| TABLE OF CONTENTS |
| Foreword | | 9 |
| Introduction | | 13 |
THE 9 COMMON CHARACTERISTICS OF
SUCCESSFUL RESIDENTIAL CARE FACILITIES |
14 | |
Chapter 1 |
| The Need For Marketing: | | 19 |
| THE TIMES, THEY ARE A CHANGIN' | 19 | |
| INVESTING IN MARKETING | 21 | |
Chapter 2 |
| What is Marketing? | | 25 |
Chapter 3 |
| Identify Your Market | | 31 |
| KNOWLEDGE + ACTION = ADVANTAGE | 33 | |
| TO BE OR NOT TO BE -- MARKET DRIVEN | 33 | |
| BUYING INFLUENCES | 35 | |
| INFLUENCING THE INFLUENCERS | 38 | |
| MINING FOR HIGH POTENTIAL PROSPECTS | 43 | |
| DEMOGRAPHICS - THE BIG PICTURE | 48 | |
OTHER SUGGESTIONS FOR DEVELOPING
MARKETING INFORMATION: |
54 | |
| IDENTIFY MARKET NICHES | 55 | |
Chapter 4 |
| Identify Your Unique Product | | 61 |
Chapter 5 |
| Plan and Action | | 67 |
| BE STRATEGIC | 68 | |
| A CAUTION ABOUT PLANS | 69 | |
| GOALS | 69 | |
| GOAL SETTING -- REVIEW THIS PAGE DAILY | 73 | |
| INVESTING IN MARKETING | 74 | |
| RETURN ON YOUR MARKETING INVESTMENT | 76 | |
| ACTION PLANNING & STRATEGIC THINKING | 81 | |
| PROSPECTING SYSTEMS | 83 | |
| GAINING ADMISSION | 84 | |
| RECOGNITION AND CREDIBILITY | 85 | |
| TARGETED MARKETING TO INFLUENCERS | 85 | |
| THE BASIC SYSTEM | 87 | |
| RELATIONSHIP BUILDING | 88 | |
| YOUR INTRODUCTORY LETTER SERIES | 89 | |
| MAKE THE CALL | 93 | |
| BUILDING AN IMAGE OF EXPERTISE | 97 | |
Chapter 6 |
| Writing Effective Letters | | 101 |
| GETTING PERSONAL | 101 | |
| GAINING FAVORABLE ATTENTION | 101 | |
| CONSTRUCTING THE LETTER | 103 | |
| THE SALES LETTER -- STEP-BY-STEP | 105 | |
CRITICAL QUESTIONS FOR REVIEWING YOUR
LETTERS |
124 | |
Chapter 7 |
| Asking for Referrals | | 125 |
| REFERRAL MARKETING | 126 | |
| MAKE IT EASY FOR THEM | 128 | |
ASKING FOR THE REFERRAL (WHO, WHAT,
WHEN) |
131 | |
| WHY CAN'T THEY THINK OF ANYONE? | 132 | |
NETWORKING THROUGH CENTERS OF
INFLUENCE |
139 | |
| YOUR PERSONAL GAME PLAN | 142 | |
Chapter 8 |
Visibility Campaigns (get them
to come to you) | | 151 |
| VISIBILITY - YOUR P.R. CAMPAIGN | 151 | |
| COMMUNITY ACTIVITIES | 152 | |
| SPONSORED EVENTS | 154 | |
| OPEN HOUSE | 155 | |
| CARE GIVER SEMINARS | 164 | |
VISIBILITY THROUGH COMMUNITY
INVOLVEMENT |
174 | |
| VISIBILITY THROUGH PUBLICATION | 178 | |
CRITICAL QUESTIONS FOR REVIEWING YOUR
ARTICLES |
182 | |
Chapter 9 |
First impressions (and second
impressions, and third.) | | 187 |
| MOMENTS OF TRUTH | 188 | |
Chapter 10 |
| Selling | | 193 |
| THE STEPS TO THE SALES PROCESS | 195 | |
| BUILDING RAPPORT | 195 | |
| QUALIFYING THE PROSPECT | 199 | |
| DISCOVERING NEEDS | 201 | |
| PRESENTING YOUR SOLUTION | 205 | |
| SELLING BENEFITS | 206 | |
| LISTENING, THE ULTIMATE SELLING SKILL | 209 | |
| CREATING DESIRE | 210 | |
DON'T CONDUCT A TOUR, CONDUCT AN
EXPERIENCE |
210 | |
| CLOSING THE SALE | 213 | |
| HOW TO ASK | 214 | |
| WHEN TO CLOSE | 214 | |
| TRACKING RESULTS | 215 | |
| THE SALES PROCESS | 219 | |
Chapter 11 |
| Advertising | | 223 |
| ADVERTISING EXPERTISE | 223 | |
| ADVERTISING BASICS | 224 | |
| TARGET YOUR ADVERTISING | 225 | |
| REACHING YOUR TARGETS | 225 | |
| FREQUENCY | 229 | |
| CREATING THE AD | 230 | |
| EFFECTIVE ADS | 230 | |
| ATTRACTING ATTENTION | 231 | |
| SEIZE THEIR INTEREST | 233 | |
| INSPIRE DESIRE | 234 | |
| CALL TO ACTION | 235 | |
CRITICAL QUESTIONS FOR EVALUATING YOUR
ADVERTISEMENT |
237 | |
| FINAL TIPS | 238 | |
Chapter 12 |
| Marketing Materials | | 239 |
| DESIGNING YOUR BROCHURE | 240 | |
| DOING IT YOURSELF | 253 | |
| WRITING THE COPY | 255 | |
| THE LOOK | 255 | |
| Epilogue | | 259 |
| Profile | | 260 |
ABOUT THE AUTHOR, THE EDITOR AND THE
COMPANY |
260 | |
| OTHER SERVICES AVAILABLE FROM EXCEL: | 261 | |
