"Grassroots Marketing is a great book for small business owners who want to improve their company's marketing and do so inexpensively. The book surveys nearly every marketing method known to man."
"Horowitz says that the average U.S. adult is exposed to about 2,000 marketing messages each day. So, entrepreneurs really need to make their message stand out from the crowd. Further, Horowitz argues that the average small business, individual, or organization needs to market very inexpensively.
"Horowitz summarizes marketing as: 1) Identifying your target market; 2) Getting the right information and message to your market; and 3) Convincing the target customer to do business with your company.
"Horowitz discusses:
— Choosing a company name and how the name impacts
marketing
— Designing logos
— Writing press releases
— Writing professional articles to market your business
— Using Yellow Page ads effectively
— Direct mail: when it's effective and when it's not
— Bumper stickers and billboards
— Radio and TV advertising via free publicity
— Internet marketing and getting listed on search engines
— Affiliate marketing
— Telemarketing
— Personal sales and mulitlevel marketing
— Word-of-mouth referrals and networking to get them
— Branding and creating 'buzz'
"The chapter about effective copyrighting is especially strong. Horowitz expands the basic AIDA formula (Attention, Interest, Desire, Action) into ten points of effective copywriting.
"Horowitz writes: "Great Copywriting:
1. Catches the reader's attention with something relevant;
2. Addresses the reader's fears, anxieties, and/or aspirations;
3. Stresses specific benefits to the user, not the features that leads to those benefits;
4. Offers to solve the reader's problem, in the most specific terms possible;
5. Provides the reader with a chance to acquire something of clear value-but only for a limited time;
6. Pulls the reader toward immediate action;
7. Shows the consequences of failure to act;
8. Includes solid, substantial validation of your claim by someone else (a customer, an expert);
9. Backs up claims with comparisons to competitors; and
10. This should be obvious-provides the necessary order form, address, and/or telephone number to allow the reader to move forward."
"The strength of the chapter about writing effective copy isn't surprising, given that Horowitz is a professional copywriter who helps companies develop advertising (www.accuratewriting.com). Horowitz also helps entrepreneurs plan marketing and publicity campaigns.
"Grassroots Marketing gives many resources throughout. Not every marketing method discussed in Grassroots Marketing will be appropriate for your company. For example, while a plumber will benefit greatly from a Yellow Page Ad (Horowitz says that people tend to consult the Yellow Pages during emergencies among other occasions), other entrepreneurs will benefit more from direct mail. And, while Horowitz says that balloons with logos are best used to draw people to events, financial advisors will probably not want to place their business logo on balloons."
—Midwest Book Review
Reader Testimonials: Grassroots Marketing & Marketing Without Megabucks
"The single most profitable investment I've ever made. With its superb advice, I managed to build a small company turning over close to 1,000,000 US Dollars a year within 2 years and I have not spent a single penny on paid advertising! With our special computer-noise reduction products we have obtained front-page coverage with the most important German computer magazine, and have been featured in 13 other magazines and newspapers. We (rather the product) even have been featured twice on TV..."
—Georg Schlomka, A Conto GmbH, Germany
"I have been using Grassroots Marketing: Getting Noticed in a Noisy World as the basic text in a marketing communications class that I am teaching... Many of the students will be starting their own businesses and few will...have those big-budget marcom programs. I like Grassroots because it is not only a text I can use to help provide the students some of the marketing communications insight they can get anywhere but because it also is a book that is affordable. In addition, this is a book that they will be able to reference for nuts and bolts marcom challenges they will be facing in their own work environments.
"You have a writing style that gets quickly to the points the student need to reach. While it is set up as a book for use in the field, I would guess that a lot of marketing communications professors would find it very easy to adapt to their classrooms. You have written it for professionals and I find that my liberal arts students appreciate this approach more than they do the traditional text with the reviews, the vocabularies, the summaries."
—Dick Puffer, Marketing Communications Professor, Coker College
"I have spent thousands of dollars learning how to market, hundreds of hours studying with some of the best marketing gurus in the world, and yet I learned things from reading Shel's books. His simple, easy, inexpensive and ETHICAL approach to business is highly desirable in today's market. You will do yourself and your business a big favor by learning from this marketing expert. At the very least, go and sign the Ethical Business Pledge at http://www.businessethicspledge.org and pick up Shel's book on Principled Profits."
