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4 Steps to Winning Gold With Your Marketing Plan

Author: Tracy DeYoung   |   August 7th, 2012

Do you have visions of being the market leader in your industry? Can you picture a giant leaderboard with you and all of your competitor’s names on it, and your name is in the top slot? You take the gold – and the clients, and the profits!

With the summer Olympics buzz in London,  the idea of earning a gold medal is forefront in most major newscasts… How To Write a Stellar Marketing PlanSure, we applaud and commend those who earn the bronze and silver, but the glory lies in the gold.

As a business owner, you have already earned the bronze in my book. You have proven that you have drive and determination. Without these two qualities, you wouldn’t have even taken the initial step of opening your business, something most people dream about but don’t have the courage to do.

And, as a successful business owner, that takes you to the silver level. You have learned how to make a business profitable and are earning income above that of the average person.

Congratulations!

But, as a smart and successful business owner, you want the gold medal. That is the pinnacle, the top, the one thing that keeps you going day after long, hard, energy-sucking day. Like Chariots of Fire, you picture yourself running, ever so slowly with the music playing in the background…

Ask any gold level athlete, and they will tell you that they don’t get there without being coached. The same is true for small business marketing. Sometimes it pays to have a coach. Sure, you’ve done “okay” figuring things out on your own. But, why not take your “okay” and turn it into “unstoppable”?

Now, I am not a limber gymnast or a tennis pro so if those are your areas of expertise then I am not for you. But if it’s a marketing gold you want, then I’m all about blowing whistles and screaming in your ear (metaphorically of course).

You know in order to be successful at your business, you need to have sales. In order to have sales, you need a marketing plan. But what should your marketing plan look like?

Here are four qualities that give you the advantage over your competitor and will take your marketing plan to the top slot (can you still hear the Chariots of Fire theme song?):

Understand your consumer.
I know you’ve heard this one a million times, but it’s true. You have to know your consumer…intimately. Learn them inside and out, upside down, sideways and any other way possible. If you don’t know what makes them tick, it doesn’t matter how good your service or product is – they won’t buy it…until you can help them understand why they need it.

For instance, if I am into pet food sales, it does me no good to try to sell you my premium dog food that Fido will love to eat if your main concern isn’t Fido’s taste preference. But if I know that your main concern is keeping Fido from becoming overweight and you want to get rid of his dreaded doggy breath in the process, that changes my marketing angle.

Pick a niche.
A lot of people grimace at this because there is a concern that if you reduce your target market you risk losing potential income. The reverse is true. If you specialize in a small field, you become more in demand. More in demand equals the ability to charge higher fees. Take doctors for example. Who makes more, a general practitioner or a surgeon who specializes in internal medicine?

Develop a marketing message that focuses on benefits versus features.
Too often when selling, we try to tell our consumers about the features of our product or service. Consumers don’t buy products or services. They buy how they benefit them. They buy how it makes them feel good or improves their quality of life. I will get more leverage from selling you a tool that allows you access to cold drinks whenever you want them then I will by selling you an ice cube tray.

Set sales goals.
To set an effective goal, it has to be SMART: Specific, Measurable, Achievable, Reliable and Time Sensitive. You want to strive for something that will be a little difficult. You didn’t get where you are by taking the easy path. And, of course you will want to budget to be able to cover your marketing strategy. Like the old saying goes, if you fail to plan then you plan to fail.

Do these things and you will soon be standing on the tallest podium, arms outstretched above you, gold medal around your neck. And I, and the rest of your consumers, will be on the sidelines cheering you on. Because you represent all that we want to be. You have reached the top.

Let me know when you’re ready for your next lesson. I promise not to yell too much or blow my whistle too loud. Well, maybe just once or twice.

A coach is entitled to a little fun…


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