Page 371 - Duct Tape Marketing

Index 355

Sales Prospecting For Dummies (Tom site-building service, 255
Hopkins), 339 size of ad

samples, 228 magazine, 167
sans serif type, 100 newspaper, 164–165
satisfaction. See customer satisfaction Yellow Pages, 170
satisfied customer, 312, 313 size of type, 101, 160
saturation of market, 60 slander, 245
saturation phase of product, 46 slogan, 96–97
saving best for last, 326 Small Business Administration Web
saying what you mean, 329
scheduling ad placement site, 337
Small Business Development Center, 22
billboard, 169 Small Business For Dummies, 2nd Edition
magazines, 167–168
newspaper, 163–164 (Eric Tyson and Jim Schell), 339
scheduling appointments during trade smiling and answering telephone, 78
software to build site, 256
show, 226 Souvenirs, Wearables, and Gifts (SWAGs),
Schell, Jim, Small Business For Dummies,
224–225
2nd Edition, 339 spam, 84, 208
SCORE Web site, 337 special treatment, 315
screening business name, 320 specialty media, 142
search engine. See also Google search speed of loading Web site, 258
spelling of business name, 321
engine spider, 264
description of, 250, 264 sponsorship, 175
optimizing site for, 266–267 spot, 175
ranking by, 129 spot color, 161
registering site with, 265–266 SRDS (Standard Rate and Data Service)
Search Engine Watch, 265, 338
selection criteria for advertising agency, description of, 167
Direct Marketing List Source, 196, 197
120–121 Lifestyle Market Analyst, 23, 57, 196,
selling
197, 340
buying versus, 33, 280 Media Source books, 340
definition of, 9 staff member
preparing for, 280 assigning marketing task to, 116
Selling the Invisible (Harry Beckwith), 340 contact with, 281
sending direct mail, 203–204 at trade show, 226
serif type, 100, 160 staffing, 13
service as product, 34 Standard Rate and Data Service. See SRDS
service contract, 308 Starbucks, perception of, 93
share start-up business, marketing, 11
of customer, 51, 306–307 statement
of opportunity, 51 positioning, 95–96
shipping product, 260–261 of purpose, 63–64, 331
short rate, 163 target market, 106
showing product, 284 story, telling, in broadcast advertising, 179
signage, 79 storyboard for Web site, 128
signature for e-mail, 83, 209 strategy
similar-but-different business, 94 definition of, 14, 65
simplicity of print advertising, 160, 171 example of, 67
site. See Web site of business