Marketing: Promotion - Strategy, Database, Design, Implementation. There are fifteen points that we explore in this section -- links to streaming video are to be added. Each of these points are from the transcripts of shows.

• Reward your customers when they refer you to new business.
• Turn prospects into customers.
• Consciously work to build your brand.

• Build a customer database.
• Find a list broker to help you build your database.
• Your database can lead to new business opportunities.
• Lease the customer list of other companies.

• Attractive design increases the life and read rate of a mail piece.
• Postcards have a high read rate.
• Business letters 101: Put a call to action in the PS of every direct mail letter.
• Use special stamps and handwritten notes to personalize messages.

• Multistage mail can build excitment.
• Use priority mail to impress customers.
• Let a video do the selling for you.
• A newsletter can build customer loyalty.

There are eight functions of marketing: (1) creating awareness, (2) building traffic, (3) generating leads, (4) qualifying leads, (5) selling directly, (6) providing service, (7) customer dialogue and (8) building loyalty.

The Marketing Watchword: Kiss everyone. Keep it simply simple.

Your Marketing Plan should always include:

• Product. What is your product? How does it compare?
• Price. What is your price? What are your costs? What are your projected campaign costs!
• Place. From where is the product being sold?
• Promotion. What's your offer? What is the pending event?