INSTANT INCOME

Marketing veteran and bestselling author Switzer offers a lively and functional guide to generating cash for the small-scale entrepreneur.

Cash pays the bills, but more importantly, says the author, it funds marketing campaigns, enables product development and pays for necessary outside services. The book presents a system of strategies to bring in cash through marketing techniques, advertising, joint-venture strategies, sales pitches and deal-making, from the perspective of a small-business owner, an occasional entrepreneur (short-term, low-hassle projects) or as an intrapreneur: someone who works with their current employer to find new profit centers at their business (and share in the profits). Switzer presents 35 strategies that readers can appropriate wholesale?through specific examples, tables and templates?to use in selling their goods. Then the applicable strategies are "audited" to prioritize which will generate immediate cash flow. She instructs intrapreneurs to use the audit method to identify where your boss could be earning more, how to negotiate for additional pay and taking charge of the project.

"My job is to give you the steps that lead directly to depositing cash in your bank account," says the author. Readers should pay attention.