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?
Copyright 2004 John Jantsch
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
limousine Ackley .. Lockport Chicago limo O’HareWe very much like what we see in Lubbock, TX... Read More
Quality control in franchising companies is paramount and all franchising... Read More
One of the first things you will need to set... Read More
What is a Virtual Assistant?A Virtual Assistant is a person... Read More
You see it often in large shopping complexes. Customers seem... Read More
Now that you have invested your time, energy and money... Read More
You know what makes me really happy? Drinking a Starbucks... Read More
It's the dream of every person who starts a business... Read More
Many new ventures are preoccupied with all the money they... Read More
This is the tale of two business plans with very... Read More
Are you a home or small business owner and you're... Read More
If you own a small business, you should know that... Read More
If you are just starting your business, or if you... Read More
Anyone in business today realizes both the natural dependency on... Read More
Remember the training programs, seminars, and workshops you had to... Read More
A solopreneur I know disappears from my radar screen for... Read More
Every business plan book tells you how the Executive Summary... Read More
Most business owners know when they need an accountant, but... Read More
The goals of businesses have undergone much evolution from the... Read More
Don't let your customer satisfaction research initiative collect dust on... Read More
A corporate shell could be liken to a house that... Read More
Forget everything you've ever heard about the U.S. Small Business... Read More
A Brilliant Marketing Idea... sounds great but what is it?... Read More
As a solo entrepreneur or small business owner, one of... Read More
Running a business, whether large, small or in your home,... Read More
shuttle from O'Hare Alexander ..If a customer owes your local business money, it's hard... Read More
Some of the greatest words of wisdom for any man... Read More
Under the Securities Act of 1933, any offer to sell... Read More
WHEN you are operating or planning a small business that... Read More
Becoming a contractor or sub-contractor for the U.S. government can... Read More
Here are some useful tips on what to consider before... Read More
While driving through Pennsylvania farmland, you have probably noticed an... Read More
So you want to start a business but you don't... Read More
Here are just a few ways to increase and diversify... Read More
What types of companies do you want to align yourself... Read More
Many government department heads are on the take. Oh they'll... Read More
Many businesses offer small business franchise opportunities. There are many... Read More
Running a small business requires many skills. However, to do... Read More
With the massive explosion of start-ups and home businesses developing,... Read More
One of the primary concerns all small businesses have is... Read More
Ask anyone trapped in a cubical about their entrepreneurial dream... Read More
I ran a franchise company for many years, a car... Read More
Starting and managing a small business is no fun chore,... Read More
That's right ? are you making enough mistakes in your... Read More
If you are a small business and qualify to participate... Read More
One of the simplest ways to expand your marketing efforts... Read More
Introduction: This article is written as a general discussion on... Read More
If you're like me, you love accounting. It's so fascinating... Read More
What is a guru?A guru is a teacher. A mentor.... Read More
When working from home, it is usual to find that... Read More
Small Business |