- Paperback: 384 pages
- Publisher: Touchstone (Jun 18 1993)
- Language: English
- ISBN-10: 067176036X
- ISBN-13: 978-0671760366
- Product Dimensions: 21.6 x 14 x 2.2 cm
- Shipping Weight: 431 g
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Product Details |
Product Description
From the Author
One-stop marketing resource for small business/nonprofits A complete guide for the entrepreneur or agency staffer who wants to get the message out effectively with little or no expense. Covers free publicity in the media, writing power-packed ads and direct mail copy, ways to save big bucks on traditional advertising, and much more. (The Internet and other newer marketing methods are covered in my newest book, Grassroots Marketing: Getting Noticed in a Noisy World.)
Home Office Computing noted that this book puts into practice the theories of Guerrilla Marketing.
Marketing Without Megabucks: How to Sell Anything on a Shoestring should save the average business owner thousands of dollars every year. I have used the techniques to build my little two-person shop in Western Massachusetts into an international business with clients on three continents--with a marketing expenditure so small as to be ludicrous.
Inside This Book
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.0 out of 5 stars (2 customer reviews)
7 of 7 people found the following review helpful
5.0 out of 5 stars
Great Book, May 11 2000
By A Customer - Published on Amazon.com
This review is from: Marketing Without Megabucks: How to Sell Anything on a Shoestring (Paperback)
I seldom rate a book with five stars, but I feel this one deserves it. I am a budding entrepreneur who is new to marketing, but after reading Mr. Horowitz's book, I believe I can get the word out about my product, creating "the buzz" that will help make my business successful.
"Marketing without Megabucks" instills this confidence by providing copious, detailed examples and methods that, I believe, leave little room for error. For instance, in the direct-mail sections, Mr. Horowitz not only gives careful advice about writing and designing the marketing piece--complete with a multi-page, real- world example--and whom to mail it to, he also explains how to address the envelopes (all caps), how to seal stacks of them efficiently, and which post offices to take them to for quickest delivery.
He covers a plethora of marketing techniques in this way. The book begins by explaining the importance of honing the focus of marketing messages and the business image, discusses picking out an effective name, then explains how to generate free publicity. It moves on to discuss fliers, posters, signs, business cards, magazine and newspaper ads, television and radio spots, and so on. It even takes on advanced methods, such as using networking and customer service as marketing tools to build new and repeat business. Furthermore, Mr. Horowitz delivers examples of how these techniques can be used for a variety of applications--from selling goods and services to waging political campaigns to non-profit fundraising.
Even though the book is thorough, it is not dull. Mr. Horowitz's writing is lively, friendly, and encouraging. I found myself reading it with interest, chapter after chapter, which sharply contrasts with my experience with a textbook I started to read on the subject. Rather than give me rigormortis, Mr. Horowitz has fired me up.
In addition to all this, "Marketing without Megabucks" is a tightwad's treasure house. Did you know you can get sharply reduced rates on newspaper and magazine ads? This is just one tip the author tells you how to take advantage of; for every marketing technique, he offers money-saving ideas, especially emphasizing the value of creating free publicity and carefully targeting and designing marketing for maximum cost-effectiveness. Considering that half of profit is saving, this information is nearly priceless.
I hope this review helps you decide whether or not to buy the book, and I wish you the best in your endeavors. May "the buzz" be with you!
3.0 out of 5 stars
Buy the Replacement Instead, Dec 17 2007
By Shel Horowitz "Shel Horowitz, author, Guerril... - Published on Amazon.com
This review is from: Marketing Without Megabucks: How to Sell Anything on a Shoestring (Paperback)
As the author, I can tell you that Marketing Without Megabucks was a great book for its time, but its time is past.Everything that was contained in Marketing Without Megabucks is incorporated within my newer book, Grassroots Marketing: Getting Noticed in a Noisy World--along with 15 additional chapters of new material. For the small difference in price, you get a lot more complete and newer information in Grassroots.
So while it's very rare for an author to recommend against buying his own book, in this case, I strongly recommend buying Grassroots Marketing: Getting Noticed in a Noisy World--and I definitely would not buy both Grassroots and Marketing Without Megabucks together, as you'll be paying twice for the same content. I would, however, note that my other current marketing books, Grassroots Marketing for Authors and Publishers, and Principled Profit: Marketing That Puts People First, are designed specifically to complement Grassroots Marketing: Getting Noticed in a Noisy World. For authors or publishers, the three together would be an excellent investment--and for those outside the book trade, Grassroots Marketing: Getting Noticed in a Noisy World and Principled Profit will prepare you well for the marketing challenges you'll face in the coming years.
Shel Horowitz, frugalmarketing.com
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