The book's basic premise is that promoting personal recommendation is a superior, yet often overlooked, strategy to attract and keep customers. The authors contend that advertising, which they define as " broadcasting your message to many uninterested members of the public," doesn't work. Its expense often does not compensate for the results; and the customers that are lured by advertisements are often not loyal.

Instead, Phillips and Raspberry argue that a crucial element in any good marketing plan is based on customer trust. Personal recommendations are what works, and not advertising. Other people's recommendation is a very powerful factor that could improve the profitability of your business. Plus, they are more cost-effective than advertising as the customer who is referred comes to you at a lower cost.

The authors recommend 10 steps to help you develop successful, low-cost marketing plan that is not based on advertising:

How will they know this? Well, you have to tell them yourself (without sounding egotistical). While they can probably see this in the way you run your business, you also need to make an effort to give your customers information that allows them to judge the quality of your business for themselves. If you are offering financial advice, for example, you may want to point out to your client that while 15% return for a type of investment is considered excellent, you have done substantially better than that for his  account. The customer will appreciate you much better for that.

You can also have someone they trust tell them how good your business is. Positive reinforcement from a trusted person can be extremely effective.

Your first task, therefore, is to articulate a clear, easily understandable statement of what your business is about. Think this is easy? The authors discovered in their study that the business owner who can clearly communicate what he or she does is the exception. Many business owners are vague about what they themselves do.

The authors recommend that the place to start is to develop a clear understanding of the broader domain in which your business functions. You need to define the range of domains in which you can legitimately sell what you do.

If you are manufacturing cooking pots, for example, saying that you are in the business of making cooking pots is only half of the story. In order to create a meaningful description of your business, you must take the next step further and consider the role of a cooking pot in your customers' lives. What is it about your business that touches other people's lives? Pots are used for cooking - but what kind of cooking? If people can use your pot to steam and boil, but not for frying, you can conclude that you are in the "health" business. Since pots are stored somewhere, you are also in the kitchen storage domain. Pots need to be cleaned, so you also need to add the "cleaning" domain. The shape, finish and overall aesthetics of your pot also makes it part of the "decorating" domain.

However, it is a different story when you are running a business in a new, obscure or technical field. Hand out your business card that says that you are selling wholesale lapidary supplies, and chances are you will be met by blank stares. Even less obscure businesses, like Internet marketing consultant, still need to be explained to consumers, as it may not be clearly understood.

Even if your business has been in operation for some time, don't assume that you do not need to educate customers about what you do. The more people know about what you do, the better they will see when, how and why they will need you.

According to the authors, the key is to make sure that you do not confuse or mislead your customers. State upfront what is included, and what is not, in your price. Online businesses, for example, must clearly indicate their prices including shipping; handling and other taxes to avoid shopping cart abandonment. If you are running a service business, which doesn't have a tangible product to which a price can easily be attached, be sure to tell your customers clearly what your price is even before they ask.

Answering these two questions involve thinking about a lot of things about your business. There is no one way to list information about your business in a way everyone will find it; you need to try different venues and see which of these works for your business.

Is your business name easy to remember? Can people find where you are located? If you are operating a traditional store, it is extremely important that potential customers know where your business is located. You must think about your location's convenience of access, as well as the visibility of your signs. If you are on the Internet, your domain name must be easy to spell, type, and remember. How do you expect users to remember a 36-letter word domain full of dots and hyphens?

Whether you are operating online or offline, telephone accessibility is extremely important. Be sure that customers can always reach you, or at least be able to leave a message when you are not around. Also, consider how Yellow Pages listing can boost your presence. Note, however, that some businesses are perfect match for the yellow pages, while for others; it is a waste of time and money.

You also need to find ways to creatively and widely list your services. Try specialized phone books, trade and professional association directories, Chamber of Commerce publications, online listings such as directories and electronic bulletin boards.

How well you respond to complaints can spell the difference between winning the recommendation or the wrath of the customer. To avoid losing customers (and their referrals), the authors recommend that you need to establish an effective recourse policy. You need to provide a way where customers' complaints and grievances can be addressed and given a fair resolution. More than that, you need to make sure your customers understand and trust what you offer. You can gain customers' loyalty when you promptly and attentively make sure that they are treated right.

The next step is to plan your marketing actions, which could either be direct, parallel or peer-based. Direct marketing entails contacting people by telephone or in person to inform them of an event or a promotion. Recitals of dance schools where families and friends of performing students are invited is a subtle way of direct marketing. Or if you have the cash, you can follow America Online's lead in mass mailing software and offers of free access time to entice potential customers to use their service.

Parallel marketing, on the other hand, is aimed at promoting your business area in general, and not just your business. You basically tie your business with a complementary product or service, whether as part of an information package or suggestions of other valuable products that you know your customers will use and appreciate. A lawyer, for example, could send his small business clients with a booklet on partnership laws. An Italian restaurant could have a regular drawing among customer entries for tickets to the opera.

Peer-based marketing requires an understanding of your role as part of a group of peers in your field and to make effective use of it.

The authors strongly suggest the need to plan ahead and spend time and effort doing creative marketing on a regularly scheduled basis. Keep track of events, scheduling major events well in advance. If you want to meet business people in your area, for example, you can schedule an open house for businesses. The steps leading to this event could include designing fliers and invitations to businesses, printing these materials, meeting with business owners, ordering flowers and catering, and planning for the logistics of the event.

Don't wait for business to slow down before putting your marketing plan into action. The best time to market is when you do not need the business. The book Marketing without Advertising can show you the right marketing techniques without the damaging your bank account.