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We’re told marketing is hard. That it requires months of analysis, weeks of brainstorming, and years of consistent implementation. To succeed in marketing, you need the fortitude of General Patton, the genius of Don Draper, and the cash reserves of Warren Buffet. WRONG. One week. That’s all it takes for most small and medium-sized businesses to dramatically improve their marketing. And let’s face it, most business owners do very little marketing, and what they do is not particularly effective. Business owners often don’t know how to best market their company, or are too busy working to make time to promote it. What they don’t realize is that effective marketing doesn’t have to be complicated or time-consuming. Mark Satterfield’s The One Week Marketing Plan lays out a step-by-step system entrepreneurs can put in place in just five business days. This “set it and forget it” strategy works all day, every day to bring in new business. Tailored to each company’s niche market, this innovative plan can generate a consistent stream of customers for an out-of-pocket expense of as little as $300. Satterfield, founder and CEO of Gentle Rain Marketing, Inc., has more than two decades of experience helping clients in more than 75 niche industries grow their businesses without cold calling or hard selling. Now, in The One Week Marketing Plan, his strategies and wisdom are accessible and realistic for entrepreneurs, self-employed professionals, and business owners looking to move in a new direction. One week. That’s all it takes. So let’s get started.
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Part 1: The basic one week marketing plan
Part 2: Strategic marketing boosters
Table of Contents
Most small- to medium sized enterprises struggle to develop a workable marketing plan but it really isn’t difficult. In fact, all it takes is one week to get your marketing set up. You then keep progressively fine-tuning and boosting to get it working better.
To get a robust marketing plan up and running in just one week, the steps you need to follow each day are:
Step 1 Choose your niche market
While everyone naturally assumes they will make more money by going after everyone, the reality is that if you focus on one niche you will stand out from your competition and eliminate many of the objections people have about doing business with you. By becoming a specialist rather than a generalist, you always increase your appeal.
Focusing on a niche is especially important in today’s business environment. It’s hard to stand out against the background noise of the marketplace but when you market to a niche you solve that challenge. You can communicate a very specific message which details the specific problems you can cure. As you articulate your understanding of the problems people in your niche face, they assume you know the solution they need because you understand their problems so well. The more you focus on a niche, the less resistance they will have to what you offer.
Niche markets come in two varieties:
To figure out a good niche for you, the kind of analysis you should conduct is:
■ Is there one group of clients who currently spend more with me than any others?
■ Is there one group which I find easier to reach and then to sell to?
■ Who are the clients I have most enjoyed working with in the past?
■ Who has the most obvious pressing need for my product or service?
■ Who would be able to make the most money from what I know or do?
■ What group of clients do I relate to the most?
■ In which market niche would I have an obvious competitive advantage because of what I do or sell?
Based on those and similar questions, you should figure out which market niche you should focus on initially. If you have more than one and just can’t decide between them, set up your first marketing plan for one niche and then come back in a few weeks and set up another marketing plan for the second niche on your list.
Step 2 Create a great FREE offer
What you’re trying to do here is to create a “bait piece” which is so alluring it motivates prospective clients to raise their hands and express initial interest. Your FREE offer should be for something which is meaningful and valued by people in your target niche.
Crafting an alluring FREE offer generally requires that you work your way through three steps:
1 Choose your format – you decide whether to offer a free report, video, audio program, piece of software, app or diagnostic tool. Admittedly how you deliver it is less important than what you deliver but figure out what format will appeal to your niche.
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