marketing plan

How to develop your marketing strategy

There's a secret formula for developing a winning marketing strategy. I'm going to share it with you today. But you should be warned…just a handful of your fellow readers will ever take this secret and put it into action.

STEP 1: Study your market and write down the common practices of in the industry in three categories--Marketing, Advertising and Sales Process.

STEP 2: Do the opposite.

STEP 3: There is no Step 3.

I'll give you a few examples…

First, my own marketing:

Common practice - email a fancy, graphics heavy email newsletter with bland content once a month.

Opposite - email short, plain looking, opinionated emails every weekday.

Competitive advantage - most won't do it because they believe it won't work (I've got *DATA* to prove otherwise) and they perceive it to be too much effort.

Next from a client:

Common practice - find prospects through personal networking and cold calling

Opposite - Use direct mail (this in and of itself flies in the face of the conventional "wisdom") lead generation offers to get real prospects to respond and self-identify.

Competitive advantage - less manual labor, it's scaleable and my client is better positioned when the prospects seek her out.

And finally,

Common practice - keep information about your processes and business model under your hat (after all your competitors might steal a good idea!).

Opposite - share information about what and how you do what you do to position your business as the leader.

Competitive advantage - transparency builds trust and relationship with prospects…relationship trumps all other factors.

How can you buck the norm and make your business stand out?

marketing consultant steve gordon

A Quick, Easy Small Business Marketing Plan For 2010

The New Year is just around the corner and if you're not already thinking about it, you should be outlining your marketing plan for 2010. If you're like a lot of small businesses, you're coming off of a rough 2009 without a lot of free cash to dump into new marketing. I hear you loud and here's a plan to boost your marketing and go easy on your wallet.