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Fool-Proof Marketing: 15 Winning Methods for Selling Any Product or Service in Any Economy

ISBN: 978-0-471-46772-4
288 pages
April 2003
Fool-Proof Marketing: 15 Winning Methods for Selling Any Product or Service in Any Economy (0471467723) cover image
Make Your Business Thrive in Any Economy

From bestselling author Bob Bly, this easy-to-read, hands-on guide offers fifteen methods for maximizing business performance in any economy.

Depression and recession are real fears for businesses, but every industry has its ups and downs regardless of the economy. In response, Fool-Proof Marketing presents proven techniques for reversing any sales decline and developing business-generating ideas for sustaining momentum when business is good.

Fool-Proof Marketing offers hands-on advice, including:

  • Personal strategies, from harnessing positive thought to gearing up for massive action, finding time for marketing during a boom, and maximizing downtime
  • Time-tested marketing strategies for finding new customers and generating new leads, orders, and sales
  • Proven business strategies for cutting costs, improving efficiency, and adapting your operating procedures to the current business climate
  • The latest customer service trends and methods for building customer loyalty, increasing customer retention, and maximizing lifetime customer value

With Bob Bly's simple and effective marketing strategies, you'll find new sources of revenue, cut costs, improve your customer service, and create stronger relationships with your clients. Even if your business is currently on track, you'll find creative ways to streamline your organization and prepare for unexpected problems. Don't just watch your business dwindle--make your organization stronger through these proven techniques for making the most of your marketing dollar.

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Chapter 1. Improve Your Interpersonal and Communication Skills.

Chapter 2. Use Your Time Productively.

Chapter 3. Be Positive.


Chapter 4. Reactivate Dormant Accounts.

Chapter 5. Reactivate Old Leads.

Chapter 6. Generate New Business from Existing Accounts.

Chapter 7. Shift Your Marketing into High Gear.

Chapter 8. Repackage Your Offers.

Chapter 9. Select Your Best Customers and Occasionally Lower Your Standards.


Chapter 10. Cut Overhead and Operating Costs.

Chapter 11. Use the Internet to Cut Costs and Attract Customers.

Chapter 12. Quote Competitive, Affordable Fees in Bid Situations.


Chapter 13. Take Customer Service to the Next Level.

Chapter 14. Deliver More Value to Your Customers.

Chapter 15. Cement Customer Loyalty with Low-Cost Extras.

Appendix: Sales and Marketing Web Sites.

About the Author.

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BOB BLY is a copywriter and consultant who specializes in business-to-business and direct marketing. He has over twenty years of experience writing marketing materials for such clients as AT&T, IBM, and Lucent Technologies. He is also the author of over fifty books, including The Complete Idiot's Guide to Direct Marketing, The Copywriter's Handbook, and the classic The Elements of Technical Writing.
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