Marketing Without Megabucks: How to Sell Anything on a Shoestring

I seldom rate a book with five stars, but I feel this one deserves it. I am a budding entrepreneur who is new to marketing, but after reading Mr. Horowitz's book, I believe I can get the word out about my product, creating "the buzz" that will help make my business successful. "Marketing without Megabucks" instills this confidence by providing copious, detailed examples and methods that, I believe, leave little room for error. For instance, in the direct-mail sections, Mr. Horowitz not only gives careful advice about writing and designing the marketing piece--complete with a multi-page, real- world example--and whom to mail it to, he also explains how to address the envelopes (all caps), how to seal stacks of them efficiently, and which post offices to take them to for quickest delivery.He covers a plethora of marketing techniques in this way. The book begins by explaining the importance of honing the focus of marketing messages and the business image, discusses picking out an effective name, then explains how to generate free publicity. It moves on to discuss fliers, posters, signs, business cards, magazine and newspaper ads, television and radio spots, and so on. It even takes on advanced methods, such as using networking and customer service as marketing tools to build new and repeat business. Furthermore, Mr. Horowitz delivers examples of how these techniques can be used for a variety of applications--from selling goods and services to waging political campaigns to non-profit fundraising.Even though the book is thorough, it is not dull. Mr. Horowitz's writing is lively, friendly, and encouraging. I found myself reading it with interest, chapter after chapter, which sharply contrasts with my experience with a textbook I started to read on the subject. Rather than give me rigormortis, Mr. Horowitz has fired me up. In addition to all this, "Marketing without Megabucks" is a tightwad's treasure house. Did you know you can get sharply reduced rates on newspaper and magazine ads? This is just one tip the author tells you how to take advantage of; for every marketing technique, he offers money-saving ideas, especially emphasizing the value of creating free publicity and carefully targeting and designing marketing for maximum cost-effectiveness. Considering that half of profit is saving, this information is nearly priceless.I hope this review helps you decide whether or not to buy the book, and I wish you the best in your endeavors. May "the buzz" be with you!