_Six Questions Look at Owner Needs To Reply to Create A Truly Great Marketing Plan
Free Marketing Plan
About the writer: Tom Poland started his first business 31 in years past and has gone to start and sell multiple businesses including two that he took international. Since 1995 he’s trained over thousands of business owners in virtually every English speaking country in the world on how to get more clients to make more money by helping more people. In this article he reveals the seven strategic questions he asks companies to answer when establishing their marketing plan. More training resource is available at www.8020Center.com/FreeMarketingPlan/.
Sample of marketing plan
Perhaps you have spent time and effort creating a Marketing Plan to then experience disappointment and frustration because it made zero difference in your business performance?
Sample of marketing plan_
_
Which may be because no one stated about the seven critical strategic questions that should be answered in order to create a really effective marketing plan. Here’s an instant overview of those questions.
Q1: What's your Ideal Client Profile and what's their Specific Unmet Need?
You have to develop a simple description of the Ideal Client and what they need. And ideally the “what they want” part is a need that they can’t get met someplace else.
For instance here’s my Ideal Client Profile: English speaking companies who are comfortable with the net and who want an advertising plan that is designed designed for small business and that’s actually highly effective to bring in new clients.
Another example from a client: Fast food restaurant managers in the Asia Pacific region who would like to increase their sales and profits through smarter sales software analysis.
Q2: What’s your Bold Promise?
One way of asking this query is “what does my Ideal Client need to hear in order for these to want to buy my product/service?”
By way of example: as a business owner which in the follow value propositions would you find more motivating?
“We show you how to grow your business”
Versus
“Increase the sales and profits by 50% within six months - or you don’t pay”
The second one is the definitely winner because it’s a bold promise, it contains a specific numerical benefit plus it adds a guarantee. That combination is a Kick-Butt formula so be aware.
Q3: Where do my Ideal Clients spend time?
Now you need to evaluate which your Ideal Clients watch, who they pay attention to, what they read, which meetings they go to, which clubs or associations they are members of, which other businesses have them in their network, which websites they visit and what you search for on Google when they are looking for your sort of products or services.
The reason is obvious: when you know where your Ideal Clients spend time then you can direct your bold promise in their mind with direct offers including free trials, special prices, bonus goods etc.
Q4: What’s your Black Jellybean?
There isn't any such thing as liking black jellybeans. You either love them or perhaps you hate them.
Similarly, you should figure out that what you offer, your Ideal Client will love and create/adjust/refine a product/service accordingly. Plus creating something that your Ideal Client will enjoy, probably means that there’s a lot of people who hate it.
By way of example: in my business Sometimes with clients almost exclusively on-line. My clients love the fact they don’t have to travel to meet with me, they are one click away from being straight time for work and that they don’t need to have me in their offices or factories.
Naturally, you'll find others who would work with me if only I would visit them in the flesh, three dimensionally.
And so my on-line strategy is a Black Jellybean - people either find it irresistible or hate it.
Another example: the short Beauty House offers 10 minute haircuts for $20 for girls! For every 8 girls that hate that idea there are 2 who love it. As well as in a city of fifteen million people who 2 out of 10 adds up to a whole lot of women!
Strategic Question #5: What will your Funnel appear to be?
Imagine a Funnel, wide at the top and becoming narrower as is goes downward. A Funnel represents a few product/service offerings that are free at the top and then increases in price while you descend down the Funnel and it is design is a critical part of any effective Marketing Plan.
As you have seen the Funnel starts towards the top with free stuff so that as people descend around the funnel there are less of them but they are spending more along.
All too often business owners want to sell that Core Offering Product without romancing, seducing and engaging prospects with great added value free things first.
You need to contemplate what you can offer totally free, that if a person grabbed at it, they would be qualifying themselves as being a likely client.
For example: I offer a free Marketing Plan study course. It runs over 1 month and contains a complete step-by-step training system for arranging a truly effective Marketing Plan for a business owner.
I provide training course for free for the reason that prospect can get great value from me and never having to risk anything more than several hours.
I know that an adequate amount of the people who do that course will descend into the next level of my Funnel and (wisely) accept my two month free trial offer for my Killer Marketing Club the industry great example of the “Easy Entry Level” product from your chart above.
And enough of the people who join the Killer Marketing Club go on to invest in another thing and so on.
Other examples and concepts for Free Added Value option: trial offer period, free sample, free demonstration, free class, free added-value newsletters or Ezines, free check-up, free in-store tasting.
Patience Free = Millions
Never underestimate the effectiveness of free!
Strategic Question #7: Which Streams would you like to tap into?
A Stream identifies a source of prospects. I’ve identified approximately sixty different places that most businesses could get qualified leads from.
Your Marketing Plan needs to start off by listing at the very least ten different prospecting sources that you will start focus on initially.
You take the main one place that you think it'll be easiest, cheapest and fastest to have leads and you put a process in place for getting your message to that place and you then measure the results so when necessary, you refine the sale until you have a proven marketing system that literally brings in a predictable stream of the latest clients.
And then you do the same for the next system and the like until you have layered ten proven marketing systems in addition to each other.
At that point you’ll have a flow of new leads and clients.
Conclusion
If you want a proven, easy-to-follow, no-nonsense, step by step training system for creating an effective Marketing Plan for your organization then head over to www.8020Center.com/FreeMarketingPlan/ and enrol today. It’s proven, it’s effective and it’s free.
