If you are reading this, I don’t have to tell you the importance of marketing as a business tool.  You already know!  And you’ve probably read a lot of books and articles on the subject. 

If you know a lot about marketing, but you still have some questions on how to apply the information to get the best results, then you’ve come to the right place! 

The purpose of this manual is to review the most powerful, fundamental marketing principles, and apply these to your business to increase your customer acquisition, customer retention, business profit and growth. 

The format of this manual is simple; presented in a step-by-step fashion.  It is meant to be used like a workbook, so you can quickly grasp the principles and apply them to your own business. 

At the end of the manual, you will find an Appendix.  This section includes:

1. Case Studies for review of real business situations, where you can test your skills and think about how to resolve the issues faced by real business people.
2. Standard form letters you can use or revise for your own business to address unique marketing opportunities. 

Before we get started, I want to remind you that marketing is the lifeblood of your business.  Without it, your customers will not know about you or your product or service, and your business is likely to fail. 

You may consider yourself a marketing expert or a novice.  You might be comfortable blowing your own horn or a perhaps you are a shy, wallflower type who hopes the customer will recognize quality on his own. 

Whatever your perspective, the facts are clear.  You need to market your products and services in order to make money and grow your business.   

In today’s rapidly changing marketplace, your customer faces information overload and a confusing maze of competitors. 

If your marketing is not targeted to your most likely buyers, or if your message is unclear, you will get lost in the shuffle!

It’s time to get down to business!  This manual is filled with concepts you can use immediately.  It includes ideas on how to leverage your existing customer base, get referrals, address competitors and, most importantly, target advertising and marketing messages to the right people, so you can acquire the most customers with the least expense.  

If you learn and use these fundamental principles, if you keep them uppermost in your mind when you establish a marketing plan, communicate with a customer or prospect, or write an advertisement, you can exponentially increase your profits -- as much as 10 to 20 times what your business now achieves. 

Throughout the manual, I’ve given you some examples of businesses and the solutions they’ve used to achieve a particular goal.  These may not apply directly to you, but you can use them to come up with ideas for your own business and products or services.

There is nothing magical in these pages; no secret formula, just proven techniques that most business owners ignore.  With a focus on these fundamental marketing principles, you can go far!  If you are ready, let’s begin!