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The 15 Essential Marketing Masterclasses for Your Small Business

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Table of Contents

About Dee Blick vii Foreword by Andy Fernandez, The Chartered Institute of Marketing (CIM) ix Introduction 1 Masterclass 1: The perfect practical marketing plan 5 Masterclass 2: Your perfect positioning statement 21 Masterclass 3: Why it pays to locate and research your target audience 39 Masterclass 4: How to write copy that sells 57 Masterclass 5: How to make your website a magnet for hot prospects 75 Masterclass 6: How to write successful adverts 93 Masterclass 7: How to get PR in printed publications 113 Masterclass 8: Why it pays to do direct mail 139 Masterclass 9: How to take the chill out of a telephone cold call 161 Masterclass 10: The secrets of successful email marketing 181 Masterclass 11: How to be a confident and engaging public speaker 203 Masterclass 12: How to build your expert status 223 Masterclass 13: How to wow your customers with genuine customer care 233 Masterclass 14: Why you should be falling in love with Linkedin! 251 Masterclass 15: How to be terrific on Twitter 267 Conclusion 287 About the contributors 289 Acknowledgements 293 Index 295

About the Author

Dee Blick is a successful business author and a multi-award winning Fellow of the Chartered Institute of Marketing. Dee has 27 years marketing experience gained working with small businesses from all sectors. She is renowned for her practical approach to small business marketing and for getting results on the smallest of budgets, having a reputation as a formidable marketing troubleshooter. A speaker, columnist and practioner, Dee has self-published two books; 'Powerful Marketing on a Shoestring Budget for Small Businesses' and The Ultimate Small Business Marketing Book , which have sold in excess of 3.5k and 4k units respectively. Dee also runs The Ultimate Small Business Marketing Summit annual conference.


'From tightening up your tweeting to making cold calls a warmer experience for your customer, Masterclasses certainly ticks all the necessary boxes.' (Elite Business, August 2013) 'The perfect way to get to grips with what you should be doing about marketing your small business. There's no science and theory to wade through and it's completely jargon free' (The Book Bag, July 2013) "Blick covers most of the territory in the area and speaks with authority" (Sales Initiative magazine, October 2013) "This book from the CIM is primarily aimed at small businesses but, quite frankly, should be compulsory reading for many of the people involved in marketing businesses of all sizes too." (B2B Marketing, December 2013) "Invest in this book now and it will be relevant at every stage as your business grows." (Sell It Online, April 2014)

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