—Jan Janzen, business and life coach, http://www.janjanzen.com
"Just a note to let you know that I find your Grassroots Marketing: Getting Noticed in a Noisy World to be a real gem.
"I keep it on the shelf above my computer next to the CMS, Kremer's 1001 Ways, and Writer's Market. I have read your book cover-to-cover four times, and refer to it frequently. Grassroots Marketing is one of those works that the writer in any field will profit from.
—Jonathan Pearce, Balona Books
"It's a noisy world, indeed, but Shel does his best to help you be heard above the din. His oversize paperback covers everything you need to know about getting publicity for your book, product or business.
"This is Shel's fifth book and an update of Marketing Without Megabucks, with nine chapters on cybermarketing.
"The 39 chapters range from electronic exposure to branding. In between are sections on the various types of media releases, including when to start the release with a provocative question and when to use an unusual spin. Shel advises readers on how to create business cards, banners, brochures and fliers and what each should cost you. A section on outdoor advertising includes sidewalk signs, bumper stickers, billboards and more as publicity vehicles.
"The chapter on copywriting is especially comprehensive, given that most business people, including authors, are not copywriters. Shel shows the reader what works and what doesn't. He illustrates with sample headlines which work best for each situation and why—and repeats it with text. "Writing promotional material is both a science and an art," he says.
"Interested in getting booked on radio or TV? Read the examples of "hook sheets" and success stories before making your pitch.
"This book makes you think. At least it made me discover something. On page 4 the author asks, "What makes you unique?" Heretofore, I was stressing the benefits of my book—which is fine. However, now that I've become a publicist for authors, I realize after reading that question that I must stress the benefits of my services—over and above my method of getting publicity. Clients don't care how you got there—only that you succeeded in getting them heard in this noisy world."
—Francine Silverman, bookpromotionnewsletter.com
"Shel, I have been reading your Grassroots Marketing. It's stupendous. Enormous numbers of great, sensible ideas, many of them easy to initiate, all of them frugal. I'm impressed (again)."
—Jonathan Pearce, publisher, Balona Books, California
"I would invest in Shel's book "Grassroots Marketing" and start doing my homework right."
—John Culleton, http://www.wexfordpress.com/, former editor, Rowse Reviews, giving advice on a publishing discussion list
"I wanted to let you know that I'll be teaching classes on marketing at the Oregon Christian Writer's convention and I'm going to be suggesting "Grassroots Marketing" as THE book for these authors...Your book has done wonders for my own marketing and promotion and I firmly believe it will do the same for my peers."
—Perry P. Perkins, Author, Editor, Publicist, http://www.perryperkinsbooks.com
"I finished Grassroots last night. I got a lot of ideas while reading and underlined many sections to go back to."
—Cheril N. Clarke, novelist, http://www.cherilnclarke.com
"Many people become home-based travel agents and thereby enter the world of "business" without having the faintest idea of what "business" is really about.
"Not that there's anything wrong with that! (as Seinfeld is fond of saying). In fact, I tend to think it's a good thing. It brings fresh attitudes and fresh approaches to the travel distribution system. And these new people, unencumbered by old fashioned ideas about how things "should be done," have transformed the marketplace. On the other hand, a little lack of knowledge can go a long way in the wrong direction.
"That's one reason my home study course stresses the importance of adopting a business-like attitude in your home travel business especially when it comes to dealing with your host agency and others who perform services for you and from whom you expect commissions. This is information that most host agencies don't volunteer.
"Another area that can prove a challenge to beginners is "marketing." I put the word in quotation marks because there's a lot of misunderstanding about what marketing means. Even the "experts" disagree in their definitions. Many people think that marketing and advertising are the same thing, which they're not. Advertising is part of marketing, but marketing is much more than that.
"In very simplified terms, marketing includes everything that has to do with identifying who your customers are (or should be), reaching them with the good new of your existence and your services, and motivating them to do business with you.
