ChApter 12 | GOOD RESOURCES FOR SMALL BUSINESSES | 199
• Business Capital Sources: More Than
1,500 Lenders of Money for Real Estate,
Business, or Capital Needs, Business
Capital Sources (International Wealth
Success). Here’s a directory of lenders.
• Attracting Capital from Angels, by Brian
Hill (John Wiley & Sons). Angels can be
the best money source—read this book
if you’re looking for an angel.
• Business Loans From Family & Friends,
by Asheesh Advani (Nolo). This
excellent book goes beyond most
investment or small business guides to
tell how to tap into resources of those
you know.
• Financing Your Small Business:
From SBA Loans and Credit Cards
to Common Stock and Partnership
Interests. by James E. Burk and Richard
P. Lehman (Sourcebooks). Get a
handle on the territory before starting.
• How to Get the Financing for Your New
Small Business: Innovative Solutions
from the Experts Who Do It Every Day,
by Sharon Fullen (Atlantic Publishing).
Here’s some practical help.
• How to Raise Capital: Techniques
and Strategies for Financing and
Valuing your Small Business, by Jeffrey
Timmons, Stephen Spinelli, and Andrew
Zacharakis (Oxford University Press).
Here’s more down-to-earth help.
• Going Public: The Theory and
Evidence on How Companies Raise
Equity Finance, by Tim Jenkinson,
Alexander Ljungqvist, and Jay Ritter
(Kaplan Business). Get the overview ofpublic stock offerings, which can be an
expensive journey.Marketing/Advertising
• Marketing Without Advertising, by
Michael Phillips and Salli Rasberry
(Nolo). An essential book about
advertising and marketing. An
indispensable source to help you
understand your business from the
customer’s perspective.
• Marketing High Technology, by William
H. Davidow (The Free Press, New
York). Although the book discusses
a few specific high-tech products,
it is about the principles that define
a product, as opposed to a device,
from the customer’s perspective rather
than from an inventor’s point of view.
Absolutely necessary for anyone
considering a new product.
• Positioning: The Battle for Your Mind,
by Al Ries and Jack Trout (McGraw-
Hill). This book invents the concept
of distinguishing you from your
competition in the customer’s mind. It
explains how that process works and
how positioning has become one of
the most important factors in business
success.
• Total Customer Service: The Ultimate
Weapon, by William H. Davidow and
Bro Uttal (Harper). A discussion of
how customer service can provide a
competitive advantage.