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Grassroots Marketing

Getting Noticed in a Noisy World

by Shel Horowitz

Reviews

"Grassroots Marketing is an essential resource book for the small business person. I first learned of this book when Shel and I were on the same TV show. When my requested review copy arrived, I was pleased to see it came from one of my favorite small publishing houses that is known for high quality, pertinent books. The book covers basic concepts, printed promotions, the electronic media, the internet, telemarketing, face-to-face opportunities, and networking– in other words, every aspect of affordable modern marketing.
"Shel is a highly experienced marketer of his own writing company and has shared some very valuable information in this publication. His advice is valid, helpful, and reality-tested. We rated this resource a very high five hearts."
-- Bob Spear, Heartland Reviews

Review by Bob Morris
for Amazon.com

In essence, marketing creates or increases demand for whatever is offered for sale. Most organizations have severely limited resources for marketing.

Horowitz offers lots of sound ideas, several of them originally introduced in his previous Marketing Without Megabucks. (Even organizations which have "megabucks" can learn a great deal from Horowitz.) He correctly stresses the importance of (a) identifying precisely who the audience is, (b) getting the right information to them, "being heard" despite all the "noise", and (c) motivating them to do business with you.

The material is organized within six Parts: Key Concepts, Print Promotion, Electronic Exposure, Incredible Internet, Phone and Face, and The Growth Curve. Marketing professions may well view this book as "simplistic" and perhaps it is. However, few organizations have marketing professionals on staff. Most do the best they can with who and what they have...usually an over-extended owner with a few "extra" dollars to spend. When buying this book for about $20.00, you retain Horowitz as a consultant to help increase demand for what you sell.

Take your time working your way through the book. Highlight key passages. Take notes. Go back and re-read sections which seem to speak directly to your immediate needs. Because the book offers more suggestions than you can possibly use, cherry-pick those which are most appropriate, and, which can be acted upon soon, if not immediately. Most important of all, with Horowitz's help, challenge all of your assumptions about your business. Ask tough questions. For example, why do your customers buy from you? What are customer expectations? Unmet needs that you can fill? Who else buys what you sell but not from you? Why not? Price? Convenience? Service? (Do you know?) In all contacts with customers, how effective are your and your associates' people skills? Do customers feel appreciated? How about repeat business?

There's so much "noise" in every marketplace and sometimes it's deafening. So many "voices" competing to be heard. Also lots of "clutter" which makes it more difficult to see...and to be seen. Horowitz understands all this. Much of his book is devoted to attracting favorable attention. Being noticed. Try lots of stuff. Experiment on a limited basis with several different strategies and tactics. Find out what works...and what doesn't. Also find out why. Ask customers what they think. Also ask family members and neighbors. (Ken Blanchard is right: "Feedback is the breakfast food of champions.") Horowitz poses almost all of the questions which must be asked.

He also offers answers. Some answers are right for your organization...others are not. Know why. Obviously, I think highly of this book as a single-source, as a basic manual, in which Horowitz provides an abundance of practical and cost-effective marketing ideas, carefully explained and generously illustrated. In the final chapter, he sums up his perspective on successful marketing. Then in the "Resources" section which follows, he provides additional information which may also be of interest.

I offer only one caveat: Even if Horowitz were a full-time employee in your organization and devoted all of his attention to your marketing needs, working with a budget of (let's say) $20-million, he would not be successful unless your organization (a) offers quality products and/or services at a fair price, (b) is totally committed to serving the needs of customers, and (c) also takes very good care of its own people. "Grassroots marketing" principles really don't work very well with weeds.

39 Books for the Price of One, May 17, 2002
"The main reason to buy this book is that Shel Horowitz has distilled the marketing wisdom of dozens of experts who charge up to hundreds of dollars for their books. Not only has Shel done the reading for you, he also interviewed many of these experts, or engaged in correspondence with them. He is a scholar of marketing, summarizing and simplifying with his infectious, upbeat writing style and an unwavering focus on what can be done on the cheap.
"The second reason to buy this book is for the copious examples and case histories. Shel provides numerous side-by-side examples of good and poor copy, including news releases, classified ads, e-mail signature files, and even Yellow Pages ads. These side-by-side comparisons teach quickly in a way no amount of explanatory text can match.
"My only complaint is the title of the book. It should be 'TREEroots Marketing,' because if you follow Shel's no-frills advice, you'll soon be towering over the competition."
-- Steve O'Keefe

"Simply put, Grassroots Marketing: Getting Noticed In A Noisy World by Shel Horowitz could be the difference between economic success and financial failure for any start-up entrepreneurial enterprise or small business endeavor in today's highly competitive marketplace, regardless of the product or service being offered. Grassroots Marketing covers virtually all aspects and facets of publicity, promotion and marketing including print, radio/television, Internet, telephone, email, postal, fax, and face-to-face formats. This absolutely practical, immensely valuable cornucopia of tips, tricks and techniques for marketing with limited funds is a "must" for the self-employed, the small business operator, non-profit organization directors, and anyone else with a product, service, or cause to bring to the public's attention."
-- Midwest Book Review

"Leave it to someone who writes about the virtue of frugality to produce a book that, by design, is a bargain. Shel Horowitz is a publicist extraordinaire, and Grassroots Marketing is head and shoulders above the crowd in its genre because it contains timeless information that is both creative and economically practical. Whether you are an entrepreneur, an independent publisher or a media magnate, your efforts in securing publicity must address economic sensibility or at some point you will likely experience failure. This is a terrific book. Highly recommended."
-- Charles Hayes
author of Beyond the American Dream