By: John Jantsch
www.ducttapemarketing.com
Let me get right to
the point. The single most powerful small business marketing tool on
the planet is a strategic marketing plan. Now before you roll your eyes and run
for the hills let me clear a few things up.
When I talk about a strategic marketing plan I am not referring to those
academic exercises found in college marketing books, or the templated
mumbo jumbo found in business planning software. I will not be asking
you to determine your share of the market today. Give me a break,
share of the market, most small business owners just need to figure
out to get ten more customers.
A strategic marketing plan is a simple (in many cases one page) document that
specifically answers who you are, what you do, who needs it, how you
plan to grab them by the throat, when you plan to do it and how you
plan to pay for it…in a way that everyone in your organization,
network, and client base can clearly understand.
Now that was a mouthful so let me back up a moment. Small business
owners are doers, not planners. While doing is better than, say,
mildewing, without direction, it leads to "marketing idea of the week"
syndrome and stunts any chance a small business has for real growth.
Take one day, follow these 7 simple steps to creating the most
powerful small business marketing tool on the planet, and your life
will become a much simpler affair. Flowers will grow where weeds had
previously resided, your children will say thank you at the top of
their lungs, and your favorite baseball team will finally make that
run for the pennant.
Well, maybe none of that will happen but you won't be as irritated
when it doesn't.
Step 1: Narrow your market focus
Look at whom you are currently doing most of your business with.
Figure out why they do business with you and what it is about them
that is unique. Write one paragraph that describes what they look like
and what they want out of life. Take a good hard look at the rest of
your clients and customers and decide if they fit that description of
your best client. Start saying no when the phone rings and it's not
your target market calling.
Step 2: Position your business
Figure out what it is that you do best, figure out what your target
market longs for and tell the world that you do that like no one else
ever thought of. Maybe it's serving a niche, maybe it's a form of
service, maybe it's a way you package your products. Here's a hint:
you probably don't know what it is. Call up 3 or 4 of your clients and
ask them why they buy from you.
Step 3: Core messages
Create several very compelling benefits of doing business with your
firm and find ways to work them into everything you say and do. Just
remember it's not a benefit unless your clients think it is. Your
clients don't buy what you sell…they buy what they get from what you
sell.
Step 4: Marketing materials
Recreate all of your marketing materials, including your website, so
that they speak only of your core messages and your target market.
Step 5: Never cold call
Make sure that all of your advertising, including yellow pages, is
geared to creating prospects and not customers. You must find ways to
educate before you sell. Your target market needs to learn how you
provide value in a way the will make them want to pay a premium for
your services or products. You simply can't do this in a 3 x 4 ad.
Your ad needs to get them ask for more information…then you can
proceed to selling.
Step 6: Expect referrals
You must create a referral marketing engine that systematically turns
clients and referral networks into 24 hour marketing powerhouse. The
first step in the system is to make providing referrals a condition of
doing business with your firm.
Step 7: Live by a calendar
After you complete steps 1-6, determine what you need to do to put
them into action and then schedule them on a calendar. Whatever it is
that you need to pick a month and pledge to get it done that month.
The mistake most small business owners make is to get overwhelmed when
they realize how much they really need to.
If you can begin to schedule one or two activities each month you will
look up at the end of six months and find that you have a fully
developed referral system, new website, and a lead generation system.
Slow and steady wins the race tortoise.
So what will have completed when by the time you read the next issue
of this publication?
Marketing Plan Resources
•
Small Business Marketing Bible - David Frey
ENTREPRENEURS AND SMALL BUSINESS OWNERS...
Are you a small business owner or home-based business owner that is
frustrated because you're not getting enough qualified prospects? With
the right tools ANY SMALL BUSINESS OWNER can have all the customers
they want, no matter how poor you think you are at marketing.
•
The InfoGuru Marketing Manual - Robert Middleton
This comprehensive marketing manual contains everything you need to
attract more clients to your professional service business. Manual
includes complete 23 chapter text with hands-on action plans, audio
tutorials, articles, marketing discussion group, and many additional
bonuses.
•
Give To Get Marketing Solution - Joe Garcia
Get a free marketing Idea-Kit, plus hundreds of Internet marketing and
direct marketing tips, articles, tutorials, an real world examples to
help you grow your business. With The Give to Get Marketing Solution
you'll learn to attract customers like a magnet with a proven-
effective system that really works. This is a product that will give
your sales an instant boost.
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