever read.”
– Ray Hanks (watch video)
“I’ve been in the business of marketing and communications for a very long time and I’ve read a lot of books on the subject over the years, but I have to say this is absolutely my favourite.”
– Jan Peters (watch video)
Read reviews of this highly-acclaimed creative marketing book.