Book Review: Marketing Your Bantam Business For Big Profits By David Mason
- Posted by Essays Blog in Essays Blog |
- December 28th, 2008 |
- Comments
I have no idea how many books are crammed onto bookshelves all about the case of marketing, thither must be many millions. It is a case advantageously appreciated, how do you make individual buy your Appliance as opposed to the other guys Appliance? Marketing is the answer, but, marketing comes at a price. How much can you afford?
I have a friend who is a retired BBDO exec, and in his mind, marketing that appliance should cost the same as the national debt of a bantam country. Most bantam businesses can hardly manage to pay the rent and other expenses, never mind a TV attack on The Superbowl.
David Mason has done a real fine job of encapsulating the important aspects of marketing into a real abbreviated read. Piece I am not careful that he has introduced anything new, he has put it on paper that even the most book ‘resistant’ company owner could manage, at a restrict 121 pages this should not anxiety even the nervous book reader.
Of course thither is a downside with exploitation much a abbreviated format, in a morpheme ‘lists.’ My woman knows me alright, and she always has block for me to do. But she also knows that giving me a long ‘To Do’ list makes my eyes glaze over. If the list has less than than 5 items, the chances are good that I will at least attempt a few of them. David Mason prefers longer lists, I believe one was 16 items long! That I found a little of a turn-off, my woman knows better than to attempt a list that long on me!
On the plus broadside, he makes real convincing arguments. Arguments that make meaning. It is important that every business has a ‘catchword,’ David Mason calls it the USP (Single Selling Proposition), but catchword or banner is what we are talking about.
How do you attract customers? You have your catchword, but if it only exists on your computer or in your head, who is going to hear the message? Many people have bantam companies, any sell niche products, any sell niche services, how do you sell your idea? Newspaper Ads might activity, but only for the day, a Magazine might activity for a month, radio and TV symptom last for seconds! How about the internet?
David Mason explores all of the potentials, all of the advertising mediums have their up’s and down’s, cost, effectiveness, even the number of eyeballs that you get your message in front of are important considerations.
The last part of the book I found really helpful, he has included any samples of headlines and opening lines that the bantam business owner could consume in his advertising campaign, and any simple worksheets to assist in customizing the slogans to your own circumstantial needs.
Marketing You Bantam Business For Big Profits is bantam enough to be a quick and easy read, but large enough to contain the animated elements important to run an effective advertising program. The author also takes a real down to earth approach in offering advice on implementing the strategies. ‘You don’t have to do them all, just start with one and accompany what happens.’ In other words you don’t have to do everything, just do something.