A book written specifically about marketing for architects and other creative people is available online as an eBook, audiobook and paperback.
Chase One Rabbit: Strategic Marketing for Business Success
63 Tips, Techniques and Tales for Creative Entrepreneurs
Reviewed as “Life Changing” and “True Genius” in list of “5 books that changed my life”.
Chase One Rabbit combines inspirational stories and practical techniques, inspiring architects and other creative entrepreneurs to make their businesses even more successful by using smart marketing that fits with their values and objectives.
Available now as a paperback, Audiobook or eBook – “Creative Marketing in minutes, on your mobile!”
Download eBook now from Amazon USA, Amazon UK, Amazon Canada, Amazon Australia, Amazon Brazil, Amazon India, Amazon Germany, Amazon Japan, Amazon Mexico, Amazon Italy, Amazon Netherlands, Amazon Spain, Amazon France, iTunes, Kobo, Nook
(eBook also available translated into Spanish and French.)
[Get the free Kindle app to read the ebook on any phone, iPhone, tablet or laptop. Apple users can also download the iBooks version from iTunes.]
Buy paperback book now from Amazon USA, Amazon UK, Amazon Canada, Amazon Brazil, Amazon India, Amazon Germany, Amazon Japan, Amazon Mexico, Amazon Italy, Amazon Spain, Amazon France
(Paperback also available translated into Spanish and French.)
Listen to Audio Sample of David introducing this book on marketing for architects and other creative businesses.
“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)
Chase One Rabbit combines inspirational stories and practical techniques, inspiring entrepreneurs to make their businesses even more successful by using strategic marketing.
International consultant and trainer David Parrish illustrates key strategic marketing messages by drawing on stories from his own experience as an entrepreneur and from the successes of his clients worldwide.
Smart marketing thinking doesn’t have to be expensive, flashy or quirky: it’s about understanding your business, focusing and thinking things through. Chase One Rabbit shows you how…
Each of the 63 short sections provides food for thought, suggesting practical things you can do immediately to improve your business.
Practical and progressive, it’s designed for businesses large and small – from start-ups to mature businesses – with a wealth of ideas and inspiration to dip into every day.
“If you chase two rabbits, both will escape.”
– Chinese proverb
Chase One Rabbit is about focused marketing for architects and other creative entrepreneurs. It’s about understanding your business, to create strategies that help you sell it to best effect. It combines inspirational stories and practical techniques, giving creative entrepreneurs the tools to make their businesses even more successful by using strategic marketing.
‘How to sell?’ is an age-old question. International consultant and trainer David Parrish illustrates key strategic sales and marketing messages by drawing on stories from his own experience as an entrepreneur and develops marketing case studies from the successes of his clients worldwide.
Chase One Rabbit has been developed specifically for the eBook market. Each section is succinct, with a clear focus on helping you create a strategic marketing plan. Each topic includes ‘what to do next’, and related marketing subjects, to help you clarify and refine your marketing objectives and get the best from your creative business.
This isn’t about advertising. Smart marketing thinking doesn’t have to be expensive, flashy or quirky: it’s about understanding your business, focusing and thinking things through to develop clear sales strategies and techniques to increase your success, profit and market position. Chase One Rabbit shows you how…
You’ll discover the strengths of buzz marketing and reap the rewards of word-of-mouth recommendations. You’ll understand the difference between operational and strategic marketing; between marketing communications and a synchronised, streamlined strategy.
Sales and marketing should flow seamlessly together, underpinned by a marketing strategy that is unique to your business, sector and audience. David poses questions and analyses examples, creating a marketing toolkit to develop your own authentic marketing strategy with precision techniques and a polished sales pitch.
Chase One Rabbit gets you to think about strategy and sales, profit and precision marketing; being your ‘authentic’ self so that selling doesn’t feel like a chore, and understanding what you’re selling, and why your customers want it. It helps you to define the value of selling a creative product or service and gives you both ideas, and constructive ways to achieve them. And it will make you think about local, national and international markets. In an age of digital and internet marketing, it’s about making sure you pick the right tools for the job.
It also deals with the unique complexities of running a business in the creative industries; of working in a sector you’re passionate about, valuing your work, choosing the right customers, marketing effectively and making that business profitable and successful.
David Parrish has worked around the world with creative entrepreneurs, small businesses, digital SMEs, arts organisations and business development and support agencies. He has worked with hundreds of businesses in more than 30 countries. He specialises in creative and digital industries, helping entrepreneurs use the creativity they employ within the business on their business, devising and implementing new business models and clever marketing strategies.
Chase One Rabbit is his second book, following one of the most highly-acclaimed creative business books ‘T-Shirts and Suits: A Guide to the Business of Creativity’, which has been published in translations in seven countries.
Chase One Rabbit is written with creative and digital businesses in mind. As a creative enterprises toolkit, it is relevant to all businesses and organisations in the creative industries including cultural enterprises and arts organisations.
According to Ray Hanks, Chase One Rabbit is the best marketing book he’s ever read (see his quote above).
Table of Contents
Introduction: Marketing is not a fancy word for ‘selling’
First things first
Thinking strategically about marketing
1 Authentic marketing (watch video)
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?
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
38 Selling benefits
39 Barking up the wrong tree
40 Why awards don’t matter
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’?!
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’ (read extract from book)
62 Why advertising can lose you money
63 Marketing is the chief executive’s responsibility
Conclusion: We need both strategy and communications
Read reviews of this highly-acclaimed strategic marketing book, ebook and audiobook.
David is a popular inspiring and entertaining keynote speaker on marketing at conferences and events world-wide. He is one of the most respected international creative industries keynote speakers on creative enterprise, the creative economy, the creative and digital industries, cultural enterprise and creativity in business. As a marketing expert, David speaks about creative marketing, international marketing and marketing strategies. He is a leading international expert in strategic marketing for creatives. He is a UK creative industries expert the author of two books on creative business and strategic marketing. David delivers keynote speeches at conferences and other events for creative, digital and cultural enterprises, policy makers, creative industries support organisations, creative hubs, creative startups, creative cities, and creative businesses in other sectors. He brings his experience of working with design, media and technology businesses to his speeches. David remains in touch with business issues and innovative growth models through his work as a business adviser, leadership coach and marketing consultant. His speeches include examples of successful creative businesses and creative industries support projects worldwide.
David often gives speeches and presentations on the subject of International Business. He speaks about international marketing, business etiquette, international marketing communications and global business. His stories and case studies draw on his own extensive international experience and research. He’s an expert in Marketing for Creatives.
In this strategic marketing book for architects and other creative entrerpeneurs, David illustrates key strategic marketing messages by drawing on proven techniques and examples from his own experience as an entrepreneur and from the successes of his clients worldwide.
‘Chase One Rabbit’ is about Marketing for Architects and other Creatives. It’s about strategic marketing for creative industries and focuses on creative industries marketing for entrepreneurs involved in creative, cultural and digital enterprises world-wide.
It is written especially for creative businesses, cultural enterprises, digital entrepreneurs and all those interested in the creative industries internationally.
It’s also a specialist creative industries audiobook focusing on marketing for creative, digital and cultural businesses. As a creative business strategic marketing ebook, it offers marketing advice to creative entrepreneurs worldwide.
Published by Wordscapes Ltd
Paperback (198 pages)
£12.95 GBP / $19.95 USD / €15.95 Euros
eBook for Kindle, iBooks, Nook etc
£3.99 GBP / $6.99 USD / €4.99 Euros
Published as an AudioBook in 2016.