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McGraw-Hill; 1 edition (February 9, 2007) | ISBN: 0071487786 | 272 pages | PDF | 2,3 Mb

In her first solo book, entrepreneur Switzer (co-author, with Jack Canfield, of The Success Principles) offers practical insights for business owners in a fast-paced text jam-packed with useful information and tricks of the marketing trade. Designed to bring in customers and cash, Switzer's guide builds on small business basics and provides authoritative strategy in an impressive number of areas: customers, joint-ventures, advertising, prospecting, sales, the internet, apprenticeships, negotiating deals and "earning extra income whenever you need it." Switzer is a firm believer in research, promoting the theory that the best marketing campaigns gather as much knowledge as possible about potential customers-their problems, needs and goals-in order to avoid the "customer complaints, returns, and refunds" generated by "selling prospects something they don't need." Packed with advice on everything from "Writing ads that make the phone ring" to "Launching a viral report" to "Going into business with the boss," as well as endorsements from Switzer's satisfied advisees, this book is a valuable resource for anyone who owns a small business or is interested in making some extra money; media-savvy consumers may also find this book useful in navigating the marketing forces that bombard them daily. Copyright © Reed Business Information, a division of Reed Elsevier Inc.

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