PDF Promote Your Business

Promote Your Business

Promote Your Business

How to write effective marketing material for your small business

Mary Morel

First published in 2003

Copyright ? Mary Morel 2003

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without prior permission in writing from the publisher. The Australian Copyright Act 1968 (the Act) allows a maximum of one chapter or 10 per cent of this book, whichever is the greater, to be photocopied by any educational institution for its educational purposes provided that the educational institution (or body that administers it) has given a remuneration notice to Copyright Agency Limited (CAL) under the Act.

Allen & Unwin 83 Alexander Street Crows Nest NSW 2065 Australia Phone:(61 2) 8425 0100 Fax: (61 2) 9906 2218 Email: info@ Web:

National Library of Australia Cataloguing-in-Publication entry:

Morel, Mary, 1950? . Promote your business: how to write effective marketing material for your small business.

Bibliography. Includes index. ISBN 1 86508 931 1.

1. Marketing. 2. Sales promotion. 3. Business writing. I. Title.

658.8

Set in 11/15 pt Stempel Garamond by Bookhouse, Sydney Printed in Australia by McPherson's Printing Group

10 9 8 7 6 5 4 3 2 1

Contents

Contents

Preface

vii

Introduction

ix

1. How to write a business and marketing plan

1

2. Branding and creating visual impact

28

3. Writing guidelines

51

4. How to write brochures and flyers

75

5. How to write a press release

105

6. How to write direct mail

130

7. How to write an advertisement

160

8. How to write your website

185

9. How to write newsletters and ezines

210

References

238

Index

240

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