* Reap The Rewards From Someone Else’s Advertising Budget 210
* Host/Beneficiary Defined 212
* Targeted, Leveraged Approach 212
* Start by Making a List 213
* Target Specific Companies, Starting with the Small Ones 214
* Set Up the Appropriate Relationship 214
* A Two-Way Valve for Profit Flow 215
* Structuring The Deal 217
* New Profit Centers Change Customer’s Marginal Net Worth 219
* You Are Not Going To Gain A Customer For Free 220
* Making It Work for You 221
* Here’s How to Get The Relationship Going 222
* Address the Fears of the Host Immediately 227
* Typical Objections You Should Be Prepared to Answer 228
* Things to Watch Out For 229
* If It Doesn’t Cost You Time or Resources and Makes You Money, Do It 231
* Start Out with a Pilot Program 231
* Host/Beneficiary Relationship Examples 232
* Three Reasons Why Businesses Do Not Implement Profitable Activities 236
* Generate An Ongoing Stream Of Business 237
* Joe Karbo’s Horse Gambling Paid Off 241
* You’ll Be Amazed At What You Can Come Up With 242
* Those Methods May Be “Unconventional” But They Work 243
* Client Success Stories 244
* The Economy Is Making It Easy For You! 249
* Keep Your Eyes Open For Opportunities 251
* Specific Applications 252
* Piggyback 252
* Give Your Host a Real Gift — Special Treatment 254
* A Host/Beneficiary Works With Anyone 255
* Joint Ventures 256
* Joint Venture Marketing: A Broad Umbrella of Opportunities and Possibilities 259
* Opportunities in Distressed Businesses 261
* Link Your Business with Competitors 262
* Keys to Endorsements 264
* Grow Through Endorsements 265
* Competitors Can Help You 266
* Look at the Dynamics They Offer You 270
* Look For Business Assets That Aren’t Being Maximized 270
* Partner or Perish 273
* Strategic Alliances Aren’t New 274
* Endorsing Other People’s Products To Your List 276
* Strategic Alliance Template 278
* Your Most Valuable Asset is Your Goodwill 279
* Endorsing Other Products or Services 284
* Harry C. Picken’s Cross Promotion Ideas 287
* 12 Points Of (Often Free) Distribution: 289