| Description |
xvii, 334 pages : illustrations ; 23 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Preface -- 1: Harness The Power Of Vision -- Design your business to deliver the lifestyle you seek -- Sidebar: Write conversational copy for the best marketing results -- Go confidently in the direction of your dreams -- Begin with the end in mind -- Paint a picture of the possible -- Action: Write your vision statement -- Sidebar: Crafting your unique selling proposition (USP) -- Let your vision protect you from making bad decisions -- 2: Decide What Business You're In -- Sidebar: Crafting your elevator pitch -- Creating a business to fulfill your vision -- What is a niche? -- Sidebar: Micro-niche your way to success -- Why is this a good niche for us? -- Action: Describe your niche -- Sidebar: Are you too old to start a business? -- 3: Get To Know Everything About Your Ideal Customer -- Qualifying prospects -- Create a customer database -- Know your customers' "core buying complex" -- What do I want to know about my ideal client? -- Sidebar: What the apprentice can teach you about knowing your customers -- Don't ignore government markets -- Sidebar: 12 government market facts at a glance -- Nonprofit marketing -- Know the lifetime value of your ideal client -- Know why your client buys -- Know what benefits mean the most to your client -- Sidebar: Marketing to GOM (grumpy old men) -- Know the steps in your clients' buying process -- Sidebar: Five steps to the perfect guarantee -- Know where your clients go to look for information -- Know what you can learn from your current clients -- Where should I look for information? -- Action: Describe your ideal client -- 4: Who Is the Competition? -- Sidebar: What they say about you online -- Who is your top competitor? -- Look for the gaps in service to your niche -- How do I learn more about my competition? -- Sidebar: Trade shows in your marketing mix -- Action: Write your description of the competition -- Sidebar: Competition for the information marketer -- 5: Strategize: Position Your Business -- Bull's eye: position your business -- How to build a stronger USP -- Offer proof for your positioning statement and USP -- Sidebar: Testimonials: the quickest and most powerful way to support your USP -- Describe what you want to accomplish this year -- Your business at a glance: the capabilities brochure -- Sidebar: Don't forget the yellow pages -- Action: Write your goals for your business for the next year. |
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6: Build Out Your Product Line -- Cost of customer acquisition vs LCV -- Creating new products -- Features and benefits -- Turn product flaws into selling points -- Buying motivations: the FCB grid -- Pricing -- Selling high-priced products -- Sidebar: Pricing strategies for selling services -- Sidebar: Sell a lifestyle, not a product -- 7: Assess Your Tactics -- Determine the response you want from your target -- Decide what message will stimulate this behavior -- Decide which marketing tactics will best support your strategy -- Tactics that reach your target market -- Inbound vs outbound marketing tactics -- Busy doctor syndrome -- Silver rule of marketing -- Choose the best three to five tactics to begin -- Sidebar: Keyword due diligence -- Marketing in larger companies -- Action: Identify the tactics you'll use -- Sidebar: Selling to the "starving crowd" -- 8: Integrate Online And Offline Marketing -- E-mail marketing -- Sidebar: Five ways to get your website ranked higher on Google -- Writing and publishing a free E-newsletter -- SEO your website -- Sidebar: Add a "recommended vendors" page to your site -- Sidebar: How I find a fresh E-zine content for 50 cents per article -- Increase e-mail address capture -- Blogging -- Social media -- Sidebar: Getting started on the right foot at twitter -- 9: Put Your Measurements In Place -- What metrics should you measure? -- Calculating marketing RDI -- Calculating and measuring ROTI -- Sidebar: Doubling hour and doubling day -- Measuring Web metrics -- Marketing performance reporting -- Create the tracking system -- Determine how often to review the data -- Action: Write what and how you'll measure -- Sidebar: Predicting the probable success or failure of a new product or marketing idea -- 10: Write Your Plan -- Write it down to get it done -- Sidebar: Use a swipe file to write promotions better and faster -- Create a one-year plan -- Budget -- Plot major campaigns first -- Break it down -- Action: Write your plan -- Sidebar: 10 ways to stretch your marketing budget -- 11: Work It! -- Implementation -- What stage is your business in? -- Copy: the foundation of implementation -- Write the way prospects talk -- Writing great headlines -- More copy tips -- Make liberal use of free offers -- Sidebar: Promote yourself by writing articles -- Schedule your action steps for the next 30 days -- Follow these keys to success -- 12: Review And Troubleshoot Your Plan -- Sidebar: How good a marketer are you? -- What you should review -- Sales tactic for overcoming price resistance -- Good, better, best -- Sidebar: Psychology of pricing -- Testing your marketing campaigns -- What price pulls best? -- How to troubleshoot your plan -- What to do when it's not working -- Non-marketing causes of marketing plan failures -- Honor your refund policy pleasantly -- Sidebar: Don't waste your customer's time -- Appendices -- A: Glossary -- B: Forms & worksheets -- C: Model marketing plan -- D: Marketing consultants -- E: Sources & resources -- Index. |
| Summary |
From the Publisher: The only marketing consultant you will ever need. With this practical guide, successful marketing consultant Robert Bly cuts through the clutter of marketing theories, short-lived techniques, and trendy gimmicks and shows you how to develop a time-tested marketing plan that focuses on what works, not what's hot. In 12 action-packed steps, you get an inside look at the magic behind effective promotion and learn how to zero in on your marketing goals, assess your marketing tactics, integrate timeless and up-and-coming techniques, create a success measuring system, and more! The Marketing Plan Handbook: Provides 12 steps for developing a marketing plan that would cost you $5,000 to $10,000 to create; Includes practical and tested marketing tactics proven to work in the real world; Covers new marketing technologies and current trends. This invaluable guide addresses two to the most common queries among new business owners and entrepreneurs-How do I write a winning marketing plan? and Is there a sample marketing plan I can reference? The Marketing Plan Handbook gives you both and more. |
| Subject |
Marketing -- Management.
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Marketing -- Management.
(OCoLC)fst01010209
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| ISBN |
9781599183626 (pbk.) |
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1599183625 (pbk.) |
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