Home
>
Small Business
>
The Single Most Powerful Small Business Marketing Tool On The Planet

The Single Most Powerful Small Business Marketing Tool On The Planet

Let me get right to the point. The single most powerful small business marketing tool on the planet is a 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 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 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?

About The Author

John Jantsch is a marketing consultant based in Kansas City, Mo. He writes frequently on real world small business marketing tactics and is the creator of "Duct Tape Marketing" a turn-key small business marketing system. Check out his blog at http://www.ducttapemarketing.com/weblog.php - gets these kinds of killer tips weekly by sending an email to http://www.ducttapemarketing.com/weblog.php

Airbnb cleaning service Arlington Heights ..

In The News:

Red flags like processing fees, urgent countdowns and requests for full Social Security numbers expose fraudulent settlement sites targeting consumers.

Comprehensive analysis of Google Maps, Waze and Apple Maps examines usability, routing accuracy, data handling and features across the top navigation platforms.

Expert analysis reveals whether wired Ethernet or wireless Wi-Fi connections are safer for home internet use, plus practical steps to secure your network from attackers.

Australian construction robot Charlotte uses sand, crushed brick and recycled glass to 3D print fireproof, floodproof homes with reduced carbon footprint.

Cybercriminals are using fake invitation emails to trick recipients into downloading malware and stealing personal information and data.

Flying drones could help retailers fight a 93% increase in theft rates as Flock Safety promotes airborne security systems to track suspects and deter crime.

The Fox News Artificial Intelligence Newsletter brings you the latest news on the emerging technology every Saturday, highlighting top stories.

Hacker group Radiant stole data from 8,000 children at Kido nursery chain, demanding ransom and directly contacting parents with intimidation tactics.

As 18 states implement bell-to-bell cell phone bans, creative students use Google Docs, iMessage on MacBooks and Post-It notes to stay connected in class.

A sheriff's captain says deputies often spend hours writing reports between calls, but Axon's AI program, Draft One, helps them save crucial time in the field.

Sora 2, OpenAI's new video-generation app, can create AI-generated videos based on a singular prompt. The results are both mind-blowing and terrifying.

iPhone and Android users can reduce Wi-Fi calling battery drainage through settings adjustments, background app limits and stronger Wi-Fi connections.

Work email scams are becoming harder to detect as criminals use AI and spoofed addresses to trick employees into opening malicious attachments and links.

From her Arizona living room, Christina Chapman ran a covert hub that helped North Korean operatives infiltrate U.S. firms, netting $17 million in stolen salaries.

UC Santa Barbara researchers developed a soft robotic intubation system that achieved 100% success rates for experts and 96% for paramedics with minimal training.

Scammers exploit probate filings to target grieving families with fake fees and debts, Kurt "Cyberguy" Knutsson reports.

Automotive giant Stellantis becomes latest victim of widespread Salesforce breaches affecting companies like Google, Cisco and Adidas this year.

A woman from Washington reunited with her missing Maine Coon cat Louie after 11 days using Love Lost, a free AI-powered pet recovery platform.

Expert cybersecurity tips help Mac owners remove malware infections and strengthen defenses with antivirus software, password managers and system updates.

Meta's AI chatbot training rules bans sexual roleplay with minors and block access to child abuse material as regulators scrutinize its safety measures.

Online banking users face a new threat: web injection scams that overlay fake pop-ups to steal logins. Here’s how to spot them and protect your accounts.

Meta introduced Teen Accounts to Facebook and Messenger while launching a School Partnership Program for U.S. educators to report bullying within 48 hours.

Executive order signed by President Donald Trump tasks Robert F. Kennedy Jr.'s MAHA Commission with using AI to find new cures for childhood cancers.

New FileFix attack tricks Facebook and Instagram users into running malicious PowerShell commands disguised as Meta account maintenance to deploy StealC infostealer.

Step-by-step instructions help users migrate to Windows 11 while preserving emails, contacts, documents, and software licenses during the transition.