Advertising is all around us. But itís amazing how
many people starting small home-based businesses donít consider its power.
In a mere 115 pages, John McLain has produced a promotional handbook for
beginning home entrepreneurs.
McLain emphasizes the importance of not only a written
business plan but a marketing plan, as well. He stresses setting up a budget
and a timeline for promotional efforts. The home business usually has a staff
of one. The owner is also the company president, support staff, bookkeeper,
janitor and, yes, advertising person. McLainís book helps the already
overburdened home business owner by giving concrete suggestions for efficient
The author emphasizes the importance of publicity. "Letís
face it. Itís cheaper than advertising," says McLain. He effectively
instructs his readers on how to structure a press release. Unfortunately, he
fails to provide a sample of one. For the novices reading this book, samples
are very important.
Advertising takes many forms. McLain covers it allĖalbeit
superficiallyĖfrom brochures and pamplets to direct mail campaigns and talks
to community groups. He presents his material in a clear, straight-forward
manner, supplemented with anecdotes and sayings seemingly written in the
margins, but actually printed along with the text. These annotations donít
really add to the information in the book and could have been left out.
This little book is perfect for someone contemplating or
just starting a home-based business. Itís a bit too basic for seasoned