Like getting a personal trainer for your business!
As an experienced marketer I understand marketing is a topic that often befuddles people. I heard Dee Blick talk at a recent www.women-unlimited.co.uk event and thought that she managed to de-mystify marketing in a very memorable talk. So I was keen to review her bestselling The Ultimate Small Business Marketing Book to see if the book was as engaging as her public speaking and lived up to the numerous testimonials I have heard via twitter and at networking and on Amazon.
Confession time – I am a fast reader of fiction but not usually of business books. I’ve read many a marketing tome in my time and even resorted to splitting up my copy of Kotler into manageable chunks to read on the train while studying for my postgrad diploma in marketing from CIM. With Dee’s book it was such a different experience. At the back she explains she wrote it using voice recognition software and you can almost hear her warm straightforward Yorkshire tone as you move from section to section. This makes it extremely powerful because the sentences are formed like speech, making them clear and concise. I read the book in exactly two sittings and I can still recall vast chunks of it!
I’ve recently invested in some 1-2-1 sessions with specialised swimming coach to improve my performance in the pool. Dee’s own company is called www.themarketinggym.org. A very apt name I’ say because reading her book is akin to getting a personal trainer alongside you for the 90 minutes she recommends you spend a week on your marketing. Her prose style is so easy to read you find yourself learning without realizing it. Like a good personal training session this book highlights achievable things that you can do to improve which are within your control.
It certainly deserves all the 5 star reviews as it truly will make sure that you put your customer at the heart of your activities and achieve better success for it. It will give you courage to stop doing things that aren’t achieving your aims and encourage you to invest some time and bravery into trying new activities. If you thought marketing was all smoke and mirrors you won’t think that anymore after you’ve read this.
Each activity is presented in a way that if you have access to a laptop (or even a pen!) you will be able to transform your company’s marketing plans. No way you can let yourself off marketing because you don’t have the funds. Refreshingly all the examples used are of UK small companies making the suggestions seem even more sensible and within your grasp.
Like personal training Dee says you will see the benefits if you invest just 90 minutes a week on your marketing plan. I’ve just scheduled mine in. I promise once you have read this book you’ll be doing the same!
If you are really,really, really short on time here are the pages I suggest you consult straightaway:
Pg 17-55 Introducing the 90 minute Marketing Masterclass â€“ be your own marketing consultant
Pg 40 – pricing strategy
Pg 48 – how customers behave
Pg 55 – outline of a tactical marketing plan
Pg 109 The power of 3
Pg 218-221 Clarity and your Vision Statement
In short I’ll be adding my own 5 star review to Amazon and would safely say this is one of the best £15.99 purchases you will make in your business year. Your accountant will certainly agree when you start using it to improve your business in a customer-centric and sustainable way!
About the reviewer
Lois Ireson DipM is co-founder of MSB Executive, www.msbexecutive.com. MSB Executive helps talented people and companies get the success they deserve by improving their communications skills in pitches, presentations, public speaking, interviews and team working. You can find out more here – www.msbexecutive.com
About the author
Dee Blick FCIM is a respected business author and a multi-award winning Fellow of the Chartered Institute of Marketing. Dee has 27 years of marketing experience gained working with small businesses from all sectors. A speaker, columnist and small business marketing practitioner Dee’s website is www.themarketinggym.org.
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