"Too many novice home-based agents think that they should "do some marketing" and then pay good money to advertise in local media. Not a good idea in my opinion. Or they do some hands-on, face-to-face marketing among friends and family and quickly run out of ideas. If this sounds like you, don't feel too bad about it. Most of us have been there.
"That's why I'm so keen on a book I was recently introduced to. It's called "Marketing Without Megabucks: How To Sell Anything on a Shoestring" by Shel Horowitz. It's a cornucopia of ideas that you can use to jumpstart your own creativity and start getting some meaningful results from your own low-cost marketing. Results that will translate into bookings and commissions.
"Horowitz starts with the basics: figuring out just exactly what you do, picking a name, and so forth and then quickly branches out in many directions, covering a lot of fascinating topics most of us don't even think about until we've been in business many years. Not everything he covers applies to the home-based travel agent, but many things do, and the book is crammed with tons of little tips and techniques that make you say to yourself, "Wow, why didn't I think of that?"
"Here's just a sample:
* Many people staple business cards onto Rolodex card for easy reference. Maybe you do, too. I know I do. So why not print a version of your business card directly onto a Rolodex card? It makes a unique giveaway or leave-behind, saves your prospects and customers a step and increases the likelihood, you'll be in their Rolodex with a tab that says "Travel Agent" (or whatever you want it to say).
* Targeted mailings to customers and prospects can be very effective, but putting them together can be a time-consuming pain once your list grows to any size at all (and it will!). Horowitz offers some excellent advice here: Have a "mailing party" with friends (good friends!), with soda and pretzels and enjoyable chit chat. Better yet, use the services
of a "sheltered workshop" that offers meaningful work to those with various physical and mental handicaps. I've used this strategy myself and found the cost to be reasonable and the psychic rewards considerable. "Marketing Without Megabucks" is peppered with money-saving tips like this.
* Turn your van into a rolling billboard, with a painted-on name, logo, and phone number. It can be discreet or wild and wacky. You may even be able to take a tax deduction (check with your accountant). One word of warning: some locales require that the vehicle have a commercial registration if it bears a business name. Check first.
* A Competitor Comparison Chart. You've seen these in ads. A company shows you how good it is by using a chart to compare its product with the competition. Down the side are all the features, across the top are the various product names. And, funny thing, the company that puts out the chart has little x's in all the boxes under its product to prove to you it's the best. I can see how a home-based agent with a good niche specialty could do something similar, comparing what they have to offer with "Big Impersonal Travel Agency" and "The Internet." Careful here: DON'T use the name of a specific travel agency; that could invite problems you don't need.
"The fact is, Horowitz's book will spark hundreds of little brainstorms
like this. So be prepared. Read it without a pencil and paper handy or you'll probably forget all the great ideas it gives you.
"Best of all, "Marketing Without Megabucks" is extraordinarily reasonable, considering that it's a very complete marketing course written in straightforward language we can all understand."
—Kelly Monaghan, The Home-Based Travel Agent, http://www.intrepidtraveler.com
"Shel Horowitz (http://www.frugalmarketing.com) Your wisdom and down-to-earth reflections on marketing, pr, and customer relations. You remind us how possible it is with hard work and good old fashioned creativity to have the life you want. The autographed copies of your books will always have an honored place on my bookshelf. Your frugal marketing and frugal fun e-newsletters are always read."
—Monica Holbrook, Nusthell Design, Inc.
"The logic shines through. All the techniques have actually been used by you or by people you've consulted with, and that gives me faith to try them out myself. They're real world techniques. When you write about a technique and quote where it's been used, you remove any fear."
—Mark Levy, author of Accidental Genius: Revolutionize Your Thinking Through Private Writing
www.geniustown.com; former Special Projects Director for Bookazine
"This site is chock full of excellent promotional tips, articles of a fascinating range and diversity, and every one a gem. You would be well advised to visit, lurk-and-learn."
—NDK, Creative Artist
http://allforart.com/
"Shel, I have read your marketing books and they are dynamite! I recommend them in several workshops that I teach."
—John Riddle, Blue Moon Communications
"I really liked the book! You have a very clear writing style, you don't talk down to your reader. I like that. I think your chapter about publicity is going to make a huge difference for us. I think a lot of your tips and tricks will be essential. I consider myself resourceful now, but after reading your book, I feel like I can tap that "newbie" resourcefulness and creative side that I haven't had at the top of my mind in a couple years. Thanks, Shel."
—Lisa Pelto, Boystown Press
"I've been meaning to drop you a quick note to tell you how pleased I am with my purchase. I haven't finished it quite yet, but the thing is already dog-eared, marked up, and generally on the fast track to becoming one of my more useful sourcebooks!"
—Teresa Marrone, Northern Trails Press
"I want to thank you for a source of information that will most likely make the difference between the success and failure of a 30-year old business. I'm not even half way through Marketing Without Megabucks
yet have already employed several of your suggestions. The small effort
I've made to reach out to the community...has already opened doors."
—Carole Del Vecchio, Union Car Wash, Massachusetts
"I wish I had gotten my hands on your book sooner... Thank you for the information on writing press releases and getting on the phone to follow them up... It worked and without your book it definitely would not have happened... The first follow-up call resulted in a newspaper reporter and photographer at my house yesterday!"
—Christine Smith The Babysitters Directory, Minnesota
"The most extensive, least expensive marketing book I have found."
—Don Taylor, President, Internet Business Division, Virginia
"Has proved to be a tremendous boon to our publishing business. The target marketing advice, media placement recommendations, and general message of hope has meant courage and sales. Bravo, Mr. Horowitz."
—Amy Zuckerman, Co-Principal, IN/EX Information Export, Massachusetts
"We're using your book as a bible now — our marketing guru is excited about some of your suggestions. In fact, we're in the midst of a free web-site proofing promotion, so if you want us to read any or all of your other web pages (gratis), let me know!"
—Judith French, Executive Editor, ProofIt — Professional Proofreading Services
"[I] have been reading through your book, Marketing Without Megabucks. Am not finished with it yet, but so far, it has helped me develop a cool marketing program that will cost all of 30 bucks a year (plus the cost of the Internet connection to send e-mail) to implement.
Frugality rules!"
—Martha J. Retallick, Lrpdesigns, Website development & graphic design services
"Shel, I'll purchase and read any book that you write, because you always have interesting and insightful things to say."
—Steve Carlson, Upper Access, Inc.
"Your book has opened my eyes to all the diverse forms of marketing that can be pursued. Yesterday, enthused by your writing, I put Grassroots Marketing down mid-chapter and commissioned a signwriter to produce a large banner reading www.scientific.co.uk (our company domain name) to put on the back of my car. Now, wherever I go, we get more free advertising — even traffic jams work in our favour now!"
—James Lea, Aerospace Scientific/Software Scientific, Sussex, England
"I found your book informative from start to finish. I wish my budget allowed me to attend some of the conferences I read about where you can learn from experts. But because it doesn't, I learn from books. I have yours close by the computer. Excellent resources, particularly for the "newbie." I've had great success getting news of our project/book in the press—we've had some articles that took nearly a whole page in national newspapers. One that appeared in the Ottawa Citizen brought in over 200 long-distance calls... The cost-saving tips for mailers are very informative —that is the part of your book I have read and re-read. Because the net proceeds from Gifts From The Heart go to cancer research, I try really hard to keep costs down."
—Virginia Brucker, Gifts From The Heart, Canada
"Dear Shel, I finished reading your book. I'm so glad I get to keep it because I will re-read and highlight in it.
"You offered very good, practical information. These suggestions are not outlandish. They are easy to implement, which makes me feel hopeful. Some tips I have heard along the way are either too vague or difficult to implement.
"You are a generous spirited man, Shel. That is one of the very reasons you are and will continue to be a success. You put your money where your mouth is."
—Warmly, J.J. Israel
"Most organizations have severely limited resources for marketing. Horowitz...correctly stresses the importance of (a) identifying precisely who the audience is, (b) getting the right information to them, "being heard" despite all the "noise", and (c) motivating them to do business with you... When buying this book for about $20.00, you retain Horowitz as a consultant to help increase demand for what you sell. Take your time working your way through the book. Highlight key passages. Take notes. Go back and re-read sections which seem to speak directly to your immediate needs. Because the book offers more suggestions than you can possibly use, cherry-pick those which are most appropriate, and, which can be acted upon soon, if not immediately. Most important of all, with Horowitz's help, challenge all of your assumptions about your business. Ask tough questions. For example, why do your customers buy from you? What are customer expectations? Unmet needs that you can fill? Who else buys what you sell but not from you? Why not? Price? Convenience? Service? (Do you know?) In all contacts with customers, how effective are your and your associates' people skills? Do customers feel appreciated? How
about repeat business?...
"Horowitz poses almost all of the questions which must be asked. He also offers answers. Some answers are right for your organization...others are not. Know why. Obviously, I think highly of this book as a single-source, as a basic manual, in which Horowitz provides an abundance of practical and cost-effective marketing ideas, carefully explained and generously illustrated. In the final chapter, he sums up his perspective on successful marketing. Then in the "Resources" section which follows, he provides additional
information which may also be of interest..."
—Robert Morris, Executive Development Consultant (Reviewed at www.amazon.com)
"Leave it to someone who writes about the virtue of frugality to produce a book that, by design, is a bargain. Shel Horowitz is a publicist extraordinaire, and "Grassroots Marketing" is head and shoulders above the crowd in its genre because it contains timeless information that is both creative and economically practical. Whether you are an entrepreneur, an independent publisher or a media magnate, your efforts in securing publicity must address economic sensibility or at some point you will likely experience failure. This is a
terrific book. Highly recommended."
—Charles Hayes, Author, Portals in a Northern Sky (Reviewed at www.amazon.com)
"I just wanted to drop you an email and let you know how thankful and impressed I've been with your book, "Grassroots Marketing". It's going to be invaluable in the marketing my upcoming novels.
"I've suggested your books and site to everyone on my contact list (see below), and I'm going to push "Grassroots Marketing" to anyone I meet who needs to promote. I'd like to add your link to my website, if that's okay."
"Again, thank you very much!"
—Perry P. Perkins, Author, Just Past Oysterville, http://www.perryperkinsbooks.com
Order your copy today and join our host of other thrilled readers!
Radio Hosts on Shel's On Air Approach
"You did a great job...later this morning, I called to set up an interview with another gentleman who complimented me on our interview... Vermont, loaded with small businesses looking for direction like you have to give, should benefit greatly from your visit tomorrow."
—Ric Tile, PointFM (WDOT/WRJT), Montpelier, VT
"Thank you so much for the outstanding radio interview... We had a lot of phone calls on the subject...Besides being a very well spoken subject for an interview, you were also very humorous and playfully interactive, as well. Not only did this make for a fun interview, but it came across as a tight rapport to my audience."
—Craig "B.B." Holland, WCCG, 104.5 FM 'THE VIBE", North Carolina
"I just wanted to thank you for another excellent appearance on Your Peace of Mind...how much useful information you manage to impart, and the level of positive response from listeners. I wish all my guests were as articulate and interesting as you. You're well-prepared, fast on your feet, and personable. It makes you a great radio guest and I truly appreciate it."
—Dr. Barbara McCallum, WHMP, Northampton, MA
"Your ideas don't just save money, they feed the soul."
—Louis Free, Host, Louie Free Show, WASN, Youngstown, OH
"Shel, THANK YOU! I was taking calls on your book WHILE you were on the air. We'll definitely do it again."
—Bell, producer, KBUL News Radio 970, Billings, MT
"I love having Shel with us. He's absolutely the world's greatest expert on marketing. Your website is absolutely incredible, a huge amount of content. Your work is fantastic. My seal of approval is 100%—you get an A."
—Annie Jennings, President, Annie Jennings PR, and host of a popular teleseminar series that has twice had Shel as a guest expert.
""A real big breath of fresh air."
—Jana Oliver, Host/Producer, D-I-Y Author show, Leisure Talk Radio, www.leisuretalk.net
"Thanks again for your help today, Shel. I thought you were a great interview. I think we'll definitely be able to use you again down the road."
—Annette Pena, Editor, ACA Today (American Chiropractic Association's magazine), http://www.acatoday.org
"One of the most interesting interviews that I have done so far. Thank you very much, Shel."
—Andrea Klee, www.express-your-voice.com
Teleseminar Participants
"Hi Shel—just wanted to thank you for all the great tips that you and Warren Whitlock shared in your teleseminar about online promotions. I'll definitely put them to good use in promoting my books."
—Barbara Whitaker, author of the "Have Dog Will Travel"regional pet-friendly guidebook series, www.havedogwilltravel.com
"I think the seminar [that Shel did with Warren Whitlock] hit the perfect balance of educating people about inexpensive ways to market books and letting them know that you have products and services they can purchase. There was no "hard sell", but at the same time you built interest in your books and services so that some people would naturally want to investigate more. Many teleseminars CLAIM in their run-up advertising that they are "Free", but then towards the end you get the whole "$5000 of bonuses if you order now!" routine. I think you eloquently explained the whole concept that if you give to people first, without expecting an immediate return, then down the line you can develop a residual income through the reputation you have built."
—John Toomey, IEICO
"Dear Shel, I enjoyed listening in on your teleconference, "Best Ideas for Promoting Your Book Online." As always, you shared insights into no-nonsense, easy to apply techniques that virtually anyone can benefit from. Whether one is an experienced marketer of their book, or just starting out, your information is excellent."
—Kathleen Gage, Best-selling Author, www.kathleengage.com
"Shel's 20 tips seminar was everything you could ask for and more. If we use just a few of his tips, I'm confident our new book will be a best-seller."
—Lewis Bartell, Parent Positive Press
"Terrific teleconference today with Shel Horowitz. My book is coming out this summer and the ideas Shel shared about creating a web site and blog for the book are invaluable. Also his ideas on affiliate sales of the book has really got me thinking about who else can benefit from selling my book."
—Steve Mezak, CEO, Accelerance, Inc.
"Dan, Thank you for having Shel as your guest -- he is informative and generous in sharing his information; he seems to be a person who is walking his talk! Here are some ways that I will put his ideas into action: I will create a pledge campaign around my new book: The Gift of the Acorn; and I will now use the amazon strategy in a way that feel "right" to me. Thanks, thanks for your part, Dan, in bringing these great guests to us."
—Susyn Reeve, http://www.choosepeaceandhappiness.com
"Shel's information made me realize that I am doing a lot of things right and there are a few new tricks that I will start using immediately. Thanks again for another excellent teleseminar."
Bette Daoust, Ph.D., Chief Knowledge Officer, http://www.BizMechanix.com
"Terrific teleseminar today with Shel Horowitz! I especially found value in the tips on creating the 'big idea' and getting my blog noticed by search engines. Thank you for letting me listen in on your conversation with Shel."
—Donna Kozik, Co-author of "29 Days To A Smooth Move: A Complete Household Moving Manual" and "Get A Job! Put Your Degree To Work"
"Dan, Wow! Thanks to both you and Shel....I once heard and have lived by because it makes sense to me....
When you help someone become successful, you will also be successful. What I learned is to try everything within reason that is a fit for your
book and let the creative juices flow. Thanks and God Bless,"
—Karla Bristow
"The information on how to get your Blog noticed and pinged was phenomenal. As well the info on discussion group timed promotion. Thank you for inviting me."
—Roz Fruchtman, http://www.BlogViewsByRoz.com and http://www.RozReviews.com
Website Testimonials
"Shel, A big THANK YOU for the very helpful information you provide on your website. I have been reading (memorizing) your tips in the "PUBLICITY IN THE MEDIA/PUBLIC RELATIONS" section. Your information is concise and easy to understand and is already helping me with my own contacts with the media. Thanks again!"
—David Wood, Founder - CheapTelephoneBills.com
* Obviously, ten dollars is not an adequate marketing budget for most businesses, but it can be done. And depending on the goal, it may be all you need for one campaign. As an example, consider the marketing budget for a single event. I have often filled a room using methods that totaled between 0-$10 to hear a speaker or musician, using tools like well-crafted press releases, posted fliers, and e-mail alerts. Grassroots Marketing: Getting Noticed in a Noisy World contains many examples of effective press releases, fliers, and e-mails, as well as many other low-cost/no-cost techniques.
To visit the most important pages on our site (and our sister sites, frugalfun.com and accuratewriting.com), make a selection from the drop-down menu below.
