"The Ultimate Marketing Toolkit" by Paula Peters is one of the most useful do-it-yourself marketing books in my personal library.
If you’re running a small business, this book shows you how to create professional-looking promotional pieces without spending lots of money. I found it to be a useful resource for do-it-yourself marketing, providing easy step-by-step instructions for creating your business cards, a professional bio, letters, brochures, press releases, ads, web site content and newsletters.
The book also contains helpful guidelines to coming up with a 30-second sound bite, and writing an effective tag line (that actually says something useful…).
However, if you’re looking for a book to help you develop a longer-term marketing strategy, this is not it. It’s focused primarily on the tactical how-to to help you effectively execute marketing materials yourself. It does include a good section on what types of marketing or materials you should not attempt to do yourself (when you should hire a professional).
For other recommended software sales and marketing books, please