If I stopped you on the street and asked you what you want out of your business, could you tell me on the spot? What if I asked you: “What makes you different from everyone else in your line of work?” If you are getting new customers often, you already know that these are not irrelevant questions–they’re gonna ask you! But it’s not enough to have a generic mission statement written down or published on your corporate office wall, the mission and purpose of your business ought to be always in the back of your mind and on the tip of your tongue… And not just yours, but any person who works for or with you that might engage customers or produce materials for you. This is more than just a one-time activity, too. You’ll get the best results the deeper you dive and the more often you repeat it. Make sure you “like” our Fan Page so you’ll get the next 3-4 posts where I deep dive into each of the three steps toward a real, results-oriented marketing plan!
Marketing Plan: Set Clear Intentions Day Even if the “how” of your marketing plan is not clear yet, the “why” is. If you don’t have a clear reason why you are in business, you won’t have the drive to get your through the hard times when the results aren’t yet visible. (There are days in business when you don’t get instant gratification, yes?) Marketing doesn’t always bring immediate results. Sometimes you have to work with head down, nose to the grind stone day after day, building something over time and cultivating relationships that need to grow. Ask yourself, how many of your customers are ready to act the very first time they meet you? Wouldn’t it be wise to incorporate systems into your marketing plan that allow people to get to know you (and your business) over time, until they are ready to act? That’s why your “why” is so important to your marketing plan. You need a BIG PICTURE, long‐term perspective to build your marketing plan around. Once you have a clear intention you can commit to taking massive action toward it WHILE YOU LEARN NEW THINGS. (More about learning on Day Two.) But here’s a quick tip: Don’t take massive action if you aren’t clear! Especially if you’re taking repeated action on something that ISN’T working. That’s the prescription for burnout. “Maybe you feel like what you’re doing is not working.” ‐‐Marketing Plan Not Working? Start Over. Maybe all you need is to go back to the beginning and start right. You can get clear TODAY. © 2013 ChadandSandyNeumann.com Page 1 Marketing Plan: Set Clear Intentions Day There are lots of different ways to write your intention. But I don’t want you to follow a template that might box you in. So instead, I’m just going to offer a few tips, and tell you to write from the heart. ;‐) 1. It must be written (yes, on paper.) 2. Start with a “free‐write” to get the juices flowing. (Write everything that comes to your mind for about a minute or so without editing. Kinda like journaling; helps you dig deeper.) 3. Don’t make your “why” about money. 4. Make it bigger than you. 5. Include what it is NOT. 6. Don’t limit it to the future. Find something that is connected to your “why” that allows you to make a difference now, even if at a smaller level. 7. Find images that spark emotion and remind you of your why instantly when you see them. I’ll share some of my “why” with you as an example. I have more than one, not sure if that's allowed... (taking the gospel around the world, restoring orphanages and loving on abandoned kids, being a great wife :) ) All those things allow me to participate in my "why" on some scale today. But I also have a bigger picture in mind, too. Similar ideas on a much larger scale. I also can describe in detail the things I WILL NOT do to achieve it. (My "why" does NOT include: taking advantage of others to get a profit, promoting multiple opportunities that could confuse my followers, promoting something I don't do myself, being money‐minded, or allowing dishonesty.) ‐‐ Snapshot of My "Why" Board © 2013 ChadandSandyNeumann.com Page 2 Marketing Plan: Set Clear Intentions Day But what moves me most in my daily business is to see someone who was born with an entrepreneur’s spirit, who is trapped— either doing something that they don’t love ‐‐OR‐‐ failing at what they do love because they’re missing something. You can tell a struggling entrepreneur to “go get a real job,” but the truth is he’d rather eat peanut butter and jelly every day than to give up on the dream that’s burning a hole inside him. There’s a TV show (one of the ONLY times I turn that thing on!!) that motivates my "why" every time I watch it: Food Network’s Restaurant Impossible. One hard‐core, no‐BS chef and business expert goes into a failing restaurant with $10,000, a builder a designer and turns the business around in two days. ‐‐Robert Irvine in My Marketing Plan?? His keen eye for marketing and business operations helps desperate owners see the error of their ways. © 2013 ChadandSandyNeumann.com Page 3 Marketing Plan: Set Clear Intentions Day That’s who I want to be! The “Robert Irvine” of small business owners competing in a scary, fast‐moving online world. I’m not there yet (of course). I’m still developing my own skills. But I’ve learned some, and what I learn I share. I’m not taking this journey alone; I’m taking others with me. And you can do the same. You’ve got to be a leader …before you have followers. That’s why you must commit to LEARNING. Because even though you won’t realize your “why” or your “end goal” right way, you’ll BECOME SOMEBODY in order to help somebody along the way! See ya tomorrow, Sandy Missed yesterday's post? Read the overview of our three‐day marketing plan here. © 2013 ChadandSandyNeumann.com Page 4
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