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358 Small Business Marketing For Dummies, 2nd Edition
Web site resources (continued) copy, 158–159
small business, 337 creative brief, 105–111
Small Business Association, 22 creative strategy, 98–99
testing keywords, 267 direct mail letter, 202–203
U.S. Patent and Trademark Office, 320 directory ad, 170–171
U.S. Postal Service, 203 e-mail marketing, 208–209
e-newsletter, 220
welcome, conveying sense of, 80 headline for print advertising, 156–158
Why We Buy (Paco Underhill), 340 image style guide, 99–102
Wilson Internet Services Web Marketing introductory letter, 283
news release, 235–240
Today Web site, 338 newsletter, 218–219
window display, 80 positioning statement, 96
word-of-mouth, developing positive, 300 radio advertising, 182–183
words
•Y•
associated with business, 93
in communications, guidelines for, 102 Yahoo! directory, 265, 266
power of, in print advertising, 158 Yahoo! Small Business Merchant
Wordtracker.com (Web site), 267
working with advertising agency, 127–128 Solutions, 260
World Wide Web, 250 Yellow Page advertising, 145–146, 169–171
worst marketing ideas, 325–327
writing
broadcast advertising, 179
brochure, 214–215
