A fun way to promote your business by using games, content and social media

"Underdog Marketing"

"Enrich Your Reputation, Fashion Free Publicity
and Wrestle Your Market Share from the Top Dogs"

In "Underdog Marketing", renowned experts Dr Alex Davidovic and Penelope Herbert dispense with the same-old and outdated to give you a brand new, innovative and proven approach detailing:

1. How to find out precisely what your current and potential clients value and what is important to them
2. How to use the findings to compose an irresistible offer based on quality and innovation, not the price
3. How to reflect your customers' values through branding of your business - which your competitors cannot copy
4. How to ensure your market thinks of you ahead of your deep-pocketed competitors
5. How to become a magnet for the Internet and traditional media to secure insane amounts of publicity
6. How to carve-up your market share - regardless of the size of your budget

The end result: popularity for your business; more new customers; more business with old customers.

Underdog Marketing

"Underdog Marketing" by Dr Alex Davidovic and Penelope Herbert

300 pages

Quality trade paperback (softcover)

To claim your COMMERCIAL business-building bonuses follow the instructions on the last page of the book

Title: "Underdog Marketing: Enrich Your Reputation, Fashion Free Publicity and Wrestle Your Market Share from the Top Dogs" by Dr Alex Davidovic and Penelope Herbert
Pages: 300 ISBN: 978-1-4251-6577-2 Publisher: Trafford
Quality trade paperback (softcover)

Here are some of the things you'll find out when you read this book:

Seven types of strategic communications
Six actions for planning your strategies communication
14 ways to strategically increase your profile
The art of piggyback marketing
Non-manipulative hot-button marketing
Brand salience - the real competitive edge
Developing corporate identity versus developing corporate image
Writing a kick-ass media release
How to bring a gazillion people to your website
Creating buzz

People who have read the book have this to say about it:

“This book is important. It is a definitive work that should be read by everyone, whether in business already or just starting out and is one of the most comprehensive books of its kind I have found.
In a rapidly changing world, both economically and technologically, this book covers all the bases so that whatever stage your business is at, you will find the answers here. Written with a pragmatic approach, it’s packed with the wisdom of many years of sound business experience set out in a clear, concise and easy to read manner. I particularly like the skills development aspects and the information on internet marketing is essential for all of today’s businesses.

The practical techniques crammed into this book and the really useful test pages will be invaluable and make complex issues so simple to understand.

It’s vital that entrepreneurial ideas are grounded in sound business practices for them to succeed and 'Underdog Marketing' gives you the structure, framework and profound business knowledge to turn those ideas into a successful business.

As a business advisor I have rarely come across so much easily accessible information in one place and will definitely be recommending it to all my clients.”

Phil Shepherd
[ Phil Shepherd is based in London. He has built several businesses from scratch over an entrepreneurial career spanning four decades. He works as a business advisor in the UK, is a director of the 3D mind-mapping company ThortSphere.com, voluntary Chairman of the not-for-profit community organization Work Stress Solutions.co.uk and a director of Surrey Supported Employment. He is also on the advisory council of the international charity the Wave Trust (wavetrust.org). ]

“Underdog Marketing is the must-have book for anyone planning to create their future around their own expertise. It teaches you, through real life experience, how to market yourself, how to plan and how to protect your business for the future.”

Penny Power
[ Founder and Director of Ecademy Limited ]

“A must for anyone starting out in business or wanting to improve their marketing in an existing business, this book leads you ‘step by step’ through solutions to develop an ongoing marketing strategy that works for you…
… get awesome results at a very low cost by following the easily understood steps in this book.”

Barbara Gabogrecan
[ President of Marketing Communications Executives International (MCEI Melbourne) ]

Contents

Part One: Beyond Effective Communication

Chapter 1: Communication by Numbers

- Business skills gaps – and how to fill them
- Seven types of strategic communication
- Six actions for planning your strategic communication
- Objectives to help you formulate strategic communications
- My Brain Hurts – tips for better brainstorming
- The role of public relations in strategic communication
- 14 ways to strategically increase your profile

Chapter 2: I need to speak to staff… why?

