to outstanding market success

Stunning
s

ales a
n

d pro
motio
n too
ls fro

Sponsored
by

m yo
ur H
P

colo
r pr
inte
r

Oliver Fritsch and Ines Bitsch

Steps

Contents
g:
ovatin
2: Inn ou turn
p
e
t
S
can y
How eas into
id
your ts?
uc
d
o
r
p
ideas
re do
e
- Wh from?
come ing ideas
nag
ideas
- Ma
new
g
in
t
ds
s
- Te
g nee
slatin
n
d
a
n
r
a
T
es
eatur
into f
fits
bene

Step 1: Focusing: Wh
ich business
are you in?
- Knowing your skills,
experience
and passion
- Defining what you
sell
- Understanding wh
ich trends
to ride

Step 6: Being found: Where are

your customers looking for you?
- Understanding the new rules
- Getting traffic to your web site
- Converting visitors on your landing page
Step 3: Prospecting: Who are your
customers?
- Managing your sales funnel
- Getting an appointment
- Succeeding at your appointment

iStockphoto.com/Gabor Izso/Davor Ratkovic

Step 4: Budgeting: What are your

marketing mix opportunities?
- Selecting promotion tools
ess
- Measuring marketing effectiven
Step 5: Branding: What do you
stand for?
- Creating a brand
- Growing your brand
- Managing your brand ecosystem

Step 7: Promoting: Which tools will create

awareness for you?
- Marketing for free
- Low budget can still be high impact
- Creating a direct mail campaign
Step 8: Connecting: How can you create a written proposal that reflects your philosophy?
- Making a lasting impression
- Creating a flyer with a special touch
Step 9: Growing: How can you keep developing
your business?
- Getting referrals and positive word of mouth
- Creating customer loyalty
- Dealing with rejection

Look forward to these exciting topics...

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Foreword
Dear HP Customer,

Kathy
HP V.P Stromberg
. Ma
rketin
g

At HP we are constantly looking for innovative ways to make you

more successful. After all: Your success is our success!
Today, I introduce you to our beautiful Marketing Success eBook.
Every month, we will provide you with a free chapter chock full of information on how you can market your business better, and sell more.
Sign up today at hp.com/go/marketingebook to receive an e-mail
notification whenever we have a new chapter available for you to
download.
You can print chapters for your reference with one click using the
print button. If you are as excited about it as we are, tell your friends
and colleagues. Cover it in your blog or click the envelope sign at the
bottom of the page to recommend it to a friend from our download
page.

iStockphoto.com/Benjamin Goode

iStockphoto.com/Angel Manuel Herrero

Here is to your success!

Kathy Stromberg

Put yourself on the path to success...subscribe today!

0/3

About the contributors

Ines Bitsch (Graphic Design)

Designer, art director and illustrator Ines Bitsch has over 15 years
experience in advertising, fashion
and interior design. She is founder
and CEO of Mood-ManagementLtd.de in Germany. Her mission is
to inspire soulful rooms, products
and customer experiences. She also
teaches fellow female entrepreneurs
how to succeed in business.

krieg-fotodesign.de/Roland Krieg

Oliver Fritsch (Author)

Sales and marketing expert Oliver
Fritsch has been at the forefront of
customer-focused innovation management while working for
Hewlett-Packard Company for more
than 15 years. He is founder and
CEO of Cendesic.com, a digital
marketing agency in Boise, Idaho.
Cendesic helps its clients improve
their customer insights, product
innovation and findability. In
Germany, he authored a best seller
with Alles Anders, a book and
web community to identify and
pursue life goals.

Lets get started...

0/4

Introduction

iStockphoto.com/Daniel Stein

iStockphoto.com/Christine Balderas

When you always follow in someones footsteps you will never

make an impression.

