How to Turn Your Small Business into a “Category of One”: Before You Spend Another Dime on Traditional Advertising!

By Dan Persigehl

The book is designed to help small businesses and start-ups prepare to market their product or service through strategic planning and unique advertising campaigns before they spend a dime on marketing. We want to turn every small business into a chapter of one.

• Language: English
• Publisher: Xlibris US
• Release date: Jul 26, 2018
• ISBN: 9781984542687

Dan Persigehl

Dan Persigehl is a nationally recognized professional speaker, small business marketing consultant and voice talent. Dan has spent the last 27 years in media creative management, strategic planning and copywriting. Dan launched DP Media Consultants at www.killermessaging.com in 2016 with a focus on small businesses with limited marketing budgets. The primary focus is on creating messaging that captivates, motivates and activates our partners target consumer group. Dan, his wife Molly and sons Will and Jack live in Scottsdale. Dan is known in small business marketing circles as the messaging master any small can afford. DP Media Consultants is recognized in the small business community for providing strategic and creative messaging service that is efficient, affordable and effective!

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Copyright © 2018 by Dan Persigehl.

Library of Congress Control Number:   2018908726

ISBN:                 Hardcover               978-1-9845-4270-0

                           Softcover                 978-1-9845-4269-4

                           eBook                       978-1-9845-4268-7

All rights reserved. No part of this book may be reproduced or transmitted

in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system,

without permission in writing from the copyright owner.

The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

Any people depicted in stock imagery provided by Getty Images are models,

and such images are being used for illustrative purposes only.

Certain stock imagery © Getty Images.

Rev. date: 08/09/2018

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How to turn your small business into a Category of ONE… Before you spend another dime on advertising!

Why I wrote this book…

I battle a powerful addiction… Efficient, affordable and effective Marketing and Messaging. Small business and professional services advertising should be an investment, not an expense. I spent 27 years in creative media, mostly radio, and over those years I saw literally millions of dollars being wasted for a variety of specific reasons. The 2 most common flaws are a lack of strategic preparation, and the messaging didn’t activate their target consumer. But there many more.

In most cases they simply weren’t ready to advertise their product or service, and no one there prevented them from the dreaded "Advertising victim" syndrome. They simply reacted emotionally before planning strategically. Two years ago I discovered several common sense fundamentals that caught my eye. So much so that I spent more than a year researching every piece of this unique source of actionable information as I could. I was fortunate to find much more than I anticipated and it inspired me to use it as a foundation for my leap into the entrepreneurial galaxy and launch DP Media Consultants. I launched a website at www.killermessaging.com to offer content marketing and messaging help to small businesses and start-ups with limited budgets. There are ad agencies and consultants abound to help those businesses with huge budgets, but very few that focus on those who need the most help. It’s just not profitable enough for these greedy entities. I’ll give what I hope is proper credit and attribution to the man responsible for these incredible concepts in the final chapter of this book. Proper, but not as deserving as warranted as you’ll see if you’re kind enough to read on.

Now, let me be clear, I also witnessed wildly successful advertising