"The DJ Sales & Marketing Handbook provides a roadmap for securing more bookings and becoming the highest paid disc jockey in your market. Renowned DJ Stacy Zemon reveals specific ideas, proven techniques, and creative approaches to multiplying your income and gaining the competitive edge. Written both for newcomers and experienced professionals, this essential reference manual is jam-packed with practical tools, expert tips, and cost-effective methods for achieving dramatic results." "Inside you will find step-by-step guidelines and instructive examples for how to: create and implement a marketing plan; convert prospects into loyal clients; generate lots of free publicity; make important strategic alliances; maximize your profits; and much, much more."--BOOK JACKET.

Acknowledgments

xi

Foreword

xiii

About the Author

xvii

Introduction

xxi

Prosperity: Creating Inner and Outer Abundance

3

(18)

Success Defined

4

(1)

Inner and Outer Abundance

5

(2)

Goal Setting

7

(1)

Creating an Action Plan

8

(3)

Your Teammates

11

(1)

Overcoming Obstacles

11

(1)

Becoming a Master

12

(1)

Leadership

13

(1)

Communication Skills

14

(1)

Learning Styles

15

(1)

Meditation

16

(5)

Business Matters: The Foundation of Your Castle

21

(18)

Industry Statistics

22

(2)

Calculating a Marketing Budget

24

(1)

Return on Investment (ROI)

25

(1)

Purchasing Media

26

(1)

Tracking Your Results

27

(1)

Using Advertising Agents

28

(1)

Pricing Competitively

28

(2)

Handling Deposits and Payments

30

(1)

Organizing Clients and Gigs

31

(1)

Equipment

32

(7)

Marketing: More Than Your Magnetic Personality

39

(24)

The Marketplace

40

(1)

Marketing Basics

40

(2)

Researching the Competition

42

(1)

Marketing's Various Facets

42

(1)

Branding

43

(1)

Carving Your Niche

44

(1)

Permission Marketing

44

(1)

Telemarketing

45

(2)

Marketing Packet

47

(1)

Presentation

48

(1)

Direct Mail

48

(2)

Letterhead and Envelopes

50

(1)

Business Cards

50

(2)

Brochures

52

(1)

Cover Letters

53

(1)

Newsletters and E-zines

53

(2)

Websites

55

(8)

Sales: Dollar$ from Sense

63

(18)

Converting Prospects into Clients

64

(1)

The Art of Upselling

65

(1)

Telephone Sales

66

(5)

Handling Objections

71

(1)

Telephone Etiquette

72

(2)

In-Person Appointments

74

(1)

Sales DVD or CD-ROM

75

(1)

Compensation

76

(5)

Specialty Markets: Bull's-Eye, You're Right on Target

81

(20)

Events Galore

82

(1)

Carving Your Niche

83

(1)

Clubs and Bars

84

(1)

Bar and Bat Mitzvahs

85

(1)

Corporations

86

(2)

Schools

88

(2)

Weddings

90

(2)

Charities

92

(1)

Karaoke

93

(2)

Bridal Fairs

95

(3)

Sound Reinforcement

98

(3)

Customer Service: A Contact Sport

101

(16)

Velcroing Your Client

102

(1)

Generating Referrals

103

(4)

Keeping in Touch

107

(1)

Internal Customer Service

107

(1)

Handling Complaints

108

(4)

Refund Policy

112

(5)

Advertising: Made You Look!

117

(16)

Advertising Essentials

118

(1)

When to Advertise

119

(1)

Copywriting

119

(2)

Word-of-Mouth

121

(2)

Yellow Pages

123

(1)

Radio

124

(1)

Television

125

(1)

Publications

126

(1)

Direct Mail

127

(2)

Websites

129

(4)

Public Relations: The Holy Grail of Freebies

133

(20)

Objectives

134

(1)

Avenues

134

(2)

Free Publicity

136

(1)

Topics

136

(4)

Format

140

(2)

Media Kits

142

(1)

Photographs

143

(2)

Targeting Media

145

(3)

Being Interviewed

148

(1)

Promotional Items

149

(4)

Networking: The Art of Tongue Fu

153

(16)

Effective Networking

154

(2)

Your USP

156

(1)

Complementary Businesses

157

(1)

VIP Contacts

158

(1)

Barter

159

(1)

DJ Associations

160

(4)

Trade Shows

164

(5)

Records of Success: Inside Secrets from Prominent DJs

169

(40)

Randy Bartlett

170

(4)

Paul Beardmore

174

(3)

Robert Deyoe

177

(3)

Brian Doyle

180

(3)

Jeff Greene

183

(3)

Kevin Howard St. John

186

(3)

Ray Martinez

189

(3)

Peter Merry

192

(4)

Matt Peterson

196

(3)

J.R. Silva

199

(4)

Randi Rae Treibitz

203

(2)

Stacy Zemon

205

(4)

Sample Materials

209

(28)

Appendix

237

(4)

Index

241

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