Fishing for Customers and Reeling Them In : A Fishing Guide for Marketers

by Chuck McKay"Brilliant! This book should be required reading for every media salesperson? and for every client as well."-Jerry SnyderCEO, Jerry Snyder Associates"For the first time all of the contradictory information makes sense. Chuck has managed to make it simple and easy to understand." -Don PetronPresident and CEO, Centennial Office Products"Grab a pole, and get ready for the darndest fishing trip ever with one of America's best marketing guides."-Bill StakelinPresident and COO, Regent CommunicationsStep by step, this book will show you how to attract the most profitable customers. You'll learn:? When it isn't necessary to advertise at all? How to identify your most profitable customers - your Twenty Percenters? Relational and Transactional modes. All customers operate in one or the other? The two kinds of advertising - Call To Action and Top-Of-Mind Awareness ? How your professional reputation is made, whether you like it or not? Why discounted price is a terrible marketing strategy? Why your rent affects what you spend on advertising? How to effectively use the major media, and how to negotiate with eachChuck McKay is a marketing practitioner who specializes in achieving results for small retail and service businesses.120 pagesSoftcoverMcKay, Chuck is the author of 'Fishing for Customers and Reeling Them In : A Fishing Guide for Marketers', published 2005 under ISBN 9781932226386 and ISBN 1932226389.