INTRODUCTION

Chapter 1

CRAFTING THE RIGHT IMAGE
An introduction to developing an image that changes prospects' perceptions and wins you customer loyalty no matter what your line of work or company size.

Assess Your Current Image
Profiling Your Clients' Perception of Your Business

The Small Business Edge

The Image You Present

Understanding Image

Five Factors Controlling the Company Image

Conduct an Image Audit

Perfect Your Company's Name and Address
Choosing a Name and Location that Bolster Your Image

Your Company's Name

Select the Perfect Name

Your Company's Address

If You Work From Home

Know Your Strengths and Weaknesses
Understanding Yourself Can Help You be More Competitive

How Entrepreneurs Differ from Other People

Is Your Attitude Talking?

Honesty is the Best Business Policy

How Do You Describe Yourself?

Keep Educating Your Current Clients

All Work and No Play Makes a Grumpy Entrepreneur

Get a Coach

Polish Your Act Before Taking it on the Road
Building Your Image Through Face-to-Face Communication

Where Should You Meet with Clients?

When Meeting with a Client for the First or Twentieth Time

What Should You Wear When You Meet with Clients?

Carry Quality Accessories

Expect the Unexpected
Preparing in Advance to Safeguard Your Image

Questions that Affect the Image of Home-based and Small Business Entrepreneurs

Know How to Find Strength When Hit with Adversity

Chapter 2

INVOLVING OTHER PEOPLE IN YOUR PLANS
How to use contacts, family, and employees to your advantage while keeping them as involved (or as uninvolved) as you want them to be.

Go Solo, but Not Alone
Projecting a Big Image Without Hiring Employees

Use Business Cards Creatively

Form an Advisory Board

Link Up With a Business Support Network

Secure a Mentor

Form a Partnering Arrangement

Find a Partner

Work with a Virtual Partner

Consider Outsourcing

Look for an Angel

Harness Well-Meaning Family and Employees
Involving Significant Others in Your Image-Building Campaign

Your Two Options

Family

Employees

Guidelines for Sanity and Happiness for Family Members

Use Networking to Optimum Advantage
Using Savvy Opportunities to Build Your Contacts

Check the Numbers: Networking Has Power

How to Deliver the Most Impact

Where to Find Networking Opportunities

Chapter 3

TURNING DAILY ROUTINES INTO OPPORTUNITIES
A guide for making your business presentable and tweaking daily mundane business rituals into promotional efforts

Master the Telephone
Adding Credibility Each Time the Phone Rings

Your Equipment

Preparing Your Equipment for Calls

Preparing Yourself for Calls

Receiving Calls

Making Calls

The Fine Line Between Deception and Impression

A Routine Call Turns Sour

Can an Answering Service Contribute to Your Image?

Quick Tips from the Telephone Doctor

Make Your Efforts Serve Double Duty
Producing Marketing Materials that Result in Sales and Image Development

Keep it Simple

Keep it Professional

Write for More Exposure

Other Written Pieces

Are You Using Your Tag Line to Full Advantage?

From Vague to Powerful by Changing One Word

The Word that Sells: "You"

Your Brochure: Not the Place to Cut Costs

Words that Work

Change Mundane Tasks into Image-Building Actions
Turning Routine Actions into Valuable Chances to Make a Statement About Your Company

No More Routine Cover Letters

Provide Information on Your Forms; Don't Just Collect It

Make That New Checking Account Look Aged and Proven

Don't Overlook Payments

Beware the Fax Machine

Use Updated Computer Equipment and Associated Support

Don't Overlook Your Mail

And Don't Forget Your Product!

Scrutinize Everything That Goes Out Your Door

Business Cards--Get Creative with This Routine Marketing Device

Drop the Routine Mailings

If Creative Doesn't Work, Try Clever

Chapter 4

MARKETING FOR OPTIMUM IMPACT
How to find your marketing niche, unify your image, take advantage of the Internet, and use low-cost marketing techniques that will make you stand out.

Position Yourself Against the Competition
Unifying Your Image with Your Unique Marketing Niche

Nine Ways to Discover Your Niche

Target the Right Audience

Capitalize on the Internet
Taking Advantage of the Internet to Equalize the Competition's Head Start

Study the Trends

Consumers Use the Internet for Information

Consumers Use the Web to Save Time

Consumers Use the Web to Make Shopping Easier

Consumers Accept "All Things being Equal"

Businesses Actively Seek Other Businesses on the Web

Getting Maximum Exposure for Minimum Effort

Market on a Shoestring Budget
Fine-Tuning Your No-to-Low Cost Promotional Options

First: A Word of Comfort

Second: A Word of Caution

Finally: A Word of Advice

Writing

Speaking

Testimonials

Sponsorship

The Free Offer

Practice Unconventional Marketing
Techniques That Will Make You Stand Out From Your Competition

AFTERWORD

RESOURCES

INDEX

Copyright Notice
Outsmarting Goliath -- Copyright © 2000-2008 by Debra Koontz Traverso
All rights reserved on all material on all pages in this Web site. For information on reprinting material from this site, please contact debra@outsmartinggoliath.com.