Someone once said: “man’s propensity to give advice is only equaled by his propensity… to ignore it.”
That said, here’s my advice on developing a marketing plan:
1. Before developing your marketing plan you need to have a vision of what it is that you are trying to achieve
2. Once you know what it is that you want, then you need to figure out what it is from a customer’s perspective. You need to generate an avatar for the ideal customer. You need to script how the relationship with them will form and develop over time.
3. Finally you write your marketing plan in consideration of the constraints in terms of time and money, then act on that plan working on 90-day goals and reassessing as new information comes to hand.
Why, did I bother… Well that’s another story.
This evening my personal trainer rang and wanted some advice about marketing his services. What ensued would have to be the most draining experience of my entire day. We spoke at length and I’m not joking the conversation did actually last two hours. In that time I didn’t ever change what I envision for his business, as I’m fairly sure of what he is trying to achieve, it is simply that communicating it is very difficult for me.
I consider myself a relatively skilled communicator however I feel that I messed up in a couple of key ways. Partially I was not strong enough. I wasn’t completely certain because there are a number of variables that would influence a decision. However I didn’t need to tell him that. It only confused him.
Secondly I forgot about the primary convincing factor for many people, authority. While compared to him I am an expert, I forgot to make it clear that I had it on good authority what I was telling him was correct.
Finally I didn’t do the most simple of all things and that was provide a framework around which to base my arguments which I repeat over and over sighting different examples and tying them in constantly to the framework which he could afterward remember. I am very worried that because of this last point especially that he will be in the same situation when I see him on Tuesday, so perhaps I’ll just jot it down here and now (cut/pasted above).
I guess that now I’ve written this blog post I’ll be able to sleep, since I was previously feeling rather stressed by the whole situation. It is great how blogging, and actually writing in general, can help to clear your mind and order your thoughts. Actually I learned that from Glen Dietzel who taught me: “Writing is the doing part of thinking”. And with that I’ll sign off. Good night everyone. I hope you’re day is full of love and joy.