Business Know Business Know-How: An Operational Guide for Home-Based and Micro-Sized Businesses with Limited Budgets
byJanet Attard.
Adams Media Corp., 1999, 390 pages, $17.95.

To make a go of any business, you have to market your product or service, advertise effectively, and developfavorable public relations and a strong customer base. And if you run a small business, or even one out of yourhome, you have to do it all on a shoestring budget.

Business Know-How is an integral how-to guide to stretching your business dollars. This is not a book about startinga business -- it's about keeping one going.

As a small business, for example, you'll want to appear "bigger" to establish name recognition for your brand and/orcompany and to inspire trust from customers. Attard offers a wealth of cheap marketing tips and publicity-gainingstrategies to help you.

For example, to make your company appear bigger:

  • Call yourself either president, director, or consultant.
  • If you're running a one-person show, use "we" instead of "I" to offer your services.
  • To be able to list another business location, hire an answering service in another state.
  • Have your business mail sent to a post office box or receiving service, not your home address.
  • Have fact sheets, brochures, and/or press mentions on hand to send to prospective clients.

To get your image recognized by the most people, you need it publicized. Business Know-How will show you howto write and package press releases, taking note of what editors look for and what they throw out. You'll also findways to reduce costs such as travel expenses and taxes, how to maximize the potential of the Internet for yourbusiness, and advice on selling to all levels of government. Business Know-How is chock-full of innovativestrategies for positioning your business, finding customers, staying competitive - and doing it for as little aspossible.

Copyright © 2000 Soundview Executive Book Summaries