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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

pdf icon  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

pdf icon  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?

pdf icon  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

pdf icon  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

pdf icon  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

pdf icon  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

pdf icon  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
  • Guarantees
  • Phone scripts

pdf icon  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

pdf icon  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
  • Slogans
  • Graphic design tips and template

pdf icon  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

pdf icon  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

pdf icon  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
  • Telemarketing

pdf icon  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?

pdf icon  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
  • Competitions
  • Voice broadcast
  • SMS

pdf icon  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

pdf icon  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

pdf icon  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
  • Magazines

pdf icon  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
  • Design
  • Measurement and future enhancements
  • Advertising in non-traditional places

pdf icon  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
  • Sponsorship
  • Agencies

pdf icon  Download Chapter 20: Public Relations (85.43kB)

Chapter 21: The road ahead

Do you know how critical people and technology are to your business?

  • People and technology

pdf icon  Download Chapter 21: The road ahead (91.09kB)

Download the complete 'Small Business, Big Opportunity' book

Download pdf icon  Small Business Big Opportunity Guide (2.63MB)