(Unknown)
The trigger for composing this book has been the incredible price
drops of inkjet and color laser printers. Suddenly a very affordable
printer can produce materials looking worth thousands of dollars.
The question we asked ourselves was this: How can it be that so few
printed materials leaving the average business look really outstanding
with so many capable printers sitting in almost every office corner
today? We asked more than 480 small business owners during the
preparation of this book for their reasons aforementioned and what
they need most. Our astonishing insight: producing good looking
marketing materials usually is the last thing on their mind. Sales come
first. Creating a good-looking sales proposal or brochure often competes with spending precious free time with the family after 7 PM. This
despite the fact that colorful documents actually sell more because
they pique the readers interest and leave a memorable impression.
With this book we want to inspire you to make a strong impression.
Dont ask an agency to do the work for you because no agency can
capture the spirit of you and your business as well as you yourself
can. Experiment. Make your pieces move. Break out of boring layouts.
Combine new forms, images and elements. Use colors, lots of colors.
Surprise yourself. Learn a photo editor like Adobe Photoshop.
Grab images from inexpensive stock photo services or use your own
images. Collect backgrounds and fonts and combine them in new
ways. You have nothing to lose and everything to gain.

Sell yourself well in bright colors!

0/5

e-Book Terms of Use

iStockphoto.com/Daniel Stein

iStockphoto.com/Kris Hanke

HP provides this e-book as one source of information and advice you can use to build your companys image
and do self-marketing. HP recommends you complement this material with your own consultants and other
sources of expertise and information. If you have acquired this e-book from any source other than (hp.com/go/
marketingebook), you have no rights to use it. Visit (hp.com/go/marketingebook) for an authorized download.
You agree and acknowledge that this web site and the e-book is owned and operated by Hewlett-Packard Company and that your access to the web site and/or the e-book is subject to these Terms of Use and the HewlettPackard Company Web site - Terms of use and legal restrictions (Web site Terms). We refer to the Terms of
Use and the Web site Terms collectively here as the Terms. By browsing this web site or reviewing this e-book,
downloading it, referring to it, or using it in any fashion, you agree to these Terms. When you use this e-book:
You promise to respect copyrights and otherwise follow applicable law.
You promise not to use the e-book except in accordance with the terms upon which HP supplies it to you.
You may view this web site, and the e-book using a web browser. You may download and make a copy of the
e-book or portions of the e-book solely for your own personal business use (information, research or study) if
you do not modify the e-book and if you include all copyright notices appearing in the material you copy in your
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Except for these rights, you promise not to reproduce, copy, share, republish, upload, post, extract, transmit,
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distribute, disseminate, sell, publish, sublicense, or in any way commingle any materials on this web site or contained in this e-book with other third party content, do any other act of copyright, or otherwise use the e-book.
If you contact us, we may, but are not required to, expand these rights under a written agreement.
Where requested, you will provide us with accurate information.
You promise to keep the e-book in the form in which it was supplied to you. You promise not to circumvent any
measures that we have taken to protect the rights in the e-book that we have supplied, including removing this
information or otherwise facilitating an infringement of copyright.
You promise not to use any device, software or routine to interfere or attempt to interfere with the proper working of the web site or to otherwise interfere with the processes and technology we use to provide this e-book to
you.
You may share this e-book with others by directing them to our web site (hp.com/go/marketingebook) where
the e-book is available for download. You may only provide a link to this e-book in accordance with our
Guidelines for Linking to HPs Web site from a web site provided that you link to the home page (hp.com/go/
marketingebook), and use as the linking text HP Marketing Success e-Book.
Our disclaimer and liability limits:
We provide this e-book on an as is basis. We dont guarantee any results due to use of the material and
advice provided to you in this e-book.
HP is not responsible to any entity for any misuse of images.
HP reserves the right to terminate your right to use this e-book.
See the Web site Terms for the limitations on our liability.
The e-book may contain trademarks, service marks, and logos that are the property of third parties. You may not
use these trademarks, service marks or logos without prior written consent of such third parties who own these
marks and service names.
TO THE EXTENT ALLOWED BY APPLICABLE LAW, THE E-BOOK IS PROVIDED AS IS WITHOUT WARRANTY
OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO, THE IMPLIED WARRANTIES
OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, TITLE AND NON-INFRINGEMENT.

