Table of Contents

Introduction -

Section I: Getting Started

Chapter 1: Taking the Mystery out of Marketing -
- Ten Cardinal Rules of Instant Marketing

Chapter 2: Marketing from Within: The Heart of Your Marketing Campaign -
- Ten Core Questions

Chapter 3: Love You, Love Your Brand -
- Three Keys to Establishing Your Brand
- Name That Brand: Three Rules for Making Your Name
- AAA (All About Acronyms)
- Taglines
- A Picture Says a Thousand (Marketing) Words
- Imagery Dos and Don'ts
- Finding Visuals
- How About Those Logos?
- When Image Meets Brand

Section II: Marketing Imperatives

Chapter 4: Ten Imperatives of Instant Marketing Success -
- Imperative 1: It Should be Useful
- Imperative 2: Use Marketing Smarts
- Imperative 3: Focus on the Customer-Not You, Your Business, Your Employees, or Anything Else
- Imperative 4: Accentuate the Customer Benefits
- Imperative 5: Use a Catch-and-Keep Approach
- Imperative 6: Keep the Word Use Clear and Clean
- Imperative 7: Use White Space Wisely
- Imperative 8: Apply Font Savvy
- Imperative 9: Consider the "Love at Fifth Sight" Principle
- Imperative 10: Avoid Anything Boring, Especially Cliches, the Anti-Brand!

Chapter 5: Get the Right Response -
- Emotional Appeal
- Sentence Structure Secrets

Section III: The Instant Marketing Supply Kit

Chapter 6: Signature Materials -
- Business Cards
- Photos
- Bios
- The Resume Question

Chapter 7: Brochures -
- The Cover: Catch 'Em
- Inner Columns: Quick and Clean
- Back Column: Bio, Tips, Coupons
- What's Next...

Chapter 8: Almost Everything You Need to Know about Creating Your Website -
- Market Your Marketing

Chapter 9: Direct Mail and Email Marketing -
- Direct Mail Pieces
- Direct Emails

Chapter 10: Short Stash: Tip Sheets and Flyers -
- Tips Sheets
- Flyers

Chapter 11: Newsletters -

Chapter 12: News Releases and Other Forms of Publicity -
- Other Publishing Options
- The Press Kit

Chapter 13: Advertising: From Newspapers to the Airwaves and TV -

Chapter 14: Giveaways -
- Bits and Pieces

Section IV: People, Places, and Things: The Ultimate Marketing

Chapter 15: Telephone Marketing -
- Determine Why You're Calling
- Determine Who You're Calling - Be Realistic
- Determine Who is Calling for You
- Write Your Script
- Practice the Script
- Call at the Right Time and the Right Place
- Create a Calling Log
- Practice the Savvy Art of Follow-up
- Give them Instant Accessibility Strategies
- Look into Other Telephone Marketing Possibilities

Chapter 16: The "Who" of Instant Marketing -
- Employees: Almost Free
- Partnerships: Totally Free

Chapter 17: Roadside Marketing: Lobbies, Windows, and Signs -
- Signs
- Window Displays
- Love That Lobby
- Outside Extras

Chapter 18: The People in the Places: Marketing Face-to-Face -
- Adult Education Courses
- Conferences

Appendix A: Worksheets -

Appendix B: Samples -

About the Author

Susan Benjamin has been helping small businesses and other organizations better market their products and services since 1989. She has established, trained and researched marketing strategies for organizations including Putnam Investments and MFS and has trained thousands of marketing writers. She lives in Washington, D.C.