Winning Success With Assertive Marketing

By Warren Shuman

Are you thinking of starting a new business? Have you owned an existing business for many years? We are faced with making business judgments and decisions every day. We would like to believe that our decisions are made based upon our best
reasonable and logical methods.

The two major areas of reasoning are: Analytical and Inductive. In business you must train yourself to become proficient in the application of the former. The latter is important and will be useful, but Analytical Reasoning based upon factual research, must be the main driver of your business decisions.

Inductive Reasoning draws upon your life experiences education, hobbies, books, entertainment, interests, politics, travels, languages, friends, family, work place, married or single... all have an impact upon your attitudes, beliefs, and habits.

While your life experiences will provide you with that subconscious “gut-feel” that may help you to recognize possible opportunities, Intuitionalone, can and will lead you astray with its accompanied euphoria, wherein your idea, concept, or
vision just “feels” right. Your Rule #1 must be Check it out. Research and Analysis may confirm your intuitive reasoning –getting the facts will save you much time and money.

Analytical reasoning is based upon facts, not opinions. It
is sometimes difficult to separate facts from opinions, when you are dealing with people’s thoughts, feelings and their genuine desire to be of assistance. It is part of the human condition that most of us are reluctant to respond to a question with, “I don’t know.” When we do not have factual answers, we try to
divine an answer and will rationalize the “best”answer to please, rooted in our opinion or Inductive Reasoning.

Research and Analysis are your primary tools for achieving success whatever your field of business. Tabulations and evaluation of the results of your efforts will contribute positively to your accurate judgments during your decision-making processes.
Quantitative research describes demographic information based upon numbers, percentages, averages, medians, statistics, tabulations, census data, zip-codes, populations, expenses, income, age-groups, consumer data, product costs & sales, market segments, audiences, readership, viewers, investments
and returns, ratios, decimals, metrics, budgeting – and all finite data.
As Quantitative data is indispensible to your professional Business Plan, Qualitative information is equally indispensible to forming the strategies and tactics that will become the foundation of your Marketing Plan. Your Business Plan comprises the data basis for your projections and objectives. Your Marketing Plan will be the road-map that guides your business efforts toward attaining your goals... and success.

• Language: English
• Publisher: Warren Shuman
• Release date: Sep 27, 2013
• ISBN: 9781301739899

Warren Shuman

Warren A. Shuman: His short stories are published in the Miami Herald, Denver Post, Snake Nation Review and literary magazines. He has written screenplays: “The Picasso MacGuffin”, “Brotherhood of Assassins”, “The Newborn Nexus”, “Body Scavengers”.He is currently adapting his screenplays to E-Novels. He created, produced, and hosted, a series of thirteen 1/2 hours of the bilingual syndicated television series, "Mind Your Own Business.” As General Manager, Ch. 18, Puerto Rico, he produced the island's first live telecasts of championship middle-weight boxing matches, live musicals, cooking shows, newscasts and public affairs programs. Warren produced and directed a documentary on-site for the Colombian banana industry with multiple language tracks for world-wide distribution. Warren pioneered Spanish Language radio and Television in the USA. As Station Manager of Ch. 23, Miami, a failing English Language station. He reprogrammed the Station into Spanish Language, now part of Univision, one of the most profitable in the U.S. He served as Director of Advertising and Promotions with the Sheraton Corporation's Latin American & Caribbean Division for 12 hotels in 9 countries. He is a business seminar presenter, owns a small press: Frugal Marketer Publishing, writing, producing and marketing books for Small Business. "Winning Success with Assertive Marketing" is a sequel to "How to Market Your Business in the 90's". Florida International University’s Small Business Development Center awarded Warren a “Thanks for your service” plaque. He has taught bilingual marketing courses for Small Business and Spanish Language medical classes to doctors and nurses. He has a B.S. in Journalism with a major in Linguistics. He is literate in Spanish as his 2nd language..He is a member of the International Screenwriters Association. He is a Public Arbitrator with the NASD -- Financial Industry Regulatory Authority (FINRA). Warren is the proud father of five wonderful children and six grandchildren

Book preview

5- Star Customer Reviews.

