The Ultimate Marketing Toolkit
by Paula Peters
Published by Adams Media
Click on book
cover to order
at Amazon.com
Reviewed by Connie Anderson
Subtitled: Ads that Attract Customers. Brochures That Create Buzz. Web Sties That Wow.
Business writer Paul Peters has given us business marketing 101 in one handy book that is truly a "toolkit."
If you are just starting a business, everything you need to know is in this toolkit. However if you have been in business for a while and need a little renewal of ideas and focus, this book is for you, too.
Peters explains everything so clearly that anyone can follow her guidelines. Chapter 1 discusses the "elevator speech," which she suggest be a thirty seconds soundbite. When you can clearly tell someone what you do in that short time, it means you have a focus of your ideal client. It should: 1) Describe your product or service, 2) pick a target customer, and 3) choose a customer benefit. Then put it all together it should quickly describe your business!
Other important chapters are on logo design, letterhead and business card and brochure content and design. She tells you how to do it yourself—or a later chapter explains how to hire the right professional who will create what is right for your business.
The bio chapter why you need a bio and what to put into it for mailing or handling to clients and prospects. The bio is also published on your web site.
You can learn about writing effective press releases to get free publicity for your company. "Publicity is no accident," the author states. Your clients and vendors (and friends and family) will like to read about you too.
The chapter on the Web site is very important in this technology-drive marketing business climate today. Your Web site should be easy to find by search engines, easy to use and contain good content and pictures. Have a "call to action" where they are urged to call or email you, order something on your online store, go to another page, register for your newsletter, etc., etc.
As one who does this kind of writing for my clients, I found the book most helpful and can recommend it.
Armchair Interviews says: Good book for first timers or people who need to be reminded of the business marketing basics. Clear, easy-to-use helpful information.