Have you ever spent time and effort, what creates a marketing plan and then experiencing disappointment and frustration because it made a zero difference in your business performance?
If so, it is likely because it fell on one or more of the following traps:
1. You may have followed a template that has been designed for a large corporate entity instead of one that has been effective for a smaller business
2. It possibly bought a training course in a charlatan marketing plan that knew that the course they were selling was useless, but that continued to sell it independently
3. Or perhaps followed the advice of a well-intentioned coach or business consultant (who probably does not have his own business) that was based on the theories out of date. And if that is the case, then he probably realized that after several months and many thousand dollars later, you did not have new customers to show their time, effort and money.
4. Or possibly you fell into the very common trap start with tactics and not pay attention to the strategy first
If any of the above describes you, then you need to know that it is probably not your fault: there are simply too many sleep thieves, sleep soft and simple that are selling half-baked theories that do not really work.
And on the subject placing the strategy before the tactics, the last is the important details of the marketing plan and including the creation of testimonials, guarantees, websites, advertisements, emails or direct mail campaigns and so on but while it is very important you will soon see that it is a big mistake for Start with tactics before you have an effective marketing strategy.
This article is in the introduction of seven strategic questions that you need to answer when compiling an effective marketing plan.
Strategic question # 1
What is your Peg? Peg stands for personal final games and while it is technically a goal and not such a strategy, I put it here because it is very important as a source of motivation when you hit an inevitable obstacle along the way to grow your business: “The reason for fuel in motivational furnace “.
Peg questions are usually easiest than strategic questions to be answered. All you need to do is identify two numbers and three things.
The two numbers are: how much income do you want every year and how many weeks do you want every year?
Then you add three things you will use money and time for – three combustion motivators. It can include your family but don’t make it stay pure! If the house is a large sea side and the car quickly actually plays your “whizzer”, then add to your list.
Strategic question # 2
What is your ideal client profile and what is their specific needs? You need to develop a simple description of your ideal client and what they want. And ideally the part of the “what they want” is a need that they cannot meet elsewhere.
This is not rocket science so it’s still simple!
Enter the characteristics that generally apply such as gender, religion, location, age bracket, work, company size, income and also a little about their purchasing motivators. Whatever you think is relevant is a fair game for your list.
For example, this is my ideal client profile: an English-speaking business owner who feels comfortable with the internet and who wants a marketing plan specifically designed for small businesses and it is actually proven to be effective to bring new clients.
Another example of the client: restaurant owners of fast food in the Asia Pacific region who want to increase their sales and advantages through a smarter sales software analysis.
And another client: Mothers in Australia, New Zealand and North America who wanted a delicious but healthy Greek style yogurt for themselves and their families and were ready to pay a little premium for healthier and more nutritious food.
Note: In the last example we have excluded women without children to feed and we have excluded men even though they are fully aware that some of the two categories will buy products. But we want to make a marketing message (see below) that reflects their specific needs that are not fulfilled and we cannot do that if we try to appeal to everyone. A message designed for everyone is a message that is not in demand.
Have you ever noticed that I haven’t asked you about your product / service? That’s because your product / service features are not relevant at this time.
Only if you find only your marketplace wants you to know if your product / service can be marketed effectively.
It may seem like a bad news but it’s probably not. There is a fair chance that your product / service, with some modifications, that’s fine. But you can not assume that. If your product / service features are not well adapted to the needs of the marketplace, people to buy will be very difficult work.
An effective marketing plan always, always, always answers questions about the needs of the market before answering the question of the product.
Strategic Question # 3
What is your bold promise?
There are a number of elements combining to create successful marketing results, but let me explain explicitly: the two most critical factors are the ones you have put your offer in front (ideal customer profile) and what you really offer; Your “value proposition” as I call.
The best offer in front of the bad person is dead in the water. For example, if you were a teetotaler and gave you a good deal on a refined case, even though I have reduced it by 90%, would you buy? Probably not. This is an excellent offer in front of the bad person.
So, suppose now that we have the good audience, let’s look at different ways to present the offer.
For example: as a business owner as the following value proposals Would you find more motivation?
“We show you how to develop your business” versus “increases your sales and profits by 50% within six months – or you do not pay”
The second is the winner of the hands as soon as it is a bold promise; it includes a specific digital advantage and adds a guarantee. This combination is a kick-butt formula, so take note.
Here is another set of contrasting offers to further illustrate the point
Do not skip that. I know your brain can hurt, but it’s critical. If you can find a bold promise like the one above, you will get better marketing results and you will get these results faster and easier.
Your ideal client is bombarded with literally hundreds of marketing messages every day. You have to do something dramatic for your message to stand out.
Strategic question # 4
Where is my ideal client hanging out? So far you have found what motivates you, which is your ideal client, those specific needs that are not fulfilled and what they need to hear to want to make an inquiry or buy.