By Michael Roth:

Mr. Shuman starts from the point of view that failure is not an option. He begins with why and how to explore the quality of the reader's idea for a business or product. Following his suggested steps the reader will have the knowledge to determine if the idea is solid and if pursued with skill has the potential to be successful, or if in its present form is wanting and spending money and providing human resources are not wise. In carpentry there is a saying, you can't cut a piece of wood longer. With the knowledge gained from this exercise the entrepreneur will have the insight and confidence to hold off and not continue the project or to move forward and make the idea come to life.

The chapters are organized in a rational way that systematically builds the reader's knowledge and skills. A Tool Box develops, that makes it possible to create a strategic plan using quantitative data and a tactical marketing plan that enables the reader to fulfill the projections of a business plan built with the support of qualitative data.

Each important step is meticulously laid out in clear precision. The plans and actions that need to be met with and the thoroughness of what is in the plans when carried through lets one move through the process of establishing the business or product and making it successful.

By Art Weinstein, Ph.D. Chair and Professor of Marketing, Huizenga School of Business and Entrepreneurship, Nova Southeastern University

Are you seeking the American Dream and want to build or start your own small business? Let Warren Shuman's book show you the way. You have a great idea, but now what? It's all about marketing and this practical handbook lays out all of the areas that owners/managers must master. Building on years of experience with retail, service, and home businesses, Shuman explains that creativity and sound planning are what truly matters - not huge budgets. Learn from a small business pro who has taught thousands of successful entrepreneurs what they need to know about business planning, goal setting, research, competitive analysis, target marketing, product management, advertising and promotion including selling and social media, pricing, and a whole lot more. The book is loaded with practical business examples, checklists, resources, and great ideas on how to win in the marketplace. Read this book today; apply these marketing ideas tomorrow, and grow your small business.

By D.B. Gilles

This should be required reading for anyone going into (or already in) the advertising and/marketing business. The wisdom in this book is incalculable. Mr. Shuman is a pro who has spent a lifetime learning how to walk the walk and talk the talk of a constantly changing field. I cannot say enough good things about the tips and advice that Mr. Shuman provides. If you're running your own business or thinking of starting one, this is a must-read!

WINNING SUCCESS WITH ASSERTIVE MARKETING

An Essential Tool-Box for Small Business

Warren A. Shuman

The Frugal Marketer

Frugal Marketer Publishing, LLC.

Miami, Florida

Smashwords Edition

Copyright 2009 Warren A. Shuman

All rights reserved: USA, and International.

License Notes

No part of this book may be reproduced in any form of print, electronic, internet media, or other method of information without the express written authorization of the author.

ISBN: 9781301739899

Registered: WGA East 1213026

Shuman, Warren A.

Disclaimer

Please Note: The comments, recommendations, opinions of the author are not meant to be construed as legal or accounting advice. Use and responsibility of application of any part of the information herein, Winning Success with Assertive Marketing, rests solely with the reader.

Ebook formatting by www.ebooklaunch.com

Table of Contents

Detailed Table Of Contents

Dedication

A Message From The Author

Introduction

Foreword

Chapter I - Research

Chapter II - Development

Chapter III - The Business Plan

Chapter IV - Marketing Management And Planning

Chapter V - Sales Management

Chapter VI - Internet Marketing

Chapter VII - Advertising And Promotion

Chapter VIII - Social Networks Marketing

Chapter IX - Administrative Marketing

Chapter X - Compiling The Business And Marketing Plans

Appendix

DETAILED TABLE OF CONTENTS

Introduction:

Foreword:

Chapter I - RESEARCH:

* Tools For Success In Business.

* Analytical vs. Inductive Reasoning.

* Qualitative vs. Quantitative Research.

* Demographic & Lifestyle Information.

* Consumer Studies. Focus Groups.

* Defining Your Target Market.

* Product & Services Testing.