About the writer: Tom Poland started his first business 31 in years past and has gone to start and sell multiple businesses including two that he took international. Since 1995 he’s trained over thousands of business owners in virtually every English speaking country in the world on how to get more clients to make more money by helping more people. In this article he reveals the seven strategic questions he asks companies to answer when establishing their marketing plan. More training resource is available at www.8020Center.com/FreeMarketingPlan/.
Sample of marketing plan
Perhaps you have spent time and effort creating a Marketing Plan to then experience disappointment and frustration because it made zero difference in your business performance?
Sample of marketing plan_
_
Which may be because no one stated about the seven critical strategic questions that should be answered in order to create a really effective marketing plan. Here’s an instant overview of those questions.
Q1: What's your Ideal Client Profile and what's their Specific Unmet Need?
You have to develop a simple description of the Ideal Client and what they need. And ideally the “what they want” part is a need that they can’t get met someplace else.
For instance here’s my Ideal Client Profile: English speaking companies who are comfortable with the net and who want an advertising plan that is designed designed for small business and that’s actually highly effective to bring in new clients.
Another example from a client: Fast food restaurant managers in the Asia Pacific region who would like to increase their sales and profits through smarter sales software analysis.
Q2: What’s your Bold Promise?
One way of asking this query is “what does my Ideal Client need to hear in order for these to want to buy my product/service?”
By way of example: as a business owner which in the follow value propositions would you find more motivating?
“We show you how to grow your business”
Versus
“Increase the sales and profits by 50% within six months - or you don’t pay”
The second one is the definitely winner because it’s a bold promise, it contains a specific numerical benefit plus it adds a guarantee. That combination is a Kick-Butt formula so be aware.
Q3: Where do my Ideal Clients spend time?
Now you need to evaluate which your Ideal Clients watch, who they pay attention to, what they read, which meetings they go to, which clubs or associations they are members of, which other businesses have them in their network, which websites they visit and what you search for on Google when they are looking for your sort of products or services.
The reason is obvious: when you know where your Ideal Clients spend time then you can direct your bold promise in their mind with direct offers including free trials, special prices, bonus goods etc.
Q4: What’s your Black Jellybean?
There isn't any such thing as liking black jellybeans. You either love them or perhaps you hate them.
Similarly, you should figure out that what you offer, your Ideal Client will love and create/adjust/refine a product/service accordingly. Plus creating something that your Ideal Client will enjoy, probably means that there’s a lot of people who hate it.
By way of example: in my business Sometimes with clients almost exclusively on-line. My clients love the fact they don’t have to travel to meet with me, they are one click away from being straight time for work and that they don’t need to have me in their offices or factories.
Naturally, you'll find others who would work with me if only I would visit them in the flesh, three dimensionally.
And so my on-line strategy is a Black Jellybean - people either find it irresistible or hate it.
Another example: the short Beauty House offers 10 minute haircuts for $20 for girls! For every 8 girls that hate that idea there are 2 who love it. As well as in a city of fifteen million people who 2 out of 10 adds up to a whole lot of women!
Strategic Question #5: What will your Funnel appear to be?
Imagine a Funnel, wide at the top and becoming narrower as is goes downward. A Funnel represents a few product/service offerings that are free at the top and then increases in price while you descend down the Funnel and it is design is a critical part of any effective Marketing Plan.
As you have seen the Funnel starts towards the top with free stuff so that as people descend around the funnel there are less of them but they are spending more along.
All too often business owners want to sell that Core Offering Product without romancing, seducing and engaging prospects with great added value free things first.
You need to contemplate what you can offer totally free, that if a person grabbed at it, they would be qualifying themselves as being a likely client.
For example: I offer a free Marketing Plan study course. It runs over 1 month and contains a complete step-by-step training system for arranging a truly effective Marketing Plan for a business owner.
I provide training course for free for the reason that prospect can get great value from me and never having to risk anything more than several hours.
I know that an adequate amount of the people who do that course will descend into the next level of my Funnel and (wisely) accept my two month free trial offer for my Killer Marketing Club the industry great example of the “Easy Entry Level” product from your chart above.
And enough of the people who join the Killer Marketing Club go on to invest in another thing and so on.
Other examples and concepts for Free Added Value option: trial offer period, free sample, free demonstration, free class, free added-value newsletters or Ezines, free check-up, free in-store tasting.
Patience Free = Millions
Never underestimate the effectiveness of free!
Strategic Question #7: Which Streams would you like to tap into?
A Stream identifies a source of prospects. I’ve identified approximately sixty different places that most businesses could get qualified leads from.
Your Marketing Plan needs to start off by listing at the very least ten different prospecting sources that you will start focus on initially.
You take the main one place that you think it'll be easiest, cheapest and fastest to have leads and you put a process in place for getting your message to that place and you then measure the results so when necessary, you refine the sale until you have a proven marketing system that literally brings in a predictable stream of the latest clients.
And then you do the same for the next system and the like until you have layered ten proven marketing systems in addition to each other.
At that point you’ll have a flow of new leads and clients.
Conclusion
If you want a proven, easy-to-follow, no-nonsense, step by step training system for creating an effective Marketing Plan for your organization then head over to www.8020Center.com/FreeMarketingPlan/ and enrol today. It’s proven, it’s effective and it’s free.