E-Book Overview
There are 22.9 million entrepreneurs in the U.S. In addition, 550,000 people start new businesses every year - and all of them will need marketing materials. This book is the most up-to-date and affordable book on how to create small business marketing materials, including: logos that attract attention; newsletters that generate business; and sound bytes that customers remember. Filled with sample brochures, ads and press releases, this book shows every reader how to promote a new business or remarket an old one.
E-Book Content
LOGOS
PRESSRELEASES
THE
ULTIMATE
ADVERTISING
WEBSITES
BROCHURES
NEWSLETTERS
BUZZ BUSINESSCARDS
MARKETING TOOLKIT
Ads That Attract Customers. Brochures That Create Buzz. Web Sites That Wow.
Paula Peters
THE
ULTIMATE
MARKETING TOOLKIT
Ads That Attract Customers. Brochures That Create Buzz. Web Sites That Wow.
Paula Peters
Adams Media Avon, Massachusetts
Copyright © 2006, Paula Peters. All rights reserved. This book, or parts thereof, may not be reproduced in any form without permission from the publisher; exceptions are made for brief excerpts used in published reviews. Published by Adams Media, an F+W Publications Company 57 Littlefield Street Avon, MA 02322 www.adamsmedia.com ISBN 13: 978-1-59337-497-6 (paperback) ISBN 10: 1-59337-497-6 ISBN 13: 978-1-44050-089-3 (EPUB) Printed in the United States of America. J I H G F E D C B A Library of Congress Cataloging-in-Publication Data Peters, Paula. The ultimate marketing toolkit : ads that attract customers, brochures that create buzz, web sites that wow / Paula Peters. p. cm. Includes index. ISBN 1-59337-497-6 1. Marketing—United States. 2. Sales promotion—United States. 3. Advertising—United States. I. Title. HF5415.1.P43 2006 658.8’2—dc22 2005026070 This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. —From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book and Adams Media was aware of the trademark claim, the designations have been printed with initial cap letters. This book is available at quantity discounts for bulk purchases. For information, please call 1-800-289-0963.
CONTENTS INTRODUCTION OPEN UP YOUR TOOLKIT
V
CHAPTER 1 THE THIRTY-SECOND SOUND BITE CHAPTER 2 THE UNIQUE LOGO CHAPTER 3 THE TAG LINE
9
19 29
CHAPTER 4 THE BUSINESS CARD CHAPTER 5 THE LETTERHEAD CHAPTER 6 THE BIO
39
47
CHAPTER 7 THE INTRODUCTORY LETTER CHAPTER 8 THE POSTCARD
55
67
CHAPTER 9 THE PRESS RELEASE CHAPTER 10 THE AD
77
97
CHAPTER 11 THE BROCHURE CHAPTER 12 THE WEB SITE
111
135
CHAPTER 13 THE NEWSLETTER
175
CHAPTER 14 WHEN TO HIRE A PROFESSIONAL SA M P L E S 195 P E R M I S S I O N S A N D C R E D I TS 209 I N D E X 210
1
189
ACKNOWLEDGMENTS
Through this process, I have learned that creating a good book is never the work of only one person. It is a combination of the synergies and efforts of many different people, all putting their positive energy in the right direction. I have been fortunate enough to have that right mix of people in my l