E-Book Overview
This book features an expanded section on using new technologies to increase the reach of marketing efforts, offers sample telephone and voice mail scripts, and includes advice on setting up a home office for maximum efficiency.
E-Book Content
Marketing for the HOMEBASED BUSINESS SECOND
EDITION
JEFF DAVIDSON, MBA CMC
Adams Media Corporation Holbrook, Massachusetts
Other Resources by Jeff Davidson: Books The Joy of Simple Living Breathing Space: Living & Working at a Comfortable Pace in a Sped- Up Society Blow Your Own Horn The Domino Effect: How to Grow Sales, Profits, and Market Share Selling to the Giants: How to Become a Key Supplier to Large Corporations Getting New Clients The Complete Idiot's Guide to Reaching Your Goals Marketing Your Consulting & Professional Services The Achievement Challenge: How to Be a "10" in Business The Complete Idiot's Guide to Managing Your Time Marketing on a Shoestring The Complete Idiot's Guide to Managing Stress The Complete Idiot's Guide to Assertiveness Checklist Management: The 8-Hour Manager You Can Start Your Own Business The Marketing Sourcebook for Small Business Your Bank—Making It Work for You Marketing to Home-Based Businesses Cash Traps: Secrets for Reducing Costs and Improving Cash Flow Marketing Your Community How to Have a Good Year Every Year Audio Tapes Simplicity: How to Focus on the Vital Few, Rather than the Trivial Many Get a Life Selling Yourself Blow Your Own Horn
Copyright ©1999, Jeff Davidson. 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 Corporation 260 Center Street, Holbrook, MA 02343 ISBN: 1-58062-078-7 Printed in the United States of America. J I H G F E D C B A Library of Congress Cataloging-in-Publication Data Davidson, Jeffrey P. Marketing for the home-based business / by Jeff Davidson. p. cm. ISBN 1-58062-078-7 1. Home-based businesses—United States. I. Title. HD2333.D39 1999 658'.041—dc21 98-26818 CIP 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
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TABLE OF CONTENTS Foreword……………………………………………………… ix Introduction…………………………………………………... xi Chapter 1: Setting Up at Home……………………………….1 Chapter 2: What to Offer and from Where: Your Marketing Command Center……………. 17 Chapter 3: Your Printed Image……………………………... 31 Chapter 4: Marketing Online……………………………….. 61 Chapter 5: We're So Glad You Called……………………… 75 Chapter 6: Dialing for Dollars……………………………… 93 Chapter 7: E-mailing and Faxing From Home……………. 105 Chapter 8: Marketing and Desktop Publishing…………… 129 Chapter 9: Marketing Strategies for the Innovative……..... 147 Chapter 10: To Greet and Meet…………………………….167 Chapter 11: No Entrepreneur Is an Island………………… 183 Chapter 12: A Good Location…………………………….. 199 Chapter 13: From Now ‘til Evermore…………………….. 205 Appendices………………………………………………… 209 Associations………………………………………………... 209 Magazines and Newsletters………………………………. 212 Are You a Home-Based Inventor?...................................... 213 Directories of Distinction…………………………………. 214 Glossary……………………………………………………. 217 SBA District Offices………………………