Barry Silverstein

eGuides from 123 eGuides

For more information or to order any eGuide, please click on the link of your choice.

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123 eGuides are authoritative marketing and small business guides published exclusively in electronic format to provide maximum value at minimum cost. Each 123 eGuide is based on the simple, proven principle that virtually anything can be accomplished in three steps. Every 123 eGuide provides a functional overview, detailed suggestions for implementation and additional resources in one complete package.

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​Branding 123, Third Edition

Build a breakthrough brand in 3 steps

 

The Third Edition of Branding 123 offers small businesses with fledgling brands the opportunity to apply proven strategies and techniques used by the big guys. It provides readers with a comprehensive yet simple plan to follow so they can (1) build a brand positioning statement, (2) build a brand identity, and (3) build a brand marketing plan. Specific examples and a wealth of additional resources are included. Written clearly and concisely, The Third Edition features a Bonus section: Brand profiles of  five small brands that grew up using techniques similar to those outlined in this eGuide.

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Low Cost/No Cost Marketing 123

3 steps to effective marketing with little or no money

 

Many small business owners want to find a way to do effective marketing while spending little or no money. This eGuide documents a practical, proven way to do just that. It explains a 3-step strategy that combines online marketing, public relations, and community engagement, all of which have little or no cost associated with them.  Intended for small business owners with limited marketing knowledge and experience, this eGuide offers an overview of each of the three areas and provides specific tips for implementation. Additional resources selected specifically for small business owners are included.

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B2B Marketing 123

A 3-step approach for marketing to businesses

 

This eGuide focuses on:
1. Understanding audience: Step 1 discusses the special nature of B2B audiences, the B2B purchasing environment, identifying audience hot buttons, audience segmentation, the new audience dynamic, and how to match products to audiences.
2. Leveraging the media of today and tomorrow: Step 2 presents an overview of B2B media and covers general media trends, developing an audience-driven media strategy, basics of B2B online marketing, B2B use of social media, how to evaluate media ROI, and inbound vs. outbound marketing.
3. Creating a customer-centric culture: This section addresses the need for a customer-centric culture. It discusses customer-centric strategies, developing a customer-centric marketing plan and budgetary planning.

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Sales Leads 123

Generating, qualifying and converting sales leads in 3 steps

 

This eGuide includes information about differences between Business to Consumer and Business to Business lead generation; audience profiling, segmenting and targeting; developing offers and creative approaches; lead generation media; systems required; outbound vs. inbound lead generation; lead qualification examples; ranking offers by qualification potential; the qualification funnel and how it is changing; the relationship between Marketing and Sales; and basics of sales conversion. Specific tactics and techniques and a wealth of additional resources are included. Sales Leads 123 is a “quick start” guide to effective sales lead generation, qualification and conversion.

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Product Launch 123

Launch a product or service in 3 steps

 

This eGuide helps small businesses with new products and services launch them with minimum risk. The eGuide focuses on a proven 3-step process that explains how product inventors and developers can (1) research and uncover markets for their products, (2) create and market test a working prototype, and (3) create a launch plan that successfully brings the product to market. Specific tactics and techniques and a wealth of additional resources are included. Written clearly and concisely, Product Launch 123 is a “quick start” guide to launching your product or service.

 

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On Your Own 123

Launch a 1-person business in 3 steps

 

 This eGuide provides a basic overview of what’s involved in launching a 1-person business. It has valuable information about starting, growing, and managing a 1-person business, including: the ups and downs of working for yourself, legal considerations, branding your business, sources of capital, establishing a place of business, professional advice, basic systems, getting business for your business, the importance of satisfied customers, using sub-contractors, when to add employees, managing receivables, tracking and analyzing expenses, managing cash flow, having sufficient insurance, paying taxes, meeting employee requirements, and managing your personal life.