- Undertaking a simple communication audit
- Developing your internal communication program

Chapter 3: Just Give Them What They Want!

- Understanding market segmentation
- Internet Marketing: Beyond the SPAM and keyword searches
- Communicating Effectively with Your Local Media
- Piggyback Marketing

Chapter 4: Pass That By Me Again?

- Communicating with Debtors
- Communicating with Creditors
- Handling Complaints

Chapter 5: And for My Next Trick….

Part Two: High-impact Marketing

Chapter 6: Look at Me! Look at Me!

- Recipe for Marketing Success
- Developing a Marketing Brief
- Extra Tips for a Sales-based Marketing Brief
- Non-manipulative Hot-button Marketing

Chapter 7: …and the Next Question is…

- Business Review Questions
- Gap Analysis for Business Owners, Managers and Staff
- Customer Value Survey

Chapter 8: A complex science made easier

- Direct Mail Marketing
- Declare You Deliver Results
- Organizing a direct mail marketing campaign
- Marketing Planning Made Easy

Chapter 9: If It Moves, Brand It

- Brand Salience – the real competitive edge
- Corporate Identify vs Corporate Image

Part Three: Public Relations - The Art of Making You Look Good in Public

Chapter 10: Does My Bum Look Big in This?

- Developing a Public Relations brief for your business
- Creating publicity

Chapter 11: Lights! Camera! Action!

- MEDIA RELEASES 101: Secrets, Lies and Idiot-tape
- Writing a Kick Ass Media Release
- Ingredients of a Media Release
- Mini checklist for developing a media release

Chapter 12: Let me send you something

- Creating Buzz by Creating a Theme

Chapter 13: Crisis? What Crisis?

- Speaking to the Media
- Media Policies and Procedures
- Crisis Assessment Checklist

Chapter 14: Testing! Testing!

- Your Spokesperson
- Checklist for Speaker Presentations

Part 4: Using the Internet to Generate Insane Amounts of Publicity

Chapter 15: Winning the Audience with Captivating Content

- Focus on quality
- The fastest way to bring visitors to your website
- What is article marketing?
- What makes third party websites publish your articles?
- How article directories make their profits?
- The benefits you enjoy from article marketing
- Keyword Research
- Refining your keyword research
- Wordtracker
- Your slice of the market
- Validating your keyword research
- Keyword density within your article
- The articles everyone loves to read
- Spicing up Your Writing with Action Words

Chapter 16: Structuring Your Articles

- Types of compelling article titles
- Positives versus negatives
- What to do if people get offended by your articles
- The article body
- Summary
- The bio box
- What to do if you just cannot start writing
- Tips for writing compelling articles
- Sources you use for a head start

Chapter 17: How to bring a gazillion people to your website

- Google duplicate content filtering
- Is your website suffering from the duplicate content penalty?
- 6 steps to repurpose your articles for maximum effect

... grabs your attention from the word 'go' ...

"Underdog Marketing is one of those rare books that grab your attention from the word 'go' and keep you glued to it till the very last page..."

...and to prove the point, read the Introduction - it's full of useful tips you can use immediately to lift your business EVEN BEFORE you start the first chapter!

Read Underdog Marketing - Introduction

Get your copy of "Underdog Marketing"

Availability:

United States, UK, Canada and Europe
In stock. Average delivery time: 7 days

"*Underdog Marketing*" book	$29.95
Registered mail delivery	$20.00
Handling fee	Complementary
Total	US$49.95

Australia
In stock. Delivery time: 2 days (metropolitan cities), or 3 days (rest of Australia)

"Underdog Marketing" book	$42
p/h Australia-wide 2-day delivery	$8
GST	$5
Total	AU$55

Selection of businesses to have signed up for the Challenge: