Free 'Small Business, Big Opportunity' Guide
In 2006 we teamed up with best-selling business author, Rob Hartnett, to produce Small Business, Big Opportunity, a book full of small business advertising and marketing advice to help small businesses grow.
A second edition with new chapters around online advertising and marketing came out in 2008.
Following are the chapter summaries from the Small Business, Big Opportunity book.
Chapter 1: Small Business in Australia
Discover the big issues affecting your business and what type of business owner you are.
- Home-based and medium sized business
- Small business success
- The real causes of business failure
- Business owner types
Download Chapter 1: Small Business in Australia (169.13kB)
Chapter 2: The entrepreneurial approach
Learn how to turn your ideas into vision, measure your success and refine your approach.
- Entrepreneurial business development
- Turning ideas into vision
- Measuring marketing and advertising
Download Chapter 2: The entrepreneurial approach (174.20kB)
Chapter 3: Marketing to drive profits
Learn what marketing is and why it's tighly linked to sales. Discover how to create value for customers and why you should advertise.
- The basics of marketing
- How marketing affects sales value
- Strategies for increasing sales value
- Increasing prices
- Why advertise?
Download Chapter 3: Marketing to drive profits (238.62kB)
Chapter 4: Marketing systems
Learn how a good marketing strategy and a tight set of systems will help you find and retain the "right" customers.
- The right systems for your business
- A marketing systems checklist
Download Chapter 4: Marketing systems (125.09kB)
Chapter 5: How image and brand drive sales
Learn to promote your brand and get your customers talking.
- Where did branding come from?
- What are image and brand all about?
- Why do you need a brand and image?
- Developing and promoting your brand
Download Chapter 5: How image and brand drive sales (144.32kB)
Chapter 6: Developing your unique buying reason
What is it about your offer? Learn to market from your customers' view by asking 'who is it for?' and 'what do they want?'
- Defining your promise
- Developing your Unique Buying Reason
- Look at your business from a customer perspective
- Positioning statements
Download Chapter 6: Developing your unique buying reason (104.54kB)
Chapter 7: Getting the "right" customers
Do you know the profile of your ideal customer? Identify your target market, know your customer inside out and the low-cost ways to reach them.
- Target the right customer
- Know your customer
- Customer segmentation
- Investment on new customers
Download Chapter 7: Finding more of the right customers (199.68kB)
Chapter 8: Turning browsers into buyers
Learn the secrets to building customer rapport and satisfaction.
- Stop selling
- Why people do and don't buy
- Establishing trust
- Turn browsers into buyers
- Phone scripts
Dowload Chapter 8: Turning browsers into buyers (189.28kB)
Chapter 9: Winning the customer's heart
Learn how simple it is to estimate what you need to spend to serve customers.
- Think like a premium brand
- The value of a customer
- Loyalty programs
Download Chapter 9: Winning your customer's heart (140.45kB)
Chapter 10: Creating advertising that sells
Learn how to write ads and slogans and use our design brief template to have your ads looking fantastic.
- Get the message right
- Writing ads
- Graphic design tips and template
Download Chapter 10: Creating advertising that sells (143.44kB)
Chapter 11: Getting your message out there
From the web to SMS, which media and advertising channels best suit your needs?
- Using media channels
- Navigating a complex market
- Media planning template
Download Chapter 11: Making your message seen (186.91kB)
Chapter 12: Local area marketing
Work out the best local media channels.
- Community newspapers
- Local search marketing
- Outdoor signage
- Local directories
- Shopping dockets and word of mouth
Download Chapter 12: Local area marketing (89.52kB)
Chapter 13: Direct marketing
Direct marketing - it's important to get direct marketing right. Update your database and learn how to reach the greatest number of customers easily and creatively.
- Database management
- Direct marketing tips
Download Chapter 13: Direct marketing (181.91kB)
Chapter 14: Driving results with directory advertising
Customers generally use directory advertising once they've made a decision to buy. Learn how to create the most effective directory ad for print and web.
- Buyers not browsers
- Yellow Pages® and White Pages® directories
- Creating directory ads
- Why should people buy from you?
Download Chapter 14: Driving results with directory advertising (147.16kB)
Chapter 15: Virtual profits - an overview of digital marketing
Learn why internet marketing works and pick up a few web design strategies.
- Online growth
- Why do people shop online?
- Design a website
- Email and viral marketing
- Mobile marketing
- Voice broadcast
Download Chapter 15: Virtual profits - an overview of digital (274.34kB)
Chapter 16: Search engine marketing
Learn how to benefit from search engines and how to engage a search expert.
- What is search engine marketing?
- How search engines work?
- Tips to successful search engine copywriting
- Protect your brand online
- Tips on engaging a search expert
Download Chapter 16: Search engine marketing (132.75kB)
Chapter 17: Broadcast media
Lights, camera, action! Make TV and radio work for you. We explain the benefits of advertising with both mediums and the ways to keep costs to a minimum.
- Free to air TV
- Making a TV ad
- Write a media brief
- Make radio work
Download Chapter 17: Broadcast media (195.33kB)
Chapter 18: Print media
Learn to for identify the most suitable newspapers and magazines for your business and how to get your ads placed in the best spots.
- Newspaper advertising- placement, features, colour
Download Chapter 18: Print media (138.44kB)
Chapter 19: Outdoor advertising
Learn the advantages of outdoor advertising and some design 'do's' and 'don'ts'.
- Does it work?
- Advantages of outdoor
- Measurement and future enhancements
- Advertising in non-traditional places
Download Chapter 19: Outdoor advertising (103.00kB)
Chapter 20: Public relations
Learn the best way to handle radio, tv and print and how to promote your business through conferences and events.
- Working with the media: newspapers, radio and TV
- Media training
- Writing an article or press release
- Photos and events
Download Chapter 20: Public Relations (85.43kB)
Chapter 21: The road ahead
Do you know how critical people and technology are to your business?
Download Chapter 21: The road ahead (91.09kB)