Chapter II - DEVELOPMENT:

* Your Foundation For Success.

* Your Mission Statement. Your Firm's Objectives &

* Goals. Strategic Planning & Tactical

* Implementation. Positioning Your Company.

* Niche Marketing. Segmented Marketing.

* Franchises. Your Home-Based Business.

Chapter III - BUSINESS PLANNING:

* Where will Your Business Be - By When

* Your Firm's Management decisions For Achieving

* Success. Situation Analysis. Internal Benefits.

* External Benefits. Products/Services Strategies.

* Organization & Staffing. Operations.

* Financial Strategies.

Chapter IV - MARKETING MANAGEMENT & PLANNING:

* Controlling Your Company's Destiny.

* Management Training. The marketing Audit.

* Competitive Analysis. Business As Warfare.

* Pricing. Strategic Modifications. Tactical

* Changes. Your Unique Selling Proposition.

Chapter V - SALES MANAGEMENT

* Fine-Tuning Your Selling Techniques.

* Sales Philosophy. Structure & Organization.

* Company-Wide Sales Training. Motivation Through

* Incentives. Bartering. Successful Personal Selling.

* Lead Gathering - Prospecting For Gold. Telemarketing.

* Sell The Benefits. Negotiating The Sale.

* Customer Services Marketing. Sales Compensation.

Chapter VI - INTERNET MARKETING & YOUR GLOBAL PORTAL:

* Webmasters. Your Unique Domaine Names. Keywords & Links.

* Search Engines. Hosting Your Website. Internet Security &

* Programs. Global Opportunities. Drop & Ship. Auction websites.

* Tracking Visitors. Viruses & Worms. E-Mail Functions.

Chapter VII - ADVERTISING, PROMOTION & PRESS RELATIONS:

* Winning A Greater Share Of Your Marketplace.

* The Creative Approach. Digital Services. Artwork & Copy.

* Layouts & Designs. Typography. Mechanicals. Printing.

* Silk Screening. Radio & TV Commercials. Response devices.

* Print Media. The Media Mix. Your Area of Dominant Influence.

* Media Selection & Buying. Tracking Results. Reach & Frequency.

* Direct Marketing. Outdoor Media. Merchandising. Publicity &

* Public relations. Barter Exchange. Industry Trade Shows.

Chapter VIII - SOCIAL NETWORKS MARKETING:

* Facebook. Twitter. Blogs, LinkedIn, Business Groups and Opportunities for global expansion of your business.

Chapter IX - ADMINISTRATIVE MARKETING:

* Service Directed Competitive Strategies For Profit.

* Everyone Is A Salesperson. Training Is Essential. Your

* Customer's Bill Of Rights. Physical Appearances.

* Time Management Systems. Dissecting The Problems Monster.

* Discipline. Your company As A Marketing Unit.

Chapter X - COMPILING THE BUSINESS & MARKETING PLANS:

* Developing Management Decisions Focused Upon Success.

* The Written Business Plan. The Executive Summary.

* About Your Firm. Marketing Opportunities. Products.

* Services. Technology. Operations. Financial Data.

* Risks, Remedies & Options. The Plans. The Markets.

* Administrative Management. Operations. Financial Structure.

* Future Projections. Break-even & Profitability.

APPENDIX:

* Performing Your Marketing Audit.

* Physical Check-List.

* Your Firm's Mission Statement

* Competitive Strategies Chart.

* Sales Contact Report Form.

* Press Release Form.

* Cooperative Advertising Services.

* Barter-Exchange Firms.

* Recommended Reading & References.

* Glossary Of Terms.

DEDICATION

In Memorium

Dr. Sydney Roslow, Ph.D.

Professor Emeritus of the

Marketing College of Business,

Florida International University

A MESSAGE FROM THE AUTHOR

My Mission in writing Winning Success with Assertive Marketing, is to furnish you, the entrepreneur and small business owner with the fundamental knowledge necessary for you to develop practical Business and Marketing Plans designed and budgeted to fit the real needs and capabilities of your company. Goals during these difficult times and the unpredictable economy must be focused upon minimizing your downside risks, while maximizing your opportunities to achieve greater success.

