Grassroots Marketing: Getting Noticed in a Noisy World

Grassroots Marketing: Getting Noticed in a Noisy World is a Finalist for
ForeWord Magazine's Book Of The Year Award

Need to boost your business on a budget? Grassroots Marketing: Getting Noticed in a Noisy World is your one-stop roadmap. Everything you need to access a huge range of low-cost, high-ROI marketing strategies and tactics that slash your marketing costs, boost your results, and take your organization (business, nonprofit, or grassroots community group) to the next level. Foreword Magazine Book of the Year Finalist.

Book Cover--Grassroots Marketing"It's the 21st Century, and many marketers are operating in a 20th Century mode. Shel Horowitz, in 'Grassroots Marketing,' moves them into this new century while covering all the bases and providing budget-minded marketers with the wisdom that they need to compensate for their lack of funds. Best of all, he does it with warmth, clarity and lots of real life examples. His book should be mandatory reading for anyone with a small business or the dreams of succeeding with one. Lots of people want to be guerrilla marketers. Shel Horowitz proves that he is a superb one, and his wonderful book is able to make his readers into savvy marketers. It's fun to read and it will be even more fun to deposit the profits his book can earn for any reader."

—Jay Conrad Levinson, Author, "Guerrilla Marketing" series of books

Click here to see the Table of Contents and Index for Grassroots Marketing.

Click here to read what the Press and Readers say about Grassroots Marketing

     "I have been using Grassroots Marketing: Getting Noticed in a Noisy World as the basic text in a marketing communications class that I am teaching... Many of the students will be starting their own businesses and few will...have those big-budget marcom programs. I like Grassroots because it is not only a text I can use to help provide the students some of the marketing communications insight they can get anywhere but because it also is a book that is affordable. In addition, this is a book that they will be able to reference for nuts and bolts marcom challenges they will be facing in their own work environments.
     "You have a writing style that gets quickly to the points the student need to reach. While it is set up as a book for use in the field, I would guess that a lot of marketing communications professors would find it very easy to adapt to their classrooms. You have written it for professionals and I find that my liberal arts students appreciate this approach more than they do the traditional text with the reviews, the vocabularies, the summaries."
—Dick Puffer, Marketing Communications Professor, Coker College

World-Renowned Libraries Endorse and Buy Shel Horowitz's Books.

"Shel Horowitz brings time-tested promotion rules into the Communication Age. Some principles always work; now with the Internet they work faster, easier and cheaper. Whatever your business, Shel's tips, tricks and techniques will make you part of the steamroller rather than part of the road."

—Dan Poynter, Author, "The Self-Publishing Manual" and many other books

Need to boost your business on a budget? Grassroots Marketing: Getting Noticed in a Noisy World is your one-stop roadmap. Everything you need to access a huge range of low-cost, high-ROI marketing strategies and tactics that slash your marketing costs, boost your results, and take your organization (business, nonprofit, or grassroots community group) to the next level. Foreword Magazine Book of the Year Finalist.

You'll want to refer to this book over and over again. It will likely save you thousands of dollars every year.

Using my own frugal and effective marketing strategies, I've achieved national and international recognition.

Bottom Line/Business did a three-page interview with me, covering my favorite low-cost, high-return marketing techniques. I've also been featured in numerous publications, including Entrepreneur, Home Office Computing, Fortune Small Business, the Christian Science Monitor, Los Angeles Times, Boston Globe, Inc Magazine, Woman's Day, CNNMoney.com... I've made almost 300 radio appearances on stations in Taiwan, Europe, and all over the U.S. and Canada, and I've been a featured speaker at several important national marketing conferences. You can also get this kind of exposure!Still want more information? Click here to see the Table of Contents and Index for Grassroots Marketing.

Ready to order? The list price of the book is $22.95.

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Get both Shel's marketing books, Grassroots Marketing and Principled Profit...and a half-hour consultation...AND other goodies, all at a special low price. Click here for details.


From The Midwest Book Review:

Grassroots Marketing: Getting Noticed In A Noisy World
Shel Horowitz
Chelsea Green Publishing
Post Office Box 428, White River Junction, VT 05001
ISBN 1890132683, $22.95, (800) 639-4099, http://www.chelseagreen.com

Grassroots Marketing is a great book for small business owners who want to improve their company's marketing and do so inexpensively. The book surveys nearly every marketing method known to man.

Horowitz says that the average U.S. adult is exposed to about 2,000 marketing messages each day. So, entrepreneurs really need to make their message stand out from the crowd. Further, Horowitz argues that the average small business, individual, or organization needs to market very inexpensively.

Horowitz summarizes marketing as: 1) Identifying your target market; 2) Getting the right information and message to your market; and 3) Convincing the target customer to do business with your company.

Horowitz discusses:
- Choosing a company name and how the name impacts marketing
- Designing logos
- Writing press releases
- Writing professional articles to market your business
- Using Yellow Page ads effectively
- Direct mail: when it's effective and when it's not
- Bumper stickers and billboards
- Radio and TV advertising via free publicity
- Internet marketing and getting listed on search engines
- Affiliate marketing
- Telemarketing
- Personal sales and multilevel marketing
- Word-of-mouth referrals and networking to get them
- Branding and creating 'buzz'

The chapter about effective copyrighting is especially strong. Horowitz expands the basic AIDA formula (Attention, Interest, Desire, Action) into ten points of effective copywriting.

Horowitz writes: "Great Copywriting:
1. Catches the reader's attention with something relevant;
2. Addresses the reader's fears, anxieties, and/or aspirations;
3. Stresses specific benefits to the user, not the features that leads to those benefits;
4. Offers to solve the reader's problem, in the most specific terms possible;
5. Provides the reader with a chance to acquire something of clear value-but only for a limited time;
6. Pulls the reader toward immediate action;
7. Shows the consequences of failure to act;
8. Includes solid, substantial validation of your claim by someone else (a customer, an expert);
9. Backs up claims with comparisons to competitors; and
10. This should be obvious-provides the necessary order form, address, and/or telephone number to allow the reader to move forward."

The strength of the chapter about writing effective copy isn't surprising, given that Horowitz is a professional copywriter who helps companies develop advertising (www.accuratewriting.com). Horowitz also helps entrepreneurs plan marketing and publicity campaigns.

Grassroots Marketing gives many resources throughout. Not every marketing method discussed in Grassroots Marketing will be appropriate for your company. For example, while a plumber will benefit greatly from a Yellow Page Ad (Horowitz says that people tend to consult the Yellow Pages during emergencies among other occasions), other entrepreneurs will benefit more from direct mail. And, while Horowitz says that balloons with logos are best used to draw people to events, financial advisors will probably not want to place their business logo on balloons.

Get both Shel's marketing books...and a half-hour consultation...AND other goodies, all at a special low price. Click here for details.





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