Marketing Your Small Business for Big Profits

David Mason
Morgan James Publishing (2007)
ISBN 9781600370779
Reviewed by Irene Watson for Reader Views (3/08)

The synopsis on the back of the book starts with “If you are ready for success…then this book will inspire you to take your business and your life to the next level!”  Just reading this quote would inspire any person in a small business to quickly dig through all the information David Mason provides to be more successful. Being a small business owner myself, I’m always looking for ways to improve it. “Marketing Your Small Business for Big Profits” certainly didn’t disappoint me and I’ve already implemented some of his suggestions.  My report:  it works!

One of the most important things Mason stresses is to think of the customer, specifically to answer their question of “What’s in it for me?” He advocates that at the start of a “business relationship the prospect doesn’t care about you.  All he or she wants to know about is the benefit, advantage, service, or personal enhancement you offer that no one else does.”  Furthermore, this should be spelled out in the USP (Unique Selling Proposition).  Often this USP is referred to as a tag line – the few words that tell the prospect exactly what you offer.

Throughout the book Mason has blocks called “Performance Development Insight” which basically are the aha’s.  For example: A prospect who wants to be a customer will remain a prospect if the information on how to order your product and start benefiting from it is unclear.  One that I had to smile at is “The litmus test for any direct mail piece is to ask yourself ‘If this were to arrive in my mailbox today, would I open it?’  How many of us sit by the garbage can as we sort out our mail and immediately throw out the direct mailings?  I’m sure I’m not the only one.

“Marketing Your Small Business for Big Profits” is a short book, a little over a 100 pages.  However, it’s extremely powerful and to the point. Mason doesn’t mince words; he just tells it like it is.  His vast experience and knowledge comes through his writing and the reviews and endorsements from high-powered successful people are plenty.    But, there is more.  Mason not only shares facts in this book, he gives away a half-hour of his time to any buyer of his book.  His telephone session of consultative coaching is worth $250.00, and you can get it for only $12.95 plus desire to succeed.  Now, isn’t that enough to entice you to find out what David Mason has to say about your success in your business?

Listen to interview on Inside Scoop Live
Make comment on weblog