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Out of the Box Marketing : How to Build a Super-profitable Business
How to build a super-profitable business
Out of the box
DAVID ABINGDON
Out of the box
marketing
marketing
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Out of the box
marketing
How to build a super-profitable business
David Abingdon
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Published by Thorogood Publishing Ltd
10-12 Rivington Street
London EC2A 3DU
Telephone: 020 7749 4748
Fax: 020 7729 6110
Email: info@thorogood.ws
Web: www.thorogood.ws
Books Network International Inc
3 Front Street, Suite 331
Rollinsford, NH 30869, USA
Telephone: +603 749 9171
Fax: +603 749 6155
Email: bizbks@aol.com
© David Abingdon 2005
All rights reserved. No part of this publication may
be reproduced, stored in a retrieval system or
transmitted in any form or by any means,
electronic, photocopying, recording or otherwise,
without the prior permission of the publisher.
This book is sold subject to the condition that it
shall not, by way of trade or otherwise, be lent,
re-sold, hired out or otherwise circulated without
the publisher’s prior consent in any form of binding
or cover other than in which it is published and
without a similar condition including this condition
being imposed upon the subsequent purchaser.
No responsibility for loss occasioned to any person
acting or refraining from action as a result of any
material in this publication can be accepted by the
author or publisher.
A CIP catalogue record for this book is available
from the British Library.
Special discounts for bulk
quantities of Thorogood books
are available to corporations,
institutions, associations and
other organizations. For more
information contact Thorogood by
telephone on 020 7749 4748,
by fax on 020 7729 6110, or
e-mail us: info@thorogood.ws
PB: ISBN 1 85418 312 5
Cover and book designed and typeset in
the UK by Driftdesign
Printed in India by Replika Press
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Contents
Introduction
1
1. Maximizing your success
5
Getting to where you really want to be
5
Where do you want to be?
6
Defining yourself
8
Transcend yourself
11
Get passionate, have fun, take a big risk
13
Now ask yourself: do you need a ‘moment of truth’
14
2. High octane marketing
17
19 ways to supercharge your sales
17
Finding your phantom money and making it real
17
Concentrate on the best customers
21
‘Stand on the shoulders of giants!’
25
Your unique selling proposition
29
More on being different – positioning
31
Endorsements – how to get a flood of new business
32
Direct mail
35
Ads that you can get for free and
that out-pull by 2,000%!
38
Whatever you do, don’t waste time!
40
iii

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