Images: iStockphoto.com, Cendesic.com

Contributors: Oliver Fritsch & Ines Bitsch
Production and Concept: Cendesic.com

ISBN 978-0-9708474-8-5

53995 >

9 780970 847485
US $39.95

CAN $50.00

0/6

step

Focusing

Have you made a conscious decision about what business you are
in?

iStockphoto.com/Christina Hanck

The answer: find a business focus

that matches your strengths.
In this first step you will reflect on
your experience and skills and connect them with your passion. Next,
you will learn how to define what
you sell. Finally we will show you
how to tie your business to a trend
and gain momentum.

iStockphoto.com/ooyoo

And do you stick to it?

This is often easier said than done.
Sometimes we are happy to take
what we can get: any customer, any
work, any challenge. After all, we
like to think about ourselves as being multi-talented and flexible. The
challenge of this approach is clear:
How are we ever going to become
experts in an area, get to be efficient in what we do, and develop
a great reputation?

Which business are you in?

Step 1 / 1

Knowing your
skills, experience and passion
Find the balance...

Describe a day in your future

Write down answers to the following questions on a separate sheet.
Stretch your imagination as far as
possible. Dont compromise your
aspirations by limiting them to what
you think is only possible for you
today. Dare to visualize the impossible and most desirable situation
for you.

What should I do?

What do you see when

you awake in the morning?
Describe your surroundings in
detail.
Where are you? Which language is spoken?
What clothes will you put on?
Where will you go? How will
you get there?
What tasks will you perform?
What will you do?
What kinds of people will you
be reaching and influencing
through your work?
What recreation will you
enjoy during the evening and
weekends?
How will you grow personally
and spiritually through what
you do?
How will you positively impact
the community in which you
live?
How much will you earn?

The art of being happy in what you do is to find the right balance
between providing a product or service your customers actually need
(or better, crave) and doing something you absolutely love.
But where do you start?
To clarify on your skills, experience and passion, look at your personal wants and needs first and at your business skills, experience
and contacts second.
Use the questions in the left sidebar on this and the following page to
think through which dreams, attributes and resources you have within
you.
Create a mental picture of what you will become and what you want
to do.

iStockphoto.com/Silvia Boratti

...and doing
what you love.

It doesnt matter if you start up a new business or plan to expand

your existing business the key question remains the same:

iStockphoto.com

...between customer
needs...

Later on we will help you select a promising field of target customers and assist you in matching your passion with the needs of those
customers.

Look at your personal motivation go deep!

Step 1 / 2

Match your strengths with promising target customers

Focus on your
strengths...

...forget...

...your weaknesses.

Top athletes train in a single sport to become the best in their field.
The same is true in business: if you want to become a market leader,
you have to concentrate on your strengths and continue to develop
them. Dont scatter your efforts and waste time on improving your
weaknesses. Think about your personal and professional assets in a
structured manner. Different categories of strengths could be:

iStockphoto.com/ranplett

iStockphoto.com/Tammy Peluso

The following exercise works on a

personal level and on a business
level.
1. Make a list of all your strengths,
assign points from 0-100 according
to how strong you are in each of
them and sort them, highest first.
2. Think through which markets /
customer groups could profit from
your strengths the most and write
them down.
3. To identify the most promising
target market or customer group,
create a separate table for each of
your strengths. List your possible
target customers in the first column
and these criteria in the following
columns:
How well your strengths match
How much added value you
can deliver
How much you would like to
work with this group
How much access you have to
this group
How much experience you
have with this group
How much of this group is in
need of your services
The possible budget of this
group
Assign a number of points from
0-100 according to how strong you
are in each of them. Add up all
your points and focus on the ones
with the highest score.

Understanding
your strengths

Skills: Which special skills do you have?

Experience: Which tough customer problems did you already
solve and what practical experience have you collected?
Customer access: With which customers do you have an established, trusted relationship?
Special insight: Which burning customer needs are you aware of?

You can also ask your friends and existing customers for their opinions and compare them with your own views of yourself. You might
discover additional strengths you didnt know you had. Next, compare your strengths with the ones you think your competitors have.
Then pick your strongest attributes and focus on the growth and evolution of them.

