Monday, November 15, 2010

Entrepreneur Notes Marketing Against Big Box Stores In Amazon Review

From an Amazon reviewer on November 6:

Dave Donelson spent many years in the small business trenches and it shows in this book. He understands what makes a small business work and knows how to make it work better. His advice is practical, his approach realistic, and he keeps the preaching to a minimum.

As a small business owner myself, I identified with many of the entrepreneurs the author interviewed. They include a wide range of businesses in retailing, service, and manufacturing. The book is basically a collection of articles Donelson wrote for various trade publications (there's a list in the front of the book) covering auto service, nurseries, pizza parlors, health clubs, home building, art galleries, and many more. He does a good job of showing how the problems and solutions in one type of business apply to another.

The advice the author gives is very down to earth. When he talks about competing with Big Box stores, for example, he points out, "You can be very successful selling add-ons to your customers whereas the clerk in the megastore (if you can find one) is charged with doing little more than ringing up the sale and processing your credit card." Later in the same chapter he advises the small retailer to target their advertising: "When the only people who see your ads are those in the market for your product, the return on your investment skyrockets. Ads in home show programs, signage at the shows, your logo on a builder's dream home, post cards sent to the local garden club's members--these are ways you can promote your business without breaking the bank."

I'm not sure any of the ad campaigns and promotions he explains in the last section of the book are ones I can use because of the type of business I run, but they did start me thinking about some possibilities. To me, that's the measure of a good business book--it gets my creative juices flowing.

Dave Donelson, author of The Dynamic Manager's Guide To Marketing & Advertising: How To Grow Sales And Boost Your Profits a for and

Sunday, November 14, 2010

Guide To Marketing Now At Audible.com

The Dynamic Manager's Guide To Marketing is now available unabridged--and without commercial interruption--as an audio book from
Audible.com.


To grow your business, add “People” to Product, Price, Place, and Promotion, the classic elements of marketing. In this book, you will learn how to attract their attention, persuade them to buy, and ensure their satisfaction with people skills - the heart of successful marketing. Find out what makes your customers tick, why they buy from you or your competitors, and how to make them customers for life.

Saturday, November 13, 2010

My Marketing Book Draws Its First Amazon Review

A business owner posted the following review on November 5:

Having owned and operated a business for many years, I found this book quite valuable and realistic. Unlike most business how-to books, this one is more than just the author giving advice. Donelson cites numerous business owners who talk about the issues they faced and how they dealt with them. That real-life approach is not only informative but more readable than the usual platitudes and pontifications from business consultants.

The book is divided into three sections. The first covers marketing; figuring out who your best customer is and how to serve them. Donelson covers everything from employee conduct to pricing, with an emphasis on taking your cues from, and the importance of, the customers. The second section is about advertising, which is a vital function of marketing, elements of effective advertising and the nuts and bolts of how to do it are explained. The final section contains 23 sales promotions and ad campaigns that the reader can use.

Sprinkled throughout the book are case studies of several businesses that illustrate the principles contained in each section. These, combined with the interviews Donelson conducted with various entrepreneurs and managers, gave the book an extra dimension and added value.

Dave Donelson, author of The Dynamic Manager's Guide To Marketing & Advertising: How To Grow Sales And Boost Your Profits a for and

Wednesday, November 10, 2010

Heart Of Diamonds Praised For Realism

I was heartened by this review of my novel, Heart Of Diamonds, recently posted on Amazon

Dave Donelson's Heart of Diamonds is a well-crafted, well-informed story of fictional, but highly likely events in the Congo. Donelson captures the government corruption that prevents the Congo (and all of Africa) from rising to the position among nations that this resource-rich country could attain were it not for the history of exploitation by outsiders. The story is exciting, you care what happens to the characters. The rape and amputations and exploitation of child soldiers and general brutalization of the people by the military and by rebel forces is drawn straight from current reality, as is the power of greed to make people do the most terrible and idiotic things.

My only complaint is this is another story of white people set in Africa. It would be more compelling were the main protagonists African, perhaps wealthy sons and daughters of the elite sent to the US for college who return to do exactly what Valerie and Jamie do in this story. This is a small quibble, however, Donelson can write best from a perspective that he truly understands and his readers are mostly westerners who can better relate to the characters than if they were Africans.

You should read this book for a great story, but also to get some understanding and realization of the terrible conditions that prevail in West Africa today.
Dave Donelson, author of Heart of Diamonds a about in the

Tuesday, November 9, 2010

Marketing And Advertising Guides In Multiple Formats -- Including Free!

Digital publishing is a wonderful thing. It's made it possible for me to present my new book series, the Dynamic Manager's Guides, in as many formats as possible so entrepreneurs and business managers would have affordable, convenient access to them. I'm pleased to announce the first collection of dynamic management tools is now complete and available in various formats ranging in price from FREE to $14.95:

The Dynamic Manager's Guide To Marketing & Advertising: How To Grow Your Sales And Boost Your Profits is now available from Amazon.com or your favorite bookseller.

