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by Shel Horowitz

  • ISBN: 1890132683
  • Author: Shel Horowitz
  • ePub ver: 1747 kb
  • Fb2 ver: 1747 kb
  • Rating: 4.7 of 5
  • Language: English
  • Pages: 306
  • Publisher: Chelsea Green; Revised edition (May 1, 2000)
  • Formats: azw lrf mbr lit
  • Category: Money
  • Subcategory: Marketing & Sales
epub Grassroots Marketing: Getting Noticed in a Noisy World download

Includes bibliographical references and index.

Includes bibliographical references and index. Skeptics-Please Start Here - Image and Market - Copywriting 101 - By Design - Mastering Myriad Media - Media Publicity: The Hidden Goldmine - Who Needs to Know: Assembling Your Press List - Print Promotion - Better Than the Grapevine: Writing Your Media Releases - In-Depth Print Coverage: The Best.

Shel Horowitz lives in Northampton, Massachusetts, with his wife Dina Friedman and children Alana and Rafael. Most organizations have severely limited resources for marketing. As a marketing consultant and freelance writer, he constantly practices what he preaches. Horowitz offers lots of sound ideas, several of them originally introduced in his previous Marketing Without Megabucks. Even organizations which have "megabucks" can learn a great deal from Horowitz.

36 Resources From Shel  GMGG  Grassroots Marketing: Getting Noticed in a Noisy World  Individual Consulting and Copywriting  Presentations  Media Training.

Grassroots Marketing book. Start by marking Grassroots Marketing: Getting Noticed in a Noisy World as Want to Read: Want to Read savin. ant to Read.

Friend and colleague Shel Horowitz recently took the plunge with his latest marketing guideline masterpiece, "Grassroots Marketing - Getting Noticed in a Noisy World" (Chelsea Green Publishing.

Friend and colleague Shel Horowitz recently took the plunge with his latest marketing guideline masterpiece, "Grassroots Marketing - Getting Noticed in a Noisy World" (Chelsea Green Publishing, . .Shel's latest book, a complete and comprehensive update of his classic "Marketing without Megabucks," is a wonderful book for anyone who wants to understand how marketing, promotion and public relations can be done - on your own - without costing a lot of money.

Need to boost your business on a budget? Grassroots Marketing: Getting Noticed in a Noisy World is your . An update to both Grassroots Marketing books, covering social media/Web . and other new developments.

Foreword Magazine Book of the Year Finalist. This update is included free with the purchase of either Grassroots Marketing book.

We expect that Shel Horowitz's Grassroots Marketing: Getting Noticed in a Noisy World will be welcomed by the . Marketing Without Megabucks: How to Sell Anything on a Shoestring. Book by Horowitz, Shel .

Although he doesn't presume that all of his readers will have embraced the principles of sustainable living, Horowitz's approaches are especially well-matched to the bootstrap businesses and organizations that comprise the new sustainability economy. Book by Horowitz, Shel A.

Grassroots Marketing: Getting Noticed in a Noisy World (Chelsea Green, 2000). Principled Profit: Marketing that Puts People First (AWM, 2003, republished by Panorama in Mexico, and under the title Ethics in Marketing, by Jaico Publishing House in India)

Grassroots Marketing: Getting Noticed in a Noisy World (Chelsea Green, 2000). Principled Profit: Marketing that Puts People First (AWM, 2003, republished by Panorama in Mexico, and under the title Ethics in Marketing, by Jaico Publishing House in India). Grassroots Marketing for Authors and Publishers (AWM/Infinity, 2007, ebook version republished by Nicholas Direct, 2011). Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life-With No Negative Impact on Your Lifestyle (ebook, 2009).

10 books including Guerrilla Marketing to Heal the World (plus a few books ghostwritten for clients). Going Beyond Sustainability.

The best product or service in the world will never be successful unless its provider knows how to attract enthusiastic customers.Chelsea Green has published numerous books that promote self-sufficiency through independent work. Eliot Coleman inspired a nation of market gardeners with his New Organic Grower. Then Lynn Byczynski refined the model of horticultural entrepreneur in The Flower Farmer, and Michael Phillips followed suit in The Apple Grower. Gene Logsdon's The Contrary Farmer provides the tools to make cottage farming economically viable, while in The Bread Builders, Daniel Wing and Alan Scott lay the foundation for revival of the village baking tradition.We expect that Shel Horowitz's Grassroots Marketing: Getting Noticed in a Noisy World will be welcomed by the organic farmers, solar-energy installers, telecommuters, environmental activists, community gardeners, and straw-bale-house builders of the world. Although he doesn't presume that all of his readers will have embraced the principles of sustainable living, Horowitz's approaches are especially well-matched to the bootstrap businesses and organizations that comprise the new sustainability economy.Horowitz's key assumption is that the diverse entrepreneurs who need this book will have one thing in common--they won't have much money to spend on marketing efforts. His book tells you:How to get more than your money's worth in paid advertising;How to get free ink from the press by turning yourself into news;How to develop a multi-pronged, multi-media strategy just like the big guys (but without big bucks).Originally published as Marketing Without Megabucks (Simon & Schuster, 1993), this book has been thoroughly revised, including a major new section on the development that has been the greatest boon ever to the grassroots marketer--the Internet.
Comments (7)

