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A problem which will be common to most small businesses is finding the time to market yourself. You're small - you spend your time working to earn the money - that is (after all) why you're in business. You don't have the time to add on something which begins to seem like a whole new business in itself and you're probably not making the money which would allow you to employ someone to do it for you. Besides - ''where'' do you start? What's going to be worth your time and money? What should you avoid? How can you find out without wading through lots of theory and science and ''still'' be left wondering if this is the road you should be taking? | A problem which will be common to most small businesses is finding the time to market yourself. You're small - you spend your time working to earn the money - that is (after all) why you're in business. You don't have the time to add on something which begins to seem like a whole new business in itself and you're probably not making the money which would allow you to employ someone to do it for you. Besides - ''where'' do you start? What's going to be worth your time and money? What should you avoid? How can you find out without wading through lots of theory and science and ''still'' be left wondering if this is the road you should be taking? | ||
Revision as of 16:49, 3 August 2020
| The 15 Essential Marketing Masterclasses for Your Small Business by Dee Blick | |
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| Category: Business and Finance | |
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Reviewer: Sue Magee
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| Summary: 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. | |
| Buy? Yes | Borrow? Yes |
| Pages: 312 | Date: September 2013 |
| Publisher: Capstone | |
| External links: Author's website | |
| ISBN: 978-0857084402 | |
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A problem which will be common to most small businesses is finding the time to market yourself. You're small - you spend your time working to earn the money - that is (after all) why you're in business. You don't have the time to add on something which begins to seem like a whole new business in itself and you're probably not making the money which would allow you to employ someone to do it for you. Besides - where do you start? What's going to be worth your time and money? What should you avoid? How can you find out without wading through lots of theory and science and still be left wondering if this is the road you should be taking?
Dee Blick, Fellow of the Chartered Institute of Marketing, describes the people she's talking to in The 15 Essential Marketing Masterclasses for Your Small Business as light on budget and tight on time. I won't be the only one who recognises that phrase. She acknowledges that each of the masterclasses probably merits a book on its own and that what she's giving is the bones of the subject, stripped of science and theory and where she doesn't feel that she has all the expertise in a subject she calls on those who do.
Each masterclass is short - I don't think that there's one that's over twenty pages. You begin with a statement of what you're going to learn in a class - in 'The Perfect Practical Marketing Plan' you get:
- Why a marketing plan is essential for your business
- How to create an effective targeted marketing plan
-The marketing planning mistakes to avoid.
So, you've got the why, the what and the what not to do - and it's spelled out to you in simple language. Examples are given along with case studies. Finally you get a summary of what you've been told. It's the classic 'tell them what you're going to tell them, tell them and then tell them what you've told them', but it works. I found myself going back to clarify points as I read through the summary and it helped me to see the way forward.
Reviewers get to read books right through and you might not necessarily want to do that with this book as it's designed to allow you to pick and choose what you want to read about with references to other classes where this will help understanding. Beware though - there were sections that I might have skipped on the basis that it wouldn't apply to my business but as I read I found myself making notes about actions I really ought to consider. It could be that the classes you feel like shying away from are the ones that you really should be reading.
On the other hand there were classes where I confidently thought that there wasn't a lot that I could be told. How could How to make your website a magnet for hot prospects tell me anything when I've been running the site for more than seven years - but after I finished reading I found myself up to the elbows in code making tweaks here and there. And How to be terrific on Twitter - we've over sixteen thousand followers as I write. How much more terrific did we need to be? But I found myself looking at quite a few things differently and changing my approach. And there's another twelve classes that I haven't even touched on...
It's a book that's going to sit on the shelf over the desk and I'm going to look at a masterclass each week and evaluate what we need to do. I've made a few changes already. None of them cost me more than a little time and thought but I can see the benefits already. I feel confident that I have a plan and I'd like to thank the publishers for sending a copy to the Bookbag.
If this book appeals to you then we think you might also appreciate Managing Yourself (The Checklist Series: Step by step guides to getting it right) by The Chartered Management Institute. Here at Bookbag we really needed to sort our marketing out - but a while ago we also go a lot of help about what to co if things went wrong from Business Continuity For Dummies by Stuart Sterling, Brian Duddridge, Andrew Elliott, Michael Conway and Anna Payne.
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You can read more book reviews or buy The 15 Essential Marketing Masterclasses for Your Small Business by Dee Blick at Amazon.co.uk Amazon currently charges £2.99 for standard delivery for orders under £20, over which delivery is free.
You can read more book reviews or buy The 15 Essential Marketing Masterclasses for Your Small Business by Dee Blick at Amazon.com.
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