Clean Up Your Marketing
By Charlie Cook Copyright © 2005
Has your once well-organized marketing plan come to
resemble the jumble of stuff in your closet (not to mention the garage and the
attic)? If you are like most people, each time you come across a new marketing
idea you try to adopt it and add it to your existing approach.
and tactics tend to accumulate and linger even when they may not be working as
well as you'd like. Like the ill-fitting clothes that accumulate in your closet
or the broken tools still in the garage, they are hard to get rid of, whether
because of habit, emotional attachment or just plain not getting around to
cleaning them out.
To improve your marketing, you'll need to clean out
some old ways of working. While I don't want to get anywhere near your closet,
and in fact I could use some help with mine, I can show you how to clean up your
marketing plan so you're ready to take advantage of the New Year to grow your
Cleaning Up Your Marketing Plan
Every morning my friend Michael
Angier of SuccessNet.org sits down at his desk and asks himself the
three quŽstions about his business.
1. What's working?
2. What's not
3. What can I improve?
You may not want to review your
marketing plan five times a week, but it is a good idea to do it at least
once a year. So take out your pencil or fire up your computer and assess
Your Marketing Plan
1. Is your plan working?
you have a well defined marketing strategy that helps you achieve the three
phases of marketing: Getting Attention, Positioning, and Selling?
3. Do you
need to write or rewrite your marketing plan?
4. Do you need additional
information or coaching to complete your marketing plan?
5. What are you
going to do to improve your marketing plan?
6. Does your marketing message prompt prospects to contact
7. Do your ads, letters, and web site motivate prospects to contact
8. What are your conversion rates?
9. What steps can you take to
10. What are you doing to
establish your credibility with prospects, to help them know and trust
11. Is it working as well as you'd like?
12. What could you
13. Is the value of your products and services clear to your
prospects or do they quŽstion you about merits and price?
14. Want to learn
how to ensure that your prospects understand the value of your products and
15. How successful are you in selling,
that is, in getting commitments for everything from appointments to orders?
16. What's your conversion rate of prospects contacted to clients and
17. Do initial s/ales generate repeat s/ales and referrals for
years to come?
18. Want to learn how to generate more s/ales from each
Evaluating Your Marketing Plan
Use Michael's three
quŽstions to summarize your comments about your marketing plan and your success
in getting attention, positioning and selling.
2. What's not?
3. What do you want to improve?
hardest part about cleaning out your closet, attic, garage or your marketing
is getting started. It may be time to straighten up or throw out some of
marketing strategies and tactics and replace them with new more effective
ones. Start 2005 with a well organized marketing plan, one that helps you
Attention, Position your products and services and Sell and you'll find your
business growing in leaps and bounds in the coming year.
|2004 © In Mind
Communications, LLC. All rights reserved.|
The author, Charlie Cook, helps
service professionals and small business owners attract more clients and be more
successful. Sign up for the FrŽŽ Marketing Plan eBook, '7 Steps to get more
clients and grow your business' at http://www.marketingforsuccess.com