Contents -- Preface -- Chapter 1 - Harness the Power of Vision -- Design Your Business to Deliver the Lifestyle You Seek -- Sidebar: Write Conversational Copy for the Best Marketing Results -- Go Confidently in the Direction of Your Dreams -- Begin With the End in Mind -- Paint a Picture of the Possible -- Action: Write Your Vision Statement -- Sidebar: Crafting Your Unique Selling Proposition (USP) -- Let Your Vision Protect You From Making Bad Decisions -- Chapter 2 - Decide What Business You're In -- Sidebar: Crafting Your Elevator Pitch -- Creating a Business to Fulfill Your Vision -- What is a Niche? -- Sidebar: Micro-Niche Your Way to Success -- Why Is This a Good Niche for Us? -- Action: Describe Your Niche -- Sidebar: Are You Too Old to Start a Business? -- Chapter 3 - Get To Know Everything About Your Ideal Customer -- Qualifying Prospects -- Create a Customer Database -- Know Your Customers' "Core Buying Complex" -- What Do I Want to Know About My Ideal Client? -- Sidebar: What 'The Apprentice' Can Teach You About Knowing Your Customers -- Don't Ignore Government Markets -- Sidebar: 12 Government Market Facts at a Glance -- Nonprofit Marketing -- Know the Lifetime Value of Your Ideal Client -- Know Why Your Client Buys -- Know What Benefits Mean the Most to Your Client -- Sidebar: Marketing to GOM (Grumpy Old Men) -- Know the Steps in Your Clients' Buying Process -- Sidebar: Five Steps to the Perfect Guarantee -- Know Where Your Clients Go to Look for Information -- Know What You Can Learn from Your Current Clients -- Where Should I Look for Information? -- Action: Describe Your Ideal Client -- Chapter 4 - Who Is the Competition? -- Sidebar: What They Say About You Online -- Who Is Your Top Competitor? -- Look for the Gaps in Service to Your Niche -- How Do I Learn More About My Competition?.

Sidebar: Trade Shows in Your Marketing Mix -- Action: Write Your Description of the Competition -- Competition for the Information Marketer -- Chapter 5 - Stategize: Position Your Business -- Bull's-Eye: Position Your Business -- How to Build a Stronger USP -- Offer Proof for Your Positioning Statement and USP -- Sidebar: Testimonials: The Quickest and Most Powerful Way to Support Your USP -- Describe What You Want to Accomplish This Year -- Your Business at a Glance: The Capabilities Brochure -- Sidebar: Don't Forget the Yellow Pages -- Action: Write Your Goals for Your Business for the Next Year -- Chapter 6 - Build Out Your Product Line -- Cost of Customer Acquisition vs. LCV -- Creating New Products -- Features and Benefits -- Turn Product Flaws Into Selling Points -- Buying Motivations: The FCB Grid -- Pricing -- Selling High-Priced Products -- Sidebar: Pricing Strategies for Selling Services -- Sidebar: Sell a Lifestyle, Not a Product -- Chapter 7 - Assess Your Tactics -- Determine the Response You Want From Your Target -- Decide What Message Will Stimulate This Behavior -- Decide Which Marketing Tactics Will Best Support Your Strategy -- Tactics That Reach Your Target Market -- Inbound vs. Outbound Marketing Tactics -- The Busy Doctor Syndrome -- The Silver Rule of Marketing -- Choose the Best Three to Five Tactics to Begin -- Sidebar: Keyword Due Diligence -- Marketing in Larger Companies -- Action: Identify the Tactics You'll Use -- Sidebar: Selling to the "Starving Crowd" -- Chapter 8 - Integrate Online and Offline Marketing -- E-Mail Marketing -- Sidebar: Five Ways to Get Your Website Ranked Higher on Google -- Writing and Publishing a Free E-Newsletter -- SEO Your Website -- Sidebar: Add a "Recommended Vendors" Page to Your Site -- Sidebar: How I Find Fresh E-Zine Content for 50 Cents per Article -- Increase E-Mail Address Capture.

Blogging -- Social Media -- Sidebar: Getting Started on the Right Foot at Twitter -- Chapter 9 - Put Your Measurements in Place -- What Metrics Should You Measure? -- Calculating Marketing RDI -- Calculating and Measuring ROTI -- Sidebar: Doubling Hour and Doubling Day -- Measuring Web Metrics -- Marketing Performance Reporting -- Create the Tracking System -- Determine How Often to Review the Data -- Action: Write What and How You'll Measure -- Sidebar: Predicting the Probable Success or Failure of a New Product or Marketing Idea -- Chapter 10 - Write Your Plan -- Write It Down to Get It Done -- Sidebar: Use a Swipe File to Write Promotions Better or Faster -- Create a One-Year Plan -- Budget -- Plot Major Campaigns First -- Break It Down -- Action: Write Your Plan -- Sidebar: 10 Ways to Stretch Your Marketing Budget -- Chapter 11 - Work It! - Implementation -- What Stage Is Your Business In? -- Copy: The Foundation of Implementation -- Write the Way Prospects Talk -- Writing Great Headlines -- More Copy Tips -- Make Liberal Use of Free Offers -- Sidebar: Promote Yourself by Writing Articles -- Schedule Your Action Steps for the Next 30 Days -- Follow These Keys to Success -- Chapter 12 - Review and Troubleshoot Your Plan -- Sidebar: How Good a Marketer Are You? -- What You Should Review -- A Sales Tactic for Overcoming Price Resistance -- Good, Better, Best -- Sidebar: The Psychology of Pricing -- Testing Your Marketing Campaigns -- What Price Pulls Best? -- How to Troubleshoot Your Plan -- What to Do When It's Not Working -- Non-Marketing Causes of Marketing Plan Failures -- Honor Your Refund Policy Pleasantly -- Sidebar: Don't Waste Your Customer's Time -- Appendix A - Glossary -- Appendix B - Forms & Worksheets -- Appendix C - Model Marketing Plan -- Appendix D - Marketing Consultants -- Appendix E - Sources & Resources -- Index.