Table Of Contents

Introduction and Overview.......................................ix
Shattered dreams lead to something new.........................x
Listening to customers and fulfilling their needs................ xi
How you will benefit from this book................................ xi
How is this book different?.............................................xii

Chapter 1 - Why Listen To Me?............................... 1
My biography................................................................1
What next?...................................................................2
"One Stop One Shop" is born..........................................3
The key to success........................................................4
What can you learn from my experiences?........................5

Chapter 2 - Let's Start With You.............................7
Characteristics of small business entrepreneurs.................7
Issues and challenges faced by
small business entrepreneurs..........................................8
Conduct a self assessment..............................................9
Self assessment tools and questions..............................10
Summary...................................................................12

Chapter 3 - Brand Identity..................................... 13
What is a brand identity?..............................................13
How to create a brand identity......................................14
Brand identity: the visual component............................16
Brand identity: the written component..........................17
Brand identity: the spoken word...................................18
Consistency is critical...................................................19
Your brand identity - words alone are not enough............21

Chapter 4 - By Any Means Necessary:
Using Guerrilla Marketing.................................... 23
My guerrilla marketing expertise....................................24
Guerrilla marketing defined...........................................24
Putting time, energy and imagination into motion............25
Guerrilla marketing techniques......................................25
Characteristics of success guerrilla marketing..................30
Constructing a guerrilla marketing campaign...................32
Guerrilla marketing yourself - a total lifestyle..................34
You are your business..................................................35

Chapter 5 - Stop, Look and Listen:
Research Your Way To The Top........................... 37
What does stop, look and listen mean?...........................37
Stop, look and listen: Dealing with competition..............38
Stop, look and listen: Focus your target market..............39
Stop, look and listen: Practical marketing actions............40
Key lessons from stop, look and listen............................40
Stop, look and listen meets guerrilla marketing...............41

Chapter 6 - Relationships and Fusion Marketing.....................................................43
What does a business/customer connection feel like?.......43
Using the Internet to create connection..........................44
How much and how often?............................................47
Your purpose is to build relationships.............................49
What makes a good relationship?..................................50
Are relationships really that important?..........................52
Exceeding expectations is a guiding principle...................53
Give something of value with no strings attached.............53
Fusion Marketing - Partners in promotion.......................54
The synergy of working together...................................55

Chapter 7 - Keep Your Eye On The Ball............. 57
Distractions are everywhere..........................................57
What are your key distractions?.....................................59
A plan to guide you......................................................59
Mission statement.......................................................60
Market analysis...........................................................62
Marketing strategy and objectives..................................63
Marketing tactics and budget........................................65
Implementation and performance..................................67
Plan, do, check and adjust............................................67
Focus, focus, focus......................................................69
The marketing calendar................................................69
How to decide which tactics to use at which times............70
Keep your marketing manageable..................................71
Key chapter points.......................................................71

Chapter 8 - The Tools Of Brand Identity.............81
Why do you need special tools?.....................................81
A wealth of tools.........................................................82
Consistency is the key..................................................93
Putting it all together...................................................94

Chapter 9 - It's All About Them............................95
What does "it's all about them" really mean?...................95
A person-to-person business strategy............................95
Make your clients the priority........................................96
Six point strategy for person to person success...............97
A final word for you to consider....................................103

Chapter 10 - Find Your Niche..............................105
What is a niche?.........................................................105
Why should you define your niche?...............................105
How to define your niche.............................................106
Can you have more than one niche?.............................108
Niche success stories..................................................108
Write your own niche success story...............................109

Chapter 11 - Sell, Sell, Sell!.................................... 111
Getting the word out - a better way to sell....................111
What does it take to be an excellent salesperson?...........112
Your dream is just the first step....................................116
The elements of long term success...............................117
Compelling strategy....................................................117
Quality product..........................................................118
Consistent service......................................................119
The ability to sell ...................................................... 119
Foolproof, cost-effective marketing methods..................120
Summary..................................................................124

Chapter 12 - Case Studies.....................................125

Chapter 13 - The World Wide Web.................... 147

Why do you need a professional identity on the web?......147
Can a website really make that much difference?............147
How One Stop used the internet successfully..................148
Five keys to using the internet successfully....................149
Five mistakes to avoid when using the internet...............150

Chapter 14 - We're Here For You....................... 155

Practical Workbook Exercises.......................................155
How to use worksheets and exercises............................155
List of worksheets and exercises...................................156
#1 - The Business Assessment....................................157
#2 - Look Further Within Your Business........................158
#3 - The Personal Assessment.....................................159
#4 - Look Further Within Yourself.................................160
#5 - Current Marketing Strategy..................................161
#6 - The Customer Assessment...................................162
#7 - The New Customer's Perspective...........................163
#8 - The Existing Customer's Perspective......................164
#9 - Assessing The Competition...................................165
#10 - Rate Your Guerrilla Marketing Activities................166
#11 - Seven Steps To Your Marketing Plan....................168
#12 - Evaluate Your Brand Identity..............................171
#13 - Checklist for Fusion Marketing............................172
#14 - Evaluate Your Customer Interactions...................173
#15 - Weekly Guerrilla Marketing Goal Sheet.................174
#16 - Evaluate Your Website.......................................175
#17 - Evaluate Your Print Materials..............................176
Summary..................................................................177

Chapter 15 - Famous Last Words........................179
Why is "thank you" so powerful?..................................179
What is the best way to say thanks?.............................180
Don't mess around, just do it.......................................182

Chapter 16 - Additional Resources.....................183
Appendix 1 - The One Stop Business Model...... 185