No B.S. Business Success In The New Economy. Dan S. Kennedy

      Table of Contents

       Media Raves about the No B.S. Business Success Book and its Author

       Title Page

       Foreword

       Preface

       Other Notes from the Author

       CHAPTER 1 - THE DECISION AND DETERMINATION TO SUCCEED

       A Matter of Personal Decision

       Truths That Aren’t, That Hold You Back

       WARNING: Your Entry Point to Entrepreneurship May Be a Handicap to Overcome

       Why Trying Doesn’t Work

       Keeping Faith with Your Commitments

       ACCUSATION: You’re a Workaholic

       PERCEPTION: You’re a Wild-Eyed Risk Taker, a Riverboat Gambler. Have You Lost ...

       BIG LIE: The Price of Entrepreneurial Success Is Just Too Much to Pay

       The Decision of Autonomy

       Mental Toughness Required

       Hey, That’s Not Fair!

       CHAPTER 2 - THE REAL ENTREPRENEURIAL EXPERIENCE: CODE RED

       Take a Trip Down Lonely Street

       I’m an Overnight Success—After 30 Years

       Even with Success, There Is Failure

       What Ultimately Separates Entrepreneurial Winners from Losers?

       The Good News

       CHAPTER 3 - HOW DO YOU KNOW IF YOU HAVE A REALLY GOOD IDEA?

       Ask Your Customers

       Ask Your Counterparts and Competitors

       Smart Direct-Mail Testing

       “Steal” Already-Tested Direct-Marketing Strategies

       Moving Ideas from One Business to Another

       How to Be More “Creative”

       What If Everybody Hates Your Idea?

       CHAPTER 4 - POSITIONING YOURSELF AND YOUR BUSINESS FOR MAXIMUM SUCCESS

       Positioning Strategy #1: How to Describe What You Do to Attract the Customers ...

       Positioning Strategy #2: How to Price

       Positioning Strategy #3: How to Make Your Image Work for You

       Positioning Strategy #4: Self-Appointment

       A Story of Positioning Success

       Who Do You Think You Are?

       CHAPTER 5 - HOW ENTREPRENEURS REALLY MAKE MONEY— BIG MONEY!

       How to Tell If You Are an Entrepreneur (or Not)

       The Fortune-Building Secret of Total Customer Value

       Networking, Strategic Alliances, and Joint Ventures

       The Remarkable Value of a Duplicatable Model

       Mastering the Six Entrepreneurial Competencies

       Live Outside the Lines

       CHAPTER 6 - HOW TO CREATE EXCITING SALES AND MARKETING BREAKTH ROUGHS

       At Least Avoid the Ultimate Marketing Sin

       Breakthrough Strategy #1: Find a Market Niche and Exploit It

       Breakthrough Strategy #2: Find a New Sales Media and Let It Make You Rich

       E. Joseph Cossman’s Million-Dollar Secret

       Breakthrough Strategy #3: Create a New Type of Guarantee and Confound Your Competition

       Breakthrough Strategy #4: Deliver Exceptional Service and Earn Word-of-Mouth Advertising

       Breakthrough Strategy #5: Get Professional Prowess on a Percentage

       Breakthrough Strategy #6: Reasonable Investment