I have interviewed a lot of Internet marketing and sales experts over the past several years. And not long ago I had the pleasure of interviewing a very big name in the marketing industry Jay Conrad Levinson.
And during that interview I did a detailed questions and answers session with him, where people on my list emailed me questions for me to ask Jay.
One of the questions someone asked was how to develop a good, solid marketing plan.
Jay’s answer was so good I think every single person selling anything online should write it down, study it and use it every time they do business.
Here’s what he said:
The thing he always recommends is writing simple seven-sentences he calls “guerrilla marketing plan.”
And the seven sentences go basically like this:
The first sentence tells the purpose of your marketing; what physical thing do you want people to do — visit a website, call an 800 number, look for your product the next time they’re at the store, answer your email, clip a coupon, etc.
In other words, what do you want them to do physically?
The second sentence tells the prime benefit or competitive advantage that you need in order to accomplish your purpose. You may have 100 benefits. Pick the main one. Specifically, pick your competitive advantage that your competition doesn’t offer.
The third sentence of your marketing plan lists your target audience or target audiences.
The fourth sentence lists the marketing weapons that you’ll use. For example: article marketing, publicity, pay per click, search engines, referrals, etc.
The fifth sentence tells your niche in the market place. What’s the first word you want to enter people’s minds when they see your product? Your name? Maybe your company’s name?
The sixth sentence tells your identity (not your image) — your distinct personality. You don’t want to be a cold, faceless institution in anyone’s mind. You want to be a flesh and blood person with a real personality.
Finally, the seventh sentence tells your marketing budget, which should be expressed as a percentage of projected gross sales.
And that’s it.
Jay’s simple plan works almost like magic for people.
It keeps you on track, keeps you focused, and keeps your goals in line and easier to achieve.
Next time you have a new product or business to launch, use this simple guide. It can make everything go down a lot easier, faster and more profitably for you.