Cover image for Marketing plan handbook : develop big picture marketing plans for pennies on the dollar
Marketing plan handbook : develop big picture marketing plans for pennies on the dollar
Bly, Robert W.
Personal Author:
Publication Information:
[Irvine, CA] : Entrepreneur Media, [2009]

Physical Description:
xvii, 334 pages : illustrations ; 23 cm
Entrepreneurs learn how to zero in on their marketing goals, choose the best marketing tactics, integrate timeless and up-and-coming techniques, create a success measuring system, and more.
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HF5415 .B4848 2009 Adult Non-Fiction Popular Materials-Small Business

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Successful marketing consultant Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks and reveals the12 critical steps necessary to build a practical marketing plan that produces the results of an expensive consultant without the hefty costs. Entrepreneurs learn how to zero in on their marketing goals, choose the best marketing tactics, integrate timeless and up-and-coming techniques, create a success measuring system, and more. They also discover the pay off of big-picture thinking, focusing on what works not what's hot--ultimately, creating a long-term plan for marketing success. * 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? * Provides 12 steps for developing a marketing plan that an outside consultant would charge $5,000 to $10,000 to create * Includes practical, utterlypragmatic, battle-tested marketing tactics proven to work in the real world * Covers new marketing technologies and current trends

Author Notes

Robert W. Bly has been an independent copywriter and marketing consultant for more than a quarter of a century. He has worked with more than 100 clients including Boardroom, Phillips, IBM, Nortel, Agora, Prentice Hall, and Grumman. He is the author of more than 75 books, and he currently writes regular columns for Target Marketing Magazine and The Writer.