  • Market more effectively online--and off
  • Beat the Big Box competition
  • Find out what makes your customers tick
  • Compete without chopping prices
  • Tune up your publicity machine
  • Learn the five rules of good advertising
  • See seven ways to "Wow" your customers

The 256-page trade paperback contains all three of the ebooks listed below as well as a bonus preview chapter from the next book in the series, The Dynamic Manager's Guide To Creative Selling. It's also available for Kindle and other ebook readers through Smashwords.com.
Trade paperback ISBN 978-1453889602
ebook ISBN 978-1452385679

The Dynamic Manager's Guide To Marketing: How To Create And Nurture Your Best Customers
Learn what makes your customers tick, why they buy from you--or your competitors, and how to make them customers for life.  Available for Kindle and other ebook readers as well as a free audio book podcast from Podiobooks.com.
ISBN 978-1452444994

The Dynamic Manager's Guide to Advertising: How To Grow Your Business With Ads That Work
Learn how to attract new customers, build loyalty, encourage repeat purchases, and increase your share of the market.  Available for Kindle and other ebook readers as well as a free audio book podcast from Podiobooks.com.
ISBN 978-1452491011

The Dynamic Manager's Handbook Of Sales Promotions: 23 Ad Campaigns And Sales Promotions You Can Use
Each one has been tested by businesses just like yours and includes step-by-step instructions as well as helpful do's and don'ts--including how to get others to pay for them! Available for Kindle and other ebook readers for only 99 cents.
ISBN 978-1452317328

Watch for complete audio book editions of several titles coming soon from Audible.com.

Dave Donelson, author of The Dynamic Manager's Guide To Marketing & Advertising: How To Grow Sales And Boost Your Profits a for and

Wednesday, September 22, 2010

Library Advocates Call On Oprah For Help

Author, activist, and library advocate extraordinaire Marilyn Johnson has formed what may be the most important group on Facebook -- Oprah, Libraries Need You!. If you care about the fate of libraries in this country, you need to join the group to show the media diva just how many of us are suffering from the assault on library budgets taking place all the across the country.

Above all, please come join us, Oprah! Speak up and speak out on behalf of the millions of library users who are losing invaluable services through relentless funding cuts. Our libraries desperately need strong voices like yours to get the attention of the powers that be.

Dave Donelson, author of The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work
> a for and

Thursday, September 16, 2010

A Small Business Success Story For Book Lovers

You can't hold down a good business idea--especially if it concerns a product as clever as In My Book bookmark greeting cards. Entrepreneur Robin Blum tells the full story of how they came about, why they've survived the ups and downs of the economy for the last ten years, and what's next in her company's future during this interview on WOR's Joan Hamburg Show.

Learn more about the product at www.InMyBook.com.

Dave Donelson, author of Heart of Diamonds a about in the

Sunday, September 12, 2010

An Open Letter Of Library Support To My Town's Mayor

Mayor/Supervisor Joan Walsh
Town & Village of Harrison
1 Heineman Place
Harrison, NY 10528

Dear Mayor Walsh,

In response to your recent request for input as the town prepares its budget for 2011, I would like to point out some pertinent facts about how important the residents of the town of Harrison consider their libraries. I’d also like to discuss the economic value we receive from our investment in these important community institutions.

Few would dispute the relevance of libraries to the quality of life in our town, but I’m not sure many people realize the scope of service provided by the Harrison Public Library, West Harrison Branch, and Purchase Free Library. In addition to circulating hundreds of thousands of books, DVDs, CDs, and other materials, our libraries present thousands of programs for everyone from kids to seniors, offer tax and other government forms, provide free Internet access to the one-third of Harrison residents who do not have it in their home, and answer thousands and thousands of questions about everything from homework assignments to how to find job search resources.

It’s the sheer scope of these services that has driven the growth in usage of our libraries—a fact that demonstrates their importance to the people who live here. Last year, visits to our three libraries increased 7% to well over 200,000—with commensurate growth in the number of items circulated, reference questions answered, computer usage, and programs attended.

To put it another way, more than 500 Harrison residents visited our three libraries every day in 2009.

Another way to measure the importance of libraries to us is the growth in the number of Harrison residents who are registered for library cards. In 2009, 11,775 of us had cards—an increase of 14% over the year earlier. In other words, nearly half of us consider the libraries important enough to take the time to register. Thousands more residents use the facilities on a walk-in basis without a card.

