This book, Eric Roberts’ Guide to Local Business Marketing by - you guessed it - Eric Roberts, is meant for those who have a small business that depends on local customers (meaning they can’t do business over a long distance). Roberts specifically lays out some of the professions that would benefit from this guide: plumbers, dentists, locksmiths, restaurants, plastic surgeons, accountants, carpet cleaners, contractors, and landscapers.

The book jumps right into laying out a possible problem that the reader might have and offers specific examples with numbers attached. He poses the modern problem that local businesses face - getting the word out about their products or services. Early on, Roberts poses some very technical questions to put the problem in perspective for the reader. I thought this approach was interesting and he does it in a very small amount of space. There is zero fluff in this book. Roberts doesn’t waste time with stories and anecdotes, which just reinforces that this book is meant for local business owners and contractors who are often too busy to spend a lot of time sifting through stories to get to the information they’re looking for.

The format of the book is largely lists, bullet points, and short paragraphs. It’s laid out in such a way that it’s very easy to navigate and titles are relatively short too. Roberts has a lot of statistics and numbers in this book, which make it a lot easier

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to sift through for someone without much time and the numbers are all very consistent. What I look for whenever I see someone throwing around statistics is consistency. A lot of authors will use statistics in one place but not the other all for the sake of dramatizing a point they’re making. 1.2% doesn’t sound like much, but if that translates to 32,000,000 a lot of authors will prefer to use the big number for the shock value. Roberts though keeps everything consistent. If he cited a percentage two sentences ago, he will cite a percentage later in the paragraph. I don’t see a lot of games in his writing, which makes his claims come across as being more meaningful. Upon doing research of my own, I did find several different findings for any one thing he cited (for example, percentage of clicks by page rank). The findings all fall within a very tight range (a 5-10% difference between all findings), of which Roberts tends to cite more conservative figures. Meaning, he tends to cite statistics on the lower end of the range. That isn’t a bad thing and might even be beneficial to a business professional who is looking to maximize the results of their marketing efforts.

Overall, this book is very organized and accomplishes what it sets out to do without losing its central focus. This book is meant for local business professionals and is tailored to suit them in a way that I think is effective.

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