Table of Contents

Prefacep. XV
Chapter 1 Harness the Power of Visionp. 1
Design Your Business to Deliver the Lifestyle You Seekp. 3
SIDEBAR Write Conversational Copy for the Best Marketing Resultsp. 9
Go Confidently in the Direction of Your Dreamsp. 11
Begin With the End in Mindp. 12
Paint a Picture of the Possiblep. 13
ACTION Write Your Vision Statementp. 15
SIDEBAR Crafting Your Unique Selling Proposition (USP)p. 18
Let Your Vision Protect You From Making Bad Decisionsp. 21
Chapter 2 Decide What Business You're Inp. 23
SIDEBAR Crafting Your Elevator Pitchp. 26
Creating a Business to Fulfill Your Visionp. 27
What is a Niche?p. 28
SIDEBAR Micro-Niche Your Way to Successp. 32
Why Is This a Good Niche for Us?p. 34
ACTION Describe Your Nichep. 40
SIDEBAR Are You Too Old to Start a Business?p. 41
Chapter 3 Get to Know Everything about Your Ideal Customerp. 43
Qualifying Prospectsp. 44
Create a Customer Databasep. 46
Know Your Customers' "Core Buying Complex"p. 50
What Do I Want to Know About My Ideal Client?p. 52
SIDEBAR What The Apprentice can Teach You About Knowing Your Customersp. 54
Don't Ignore Government Marketsp. 56
SIDEBAR 12 Government Market Facts at a Glancep. 58
Nonprofit Marketingp. 59
Know the Lifetime Value of Your Ideal Clientp. 60
Know Why Your Client Buysp. 62
Know What Benefits Mean the Most to Your Clientp. 62
SIDEBAR Marketing to GOM (Grumpy Old Men)p. 63
Know the Steps in Your Clients' Buying Processp. 64
SIDEBAR Five Steps to the Perfect Guaranteep. 65
Know Where Your Clients Go to Look for Informationp. 67
Know What You Can Learn from Your Current Clientsp. 68
Where Should I Look for Information?p. 70
ACTION Describe Your Ideal Clientp. 72
Chapter 4 Who is the Competition?p. 75
SIDEBAR What They Say about You Onlinep. 76
Who Is Your Top Competitor?p. 76
Look for the Gaps in Service to Your Nichep. 77
How Do I Learn More About My Competition?p. 80
SIDEBAR Trade Shows in Your Marketing Mixp. 80
ACTION Write Your Description of the Competitionp. 84
SIDEBAR Competition for the Information Marketerp. 86
Chapter 5 Strategize: Position Your Businessp. 89
Bull's-Eye: Position Your Businessp. 89
How to Build a Stronger USPp. 91
Offer Proof for Your Positioning Statement and USPp. 97
SIDEBAR Testimonials: The Quickest and Most Powerful Way to Support Your USPp. 99
Describe What You Want to Accomplish This Yearp. 101
Your Business at a Glance: The Capabilities Brochurep. 102
SIDEBAR Don't Forget the Yellow Pagesp. 106
ACTION Write Your Goals for Your Business for the Next Yearp. 108
Chapter 6 Build Out Your Product Linep. 113
Cost of Customer Acquisition vs. LCVp. 115
Creating New Productsp. 117
Features and Benefitsp. 118
Turn Product Flaws Into Selling Pointsp. 121
Buying Motivations: The FCB Gridp. 123
Pricingp. 124
Selling High-Priced Productsp. 131
SIDEBAR Pricing Strategies for Selling Servicesp. 133
SIDEBAR Sell a Lifestyle, Not a Productp. 134
Chapter 7 Assess Your Tacticsp. 137
Determine the Response You Want from Your Targetp. 137
Decide What Message Will Stimulate This Behaviorp. 138
Decide Which Marketing Tactics Will Best Support Your Strategyp. 141
Tactics That Reach Your Target Marketp. 143
Inbound vs. Outbound Marketing Tacticsp. 144
The Busy Doctor Syndromep. 147
The Silver Rule of Marketingp. 149
Choose the Best Three to Five Tactics to Beginp. 150
SIDEBAR Keyword Due Diligencep. 153
Marketing in Larger Companiesp. 155
ACTION Identify the Tactics You'll Usep. 157
SIDEBAR Selling to the "Starving Crowd"p. 158
Chapter 8 Integrate Online and Offline Marketingp. 161
E-Mail Marketingp. 161
SIDEBAR Five Ways to Get Your Website Ranked Higher on Googlep. 164
Writing and Publishing a Free E-Newsletterp. 165
SEO Your Websitep. 167
SIDEBAR Add a "Recommended Vendors" Page to Your Sitep. 171
SIDEBAR How I Find Fresh E-Zine Content for 50 Cents per Articlep. 177
Increase E-Mail Address Capturep. 177
Bloggingp. 180
Social Mediap. 182
SIDEBAR Getting Started on the Right Foot at Twitterp. 184
Chapter 9 Put Your Measurements in Placep. 187
What Metrics Should You Measure?p. 188
Calculating Marketing RDIp. 190
Calculating and Measuring ROTIp. 192
SIDEBAR Doubling Hour and Doubling Dayp. 194
Measuring Web Metricsp. 197
Marketing Performance Reportingp. 204
Create the Tracking Systemp. 206
Determine How Often to Review the Datap. 206
ACTION Write what and How You'll Measurep. 207
SIDEBAR Predicting the Probable Success or Failure of a New Product or Marketing Ideap. 208
Chapter 10 Write Your Planp. 211
Write It Down to Get It Donep. 211
SIDEBAR Use a Swipe File to Write Promotions Better and Fasterp. 213
Create a One-Year Planp. 215
Budgetp. 217
Plot Major Campaigns Firstp. 220
Break It Downp. 222
ACTION Write Your Planp. 223
SIDEBAR 10 Ways to Stretch Your Marketing Budgetp. 224
Chapter 11 Work it!-Implementationp. 229
What Stage Is Your Business In?p. 230
Copy: The Foundation of Implementationp. 232
Write the Way Prospects Talkp. 234
Writing Great Headlinesp. 237
More Copy Tipsp. 240
Make Liberal Use of Free Offersp. 242
SIDEBAR Promote Yourself by Writing Articlesp. 247
Schedule Your Action Steps for the Next 30 Daysp. 249
Follow These Keys to Successp. 249
Chapter 12 Review and Troubleshoot Your Planp. 251
SIDEBAR How Good a Marketer Are You?p. 252
What You Should Reviewp. 254
A Sales Tactic for Overcoming Price Resistancep. 254
Good, Better, Bestp. 256
SIDEBAR The Psychology of Pricingp. 257
Testing Your Marketing Campaignsp. 259
What Price Pulls Best?p. 262
How To Troubleshoot Your Planp. 264
What to do When It's Not Workingp. 265
Non-Marketing Causes of Marketing Plan Failuresp. 266
Honor Your Refund Policy Pleasantlyp. 269
SIDEBAR Don't Waste Your Customer's Timep. 274
A Glossaryp. 277
B Forms & Worksheetsp. 287
C Model Marketing Planp. 305
D Marketing Consultantsp. 315
E Sources & Resourcesp. 321
Indexp. 325