Marketing Without Advertising

By Michael Phillips and Salli Rasberry

Easy Ways to Build a Business Your Customers Will Love & Recommend

(6 Editions)

Buy Marketing w/o Advertising from Amazon

A marketing handbook for any business hip to the power of relationships and the questionable efficacy of interruption advertising. Includes a case against interruption type advertising.

The first six principles or practices of the Briarpatch business strategy were well integrated in this work and three more are introduced:

Cover Marketing Without Advertising
  • Always use metered advertising.
  • Listing ads (directories, for example) are superior to interruption ads (billboards, TV, for example). Metering will tell you whether this is true for your business.
  • “Generous marketing” such as freeware, shareware, generous licensing fees, high-commission affiliate programs and unconditional warrantees will garner a larger market share than advertising.

Based on source material gathered during delivery of Noren Institute courses by the same name.

Six editions out there; any of them are great. Avoid the Kindle Version of the Sixth Edition.

Two subtitles:

First edition: Inspire Customers to Rave About Your Business to Inspire Lasting Success

Second through sixth editions: Easy Ways to Build a Business Your Customers Will Love & Recommend

Young Salli Rasberry
Young Michael Phillips
Salli and Michael

Summary Table of Contents

  • Foreword: Your Marketing Companion
  • Chapter 1. Advertising: The Last Choice in Marketing
  • Chapter 2. Personal Recommendations: The First Choice in Marketing
  • Chapter 3. The Physical Appearance of Your Business
  • Chapter 4. Pricing
  • Chapter 5. How You Treat the People Around You
  • Chapter 6. Openness: The Basis of Trust
  • Chapter 7. Deciding How to Educate Potential Customers
  • Chapter 8. How to Let Customers Know Your Business is Excellent
  • Chapter 9. Helping Customers Find You
  • Chapter 10. Customer Recourse
  • Chapter 11. Marketing on the Internet
  • Chapter 12. Dynamic Interactive Marketing
  • Chapter 13. Designing and Implementing Your Marketing Plan
  • Chapter 14. Creating a Calendar of Events
  • Appendix (46 pages of marketing worksheets and forms)
  • Index

Detailed Table of Contents

Chapter 1. Advertising: The Last Choice in Marketing

  • The Myth of Advertising’s Effectiveness
  • Why Customers Lured by Ads are Often Not Loyal
  • Why Dependence on Advertising is Harmful
  • Advertisers: Poor Company to Keep
  • Honest Ads
  • Branding
  • Listings: “Advertising” that Works

Chapter 2. Personal Recommendations: The First Choice in Marketing

  • Cost-Effectiveness
  • Overcoming Established Buying Habits
  • Basing Your Marketing Plan on Personal Recommendations
  • When Not to Rely on Word of Mouth for Marketing

Chapter 3. The Physical Appearance of Your Business

  • Conform to Industry Norms
  • Your Business’s Appearance
  • Fantasy: A Growing Part of Retail Marketing
  • The Test of Time

Chapter 4. Pricing

  • Easy-to-Understand Prices
  • Complete Prices
  • Giving Customers Choice About Price
  • Internet Pricing

Chapter 5. How You Treat the People Around You

  • Tracking Reputations via the Grapevine
  • How Employees Spread the Word
  • Common Employee Complaints
  • Handling Employee Complaints
  • Finding Out What Employees are Thinking
  • Suppliers
  • Business Friends and Acquaintances
  • Individuals Who Spread Negative Word of Mouth About Your Businesses
  • Your Behavior in Public

Chapter 6. Openness: The Basis of Trust

  • Financial Openness
  • Physical Openness
  • Openness in Management
  • Openness with Information
  • Openness with Ideas

Chapter 7. Deciding How to Educate Potential Customers

  • What Does Your Business Do?
  • Defining the Domains in Which Your Business Operates
  • Providing Information on Businesses in Established Fields
  • Businesses in New or Obscure Fields
  • Whom to Educate

Chapter 8. How to Let Customers Know Your Business is Excellent

  • Tell Them Yourself
  • Help Customers Judge for Themselves
  • Giving Customers Authority for Your Claims

Chapter 9. Helping Customers Find You

  • Finding Your Business
  • Convenience of Access
  • Signs
  • Telephone Accessibility
  • Listing Your Services Creatively and Widely
  • Getting Referrals from People in Related Fields
  • Trade Shows and Conferences

Chapter 10. Customer Recourse

    Elements of a Good Recourse Policy
  • Designing a Good Recourse Policy
  • Telling Customers About Your Recourse Policy
  • Putting Your Recourse Policy in Writing

Chapter 11. Marketing on the Internet

  • Business Uses of the Internet Demystified
  • The Geographic Reach of the Internet
  • What to Put on Your Site
  • Designing an Internet Site
  • Interactivity and Customer Screening
  • How to Help People Find You Online
  • International Marketing

Chapter 12. Dynamic Interactive Marketing

  • Beginning Architecture
  • Attracting Customers
  • The Look and Feel of Your Site
  • Pricing
  • eBay and Supplemental Outlet Sites
  • Customer Education
  • Customer Comments
  • Security
  • Podcasting
  • Video Clips

Chapter 13. Designing and Implementing Your Marketing Plan

  • Your Marketing List: The “Who” of Your Marketing Plan
  • How to Evaluate Your List
  • Marketing Actions and Events: The “What” of Your Marketing Plan
  • Direct Marketing Actions
  • Parallel Marketing Actions
  • Peer-Based Marketing Actions

Chapter 14. Creating a Calendar of Events

  • Marketing Calendar for an Interior Design Firm
  • Marketing Calendar for Jerry and Jess’s New Chiropractic Clinic
  • Marketing Calendar for Lolly & Criggles—an eBay Children’s Boutique Clothing Website