Reflect on your strengths.

Step 1 / 3

Defining
what you sell

Help your customers do...

7 Important questions about what

you sell

Defining what you sell isnt as easy as it sounds.

Dont invent a product or service first and then try to sell it. This is
usually a costly uphill battle, especially for a small business. A better
approach is to thoroughly understand the jobs your customers need
to get done and then help complete those tasks faster or cheaper.
Think about which groups of customers are under-served and why.
HP discovered that many customers had trouble printing a map from
an internet browser and created a simple mechanism to do just that.
Many times, your customers think about your products in different
terms than you do, too. Look behind your product and see what you
really provide. This will help you greatly in your communication efforts. For example, a customer doesnt buy:

1.

4.
5.
6.
7.

iStockphoto.com/Ivan Dinev

3.

iStockphoto.com/Slyadnev

2.

Which business model fits your

profit objectives and lets you
earn money?
What services and/or products
do you sell?
How much money do you want
to earn as a company?
How much money do you want
to earn personally?
Which clients have money
they can and want to spend
on you?
Who are your key competitors
and in what areas are you
superior?
How do your customers like to
think about what you have to
offer?

...what they...

...need to get done.

A diamond but hopes to obtain the commitment of everlasting

love (Jeweler)
A music CD but a refreshed memory of a beautiful evening (Record Store)
An investment portfolio but achieves peace of mind in preparation for retirement (Financial Consultant)
A house but a safe and beautiful place to raise a family (Real
Estate Agent)
A teeth whitening but builds the confidence coming from a secure
smile (Dentist)
A Color LaserJet but the opportunity to look like a multimillion
dollar firm on paper (Hewlett-Packard)

Use the printable value statement tool on the next page to get clarity
about the product you really sell. Brainstorm and collect idea bites
and word fragments and combine them into a Value Statement.

Think in your customers terms!

Step 1 / 4

Who
Who
you are doing it for.
you are and what
...for technology
you do.
companies...
Example: Cendesic.com is the only
---------------------------------------------------digital marketing agency...
Why
------------------------------------------------------------------------------------------------------------you do it.
----------------------------------------------------------------------------------------------------------------...who
want
to increase their
How
----------------------------------------------------------------------------------------------------------findability...
you do it.
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- ...that writes search-opti- ---------------------------------------------------------------------------------------------------mized eBooks...
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

When and
why do your customers need you?
...in an era of oversaturated media
channels.
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Value

State
ment

iStockphoto.com/Che McPherson

Printab
le

Whats your value statement?

Step 1 / 5

Understanding
which trends to ride

Pick a trend...

...and run with it...

...or against it!

Small businesses dont always have a lot of money for advertising

or generating awareness, especially if you have created something
ground breaking new or original.
Thats where the power of trends comes in. Trends are important
because they create awareness and can condition and prepare your
customers in a favorable way towards your product or service. Unbelievably this is done for free! Just five years ago starting a consulting business to help customers gain a top rank on the most popular
search engines would have earned you a lot of blank stares. Now
everybody understands what it is and its a lot simpler to explain the
benefits of your service. At the same time the competition for your
services is a lot stronger too. In the end it all boils down to these three
options:

3 Safe indicators that it may be

too late to hop on a trend

Instead, use social media news

web sites (Digg.com) and serious business papers (Wall Street
Journal, Economist) to learn about
new trends in your own country and
abroad.

iStockphoto.com/Fernando Soares

The trend is covered in the

mainstream press
The trends product or service
is produced in a low cost
country and sold at a low price
store
Teenagers scoff at it

iStockphoto.com/Selahattin Bayram

Swim with a trend: Less up front communication work, but more

competition and lower margins
Swim against a trend: Find a niche in under served territory, but
build up the market yourself
Create a trend and stay in front of it: The most desirable option if
you can afford it and succeed

No matter which one you pick, make sure that it is a conscious decision and prepare yourself for the consequences.

Which trend do you ride?

Step 1 / 6