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 mailto:subscribe@ducttapemarketing.com
If you've been thinking about starting a business, but are... Read More
When starting a business, you have to determine the method... Read More
Nothing can drive a business down faster than customers who... Read More
Too often in business we get trapped into reviewing our... Read More
In a quest for customers and to keep those customers,... Read More
All franchises must meet the legal definition of a franchise... Read More
If you interviewed business owners of failed businesses, a majority... Read More
In the 2003 Auto Laundry News Survey it was determined... Read More
Those who are in the pressure washer business should not... Read More
As a practise gets larger & larger the associated problems... Read More
The modern Franchise business model and the much different business... Read More
Outsourcing is the strategic use of outside resources to perform... Read More
Let me get right to the point. The single most... Read More
When we speak of branding most of the time people... Read More
Security Professionals provide the products and services necessary to create... Read More
A suggestion box is a really good idea for your... Read More
Most businesses accept checks as form of payment for goods... Read More
A cherished business doctrine is that growth must be a... Read More
Today is a Red Letter Day! It's special because today... Read More
The reason we Franchisors call it an exclusive territory is... Read More
Don't you find that there are so many decisions you... Read More
Unfortunately for all buyers, each selling organization and their individual... Read More
One of the great challenges for independent professionals and small... Read More
Here are a few tips on how to hand out... Read More
Why are Chambers a good launching pad?Chambers provide you with... Read More
As a successful small business owner,you're accustomed to long hours;... Read More
Everyday, customers and business owners are bombarded with billboards, logos,... Read More
In my 18 years of consulting I have heard it... Read More
In your small business debt collection laws will eventually become... Read More
Part of the power plan is making sure you have... Read More
How do we keep track of our business deals?If you... Read More
You need to be visible to attract customers, right? But... Read More
The story is told of a tiger chasing some goats... Read More
Most small business owners are faced with so many responsibilities... Read More
No matter your age or station in life, we all... Read More
As a home business proprietor, you may already realize why... Read More
Home based travel businesses are no longer the wave of... Read More
All legitimate home business entrepreneurs insist and announce loud and... Read More
Is this you?You dreamed of owning your own business, doing... Read More
Have you ever heard the phrase, 'PREPONDERANCE OF PROOF'?I recently... Read More
Many ventures are faced with the challenging task of raising... Read More
You are selling your small business (business value under $1... Read More
If you are a franchisee of a large franchise system;... Read More
Business card size works well for invitations to special events.What... Read More
Car wash businesses are unique to other businesses. In fact... Read More
One major issue not being addressed right now in the... Read More
In today's marketplace the words 'job security' have become an... Read More
1. There Are No "gimmes" ? They count two-foot putts... Read More
What is the best time to expand a mobile car... Read More
The choice to incorporate a small business in Florida has... Read More
Q: I really want to start my own business, but... Read More
-- Beyond Cold Calling, "Warm" Calling and Sending E-mails --Many... Read More
Franchisor expansion policies are not as simple as one might... Read More
You've heard marketing and advertising gurus quip, "Sell the sizzle,... Read More
We all know how glorious those first warm days of... Read More
Why does research and education play an important part of... Read More
At first blush this idea might be difficult to wrap... Read More
The modern Franchise business model and the much different business... Read More
Have Some Time to Yourself One of the most important... Read More
If you plan to do business online, then your website... Read More
I have to admit, I was curious. When I saw... Read More
CONSIDERATIONS FOR YOUR INTERN: Specify the number of hours the... Read More
Many companies wish to expand and a few wish to... Read More
Many of our nations 400,000 franchisees run their businesses out... Read More
I agree that knowledge should be free, but the next... Read More
Why should you do informative talks to smaller groups?Informative talks... Read More
Small Business |