Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
Creating Your
20-Minute Marketing Plan
Part 2
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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If you missed Part 1, you can read it here:
Continued from Part 1...
2. Who Do I Want to Help?
My definition of marketing is -- 'helping people get what they want.' They may want a product or service, or they may want information early on in their buying sequence. Whatever they want, it's your job to help them get it.
Focus on a target group of potential customers. If you try to sell to everyone, you will sell to no one.
This decision pertains to selecting your Target Group.
Many business owners make the mistake of starting with their product or service first, then they go looking for people to buy it. Often they are disappointed to find that few people 'want' what they are offering.
Always start with a Target Group of people who already want something, and then determine what kind of product or service would fulfill that 'want.'
Make sure you select a large enough target group of people that want what you are selling to support your business.
For instance, perhaps you want to help diabetics who want healthier food choices. That would be your Target Group of potential customers.
Or you may target people who love and 'want' old radio programs, or people who 'want' information about raising Dalmatians, or people who 'want' to get organized.
Notice that I highlighted the word 'want.' These people must 'want' what you are selling.
When you start with a real 'want' that already exists, your job of selling becomes a whole lot easier. Why? Because those people are already searching for the thing that they want.
All you have to do is let them know that you have it, and then let them know why they should buy it from you.
3. How Do I Want to Help Them?
This is the product or service that you will sell to them to fulfill their desires.
You may offer diabetic candies to the diabetic people who want healthier food choices.
You may offer old radio programs on cassettes or CDs to the people who want old radio programs.
You may offer a book, video tape or paid training workshop to people who want information on raising Dalmatians.
You may offer books, manuals, cassettes, videos, or personal organizing services to the people who want to get better organized.
Do you see how closely these two decisions are tied into your marketing plan? You must target people who are already searching for something that they want, and then you must conform your product or service to fulfill their desires.
Most business owners never think like this. They focus on their product or service without ever asking if there are enough people in their marketplace who want what they are offering.
Very often these business owners believe their job is to 'convince' people to want what they are selling. You will go broke trying to convince people to buy something they don't already want. You will also be heading down a never-ending road to frustration.
Put yourself in your customers' shoes, and think about how you buy things. You only buy things you want, and so do the people you have targeted.
4. What Will I Offer Them to Get Them to Respond?
This is one of the most overlooked marketing questions.
Once you have set your goals, selected a Target Group of people and have determined what they want, and have found or developed a product or service that will fulfill that want, what will you offer to them to get them to respond?
Sometimes you will simply offer them your product or service at full price, but more often you will sweeten the offer with a special discount or better deal. You may offer them a bonus for buying now.
As you have heard me say so many times, it is extremely difficult to get people to buy from you in one quick and easy step. People must get to know, like and trust you before they are willing to buy from you.
To develop that relationship you often need to use the Two- Step marketing approach. Attract them with an enticing, irresistible prospecting offer. Then follow up with them repeatedly until they are ready to buy.
This is where you must decide what kind of prospecting offer you will use, and also what kind of selling offer you will use as a follow-up.
Most marketing pieces don't make any offer at all.
Without an offer, nothing happens.
5. How Will I Reach Them?
This is where you will decide how you will deliver your offer to your target group. Will you use newspaper ads, direct mail, flyer handouts, e-mail, a web site, fax, phone, TV, radio, news releases, referrals, in-person contacts, etc.?
These are called Marketing Vehicles. If you choose the wrong marketing vehicles, your offers won't reach your Target Group. You need to determine the very best way to reach your particular Target Group for the smallest investment.
You don't have to use expensive marketing vehicles. There are plenty of marketing vehicles that are very low-cost as well as no-cost if you know how to use them.
6. How Will I Know If It's Working?
This is where so many marketers drop the ball. They have no system to keep track of which marketing efforts are producing results and which ones aren't.
Trying to market your business without tracking your results, is like bowling in the dark. How will you know what you should do next if you can't see what you've done before? You can't. Marketing without an effective tracking system is a fool's game. Don't play it.
When you have an effective tracking system in place, you no longer have to guess at what you should do. The winning techniques as well as the losing techniques will be obvious. You'll do more of what works, and less of what doesn't.
There you have it -- a simple 6-step marketing plan that you can sketch out in 20 minutes.
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If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
Copyright 2000-2011 Joe Gracia. All rights reserved.
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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