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

high-end home cleaning Morton Grove ..

In The News:

Aigen's Element robot uses solar power and AI to provide farmers with a sustainable alternative to herbicides, working efficiently in cotton and soy fields.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Cybercriminals accessed Medicare data of more than 100,000 Americans by creating fraudulent accounts, prompting CMS to deactivate accounts and issue new Medicare cards.

China's battery swap technology from CATL lets electric vehicle owners exchange batteries in under two minutes, with plans to expand to 1,000 stations across 31 Chinese cities by 2025.

Analysts at Silent Push have uncovered a widespread scam that uses counterfeit retail websites to steal the credit card information of online shoppers.

Chrome users need to update their browsers immediately as Google addresses a critical vulnerability that hackers are actively exploiting. Additional security measures are recommended.

A study found teens glance at phones for dangerous two-second intervals while driving, using devices primarily for entertainment, texting and navigation despite crash risks.

Security researchers uncovered a flaw in Windows 11 that allows attackers to disable Secure Boot using Microsoft-signed tools, requiring manual updates to protect against bootkits.

Carnegie Mellon's noninvasive brain technology allows users to move robotic fingers by thinking about the motion, offering new possibilities for people with motor impairments.

Multi-factor authentication (MFA) adds an extra layer of protection to your accounts. Instead of relying only on a password, MFA requires you to verify your identity using two or more methods.

Scientists from Duke, Harvard, and the University of Otago have unveiled a game-changing tool called DunedinPACNI. It uses a single AI brain scan to reveal how fast a person is biologically aging.

A disturbing wave of fake agent phone scams is sweeping across the United States, catching people off guard and draining their savings.

Emojis aren't just playful add-ons; they're powerful tools for building stronger connections in our increasingly digital world.

Google has taken a major step toward the future of clean energy by partnering with Commonwealth Fusion Systems (CFS), an MIT spin-out working to build one of the world’s first commercial fusion reactors.

If you create and share art online, you might have seen messages warning that Facebook's parent company, Meta, claims the right to use or even sell anything you post, whether it's pictures, poems, or artwork.

Cybercriminals hit Qantas in a major data breach that exposed information from up to six million customers.

Having reliable, loud, and timely emergency alerts on your phone or device is important because when severe weather strikes, every second counts.

Here's how your daily brew is becoming the foundation for greener buildings.

Artificial intelligence (AI) and large language models (LLMs), such as ChatGPT, are transforming how we learn. But what does this mean for AI and learning retention?

Modern AI data centers use much more electricity than traditional cloud servers. In many cases, the existing power grid cannot keep up. One innovative solution is gaining traction: repurposed EV batteries for AI data centers.

Microsoft 365 and Outlook users are being targeted by a tactic that injects fake billing alerts directly into their calendars.

Researchers are now showing us that old smartphones as data centers could be the next big thing in sustainable tech.

Scientists have created micro-robots for sinus infection treatment that can enter the nasal cavity, eliminate bacteria directly at the source, and exit without harming surrounding tissue.

Let's examine how your data is collected in everyday life, who is buying and selling it, what happens to it afterward, and, most importantly, what you can do to protect yourself.

Researchers at the University of Sheffield in the U.K. developed small robots called "Pipebots" that can travel inside water pipes to find and potentially repair leaks, all without any excavation.