Page 9 - Duct Tape Marketing

xvTable of Contents

Part II: Sharpening Your Marketing Focus ....................73

Chapter 6: Projecting the Right Image . . . . . . . . . . . . . . . . . . . . . . . . . .75

Making First Impressions .............................................................................75
Arriving by telephone .........................................................................76
Approaching your business in person ..............................................78
Online encounters ...............................................................................82

Creating an Impression Inventory ..............................................................85
Rating Your Marketing Communications ...................................................87

Chapter 7: Establishing Your Position and Brand . . . . . . . . . . . . . . . . .89

Brands Live in the Minds of Customers .....................................................90
You can have a powerful brand without having a power brand ...90
Consistency builds brands .................................................................91
Branding makes selling easier ...........................................................91
An essential online ingredient ...........................................................92
Six steps to brand management ........................................................92

Filling a Meaningful Market Position ..........................................................94
How positioning happens ...................................................................94
Determining your positioning strategy ............................................95

Conveying Your Position and Brand through Tag Lines ..........................96
Advancing Your Brand through a Creative Strategy .................................98

Writing your creative strategy ...........................................................98
Using your creative strategy ..............................................................99
Writing Your Image Style Guide ...................................................................99
Controlling your logo presentation .................................................100
Deciding on your type style .............................................................100
Copy guidelines .................................................................................101

Chapter 8: Getting Strategic before Getting Creative . . . . . . . . . . . .103

Good Communications Start with Good Objectives ...............................103
Putting an end to shot-in-the-dark marketing instructions ..........104
Dodging the creative landmines ......................................................104

Deciding on a Goal for Every Single Marketing Communication ..........105
Writing a Creative Brief ..............................................................................105

Targeting your market ......................................................................106
Dealing with prospect perceptions .................................................107
Stating your desired outcome .........................................................107
Conveying benefits versus features ................................................109
Naming your “have-to-haves” ..........................................................110
Deciding how you’ll measure success ............................................110
Specifying your specifications .........................................................111

Chapter 9: Hiring Help for Your Marketing Program . . . . . . . . . . . . .113

Can You Afford to Hire Professional Help? ..............................................114
Knowing When It’s Time to Get Help ........................................................115