| Comments From The Author:
As you meet the challenges of the current economic situation, consider this basic truth:
Failure to market... is to plan failure in the market!
Think back to each of the economic downturns that you have experienced. You will realize that that was the time the smart money increased marketplace awareness. It can take almost a year for general marketplace awareness to develop about a down cycle, and likewise regarding the end of the down cycle -- so it is a good time to take advantage of the lower levels of clutter in the media to help your message stand out.
Let me share an experience with you: One telling moment for me as the author of Mastering Your Marketing came when I was recently ushered into the office of the President of a prominent Washington, D.C., advertising agency. A colleague of his told him briefly about the Guidebook and recommended that we should meet.
After a brief introduction, he observed that there are hundreds of books about marketing. He asked the classic question, "What is different about this one?" I simply handed him a copy of Mastering Your Marketing. I asked him to look at it for 5 or 10 minutes, and added that I was sure that after he looked at it that quickly, he could easily tell me the answer to his question!
He started to peruse it, looked at the contents and index, and then spot read different pages and some of the self-learning exercises. After a few moments of silence while he looked at it, he looked up and he said, "The content is rich and it is right on target!" A bit later, as he looked at the cross-referenced topics in the 12 page Index, he observed that I had hit the nail on the head!
Another advertising executive observed that this Guidebook would put a lot of power in the hands of prospective clients for advertising services. It would make it harder to fluff up budgets and campaigns, because that would be easier for the savvy client to spot!
I like to think it deals with the smoke and mirrors in the marketing business: it blows away the smoke, and polishes the mirrors! In the final analysis, your business will look better (this has a double meaning: your image and with more of the right customers, your bottom line).
The key question for you now: "Do you want more customers?" If you said, "Yes!", then get your order in today. Simply click on the Act and Order Now icon, or call us during regular business hours, Eastern U.S. time zone, at 804-746-4043.
John
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