It's Your Money! If you do not Plan to Succeed - You will Plan to Fail!

Failures among new and existing small businesses are most often due to a lack of targeted information, reality-perspective, and the fact-based development and implementation of two vital components: The Business Plan and the Marketing Plan. Neither can function at an optimum level without the other. There are no short-cuts. You must develop a Real Appraisal of your firm's Location, Capabilities, Products, Services, Objectives and Goals. When these Objectives are to be met and How your efforts will enable you to reach your Goals.

Few opportunities are more exciting and personally rewarding than persevering and achieving success in your own business.

Good Luck!

The Frugal Marketer

W.A. Shuman

April 15, 2013

INTRODUCTION

ASSERTIVE: Positive. Determined. Consistent. Forceful.

Internalizing these driving forces is vital in order that you, the entrepreneur, new business operator, or small business owner, achieve success, integrated, with a mind-set, and a visceral need that is focused upon accomplishing the due diligence, the research, and intelligence gathering that is necessary, prior to evaluating and implementing well-informed decisions, developing strategic Business Plans, and effective tactical Marketing Plans, with a keen execution and oversight.

During my seminars I have often been asked: What if I invest 60 or 90 days in R&D and afterward decide Not to proceed with my business idea? It would be time and money wasted.

No! It is more important to make correct judgments after performing your due diligence, pro or con, manifesting your new business concept, rather than open a Pizza store on the same corner where other Pizza stores have failed... without learning Why they failed.

You cannot afford to make mistakes, especially during our current whip-saw economy, fluctuating markets, and increasing rules and regulation. More than ever, a conservative, informed operation, reducing risk and growing potential must be your Job- One. Whether you are contemplating starting a business, or have been in business for a short or long term, acquiring further business acumen and a deeper marketing understanding is imperative to receiving a positive operational Return of Investment, (ROI), and reducing your financial risks.

Though many categories of business may share similar characteristics, each business' specific needs may be different. I have written each chapter as a separate series of related units so that you may read selectively with your firm's special needs.

However, I suggest that reading through your Tool-Box from the beginning will provide a more balanced information base. Case histories and examples have been selected for their broadest application. You may extract the concepts that will be of most immediate use and benefit for your individual business.

The FOREWORD will provide you with a sampling of the useful information that you will find in the Tool-Box. It is NOT a textbook. My objective is to provide you, the Small Business Owner with practical techniques, information and understanding how to apply these Tools, and to prompt and encourage you to be able to achieve a greater, profitable bottom-line.

FOREWORD

The single unique business axiom to follow is quite simply: In order to achieve SUCCESS, you must PLAN to SUCCEED.

Failures among new business starts, and existing business, are most often due to a lack of having developed adequate information and planning, and not calculating the proper long-term financing requirements prior to plunging deep into the waters without a life-jacket.

Obvious? You would be amazed how many clients I have met, euphoric with their ideas and ready to GO. Without first doing their research and due diligence..

Example: An industrial Chemist for 26 years with a PH.D. He had been down-sized due to a restructuring at his firm. He wanted to discuss a door-to-door business to sell his Mother's wonderful burritos. He had absolutely no concept of the Logistics: Health regulations, F.D.A. nutrition labeling, time and travel factors, packaging, in-store competition, and other factors, not the least being that most families make their own burritos.

The Goal of your Tool-Box is to focus on those techniques that will help you to establish a Strategic Business Plan - Where your business will be - By When. And a Tactical Marketing Plan - that will fulfill the projections of your Business Plan.

Small businesses are most often involved in light manufacturing, providing sales and/or distribution of products or services, directly to the end-user, through representatives, or through a website facility on the global Internet. You may have 2 or 3, or as many as 50 employees.

Whatever your business, there are three prime factors that have a bearing upon the future success of your business. Whether, retail, wholesale, manufacturing, distribution