Includes index.

Contents: The Strategy: The Foundation:your base of success -- The Guidepost: know where you're going to get what you want -- The Communications: the means to the end -- The Evaluation: your continuous improvement plan -- The Communications: News kits and news releases: affordable publicity -- Sales and marketing letters: mailed persuasion -- Sales and marketing brochures: your paper sales force -- Print advertisement: reach out and sell -- Web sites: compete in the big league -- The Words: The Fast and easy writing formula: five easy steps -- Writing style and usage: speak and be heard -- Editing and proofing: search and correct -- The Design: Look and layout: a place for everything and everything in its place -- Fonts: Characters and character -- Visuals, color and paper: designing for dollars -- The Events: Trade shows: marketing by mouth -- Sales presentations and speeches: write the words that get the sale -- Media liaison: meet the press -- The Worksheets -- Appendix.