Introduction To Marketing Book

1) Available formats: Kindle or paperback
2) Table of contents
3) Excerpt from the book
4) Marketing coaching

This book is available in two formats. On the Amazon page linked above, you can choose the Kindle version (it is cheaper) or the hardcopy version.

WHAT TO DO IF YOU DON'T HAVE A KINDLE: You don't need a Kindle device to read books on the Kindle. You have two options if you don't have a Kindle. You can read the book on the Kindle cloud reader through your computer's browser, or you can read the book on the Kindle app for your Android phone or iPhone.

Here is the link to the Kindle cloud reader for you to be able to read the book on your computer.

CHAPTER 1: WHAT IS MARKETING

1. History and economic roots of marketing
2. Marketing as experienced by small business owners
3. When marketing gets a bad name
4. Difference between marketing and advertising
5. Four points to watch for in any marketing campaign
6. The cost of your marketing
7. How you probably think you will promote your business
8. The secret to marketing success

CHAPTER 2: INTRODUCTION TO MARKETING & UNDERSTANDING OF YOUR CUSTOMERS

1. What is a UVP & how it helps you
2. Why it is important to identify your target market
3. How to learn more about our target customers
4. How to create an ideal customer avatar

CHAPTER 3: MARKETING AND DATA

1. What is software analytics any why you need it
2. KPI (Key Performance Indicators)
3. Why you need to measure everything
4. Introduction to A/B testing to improve UX and conversion rates
5. The net promoter score

CHAPTER 4: LET'S START DOING YOUR MARKETING

1. Introduction to content marketing
2. Introduction to SEO (search engine optimization)
3. Introduction to affiliate marketing
4. Introduction to publicity
5. Introduction to offline marketing
6. Leveraging large platforms
7. Establishing your own large platforms
8. How to build out a sales team
9. Introduction to advertising (paid marketing)
10. Pitfalls when outsourcing your marketing
11. Seth Godin and purple cow
12. Your product quality will be one of your top marketing tools

1. History and economic roots of marketing

What is the origin of marketing and how did it all start? Well, a market forms when there are at least two people who come together, and one of those people has some need and the other person has some solution to that need.

The person who has the need, wants a solution and has to be able to get that solution from the person who can provide the solution.

Together these people form a market. Marketing is the process that the person who is able to provide the solution has to go through in order to be discovered by or seek out the person who has the need so that the person who has the need can try to take, buy or trade for that product or solution to their need.

That is marketing at its simplest and most basic.

2. Marketing as experienced by small business owners

Business owners like you and I typically provide some value to people. That value can be to educate people, entertain people, sell and deliver some desired product or service, make some existing thing work better or faster or improve some process somewhere, or anything else that people will pay for because they see the value in it.

Whatever business owners sell, their goal is to continuously find new customers. If you were to look inside a small business owner's mind, it would just flash the words "sell, sell, sell" or "find new customers" across the screen in a continuous way like the stock market ticker tape that continuously goes across the screen.

But marketing for small business owners should be more refined and professional. As business owners, we all have to evolve our approach a little bit from the "sell, sell, sell" temptation. Once you do that, you will begin to see better results.

Instead of "sell, sell, sell" understand that marketing happens at every moment that your existing and potential customers interact with your business in any way.

The better way to look at your marketing is to understand that every branch of your business that has a chance to interact or be seen or experienced by people is a part of your marketing.

For example, your customer service is a part of your marketing because it makes your customers happier, causing them to buy again more readily, or to recommend your business to friends. Your branding is your marketing because the more professional and attractive you make your business appear, the more people will engage with it. Your product or service quality is your marketing too because if the product delights people, they will come back and recommend it to friends. Even the way in which you package and deliver your product is your marketing too. Of course, your actual marketing channels which we will get into later in this book are a part of your marketing as well.

Over time, you must work to raise the quality of every single detail and element of your business. This is actually a marketing strategy among other benefits that it will bring your business.

Improving the quality of as many things about your business as possible over time, will lead to ultimate improved marketing, sales and growth for your business.

3. When marketing gets a bad name

Of course, we are all familiar with the "evil marketers" out there that just want to sell us all sorts of products and make us crave those products whether we truly need those product or not. You may ask yourself how these evil marketers come about if the original premise of marketing is providing a solution to another person’s problem, which is a great thing to do.

The "evil marketer" problem usually happens when a company needs to fuel more growth and needs to find more customers who don't necessarily need their products. Even if the people don't need some products, the marketing department's job is to make people feel like they want, need and crave their products. The more they can make people crave those products the better, even if the person doesn’t realistically need those products.

If you think that this won't or can't happen to you, my hope is that you are correct. But a large part of the truth about our world is that we are already living in a reality that has been created by the marketing efforts of billion dollar companies and industries.

Every multi-billion dollar industry has already made people crave their products far beyond what would have normally been the case. This is how most industries fuel their growth. It is in everything and everywhere from products what we almost universally agree are bad like cigarettes, to products that people would almost universally agree that is good like traveling perhaps.

Whatever the product or service may be, the current consumers feel like they need or want it far more than they would have wanted it if those industries had not spent trillions of dollars marketing to the public and convincing the public that they need and want their products.

This big-business acceleration of marketing to the point of almost (probably without the word almost) brainwashing fuels needless consumerism and gives marketing a terrible name.

But for you as a small business owner, marketing should be about helping people who need help to learn about your business, and more easily find your business when they search for a solution for whatever need or pain point they have that your business solves.

Here is my full list of business books.

Here is a list of my other popular books:

1) Business plan book
2) Fundraising book
3) Mobile app business book
4) Event marketing book
5) Local small business marketing book
6) Productivity book
7) Book on business promotion with fliers
8) Book on how to start a business

If you would like personalized, one on one help with event planning and marketing, I can help you. Simply email me, and we can get started. I offer business coaching for $100/hour to help you determine if hiring me to help you with your business and marketing strategy and planning is the right choice for you without having to buy expensive coaching programs. Here is a page where I explain how you can hire me as a business coach.