Jeb
I am not usually one to get all gushy and promotional about a book (unless it's mine!) but I've just finished Grassroots Marketing and I think anyone who is trying to market or promote themselves or their work, in any way, MUST have this book!
Regardless of your budget (the books starts at a $10 marketing budget and works up) this books has ideas, links, how-to, and tip that had me highlighting almost every page. I've read a dozen books on marketing in the last year and this was, by far, the best.
In fact, I wish I'd read it first as it would have saved me buying and reading all the others.
I don't think that there are two consecutive pages that I haven't highlighted, lol!
Perry P. Perkins
Author
"Just Past Oysterville"
Obong
(The headline here is a reference to Chapter 8. I just wanted Shel to know I really did read the book!)
I used to think there were two or three books worth reading about small business marketing and advertising (my own included, of course) but we now must add this latest gift of support to struggling entrepreneurs. This one is a foundation stone, so don't begin your business building without it. You've been warned.
(Michael Corbett, Author, "The 33 Ruthless Rules of Local Advertising")
Sagda
In essence, marketing creates or increases demand for whatever is offered for sale. Most organizations have severely limited resources for marketing. Horowitz offers lots of sound ideas, several of them originally introduced in his previous Marketing Without Megabucks. (Even organizations which have "megabucks" can learn a great deal from Horowitz.) He correctly stresses the importance of (a) identifying precisely who the audience is, (b) getting the right information to them, "being heard" despite all the "noise", and (c) motivating them to do business with you. The material is organized within six Parts: Key Concepts, Print Promotion, Electronic Exposure, Incredible Internet, Phone and Face, and The Growth Curve. Marketing professionals may well view this book as "simplistic" and perhaps in some respects it is. However, few organizations have marketing professionals on staff. Most do the best they can with who and what they have...usually an over-extended owner with a few "extra" dollars to spend. When buying this book for about $20.00, you retain Horowitz as a consultant to help increase demand for what you sell. Take your time working your way through the book. Highlight key passages. Take notes. Go back and re-read sections which seem to speak directly to your immediate needs. Because the book offers more suggestions than you can possibly use, cherry-pick those which are most appropriate, and, which can be acted upon soon, if not immediately. Most important of all, with Horowitz's help, challenge all of your assumptions about your business. Ask tough questions. For example, why do your customers buy from you? What are customer expectations? Unmet needs that you can fill? Who else buys what you sell but not from you? Why not? Price? Convenience? Service? (Do you know?) In all contacts with customers, how effective are your and your associates' people skills? Do customers feel appreciated? How about repeat business?
There's so much "noise" in every marketplace and sometimes it's deafening. So many "voices" competing to be heard. Also lots of "clutter" which makes it more difficult to see...and to be seen. Horowitz understands all this. Much of his book is devoted to attracting favorable attention. Being noticed. Try lots of stuff. Experiment on a limited basis with several different strategies and tactics. Find out what works...and what doesn't. Also find out why. Ask customers what they think. Also ask family members and neighbors. (Ken Blanchard is right: "Feedback is the breakfast food of champions.") Horowitz poses almost all of the questions which must be asked. He also offers answers. Some answers are right for your organization...others are not. Know why. Obviously, I think highly of this book as a single-source, as a basic manual, in which Horowitz provides an abundance of practical and cost-effective marketing ideas, carefully explained and generously illustrated. In the final chapter, he sums up his perspective on successful marketing. Then in the "Resources" section which follows, he provides additional information which may also be of interest.
I offer only one caveat: Even if Horowitz were a full-time employee in your organization and devoted all of his attention to your marketing needs, working with a budget of (let's say) $20-million, he would not be successful unless your organization (a) offers quality products and/or services at a fair price, (b) is totally committed to serving the needs of customers, and (c) also takes very good care of its own people. "Grassroots marketing" principles really don't work very well with weeds.
Moswyn
I bought this book after hearing Shel speak. He came off as extremely knowledgeable, very down to earth, and hype-free. So is the book - I was not disappointed.

In my opinion, this is a "friendly" textbook on marketing ALL small businesses, consultants, etc. should read, and certainly applicable to big biz as well. It answered questions I never knew I had. There was information I could use IMMEDIATELY! For example, I went back and made minor yet significant edits to my (very few) Press Releases right away.

Let's step back for a few minutes, I knew very little about marketing despite having run my own business for 15+ years. I never paid attention to marketing, sales, or much of anything but my core competencies - what I was getting paid for as a consultant. Yeah, I'd been "lucky," but don't want to count on luck anymore. There were some basic marketing principles I lacked, and this book taught those well.

I understood some advanced marketing issues and techniques very well, as I've been studying marketing the last few months out of interest and curiosity, but I lacked most basics. It's like understanding advanced calculus and topology, but not being able to add and subtract reliably. This book taught those basics. I should have read it 15 years ago, had it been published then! I still lack experience in some marketing areas, but now at least I have a "clue."

In my first pass I read the topics that interested me with extreme interest. For example, I have, or thought I had, zero use for "Yellow Pages" ads as just one example. I was wrong. I've read this book cover to cover a few times and keep getting more value - and actionable information. It's been on my nightstand now for months and I often read a random section before retiring at night.

If there is a downside, it's that the Internet section is somewhat out of date. That is no surprise as the Internet is evolving rapidly and the book is copyright 2000, but I still think it would be the perfect primer for the uninitiated. Hey, I'm a 25 year Internet veteran and I learned things!

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