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Outsmarting Goliath (MP3) - 2003 [Audio Book] |
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consumers�potential customers�turn automatically to brand name products and services, forgetting that the well-advertised brontosauruses often deliver one-of-our-sizes-fits-all service and impersonal sales help. Yet a single phone call, a cleverly crafted letter, a stunning catalog, winning ad, or a well-prepared face-to-face presentation can change a customer�s perception. In those crucial situations, the small up-starter can use the tips in this book to capture more clients and give Goliath a headache. Highlights include:
Choosing a name and location that bolster consumer confidence
Projecting a big image without hiring more employees
Capitalizing on the Internet as an equalizer.
"Traverso gives small businesses far more than a slingshot. She gives them a lush arsenal of marketing weapons and insights that they can use to defeat the giants." �Jay Conrad Levinson, Author of the Guerilla Marketing book series. |
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