Now you need to find out what they are watching, with whom they listen, what they read, which meetings they visit, clubs or associations where they are members, who have other businesses on their network, which websites they visit and what They are looking at Google when they look for your type of product or service.
The reason is clear: after you know where your ideal client hangs out then you can direct your thick promise to them with direct offers.
And you don’t need to spend a lot of money for this. I have built a multi-million dollar business on what I call “Godfather” I offer (bid you can’t reject).
I identified the owner of the database that contained many of my ideal clients. I prepared a great deal for their network and then I offered the owner of 100% of the sales commission.
Why did I give 100% of sales? Simple: I want people in my database who are buyers, not a tire kicker. And sales goals are to get clients (most people think it’s the opposite).
After I have a client, I can then maintain the relationship until they are ready to buy again … and again … and again.
(Remember that most of my product offers are in digital format so that I am able to provide a lot because of the cost of sending zero values.)
Strategic Question # 5
What is your Black Jellybean? If there is jellybeans jars at the counter I will be the person standing there taking the black one. There is no such thing as Black Jellybeans
Similarly, you need to find out that what you offer, your ideal client will like and create / customize / fix the appropriate product / service. And in creating something that will be loved by your ideal client, maybe it means there are a large number of people who hate it.
For example: In my business, I work with clients almost exclusively online. My client likes the fact that they don’t have to travel to meet me, that they are one click away from straight back working and that they don’t have to have me in their office or factory.
Naturally, there are other people who will work with me if only I will visit them directly, three dimensions.
So my on-line strategy is black jellyfish, because people like it or hate it.
Another example: The Quick Beauty House offers a 10 minute haircut for $ 20 … for women! For every 8 women who hate the idea there are 2 who like it. And in the city of fifteen million people that 2 out of 10 add a lot of women!
Strategic question # 6
What is your funnel? Imagine the funnel, width at the top and become narrower like extinguishing. The funnel represents a series of free product / service offers above and then increases prices when you go down to the funnel and the design is an important part of an effective marketing plan.
The funnel starts at the top with free items and when people go down the funnel is less than them but they spend more with you.
Let’s assume that whatever “core offer product” that you have is now good or even great.
Too often business owners try to sell the core offer product without the prospect of romance, seduce and interesting with good added value for the first free items.
I got married three years ago. My milesak first saw my wife fall in love. Go, attracted, out for count!
Imagine that I just approached her and I invited her to marry me on the spot. Or worse yet, how do she think she would have gone if I had asked him to join me in bed? Of course it is a ridiculous idea, but how often do you put your basic offer from the product against a perspective investigating and asked the question “So you want to buy or not?” (Or something like that).
It is necessary to ask yourself what you can offer for free, that if a person clung to it, which would be qualifying themselves as a likely client.
For example: I offer a free training course Marketing plan. It runs more than 30 days and contains a complete step by the step-forming system for the preparation of a truly effective marketing plan for the owner of a business.
I offer the training course for free because the perspective can get a great value of me without having nothing risk more than a few hours.
I know that most people who receive my free course will never pay me a penny, never.
I also know that enough of the people who do that course will descend until the next level of my funnel and (wisely) accept my two-month free trial offer for my Killer Marketing Club, which is a great example of the “Even Entry Level “Product of the previous table.
And enough of people who join the Killer Marketing Club will invest in something else and so on.
And so the funnel represents a game of patience and romance. He also tells a new potential customer “that may have been burned before so I will show myself that I am different and that I can add great value for you before trusting me with your money.”
Other examples and ideas Value-free option for: Free trial period, free sample, free demo, class, free-added or electronic value bulletins Publications, check-up, free at the tasting store.
Patience + Free = Million
Never underestimate the power of the free!
Strategic question # 7
What orders will it explode? A sequence refers to a source of perspectives. I have identified more than sixty different places that most companies can obtain potential customers from. These include traditional sources such as means of advertising (do not start here, it is going to burn too much money!), Reference systems, Search Engine Optimization, banner ads, direct mail or email campaigns, joint ventures, the beneficiaries Welcome, social media marketing, adwords, events, mouths and many more.
Your marketing plan should start making a list of at least different plumb generation sources that will start working at first.
You take the place that you think will be easier, cheaper and faster to get potential customers and set a system in place to get your message to that place and then measure the results and when necessary, to refine the Offer until a proven marketing system is having a predictable flow of new customers.
And then you do the same for the next system and so on until there are layers of tested marketing systems ten at the top of each other.
At that time you will have a flow of new tracks and new customers.
The creation of a truly effective marketing plan that provides a flow of new high quality customers, as predictable and systematic, is vitally important for both the health of their business, as well as fundamental for their success in financial life And personally.