I have no idea how many books are crammed onto bookshelves all about the subject of marketing, there must be many millions. It is a subject well understood, how do you make someone buy your Widget as opposed to the other guys Widget? Marketing is the answer, but, marketing comes at a price. How much can you afford?

I have a friend who is a retired BBDO exec, and in his mind, marketing that widget should cost the same as the national debt of a small country. Most small businesses can hardly manage to pay the rent and other expenses, never mind a TV spot on The Superbowl.

David Mason has done a very fine job of encapsulating the important aspects of marketing into a very short read. While I am not sure that he has introduced anything new, he has put it on paper that even the most book ‘resistant’ company owner could manage, at a scant 121 pages this should not scare even the skittish book reader.

Of course there is a downside with using such a short format, in a word ‘lists.’ My wife knows me very well, and she always has stuff for me to do. But she also knows that giving me a long ‘To Do’ list makes my eyes glaze over. If the list has less than than 5 items, the chances are good that I will at least attempt a few of them. David Mason prefers longer lists, I believe one was 16 items long! That I found a little of a turn-off, my wife knows better than to try a list that long on me!

On the plus side, he makes very convincing arguments. Arguments that make sense. It is important that every business has a ‘slogan,’ David Mason calls it the USP (Unique Selling Proposition), but slogan or banner is what we are talking about.

How do you attract customers? You have your slogan, but if it only exists on your computer or in your head, who is going to hear the message? Many people have small companies, some sell niche products, some sell niche services, how do you sell your idea? Newspaper Ads might work, but only for the day, a Magazine might work for a month, radio and TV spots last for seconds! How about the internet?

David Mason explores all of the potentials, all of the advertising mediums have their up’s and down’s, cost, effectiveness, even the number of eyeballs that you get your message in front of are important considerations.

The last part of the book I found really helpful, he has included some samples of headlines and opening lines that the small business owner could use in his advertising campaign, and some simple worksheets to assist in customizing the slogans to your own specific needs.

Marketing You Small Business For Big Profits is small enough to be a quick and easy read, but large enough to contain the vital elements important to run an effective advertising program. The author also takes a very down to earth approach in offering advice on implementing the strategies. ‘You don’t have to do them all, just start with one and see what happens.’ In other words you don’t have to do everything, just do something.

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