When Your Small Business is YOU Marketing Handbook

Jeanna Pool
3 BAR Press (2006)
ISBN 0976996294
Reviewed by Kathleen Dowdell for Reader Views (8/06)

When reading this well-written book by Jeanna Pool, it’s like having the author sitting by your side sharing her wealth of knowledge about marketing. Her easy-to-read style makes this book hard to put down and it sparks and encourages the imagination to apply these tried and true approaches to your business. Focusing on finding a “niche”, Pool stresses rethinking about old marketing approaches in 18 easy-to-read chapters. In simple layman terms she teaches “when marketing your small business, give first without expecting anything in return.” This new way of drumming up business will undoubtedly have an impact that will make you stand out from the competition as a “specialist” in your field. Her passion and experience in a variety of industries over the course of her career is conveniently translated into this marketing handbook.

The chapter on "Choosing the Right Marketing Tools and Activities" incorporates strategic diversification as it suggests choosing the right marketing tools. Since marketing tools always display a business’s professional image, it is essential that they make a captivating first impression. You don’t get a second chance to make an impression. Logo (branding), stationery and a professional image can literally make or break your business. In this same chapter, Pool also discusses the importance of a comprehensive website, direct mail, eZine or newsletter, networking, and promotional events. She talks about the necessity of obtaining testimonials from clients in order to form a credible appearance among your competitors. You must become your business’s professional image in order to stand out from the competition. Consistency and a long-term commitment are imperative in order for your business to continue to succeed.
 
In addition to 221 pages of good advice, Pool offers the reader a free marketing piece, critique and marketing feedback targeting specific marketing areas, as well as resources of numerous websites to go to for more information about business groups, mailing lists, and conducting seminars. This is an exceptional added bonus.

This book would be helpful to small business start-ups as well as businesses that want to add a fresh, new dimension in their marketing approach. It is definitely a motivational book. After finishing it, I redid my marketing materials to incorporate what I learned. I used the book to help me re-brand my niche to target a specific area of people. I feel confident that these techniques will be of benefit to me and to others who follow her guidelines. This is a must buy book which will become a handy reference for growing and sustaining a business.

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