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Book Excerpt: Outsmarting Goliath

How can you compete with companies that are bigger than you? Try outsmarting them with these creative marketing tips from Outsmarting Goliath.

Editor's Note: When facing competition from companies that have tremendous marketing budgets and resources, you may feel a bit overwhelmed. Author Debra Koontz Traverso recognizes that feeling, and can help you turn it around by providing an arsenal of tips and methods to bring your business to the same level in Outsmarting Goliath: How to Achieve Equal Footing with Companies that Are Bigger, Richer, Older and Better Known. Read on to find out how you can use unconventional marketing methods to spread the name of your business.

You've got a dynamite product or service, but sales are off. You've tried every conventional marketing technique there is, but nothing seems to work. What should you do?

No idea should be considered off-limits if it works for you, is in line with your service or product, demonstrates sincerity, and displays honesty and good taste. You'll use your creativity to present your business in the way that works best for you. After all, you're the best marketer for your business, because you know it better than anyone else.

Try these unconventional-and sometimes counterintuitive-tactics to get you started or to get you thinking of other strategies that could boost your bottom line.


Solicit Complaints Instead Of TestimonialsMarket To Customer's Stresses And Worries
Call Key Contacts And Don't Talk About BusinessMarket To Someone Else's Customers
Take Your Products To The StreetsCreate An Award or Honor
Don't Offer SalesBarter For Business



From OUTSMARTING GOLIATH: HOW TO ACHIEVE EQUAL FOOTING WITH COMPANIES THAT ARE BIGGER, RICHER, OLDER, AND BETTER KNOWN. ©2000 by Debra Koontz Traverso. Published by arrangement with Bloomberg Press.

May not be modified, copied, reproduced, republished, uploaded, posted, transmitted or distributed in any manner.


Debra Koontz Traverso has been a consultant to scores of small and large businesses including UPS, NASA, Dow Chemical, United Airlines, Nike and Coopers & Lybrand. She is also an adjunct faculty member at Harvard University. She may be reached through her Web site at www.outsmartinggoliath.com.

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