The First Steps in Marketing
by Rick Crandall
You Need a Marketing Plan
Most people won’t do a marketing plan. Most people won’t have a successful business. There is a relationship. Without attracting customers, you won’t have a business. It’s not that hard to have a little fun and still market seriously. After all, it’s more fun to be successful.
A marketing plan can be as simple as a to-do list with a schedule and a commitment. It doesn’t have to be fancy, but it does have to exist. Your plan gives you a map. Without one, how will you know if you’re making progress?
Set Time Aside to Develop a "Marketing Mindset"
Most people don’t spend as much time planning their marketing as they do buying a new refrigerator. Yet your business will cost you more (or make you more) and means more to you.
A marketing mindset requires that you think creatively and think like your customers. Give yourself time to "free associate." Come up with new possibilities and crazy ideas. Brainstorm with others for possibilities. See your product or service from the viewpoint of the customer. What are you doing for them?
What Is Your Positioning in the Marketplace?
If you have competitors, how will you distinguish yourself to the consumer? Can you build an image that sets you apart from the competition? At the least, you want to be the best in a specific category that you define. Or you want to be the best for a particular group of people. Proper analysis will also produce your unique selling proposition which will be your key to attracting both your customers’ attention and the media’s attention for free publicity efforts.Ask People What They Want or Like
Formally, this is research. But all you really have to do is talk to people. Don’t argue with them. You want honest input on what they like and dislike about your product or service. If they misunderstand something, assume that you’re not communicating they way you need to. Have people list why they’d buy a product or service like yours. (The results may even encourage you.) You and they need to know what your principal benefit is. If you and they disagree, they’re probably right.
For Direct Mail Use a "Standard" Package Until You’re Sure You Have Something Better
- a 4-page (or longer) letter
- 100% money-back guarantee for 30+ days
- a brochure
- an addressed reply envelope (stamp optional)
- an order form
- a #10 outer envelope with teaser copy on it, sent bulk mail
- a special offer for acting now (premium, discount, etc.)
(A great list is more important than all of the above.)
Find People to Help You
Make the effort to find people who can give you feedback and ideas. Perhaps you can even joint venture with competitors!
Give Yourself a Schedule
To get things accomplished, get started now. Whatever you need to do, it really does start with the first step. Talk to five competitors next week. Interview ten possible customers. Ask ten people for referrals.
copyright 2007. Rick Crandall is a business and marketing consultant and the author of Marketing Your Services for People Who Hate to Sell and 1001 Ways to Market Your Services. Rick can be reached at 415-209-9838 or through www.rickcrandall.com.