9 Steps to Market Success
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This book provides actionable marketing and sales information for business owners and marketing managers. Beautifully illustrated and chock full of check lists, worksheets, tips and tricks, the book provides you with updated information on:

• Finding your business focus
• Getting more client appointments
• Optimizing your web activities for search engines
• Creating word of mouth through new media tools like blogs, wikis, optimized landing pages and much, much, more!

Background
HP commissioned us to write a marketing book to inspire their small and medium business customers about the cool things that can be done with their color printers. I teamed up with Ines Bitsch, one of Europe’s top art directors and graphic designers to illustrate my ideas and insights I gained during 15 years of marketing execution.

What looked like an easy shoo-in during the concept phase turned into a labor of love that lasted the summer, fall and spring of 2007 and 2008. Vacation plans were scrapped, editors commissioned (Thank you Jim Lyons and Brianna Gask-Wilson), new work stations installed and hundreds of customers were interviewed about what kind of marketing and selling help they really need to become more successful.

Sponsored by HP, all chapters can be downloaded for free six months before the official publishing date (regular retail value is $39.95).

About the contributors

Oliver Fritsch (Author) has been working as an international sales and marketing expert for more than 15 years. He led customer-focused marketing initiatives for clients like HP, Zanox, Aventis, and others in the U.S., Europe, and Asia. He is CEO of Cendesic.com, a digital marketing agency in Boise, Idaho and Berlin, Germany.
 
Ines Bitsch (Graphic Designer) is designer, art director and illustrator and has over 15 years experience in advertising, fashion and interior design. Her mission is to inspire soulful rooms, products and customer experiences. She also teaches fellow female entrepreneurs how to succeed in business. She is founder and CEO of Mood-Management-Ltd.de in Germany.
 

Chapter 1: Focusing
Which business are you in?

Find a business focus that matches your strength.
Learn how to

• Know your skills, experience and passion
•  Define what you sell
•  Understand which trends to ride

Chapter 2: Innovating
How can you turn your ideas into products?

Learn how to select and test new ideas for your business. Understand how to

•  Collect and manage new ideas
•  Test your ideas
•  Turn your ideas into products

Chapter 3: Prospecting
Who are your customers?

Nothing happens until you make a sale!
This chapter will teach you how to

•  Find new customers
•  Manage your sales funnel
•  Get an appointment and close the deal

Chapter 4: Budgeting
What are your marketing mix opportunities?

With so many ways to spend your marketing dollars, which marketing tools will be the most effective for your business? Discover how to

•  Choose marketing goals
•  Select promotion tools
•  Measure your marketing effectiveness

Chapter 5: Branding
What do you stand for?

Is brand-building a luxury only multinational corporations can afford or should you build your own brand too?
Find out how to

•  Create a brand
•  Grow your brand
•  Manage your brand ecosystem

Chapter 6: Being found
Where are your customers looking for you?

Web 2.0 and social media sites have changed how your customers use the web.
This chapter will teach you how you can 

• Reach customers beyond your website
• Use Search Engine Optimization to get more traffic to your website
• Convert visitors into buyers on your landing page

Chapter 7: Promoting
Which tools will create awareness for you?

Are traditional marketing and promotional activities still worth the effort? You bet!
In this chapter you will learn how to

•  Get your products and services into the news for "free"
•  Create high customer visibility with a low budget
•  Launch a direct mail campaign

 
Chapter 8: Connecting
 How can you create a written proposal that reflects your philosophy?

Learn how to use your office printer to create a proposal with a special touch.
Create a flyer that

•  Reflects your personal philosophy
•  Tells your story
•  Makes a lasting impression

Chapter 9: Growing
How can you keep developing your business?

Your customers are talking about you, if you like it or not. How can you harness this new reality and use it to your advantage?
In this chapter you will discover how to

•  Generate referrals and positive word of mouth
•  Create lasting customer loyalty
•  Deal with negative reviews on the web