Enclosed is a chart showing 2008 and 2009 library usage in several pertinent categories and attaching some minimal (and admittedly arbitrary) economic value to them based on what it would cost a library patron to buy the same products and services elsewhere. Please note that all data is combined for the Purchase, Harrison, and West Harrison libraries and drawn from the libraries’ annual state report for 2009. While it is impossible to put a dollar value on everything these fine libraries do for us, we can do some simple math to show what a great return Harrison resident receive on the tiny portion of their tax dollars that support the libraries.

According to my calculations based on the 2010 Town Budget, for every dollar we spend on our three libraries, we receive $2.47 in value based on 2009 library usage.

The basis for my calculation is straightforward. Harrison residents checked out 188,236 books (more adult volumes than children’s, by the way) in 2009. If they had purchased that many trade paperbacks at a standard price of $15 each, they would have spent $2,823,540—an amount greater than the town’s library budget by far! Then there are the 149,171 DVDs, CDs, games, and other materials that were borrowed. A comparable rental from a video store would cost about $5—or another $745,855 out of Harrison residents’ pocketbooks. And what about programs like the Early Literacy sessions? Attendance at them was 7,743 in 2009. To hire a tutor at just $25 an hour would have cost our town’s parents $193,575. Then there is the Summer Reading Program, Internet computer usage, other adult and children’s programs, etc.

In 2010, the town budgeted $2,467,752 for library support and operations of the three facilities. By my math, we taxpayers received $6,089,807 in value. That’s a one-year return anyone should be pleased to achieve.

You can see the complete calculations on the enclosed chart. Full detail on library usage is available from the reports the libraries file with the state through the Westchester Library System. As you may know, I represent our libraries on the WLS Board of Trustees. I would be more than happy to discuss this with you and/or the town board at your convenience.

I know hard choices must be made during these difficult times. I urge you to consider the loud vote for library funding cast by the 11,775 registered users and the tremendous economic value delivered by our libraries to our residents. Thank you for considering this request that library funding for 2011 not be subject to further cuts.

Best regards,
Dave Donelson


Dave Donelson, author of Heart of Diamonds a about in the

Saturday, August 21, 2010

A Little Library With Big Impact

The fight for funding our libraries is entering a critical phase as the budgeting process for Westchester county and many municipalities begins in the next few weeks. Anne Collins, Director of the Purchase (NY) Free Library, penned this open letter to her community in response to Harrison Mayor Joan Walsh's request for input on priorities for the coming budget year. I reproduce it with Anne's kind permission:

In a letter to the community dated Friday, August 6, Joan Walsh asked everyone what services they would be willing to give up to avoid further tax increases. While it is extremely inconvenient for Harrison residents to have curtailed garbage collections, such cut-backs in services cannot compare with the negative effect of closing a library. Libraries and library services add value to a community.

In good times and bad, the Purchase Free Library performs many services beyond the ordering and circulation of materials. To promote socialization and reading readiness, we sponsor frequent children's programs, such as our Mother Goose series and Musical Munchkins. Every summer, we offer our Summer Reading Game. The Friends bring us talented children's book authors every year, like Tish Rabe, who came to the library last November to talk about her delightful Cat In The Hat young reader series. This fall, we will be initiating a free weekly play group and story hour.

The Friends also sponsor outstanding educational programs every year from the Greenburgh Nature Center and the Cornell Cooperative Extension Services. In March, 2010, the Friends sponsored a wildly successful program about Birds Of Prey from the Greenburgh Nature Center.

The number of events we sponsor is increasing every month. In April, a new Purchase Free Library Book Club was initiated by popular request.

Our newsletter, Library Links, combines details of all our outreach activities together with announcements about upcoming programs. Library Links, like the library itself, serves to educate and keep us in touch with our community and to bring the community together.

In her letter, Joan invited everyone to tell her which services they would be willing to give up and "which services and amenities are too important to forego because they enhance the life of the community." The Purchase Free Library can only be seen as providing great enhancement. I am hoping that some of you might be able to speak up for the importance of our library to the cultural life of the greater Harrison community: Harrison, West Harrison, and Purchase.
I couldn't agree with Anne more. As a Harrison taxpayer, I will be loudly expressing my opinion on the importance of these libraries as well.

Dave Donelson, author of Heart of Diamonds a about in the

Monday, August 16, 2010

Every New Book Deserves A Website

The Dynamic Manager's Guide series now has its own place on the web. The new website went live this morning with a brief introduction, information about me and my business and writing career, and detail of the first book in the series, The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work.

The website, www.thedynamicmanager.com, features a sample of the book, an mp3 audio introduction, and complete details of the contents.

The book is making its way in the marketplace, too. E-book editions are available for the Amazon Kindle and other formats. The audio podcast edition has been slated for release at Podiobooks.com on September 17, and the Audible.com edition has been produced and is in the distribution pipeline.

The next book in the series, The Dynamic Manager's Guide To Marketing, is in final editing. Look for its release October 1 if all goes as planned.

Dave Donelson, author of Heart of Diamonds a about in the